Adidas, Nike among award recipients awards at Cannes Lions advertising festival
Since its inception in 1954, the Cannes Lions ceremony has been recognizing the most outstanding marketing campaigns of the year. In this 2023 edition, the Croisette was illuminated by the remarkable presence of fashion brands, with Adidas and Nike leading the way.
Levi's earned a well-deserved Silver Lion in the 'Brand and Communication Design' category for its campaign titled 'The Greatest Story Ever Worn'. This captivating campaign revolves around true and amusing stories involving a pair of Levi's 501 jeans. Notably, two videos from this concept, namely 'Legends Never Die' and 'One Fair Exchange', brought home Silver Lions for the brand, this time in the 'Retail' category.
A series of four video ads won Lacoste the Gold Lion and Bronze Lion in the 'Outdoor' category. These wordless videos beautifully depict encounters between individuals donning the same Lacoste product: a pink polo shirt, sunglasses, a hat and even socks and sandals.
Aizome, a Japanese textile bedding brand, earned the Gold Lion for their commitment to eco-friendly packaging. The brand launched a skincare product named 'Wastecare Industrial Waste - Certified as Skincare', which is not only sold in a unique and sustainable package made from recycled cardboard and unbleached paper but also features extensive information on the recycling process. The bottle itself is crafted from recycled laboratory glass.
Nike showcased its exceptional communication prowess with three standout projects in the 2023 Cannes Lions. In 'Welcome to Nike Juku', Nike Japan portrayed a mesmerized class of high school students who are entranced by young dancers (winning a Silver Lion in the 'Social Behavior' category). Another notable campaign, 'Home', paid homage to the English women's football team, winners of the 2022 Women's Euro, securing a Gold Lion and a Bronze Lion in the 'Cultural Insight' and 'Travel/Leisure' categories, respectively.
On the eve of the men's World Cup, Nike generated significant buzz with 'Nike FC presents the Footballverse'. This campaign featured scientists creating clones of iconic football players who compete against each other, earning a Silver Lion in the 'Brand Storytelling' category and a Gold Lion in the 'Fiction Film up to Five Minutes' category. Additionally, Nike's audiovisual tribute to former athlete Serena Williams, titled 'Never Done Evolving feat Serena', achieved the Grand Prix in the "Innovative Use of Technology" category and Bronze Lions in the 'Data Storytelling' and 'Innovative Use of Influencers' categories.
Gucci, renowned Italian fashion house, won the Bronze Lion in the 'Use of Original Music' category with its enchanting video, 'Kaguya by Gucci'. Released on the brand's YouTube channel on August 10, 2022, the advertisement narrates a love story between Mikado, representing the Earth, and Princess Kaguya, symbolizing the Moon. Set against a nocturnal backdrop, the vibrant Gucci outfits are beautifully accentuated by dreamlike neon lights.
Adidas made a lasting impression with its 'Runner 321' campaign. The brand empowered runners with Down Syndrome to participate in major American races, even when the event was sponsored by a competitor. This initiative garnered the brand the Grand Prix in the 'Business Goal and Social Responsibility' category, Silver Lions in the 'Events and Stunts' and 'Brand-Driven Education and Awareness' categories, and a Bronze Lion in the 'Brand Experience and Activation' category. Additionally, Adidas received accolades for campaigns like 'Superstar Ravi' and 'X Speedportal Rick & Morty'.
Ebay Sneakers claimed a Bronze Lion in the 'Cultural Insight' category with their innovative concept, 'Wear 'em Out Store'. Inside the store, buyers had the opportunity to test their brand-new shoes on grass and pebbles, contributing to a price reduction.
Fenty Beauty, the cosmetics brand founded by Rihanna, secured a Bronze Lion in the 'Consumer Goods' category with its digital tool, 'Match Stix Snatch'. This digital tool guides consumers through the steps to achieve successful makeup looks tailored to their unique face shapes.
Maybelline New York
Maybelline New York, also in the cosmetics sector, earned a Silver Lion in the 'Social Purpose' category with its campaign, 'Through Their Eyes'. This impactful initiative shed light on the violence women face in online gaming environments.
Kenyan fashion brand Zeva Fashion was awarded Bronze Lions in the 'Cultural Insight' and 'Glass: The Lion for Change' categories. Its 'Stain Not Shame' capsule collection challenges societal perspectives on menstruation by incorporating blood-red stains into its clothing.
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