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See The Best Of The Best Brand Work: All Your Grand Prix Winners For 2012

Have a look at what the ad industry has deemed its best work: all of the Grand Prix winners from the 59th International Festival of Creativity.

  • <p>Chipotle<br />
Agency: <a href="http://www.caa.com/" target="_blank">Creative Artists Agency, LA</a></p>

<p>The platform "cultivate a better world" helped change the conversation about Chipotle from the girth of its burritos to sustainability. This initiative included the establishment of a charitable foundation, a loyalty program based on customer education, a music and food festival, and finally a widely seen and lauded <a href="http://www.fastcocreate.com/1680942/how-to-make-a-cannes-contender-chipotles-back-to-the-start" target="_self">short film </a> featuring Willie Nelson covering Coldplay.<br />
That film also captured a second Grand Prix--in the Film category.</p>
  • <p>Axe<br />
Agency: <a href="http://www.bartleboglehegarty.com" target="_blank">BBH, London</a></p>

<p>In promoting Axe Excite, the bro-focused body spray brand moved away from its recent product-focused ads and into the kind of message that resonated with men all over the world. The "<a href="http://www.youtube.com/watch?v=WRnBHHcdHJQ" target="_blank">Angels Will Fall</a>" campaign had heavenly bodies plummeting from the sky, ostensibly to be closer to dudes who use <a href="http://www.fastcocreate.com/1680222/axe-goes-soft-new-campaign-recognizes-the-girlfriends" target="_self">Axe</a>.</p>
  • <p>Cyber Lions <br />
Nike+<br />
Agency: <a href="http://www.rga.com/" target="_blank">R/GA</a> New York</p>

<p>Tracking any and all physical activity, the <a href="http://www.fastcocreate.com/1680967/nike-fuelband-and-curators-of-sweden-take-top-cyber-lions-at-cannes" target="_self">Nike+ Fuelband</a> advanced the running assistance technology Nike introduced in 2007.</p>
  • <p>Curators of Sweden<br />
Agency: Swedish Institute/<a href="http://www.visitsweden.com/sweden-us/" target="_blank">Visit Sweden</a></p>

<p>In 2011, <a href="http://curatorsofsweden.com/jury/" target="_blank">Sweden handed over its Twitter account</a> to real, everyday citizens. It was the first country to let go of an official communication channel in such a way, and though it <a href="http://www.thestar.com/news/world/article/1210860--sweden-twitter-experiment-angers-many-with-offensive-jewish-comments" target="_blank">wasn’t always</a> smooth sailing, the campaign was recognized for its all-in commitment to the open principles of social media.</p>
  • <p>Austria Solar<br />
Agency: <a href="http://www.serviceplan.com/" target="_blank">Service Plan </a></p>

<p>Using environmentally friendly photochromatic colors, Austria Solar created an annual report that could only be read under sunlight.</p>
  • <p>American Express<br />
Agency:<a href="http://www.cpbgroup.com/" target="_blank">Crispin Porter + Bogusky</a>, Boulder and <a href="http://www.digitas.com/" target="_blank">Digitas</a></p>

<p>In 2010, American Express created <a href="http://www.youtube.com/watch?v=NgmLC6jbxfg" target="_blank">Small Business Saturday </a>, a cross-platform, real-world-focused idea to help small businesses thrive. Last year, the day grew so popular that President Obama tweeted about it, a big step toward making SBS an official shopping day.</p>
  • <p>Canal+<br />
Agency: <a href="http://www.betc-life.com/#/made-in/" target="_blank">BETC Paris, France</a></p>

<p>Following the idea that "the more you watch Canal+, the more you live cinema," a <a href="http://www.fastcocreate.com/1680944/how-to-make-a-cannes-contender-canal-the-bear" target="_self">bear rug </a>exposed to the French broadcaster’s movies sets his mind to directing films.</p>
  • <p>Help Remedies<br />
Agency: <a href="http://www.droga5.com/" target="_blank">Droga5</a>, New York</p>

<p>A new <a href="http://www.youtube.com/watch?v=ZG8NxjlyUxU" target="_blank">initiative</a> from Help Remedies made it a lot easier to register as a marrow donor by including a donor registry kit (including cotton swabs and a prepaid envelope) inside packages of Help bandages.</p>
  • <p>Google<br />
Agency: <a href="http://ukgroup.omd.com/mgomd/" target="_blank">Manning Gottlieb OMD</a>, London</p>

<p>A series of posters promoting Google Voice Search around London focused on site-specific landmarks nearby, which users were instructed to find out more about by using Google Voice. At a site near Baker Street, for instance, the words on the poster read: "Sherlock Holmes."</p>
  • <p>Google<br />
Agency: <a href="http://www.thisisgrow.com/" target="_blank">Grow Interactive</a>, Norfolk</p>

<p>Part of Google’s Re: Brief project, in which Google partnered with the creators of four iconic ads to reboot their work for the modern age, the "<a href="http://www.fastcocreate.com/1680961/google-s-reboot-of-coke-hilltop-wins-mobile-grand-prix" target="_self">Hilltop Reimagined</a>" spot put a modern Google-assisted twist on the famous "I’d Like to buy the world a Coke" ad.</p>
  • <p>Coca-Cola<br />
Agency: <a href="http://www.ogilvy.com/" target="_blank">Ogilvy</a>, Shanghai</p>

<p>Coke scored with a modern <a href="http://www.fastcocreate.com/1680963/see-the-best-outdoor-ads-according-to-cannes-lions-judges#1" target="_self">interpretation</a> of its classic logo, created by Hong Kong’s Jonathan Mak Long, the young student who designed the Steve Jobs tribute that went viral last year.</p>
  • <p>Daimler<br />
Agency: <a href="http://www.jvm.com/" target="_blank">Jung Von Matt</a> Hamburg, Germany</p>

<p>In order to demonstrate the negligible effects of its F-Cell Hydrogen on the environment, "<a href="http://" target="_blank"></a>" showed a Mercedes covered in sheets of colored LEDs, rendered awesomely "invisible" as it drives through the streets.</p>
  • <p>Banco Popular<br />
Agency: <a href="http://www.jwt.com/" target="_blank">JWT</a> San Juan, Puerto Rico</p>

<p>The most popular salsa band in the world El Gran Combo rerecorded its hit song “No Hago Más Ná,” which translates to “I Do Nothing,” in an attempt to give a boost to the island’s economy with <a href="http://www.youtube.com/watch?v=EaNjCIfIGF8" target="_blank">a new message </a>that glorifies the idea of, well, not doing nothing all day.</p>
  • <p>United Colors of Benetton <br />
Agency: <a href="http://www.fabrica.it/" target="_blank">Fabrica</a> Treviso, Italy</p>

<p>Print ads promoting Benetton’s new tagline, "<a href="http://www.fastcocreate.com/1679126/world-leaders-lock-lips-for-benetton" target="_self">Unhate</a>", were as controversial as we’ve come to expect from the brand, photoshopping world leaders to look as though they’re locking lips.</p>
  • <p>Go Outside Magazine<br />
Agency: <a href="http://www.facebook.com/TalentProp?sk=app_262590470448429" target="_blank">Talent </a>São Paulo, Brazil</p>

<p>Go Outside magazine <a href="http://www.youtube.com/watch?v=HeEPCfzFAHM" target="_blank">transmitted</a> an audio signal over the radio at 15 khz, a frequency known to imitate the sound of a dragonfly and thus repel mosquitoes away from anyone listening in the great outdoors.</p>
  • 01 /15
    | Branded Content and Entertainment And Film Grand Prix - Chipotle

    Chipotle
    Agency: Creative Artists Agency, LA

    The platform "cultivate a better world" helped change the conversation about Chipotle from the girth of its burritos to sustainability. This initiative included the establishment of a charitable foundation, a loyalty program based on customer education, a music and food festival, and finally a widely seen and lauded short film featuring Willie Nelson covering Coldplay.
    That film also captured a second Grand Prix--in the Film category.

  • 02 /15
    | Creative Effectiveness Grand Prix - Axe

    Axe
    Agency: BBH, London

    In promoting Axe Excite, the bro-focused body spray brand moved away from its recent product-focused ads and into the kind of message that resonated with men all over the world. The "Angels Will Fall" campaign had heavenly bodies plummeting from the sky, ostensibly to be closer to dudes who use Axe.

  • 03 /15
    | Cyber Grand Prix - Nike+ and Sweden

    Cyber Lions
    Nike+
    Agency: R/GA New York

    Tracking any and all physical activity, the Nike+ Fuelband advanced the running assistance technology Nike introduced in 2007.

  • 04 /15
    | Cyber Grand Prix - Curators of Sweden

    Curators of Sweden
    Agency: Swedish Institute/Visit Sweden

    In 2011, Sweden handed over its Twitter account to real, everyday citizens. It was the first country to let go of an official communication channel in such a way, and though it wasn’t always smooth sailing, the campaign was recognized for its all-in commitment to the open principles of social media.

  • 05 /15
    | Design Grand Prix - Austria Solar

    Austria Solar
    Agency: Service Plan

    Using environmentally friendly photochromatic colors, Austria Solar created an annual report that could only be read under sunlight.

  • 06 /15
    | Direct Grand Prix - American Express

    American Express
    Agency:Crispin Porter + Bogusky, Boulder and Digitas

    In 2010, American Express created Small Business Saturday , a cross-platform, real-world-focused idea to help small businesses thrive. Last year, the day grew so popular that President Obama tweeted about it, a big step toward making SBS an official shopping day.

  • 07 /15
    | Film Craft Grand Prix

    Canal+
    Agency: BETC Paris, France

    Following the idea that "the more you watch Canal+, the more you live cinema," a bear rug exposed to the French broadcaster’s movies sets his mind to directing films.

  • 08 /15
    | Grand Prix for Good - Help Remedies

    Help Remedies
    Agency: Droga5, New York

    A new initiative from Help Remedies made it a lot easier to register as a marrow donor by including a donor registry kit (including cotton swabs and a prepaid envelope) inside packages of Help bandages.

  • 09 /15
    | Media Lions Grand Prix - Google

    Google
    Agency: Manning Gottlieb OMD, London

    A series of posters promoting Google Voice Search around London focused on site-specific landmarks nearby, which users were instructed to find out more about by using Google Voice. At a site near Baker Street, for instance, the words on the poster read: "Sherlock Holmes."

  • 10 /15
    | Mobile Grand Prix – Google

    Google
    Agency: Grow Interactive, Norfolk

    Part of Google’s Re: Brief project, in which Google partnered with the creators of four iconic ads to reboot their work for the modern age, the "Hilltop Reimagined" spot put a modern Google-assisted twist on the famous "I’d Like to buy the world a Coke" ad.

  • 11 /15
    | Outdoor Grand Prix – Coca-Cola

    Coca-Cola
    Agency: Ogilvy, Shanghai

    Coke scored with a modern interpretation of its classic logo, created by Hong Kong’s Jonathan Mak Long, the young student who designed the Steve Jobs tribute that went viral last year.

  • 12 /15
    | Outdoor Grand Prix - Daimler Chrysler

    Daimler
    Agency: Jung Von Matt Hamburg, Germany

    In order to demonstrate the negligible effects of its F-Cell Hydrogen on the environment, "" showed a Mercedes covered in sheets of colored LEDs, rendered awesomely "invisible" as it drives through the streets.

  • 13 /15
    | PR Grand Prix – Banco Popular

    Banco Popular
    Agency: JWT San Juan, Puerto Rico

    The most popular salsa band in the world El Gran Combo rerecorded its hit song “No Hago Más Ná,” which translates to “I Do Nothing,” in an attempt to give a boost to the island’s economy with a new message that glorifies the idea of, well, not doing nothing all day.

  • 14 /15
    | Press Grand Prix - United Colors of Benetton

    United Colors of Benetton
    Agency: Fabrica Treviso, Italy

    Print ads promoting Benetton’s new tagline, "Unhate", were as controversial as we’ve come to expect from the brand, photoshopping world leaders to look as though they’re locking lips.

  • 15 /15
    | Radio Grand Prix – Go Outside Magazine

    Go Outside Magazine
    Agency: Talent São Paulo, Brazil

    Go Outside magazine transmitted an audio signal over the radio at 15 khz, a frequency known to imitate the sound of a dragonfly and thus repel mosquitoes away from anyone listening in the great outdoors.

Chipotle, Nike, and American Express distinguished themselves at the Cannes festival of creativity last week by capturing not one but two Grand Prix each.

Chipotle was recognized in the new Branded Content category and in the Film category for its Cultivate campaign and the "Back to the Start" short film that was that campaign’s centerpiece. Nike’s Fuel Band was an unsurprising winner in both the Cyber (i.e., digital/interactive) category and the Titanium category, which was established several years ago to recognize work that fell outside of the traditional media lines. And American Express’s big idea, Small Business Saturday, was cited for Grand Prix glory in the Promo and Activation and the Direct categories.

What does this mean? First, that the best brand ideas defy easy media categorization. And second, that those ideas often transcend communications and represent more meaningful, or useful, initiatives that have an impact on businesses and consumers.

That’s not to say that a beautifully produced spot or film isn’t still relevant. In fact Chipotle’s dual win reflected the enduring, or increasing, importance of storytelling as part of branding—the excellent "Back To The Spot" film was a case study in craft virtuosity—its outstanding music and animation drove the success of the spot which in turn helped drive the larger campaign.

Coca-Cola also put in a strong performance at the festival, grabbing an Outdoor Grand Prix for a moving reinterpretation of its iconic white ribbon created by a Hong Kong student, and winning an unprecedented 26 Lions overall.

Have a look at all the Grand Prix winners in the slideshow above.