Welcome Home, the brilliant Apple commercial by MAL and directed by Spike Jonze (which we covered here), has been widely tipped to do well at Cannes this year. Yesterday it duly delivered a Grand Prix (the first of several?) in the Entertainment Lions for Music category plus a Gold in the Film Craft category.
There was also an Entertainment Lions for Music Grand Prix for Jay-Z’s Smile video, directed by Miles Jay of production company Smuggler New York.
Among the Golds was Spotify’s David Bowie is Here campaign for the New York Subway (which we covered here) which coincided with the V&A exhibition coming to New York.
The Grand Prix in Entertainment went to N=5 Amsterdam for EVERT_45, for mobile phone company KPN. Each year on May 4 and 5, the Dutch commemorate the who died in the Second World War. This year, in order to connect to young people, N=5 created a fictional vlogger, EVERT_45, to use Instagram and YouTube tell stories about his experiences as a young boy during the war.
The Grand Prix for Creative eCommerce went to McCann London’s Xbox Design Lab Originals: The Fanchise Model. Design Lab is an e-commerce store for customising Xbox controllers. On the store, users could customise a controller and then, if someone else bought their design, earn a commission on the sale.
Today at Apple won the Grand Prix in Brand Experience and Activation. Based in Apple Stores around the world, it offers a whole range of educational and inspirational sessions. Apple Creative Pros hold daily sessions such as Photo Walks, Sketch Walks, Kids Hour, Music Labs, and many more. Customers can also attend special programming and live performances by renowned musicians, artists, and creative leaders ranging from musicians like RZA, to illustrators like Seb Lester, to filmmakers like Michele Gondry.
In the Industry Craft category, Ogilvy Chicago won for its copywriting on the First Steps campaign for SC Johnson’s Kiwi shoe polish brand, looking at the impact made by six important figures such as Muhammad Ali.
The Film Craft Grand Prix went to Hope, a film for the Red Cross by Blur Films Madrid telling the harrowing story of a father’s attempt to get his daughter to a hospital in a war zone.
Among the Golds were the BBC’s Christmas spot, The Supporting Act
Apple’s Barbers spot
And Teasing John Malkovich by CBS
And in Digital Craft, the Grand Prix went to Aeronaut VR by Isobar New York, a three-and-a-half-minute room-scale experience designed for Smashing Pumpkins’ William Patrick Corgan’s single, Aeronaut.
Read more insights from the advertising industry and our Cannes Lions coverage here