The International Festival of Creativityalso known as Cannes Lions, has once again awarded the best campaigns in the world in its 69 edition. This event has been recognizing creative excellence since 1954, when a group of cinema screen advertising contractors came up with the idea of adapting the now famous Cannes Film Festival to this sector. In this way, cinema and advertising were united under the objective of extolling the pieces and advertising campaigns on video.
Over the years, the festival has evolved as a reflection of advances in the advertising, communication and marketing sector itself, diversifying and adding new categories. In fact, in 2011 it went from being called the International Advertising Festival to the International Creativity Festival, demonstrating a broader focus.
Winning Spanish Campaigns 2022
This year the festival It was held from June 20 to 24in an extensive day in which, in addition to rewarding the best advertising campaigns in the world, the most interesting presentations on the present and future of the sector have been carried out.
The large international jury, in which Spain is represented by 13 members, has awarded our country no less than a total of 37 awards. In total of those that were contemplated in this edition, Spain has been made with gold, silver and bronze lions in 16 of them.
gold lions
priceless food
The agency Leo Burnett It has been crowned with gold in the direct category with its campaign for Madrid Fusión. In it, they spread through networks a daring invitation to the famous actor Robert de Niro, with the aim of getting him to participate as promoter of the event, in exchange for trying an exclusive menu prepared especially for him by 5 great Spanish chefs. However, if he did not accept within the deadline, Madrid Fusión would go on to propose it to a different celebrity. Which it was the result? Absolute success, de Niro accepted without hesitation and on time, mission accomplished.
scratchboards
The agency campaign David Madrid for Activision Blizzard, in which, for the first time, the wear of skateboards has become a protagonist, it has won a gold lion in the outdoor advertising category. The video game company promoted the game “Tony Hawks Pro Skater” by adding promotional codes under the painting of a limited edition of skateboards, working as a “scratch card”.
silver lions
stuck in the 90s
The campaign created by McCann Madrid for , in which a group of young people live together in a house adapted to the 90s and whose salvation will be the brand’s products, has been done with 2 silverone in the creative commerce category and another in media.
Bihar, choose tomorrow
This campaign, whose objective was to raise awareness about how our current decisions will affect future generations, has obtained a silver lion in the outdoor advertising category. Those responsible for the action were LLYC Madrid for the BBK Foundation.
Cycle
McCann wins another silver, this time in the sustainable development goals category for its “Cycle” campaign for Freda’s new menstrual hygiene products.
Even more confusing times
David Madrid wins a silver lion in the film category thanks to its campaign for Burger King, in which they present their range of vegetable products with humor.
human meat burger
In line with the promotion of vegetarian products, the agency Lola Mullen Lowe Madrid has created the following campaign for Oumph! Which has earned him a silver in the brand experience & activation category.
priceless food
The campaign of Leo Burnett for Madrid Fusión it also won a silver lion in the social category & .
KFCCopypaste
The agency PS21 He received a silver lion in the social & influencer category for his campaign for KFC. In this, they took advantage of the thousands of recipes on the Internet, which try to emulate the original Colonel Sanders, and invited people to copy the links of these recipe videos and paste them on a platform created for the occasion. By doing this, you got promotions to redeem and enjoy authentic KFC fried chicken.
scratchboards
The campaign for Activision Blizzard and developed by David Madridin addition to his gold lion, he took home a silver one in the direct category.
the dream
DDB Madrid It won a silver lion in the film category, thanks to its campaign focused on sports demands, misunderstood motivation and its negative effects, created for the Héroes de Hoy platform.
bronze lions
stuck in the 90s
This campaign of McCann Madrid for Ikea it also obtained a bronze lion, specifically, in the creative commerce category.
breaded cars
KFC has the agency again PS21 to advertise your brand. This time, in a quick action, they took advantage of the consequences of the haze suffered in March, which left thousands of cars covered in brown dust, to make a comparison with the batter of their famous fried chicken. Whoever wrote “KFC” on these cars would get two chicken strips as a gift. This campaign not only earned them thousands of people to read the brand name on the cars, it also earned them a bronze in the social & influencer category. .
Even more confusing times
The campaign of David Madrid for Burger King he got several bronze lions. She won one in the film craft category, and several of the pieces that make up “Even more confusing times” specifically won different awards.
The piece «Mom, but not his mom» won a bronze lion in the radio & audio category, «A dog’s name» in industry craft, the pieces «A dog’s name», «Hydroalcoholic» and «The wrong message» in advertising outside and «A dog’s name» and «The wrong message») in print.
priceless food
Leo Burnett and Madrid Fusión continued to triumph as they were also awarded two bronzes, in PR and in brand experience & activation.
KFCCopypaste
This campaign of PS21 It was awarded again, obtaining a bronze lion in the social & influencer category.
KFC Ikea
PS21 received a bronze in the outdoor advertising category thanks to the development of another campaign for KFC. This time, it was about promoting the opening of one of their restaurants, which coincided with an area famous for the existence of an IKEA in it, so they decided to combine concepts.
The Paper Failure
The montage of a failure inspired by La Casa de Papel to promote the new season of the famous Netflix series served David Madrid to win a bronze in the outdoor advertising category.
Meat?
David Madrid and Burger King created a visual campaign focused on close-ups of plant-based foods that resemble animal products. Of this, the piece “Radicchio” was awarded a bronze in outdoor advertising, and “Radicchio” and “Red Bell Pepper” were awarded two bronzes, one in industry craft and the other in print.
#REALVOICESOFPRIDE
The agency Edelmann Madrid He won a bronze lion in the middle category, thanks to his campaign for FELGTB, whose axis was to give a voice to people from the LGTBIQ+ collective who reside in countries where expressing their sexual orientation or identity is threatened or punished.
scratchboards
The agency campaign David Madrid for Activision Blizzard also won a bronze lion in the brand experience & activation category.
Stevenage Challenge
Stevenage Challenge by David Madrid and David Miami for Burger King it has obtained a bronze in the creative strategy category, one year after.
super hero
TBWA Madrid created a campaign to announce the changes in the process of making the classic McDonald’s hamburger, making a comparison with the evolution of a father-son relationship. The campaign won a bronze in the film category.
Tag the game
Lola Mullen Lowe Madrid obtained a bronze lion in the social & influencer category thanks to the campaign created for Omo (Unilever), which promoted a non-existent video game on Twitch and managed to get several streamers to echo it, to end up revealing that it was a campaign to encourage children not to lose the habit of playing outside.
The battle inside
The agency Cheil created a video game in which players must fight leukemia as if they were the human body itself. This campaign was developed for CRIS against cancer and won a bronze in the health category, specifically in the branded content & entertainment subcategory.
the dream
“The dream”, the campaign for the Héroes de Hoy platform, also earned the agency a bronze lion DDB Spain Madrid in the entertainment for sport category.
The truth is out there
David Madrid He carried out another campaign for Netflix, specifically, and again, for La Casa de Papel. In order to put an end to the doubts of fans of the series before launching its last season, they decided to fill the streets of Spain with these answers, encouraging people to share them using the hashtag #resuelvelcdp. The campaign won a bronze in the outdoor advertising category.
an unlikely friendship
CYW Madrid created an emotional campaign for Prime Video in which the bond that is formed between a hyena and a zoo keeper, thanks to the platform’s catalog, is the protagonist. This endearing story has won two bronze lions in the same category, film craft.
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