Direct Lions winners!

The 64th annual Cannes Lions Festival of Creativity hosted the Cannes Direct award ceremony on 20 June 2017.

Direct Lions celebrate response-driven and relationship-building creativity. Entries need to demonstrate the pursuit and application of customer relationships, directly targeting a specific audience with a call-to-action which produces measurable and meaningful results.

From 214 entries on the shortlist, a total of 76 converted into Lions. The Grand Prix went to David, Miami for Burger King’s ‘Google, home of the Whopper’.

Google, home of the Whopper.
Google, home of the Whopper.
click to enlarge

View the full table of winning work below:

Direct Lions Winners

EntrantTitleClientProductAward
DAVID, MiamiGOOGLE HOME OF THE WHOPPERBURGER KINGWHOPPERGrand Prix
DM9DDB, São PauloPRICE ON THE JERSEYWALMARTWALMARTGold Lion
McCANN NEW YORKFEARLESS GIRLSTATE STREET GLOBAL ADVISORSSHE ETFGold Lion
GREY COLOMBIA, BogotáPAYPHONE BANKTIGO-UNEPAYPHONE MICRO SAVINGS ACCOUNTGold Lion
J. WALTER THOMPSON AMSTERDAMSCHOOL FOR JUSTICEFREE A GIRL MOVEMENTCHARITYGold Lion
CLEMENGER BBDO MELBOURNEMEET GRAHAMTRANSPORT ACCIDENT COMMISSION VICTORIATRANSPORT ACCIDENT COMMISSION VICTORIAGold Lion
McCANN NEW YORKFEARLESS GIRLSTATE STREET GLOBAL ADVISORSSHE ETFGold Lion
DAVID, MiamiGOOGLE HOME OF THE WHOPPERBURGER KINGWHOPPERGold Lion
ALMA DDB, MiamiSPANISH LESSONSNETFLIXNARCOSGold Lion
CLEMENGER BBDO MELBOURNEHUNGERITHMMARS CHOCOLATE AUSTRALIASNICKERS®Gold Lion
GREY BRAZIL, São PauloTHE COLOUR OF CORRUPTIONRECLAME AQUIVIGIE AQUIGold Lion
CLEMENGER BBDO MELBOURNEHUNGERITHMMARS CHOCOLATE AUSTRALIASNICKERS®Gold Lion
COLENSO BBDO, AucklandTHE CHILD REPLACEMENT PROGRAMMEMARS NZPEDIGREEGold Lion
CP+B, BoulderNEW AND NOT IMPROVED KRAFT HEINZKRAFT HEINZ COMPANYGold Lion
CLEMENGER BBDO MELBOURNEHUNGERITHMMARS CHOCOLATE AUSTRALIASNICKERS®Silver Lion
TAPROOT DENTSU, MumbaiADIDAS ODDSADIDASADIDAS SHOESilver Lion
DAVID, MiamiGOOGLE HOME OF THE WHOPPERBURGER KINGWHOPPERSilver Lion
UNCLE GREY, CopenhagenDRAG, DROP & GOCHEAPFLIGHTSCHEAPFLIGHTSSilver Lion
IMPACT BBDO, DubaiSKIP FRIDAY 13LA LIBANAISE DES JEUXLOTO LIBANAISESilver Lion
CLEMENGER BBDO MELBOURNEMEET GRAHAMTRANSPORT ACCIDENT COMMISSION VICTORIATRANSPORT ACCIDENT COMMISSION VICTORIASilver Lion
180LA, Santa MonicaBOOST YOUR VOICEBOOST MOBILEPROMOTE BOOST STORES AS POLLING STATIONSSilver Lion
SAATCHI & SAATCHI, New YorkBRADSHAW STAINP&GTIDESilver Lion
CLEMENGER BBDO MELBOURNEMEET GRAHAMTRANSPORT ACCIDENT COMMISSION VICTORIATRANSPORT ACCIDENT COMMISSION VICTORIASilver Lion
BUZZMAN, Paris / PRODUCTMAN, ParisNOSULUS RIFTUBISOFTNOSULUS RIFTSilver Lion
LOLA MULLENLOWE, MadridBURGER CLANBURGER KINGONLINE DELIVERY SERVICESilver Lion
BETC, ParisLIKE MY ADDICTIONADDICT'AIDEADDICT'AIDESilver Lion
TBWA\HAKUHODO, TokyoGREEN LIGHT RUNADIDASPUREBOOSTSilver Lion
FCB, TorontoDOWN SYNDROME ANSWERSCANADIAN DOWN SYNDROME SOCIETYHEALTH AWARENESSSilver Lion
McCANN WORLDGROUP INDIA, Mumbai / McCANN HEALTH, New DelhiAFGHAN IMMUNITY CHARMMINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN..Silver Lion
McCANN NEW YORKFEARLESS GIRLSTATE STREET GLOBAL ADVISORSSHE ETFSilver Lion
SAATCHI & SAATCHI, Buenos AiresANDES BAR 45AB INBEVANDES BEERSilver Lion
CLEMENGER BBDO MELBOURNEMEET GRAHAMTRANSPORT ACCIDENT COMMISSION VICTORIATRANSPORT ACCIDENT COMMISSION VICTORIASilver Lion
COLENSO BBDO, AucklandTHE CHILD REPLACEMENT PROGRAMMEMARS NZPEDIGREESilver Lion
FCB CHICAGOTHE BIGGEST SPORTS ENDORSEMENT DEAL OF ALL TIMEARCHER+WOLF LLCARCHER AIR SUPERIORITYSilver Lion
DM9DDB, São PauloPRICE ON THE JERSEYWALMARTWALMARTSilver Lion
SAATCHI & SAATCHI, Buenos AiresANDES BAR 45AB INBEVANDES BEERBronze Lion
POSSIBLE, Seattle / IRIS WORLDWIDE, LondonBREAKING THE PATTERN WITH ADIDAS GLITCHADIDAS FOOTBALLADIDAS GLITCHBronze Lion
LOLA MULLENLOWE, MadridBURGER CLANBURGER KINGONLINE DELIVERY SERVICEBronze Lion
THE MONKEYS, PART OF ACCENTURE INTERACTIVE, Sydney / THE MONKEYS, SydneyOUT OF OFFICE TRAVELOGUEQANTASOUT OF OFFICE TRAVELOGUEBronze Lion
BMF, PyrmontYOU'VE GOTTA HAVE A TEAMFOOTBALL FEDERATION AUSTRALIAFOOTBALL FEDERATION AUSTRALIABronze Lion
DDB PARISA WORLD WITH NO HEROESUBISOFTTOM CLANCY'S GHOST RECON WILDLANDSBronze Lion
THE CYRANOS//McCANN, BarcelonaYOURNALISTEITB - EUSKAL IRRATI TELEBISTAYOURNALIST - NEWS APPBronze Lion
SERVICEPLAN FRANCE, ParisTHE VIRTUAL CRASH BILLBOARDPARISIAN ROAD SAFETY (DRIEA: DIR. RÉGION. INTERDÈP. EQUIPEMENT AMÉNAGEMENT)ROAD SAFETY AUTHORITY (FRANCE / PARIS & SURBUBS)Bronze Lion
THE MARTIN AGENCY, RichmondTHE WORLD'S BIGGEST ASSHOLEDONATE LIFEORGAN DONATIONBronze Lion
J. WALTER THOMPSON BRAZIL, São PauloANONYMOUS FRIENDALCOHOLICS ANONYMOUSALCOHOLICS ANONYMOUSBronze Lion
LEO BURNETT CHICAGOYOUR NAME SAVESDONATE LIFE AMERICAORGAN DONATION REGISTRATIONBronze Lion
THESE DAYS - WUNDERMAN, AntwerpCOINS OF HOPECHILD FOCUSPUBLIC SERVICE - BELGIAN CENTER FOR MISSING AND SEXUALLY EXPLOITED CHILDRENBronze Lion
McCANN SYDNEYA TABLE TO END HUNGERTHE HUNGER PROJECTA TABLE TO END HUNGERBronze Lion
OGILVY NEW YORKTHE REFUGEE NATIONAMNESTY INTERNATIONALAWARNESS AROUND THE REFUGEE CAUSEBronze Lion
THE CLASSIC PARTNERSHIP ADVERTISING, DubaiFOOTNOTE FOR THE BREASTMEDCARE WOMEN & CHILDREN HOSPITALHEALTHCAREBronze Lion
INGO, StockholmUNSUCCESSFUL TICKET SAMPLINGFOLKOPERANOPERABronze Lion
NURUN, ParisAPARTMENT STORESDELAMAISONHOME DECORATION AND FURNISHINGSBronze Lion
DAVID, Buenos AiresWE ARE PARRILLABURGER KINGBURGER KINGBronze Lion
FRED & FARID PARISLIBÉ DES RÉFUGIÉSLIBÉRATIONNEWSPAPERSBronze Lion
GREY COLOMBIA, BogotáPAYPHONE BANKTIGO-UNEPAYPHONE MICRO SAVINGS ACCOUNTBronze Lion
CLEMENGER BBDO MELBOURNEHUNGERITHMMARS CHOCOLATE AUSTRALIASNICKERS®Bronze Lion
PUBLICIS ROMANIA, BucharestMR. BEAR DRIVERTHE AUTOMOBILE CLUB OF ROMANIATHE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L'AUTOMOBILE )Bronze Lion
McCANN LIMAHIJACKED HIGHWAYSODIMACSODIMAC HOMECENTERBronze Lion
VALENSTEIN & FATT, LondonSWEAR JARCOMIC RELIEFCHARITY APPBronze Lion
J. WALTER THOMPSON NEW YORKUNSAFETY CHECKBLACK LIVES MATTERNONPROFITBronze Lion
McCANN NEW YORKFEARLESS GIRLSTATE STREET GLOBAL ADVISORSSHE ETFBronze Lion
ACNE, Stockholm / IKEA, MalmöIKEA RESPONDS TO BALENCIAGAIKEAFRAKTA BAGBronze Lion
SAATCHI & SAATCHI, New YorkBRADSHAW STAINP&GTIDEBronze Lion
ENERGY BBDO, ChicagoASPIRIN "HEROSMITHS"BAYER CONSUMER HEALTHASPIRIN MEDICATIONBronze Lion
CP+B, BoulderDOMINO'S WEDDING REGISTRYDOMINO'SDOMINO'S WEDDING REGISTRYBronze Lion
DM9DDB, São PauloPRICE ON THE JERSEYWALMARTWALMARTBronze Lion
BETC, ParisCINEMA TO GOAIR FRANCEAIR FRANCEBronze Lion
McCANN WORLDGROUP, Milan / MRM/McCANN, Milan / McCANN MILANRESPONSIBLY THE BEERUBREWRESPONSIBLYBronze Lion
McCANN NEW YORKTHE BOX THAT KEEPS GIVINGGODIVACONFECTIONARY CHOCOLATEBronze Lion
OGILVY NEW YORKTHE REFUGEE NATIONAMNESTY INTERNATIONALAWARNESS AROUND THE REFUGEE CAUSEBronze Lion
LEO BURNETT TORONTOIKEA: COOK THIS PAGEIKEA CANADAIKEA CANADABronze Lion
LEO BURNETT CHICAGOYOUR NAME SAVESDONATE LIFE AMERICAORGAN DONATION REGISTRATIONBronze Lion
GREY COLOMBIA, BogotáPAYPHONE BANKTIGO-UNEPAYPHONE MICRO SAVINGS ACCOUNTBronze Lion
BETC, ParisLIKE MY ADDICTIONADDICT'AIDEADDICT'AIDEBronze Lion
MEMAC OGILVY ADVIZE, AmmanTRUMPROYAL JORDANIAN AIRLINESPROMOTIONAL OFFERBronze Lion
ALMA DDB, MiamiSPANISH LESSONSNETFLIXNARCOSBronze Lion

The Festival of Creativity runs from 17-24 June 2017, with Cinemark the official local representative for the Cannes Lions International Festival of Creativity.

Visit the official Cannes Lions website and our Cannes Lions special section for more information.


 
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