CANNES - A series of poignant dramas set in a noodle shop and an app to help pedestrians walk more safely while wearing headphones won Gold awards for ADK Taiwan and BBDO Bangkok, respectively, in the inaugural Entertainment Lions and Entertainment Lions for Music Friday night.
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This new category honours "creativity that turns content into culture", according to Cannes Lions. Entries must demonstrate "ideas that are unskippable; that is work which captivates in order to cut-through, communicate a brand message or connect with consumers in a new way".
The jury awarded a Grand Prix to 'The displaced', a VR project for the New York Times by VRSE.WORKS of Los Angeles.
Here are all of the APAC Entertainment Lions winners:
|Title||Client||Product||Entrant Company||Country||Production Company|
|HOUSE OF LITTLE MOMENTS||UNI PRESIDENT||UNI NOODLE||ADK TAIWAN||CHINESE TAIPEI||INNOVATION FILMS Tapei City|
|ORANGEAID - LAST DAY OF SCHOOL||NTUC INCOME||ORANGEAID BURSARY AWARD||BBH SINGAPORE||SINGAPORE||DOGHOUSE73 PICTURES Selangor|
|UNFORGOTTEN SOLDIERS||SKY TELEVISION NEW ZEALAND||HISTORY CHANNEL||DDB GROUP NEW ZEALAND Auckland||NEW ZEALAND||REVOLVER/WILL O'ROURKE Sydney|
|#AIRLINEWAGER||AIR NEW ZEALAND AND QANTAS||AIR NEW ZEALAND AND QANTAS||HOST SYDNEY Sydney||AUSTRALIA|
|DADS#SHARETHELOAD||PROCTER & GAMBLE INDIA||ARIEL MATIC||BBDO INDIA Mumbai||INDIA||RED ICE FILMS Mumbai|
|MCWHOPPER||BURGER KING||MCWHOPPER||Y&R NZ Auckland||NEW ZEALAND||FLYING FISH Auckland|
In Apil, Campaign Asia-Pacific's David Blecken had the following reaction to 'House of Little Moments':
Each film is original and meaningful in its own way. The characters are relatable, there is a nice undercurrent of gentle humour from the shop’s owner, and the films avoid the trap of being overly syrupy or emotional. We are reminded once again of the profundity noodles can have.
Entertainment Lions for Music
This inaugural category celebrates "creative musical collaborations", according to Cannes Lions. Entries must "demonstrate original production, promotion or distribution of music for brands; that is work where a recording artist or platform is innovatively leveraged to communicate with consumers".
The jury awarded two Grands Prix:
- 'Home For Christmas' for Edeka Zentrale by Jung von Matt of Hamburg with production company Tempomedia of Hamburg
- 'Formation' for Beyonce by Prettybird of Culver City (USA)
And here are the three APAC-based winners:
|Title||Client||Product||Entrant Company||Country||Production Company||Prize|
|SAFE & SOUND MUSIC PLAYER||LMG INSURANCE PUBLIC COMPANY||ROAD SAFETY AWARENESS CAMPAIGN||BBDO BANGKOK||THAILAND||Gold Lion|
|FILM "NEVER WALK ALONE"||DANISHCHURCHAID||DCA MINE ACTION||GREY GROUP Singapore||SINGAPORE||GREAT GUNS London / CUTTERS Tokyo||Silver Lion|
|PLAY THE BRIDGE||2DEGREES||2DEGREES MOBILE||SPECIAL GROUP Auckland||NEW ZEALAND||Bronze Lion|
Safe & Sound Music Player: