Cannes Lions: Brazil reaches 70 awards and surpasses 2021 result at advertising festival

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Brazil won three Lions on the last day of Cannes Lions – International Festival of Creativity 2022, bringing the total awards from Brazilian agencies and advertisers to 70 this year, surpassing the 68 awards received in 2021.

Among the highlights are the Brazilian agencies VMLY&R, Africa and David, who brought home two gold each. Unlike 2021, however, the country has not hosted any Grand Prix.

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David São Paulo won with a Burger King campaign that adopted a language linked to the world of games. Using a “mobile” tool, the brand created its own game in which customers had to find “bugs” in Burger King promotions, having access to discounts.

The work received golds in Mobile and in Brand Experience & Activation. Edgard Gianesi, the agency’s executive creative director, highlighted the more than decade-long relationship with Burger King. “We are a group that is very close to creation, production and service.”

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The VMLY&R golds came in the entertainment categories. Using the metaverse, the agency created an immersive experience in the city of Los Santos, a virtual replica of Los Angeles. The campaign for Greenpeace clearly shows the effects of a rise in global temperature in this fictional city, making it clear that the problems seen on screen today could soon become real.

Africa, in turn, received Golden Lions for two different campaigns. In Outdoor Lions, the award came for a campaign for the Articulation of Indigenous Peoples of Brazil (Apib). The work claimed “refugee” status for jatobá, a tree that is in danger in its country of origin, Brazil.

The other gold came in Social & Influencer Lions, for the campaign for the Brahma brand, by Ambev, which played with haircuts adopted by famous football players. “It’s a case of humour. She uses her hair, which is a people’s cultural identity, to talk about creaminess”, said Ambev’s marketing vice president, Daniel Wakswaser.

In addition to the three agencies, giants in the market, Tátil, from Rio de Janeiro, specialized in design, also stood out. Known for creating the 2016 Olympics brand and for the opening ceremony of that year’s Paralympics, she won two golds, in Industry Craft and in Design, for the redesign of the Rio de Janeiro Carnival brand.

“We really hope to help Rio and Carnival, at a time when Brazil’s image is so bad abroad,” said designer and publicist Fred Gelli, founder of Tátil.

Magalu and Guarana

Other agencies also took the stage at Cannes, a right reserved only for Grand Prix or Golden Lions winners.

Ogilvy São Paulo received the award for its work with Lu, Magalu’s digital influencer. Brand and agency highlighted the recognition for a long-term work, started in 2005.

The independent agency Soko, on the other hand, brought home a gold medal for the “Stuck in the 80s” campaign, which highlighted the fact that the current prizes offered to the Brazilian women’s soccer team are equivalent to those given to male players in the early 1980s. The activation was carried out by Guaraná Antarctica, which has sponsored the women’s team for five years.

“The campaign generated a bill, which was approved by the House, but still depends on presidential sanction, so that the awards are equivalent,” said Felipe Simi, founder of Soko.


On the last day of Cannes, Brazil received three more Lions, all bronze: Gut São Paulo/Mercado Livre and Wieden+Kennedy/Nike, in the Film Lions category, and for TracyLocke/Centauro, which received a Lion in the Glass category: Lion for Change.

The information is from the newspaper O Estado de S. Paulo.

Source: CNN Brasil

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