Every Cannes Lions Activation Grand Prix Ever 🏆

Cannes Lions is turning 70 this June, so let’s celebrate taking a trip back in time!

Today we’ll dive into how Activation has grown and changed over the years. With each phase, the stories got richer and the wins got bigger. Get ready to witness how these trailblazing campaigns not only mirrored but oftentimes shaped the the industry.

From the humble Promo Lions beginnings in 2006 to today’s mighty Brand Experience & Activation category, this is a tribute to all the 17 Grands Prix that made history so far —and the people, agencies and clients who made them possible.

This can be the first of many special posts covering a whole theme in depth rather than just the latest updates on Activation Ideas. Let me know if you like it at the bottom of the page, so I do more of these long-form articles in the future.

Let’s plunge!

🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆

2006-2010

In 2006, just a few years after introducing the Titanium Lions, the Festival organisers decided to shake things up a bit. The outdoor category was getting crammed with all sorts of ambient and free-form ideas, while retail was starting to flex its creative muscles for brands. And so, the Promo Lions were born.

At last, there was a category that acknowledged the rising influence of Sales Promotion, Retail Marketing, Environmental Design, and In-Store Advertising.

Now, if you look back at the early winners, you might think they’re a bit on the simple side by today’s standards, especially without the magnifying power of social media. But don’t let that fool you —these campaigns were groundbreaking in their day. They gave the industry the confidence it needed to take a chance on new and less traditional channels.

“Fast‌” —Crispin Porter + Bogusky for Volkswagen GTI | USA 🇺🇸

By today’s standards, the inaugural Promo Grand Prix might feel more at home in the Direct Marketing category —leaning more towards “Engagement” rather than “Experience”. But even without a case study to sway the jury, it stood out as an undeniable winner.

“Bonded by Blood” —TBWA\Whybin for Adidas | New Zealand 🇳🇿

This could very well be one of the earliest examples of a modern activation campaign that pushed beyond the boundaries of traditional advertising. It managed to deeply engage an entire nation on an emotional level.

“HBO Voyeur” —BBDO for HBO | USA 🇺🇸

This idea took storytelling to a new height, weaving together a blend of out-of-home, on-demand, interactive, mobile, and print mediums. This year also marked a turning point for Cannes, as it began to award Gold, Silver, and Bronze trophies.

“No Money but Love” —Beacon Communications for Yubari City | Japan 🇯🇵

Suddenly, the scope of activation campaigns expanded beyond selling products and services. They began to operate in other areas like tourism and rejuvenating an entire region’s economy. All of this revolved around a compelling story, grounded in a single data point: Japan’s divorce rates.

“Replay” —TBWA\Chiat\Day for Gatorade | USA 🇺🇸

The Grand Prix returned to the USA with this nostalgia-driven narrative of middle-aged men rekindling their youth to participate in an epic rematch. With social media becoming a significant player in the category, it facilitated greater audience engagement and magnified the reach of activation ideas, which were formerly limited to smaller gatherings.

Promotion Lions

2011

In 2011, the category got a fresh coat of paint and a new name: Promotion Lions. We could see this as a tip of the hat to the growing buzz around “below-the-line” advertising. These campaigns were starting to change the game. Instead of just boosting retail sales, they were blurring the lines between brand building, consumer engagement and sales conversion.

And let’s not forget, 2011 wasn’t all about who took home the Grand Prix. It was also a year that introduced some iconic ideas that showed us just how much potential Activation really had. Budweiser’s “Ice Cold Index” was one of the first using real-time data, Baby Carrots told us to “Eat ’em Like Junk Food” with a clever mind trick, and BGH surprised us with their quirky “Big Noses” promo. Each one, in its own way, helped push the boundaries of what promotional advertising could be.

2011 Promotion Lions Grand Prix 🏆

“The American Takeover” — McCann for ROM | Romania 🇷🇴

In a very bold move, a traditional and patriotic local candy bar cheekily fooled its dedicated but lapsed consumers into believing that their packaging was swapping the Romanian flag for an American one. And boy, did it work!

2012 - 2017

In 2012, a new chapter began for the category, marking the true coming of age of Activation. With a more accurate name —Promo & Activation—, the category started to flex its muscles. The entries increased exponentially both in number and in quality, and the category’s prestige started to shine. No longer the poor cousin of traditional advertising, the Promo & Activation Lions showed that these ground-breaking and innovative ideas could do more than just deliver tangible results —they could also drive long-term brand preference.

This too was the time when technology became more accessible and powerful. The rise of mobile devices and social networks sparked an explosion of creative potential. Suddenly, anything that creatives could dream up might be possible to produce, and the reach of these ideas could be amplified through social media.

With no format constraints to hold them back, the entire world became a canvas for creativity.

“Small Business Official Day” —Crispin Porter + Bogusky for Amex | USA 🇺🇸

CP+B clinches the top spot for a second time, this time with an unconventional strategy aimed at reinvigorating the small business economy. They harnessed the rising power of social media and leveraged the increasing online visibility of local shops.

“Immortal Fans” —Ogilvy for Sport Club Recife | Brazil 🇧🇷

This campaign fearlessly tackled a taboo topic using sheer passion. It introduced the world’s first organ donor card issued by a football team, encouraging fans to become “immortal” by signing up as donors. This was also the year of the “Dumb Ways to Die” campaign, which fought for the top spot and still managed to secure two Gold awards.

“Sorry, I Spent It On Myself” —adam&eveDDB for Harvey Nichols | United Kingdom 🇬🇧

Breaking from the conventional heartwarming holiday ads, the luxury British retailer took a unique, “selfish” promotional approach that predicted the upcoming convergence of online commerce and traditional physical stores. This year also saw the launch of Volvo’s Life Test Series and its “Epic Split” viral hit, subtly foreshadowing the next Grand Prix winner.

“LifePaint” — Grey for Volvo | United Kingdom 🇬🇧

In a blend of design, innovation, and corporate responsibility, Volvo set a new standard for activations that underscored the brand’s unwavering commitment to safety. Noteworthy competition this year included the empowering “Like a Girl” campaign from Always and another viral sensation, the “Ice Bucket Challenge”.

“#OptOutside” —Venables Bell + Partners for REI | USA 🇺🇸

REI, an outdoor retailer, made a daring decision by closing all their stores on Black Friday, urging customers instead to #OptOutside. This seemingly counterintuitive strategy skilfully used social media to spark a movement, placing the brand at its heart.

“Boost your Voice” —180LA for Boost Mobile | USA 🇺🇸

Even as e-commerce expands, brick-and-mortar retail stays vital for some sectors. Boost Mobile capitalised on the political climate, transforming their stores into much needed voting stations, drawing people in. This year also introduced us to “Meet Graham” and “Fearless Girl” —two memorable PR stunts that captured the world’s imagination.

Brand Experience & Activation Lions

2018 - Present

As technology and social media continue to rapidly evolve, so does the recognition of Activation and Experiential Marketing as pivotal strategies for brands to influence consumer behaviour and drive long-term brand value. Recognising these transformations and addressing occasional disputes around categories and questionable winners, the Festival organisers decided to restructure the event categories into “Tracks”.

The newly named Brand Experience & Activation Lions “celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement”.

Along with Creative Business Transformation, Creative Commerce, Innovation, and Mobile, these categories are now part of the newly established Experience track. This track focuses “on the powerful brand currency of intelligent customer journeys and immersive experiences”.

The merging of e-commerce, mobile commerce, near-instant delivery, big data, experiential retail, augmented and virtual realities, the rise of influencers, and emerging social issues characterise this era.

2018 Brand Experience & Activation Lions Grand Prix 🏆

“Today at Apple” — Apple | USA 🇺🇸

In a nod to the previous winner, it’s clear that brick-and-mortar retail is not obsolete but has adapted, offering unique experiences that can’t be replicated online. And who better than Apple to pioneer these immersive brand gatherings? Also making waves this year was Nike’s “A/R Jordan”, which bagged the Grand Prix in the inaugural Creative Commerce category, alongside a Gold in Brand Experience & Activation.

2019 Brand Experience & Activation Lions Grand Prix 🏆

“Changing the Game” —McCann for XBox | USA 🇺🇸

Underscoring the transformative power of gaming, XBox embraces inclusivity by creating an adaptive controller for their console. This innovation enabled individuals with disabilities to enjoy their products too, generating worldwide headlines and sparking an extraordinary surge of brand advocacy. Notably, IKEA’s “ThisAbles” also championed accessibility this year, earning a well-deserved Gold.

2020/21 Brand Experience & Activation Lions Grands Prix 🏆 🏆

“True Name” —McCann for Mastercard | USA 🇺🇸

Cannes Lions made a grand return in 2021, following a year-long hiatus due to COVID-19, honouring two Grands Prix. The first accolade went to Mastercard for their commitment to inclusivity. They innovatively addressed a pressing issue faced by numerous trans and non-binary individuals who were unable to use their chosen names on their credit cards.

“The Stevenage Challenge” —DAVID for Burger King | Spain 🇪🇸

The second Grand Prix was awarded to BK’s unexpected sponsorship of the lowest-ranked team in the English League. What initially appeared to be a questionable decision was revealed to be a clever marketing strategy, as gamers began playing as football legends sporting BK-sponsored jerseys in the game. This approach ingeniously integrated elements of gaming, sponsorship, promotion, PR, and social media into one comprehensive campaign.

2022 Brand Experience & Activation Lions Grand Prix 🏆

“The Unfiltered History Tour” —Dentsu Webchutney for VICE | India 🇮🇳

This experience is a masterful blend of augmented reality and storytelling, offering visitors of the British Museum an alternative tour that reveals the contentious imperial narrative underlying the museum’s possession of cultural artefacts.

Wow, what a journey it’s been! We’ve seen this industry transform right before our eyes, from the humble beginnings of savvy but simple promotional strategies to today’s ambitious brand experiences that are defining the future of the field.

Now, as the next chapter unfolds, who are you betting on to take home the coveted 2023 Brand Experience and Activation Lions Grand Prix at Cannes next week?

🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆 🏆

Promo Lions