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.

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.

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.

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.

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.

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.

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.

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.

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."

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.

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.

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.

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.

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.

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.

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.

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.

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