Cannes Promo and Activation Lions 2010

The results are out for the Promotion and Activation Lions at Cannes International Advertising Festival. The Grand Prix went to Gatorade’s Replay campaign, featuring the replay of a football game between the Easton High Red Rovers and the Phillipsburg High State Liners, two rival football teams whose Thanksgiving Day 1993 game ended in a tie. The definition of Promo & Activation for the purpose of Cannes Lions encompasses activity which is designed to create immediate activation and/or offer for the sales of a product or service. This may be effected using sampling, tie-ins, competitions, events, in-store advertising events, exhibitions and other promotional vehicles, such as digital media. Promo & Activation Lions will be awarded to the freshest creative ideas that actively engage consumers to products/brands and achieve measurable results.

Gold Promo Lion

Grand Prix

Gatorade, Replay, TBWA\Chiat\Day, USA


Heineken, Italia Auditorium, JWT, Italy
Gatorade, Replay, TBWA\Chiat\Day, USA
HBO, Imagine, BBDO NY, USA
NBC, Last Call, Jung von Matt, Germany
Toyota, Nothing Soft Gets In, Saatchi & Saatchi, Australia (2)
Stockholm Count AIDS Prevention, Where Will 100,000 Condoms End Up, Ester, Sweden


HBO, Imagine, BBDO NY, USA
Walkers Crisps, Sandwich (2), AMV BBDO, UK
HBO, Cube Film Installation, BBDO NY, USA
Mini, Christmas Box, Ubachswisbrun/JWT, Netherlands
Nokia, World’s Biggest Signpost (2), Farfar, Sweden
Bosch, Fresh Stone Age Meat, DDB, Germany
Canon, Beyond the Still, Grey NY, USA
Ministry of Justice, Stanislav (2), Kong, Netherlands
The North Face, Red Flag, Ogilvy Shanghai, China
Diesel, Quique the Head, Shackleton, Spain
Young Director Awards, Drama Queen, TBWA\PHS Helsinki, Finland
Guide Dogs Australia, Support Scent, Clemenger BBDO, Australia
Stockholm Count AIDS Prevention, Where Will 100,000 Condoms End Up, Ester, Sweden
Central Beheer Achmea, Just Call Us – Live, DDB Amsterdam, Netherlands
Canon Australia, ESO Photochains, Leo Burnett, Australia

Cannes Promotion and Activation Awards Ceremony 2010


Inbev, Andes Teletransporter, Del Campo/Nazca Saatchi & Saatchi, Argentina
AICMED, Meltdown, Ogilvy & Mather, India
AFAL Contiago, Giving Memory, Contrapunto BBDO, Spain
Supreme Security, Advico Y&R, Switzerland
Heineken Italia, Beer Gloss, JWT, Italy
Reed mess Wien, World’s Smallest Balloon, Ogilvy & Mather, Austria
WWF, Forest Fires, Ogilvy & Mather, Colombia
Bar Aurora/Boteco Ferraz, $73.000 Bar Tab, Ogilvy, Brazil
Mexican Red Cross, Ambulance/Boat/Helicopter, JWT, Mexico
Supor, Non Stick Pans, Leo Burnett, Shanghai
Playground, Sleepless at Playground, Akestam Holst, Sweden
Burger King, Whopper Face, Ogilvy, Brazil
Fundacion Altius, Message in a Bottle, Leo Burnett, Spain
Orcon Broadband, Orcon + Iggy Pop (2), Special Group, New Zealand
Tricom, Reload, Pages BBDO, Dominican Republic
Zoo Records, Hidden Sound Campaign, Leo Burnett Hong Kong, China
Nike Japan, NikeId.Generator, Beacon Communications, Japan
World Vision Japan, Love Cake Project, Dentsu, Japan
Meat & Livestock Australia, Lambassador, BMF Sydney, Australia
Walkers Crisps, Sandwich, AMB BBDO, UK

Filed under: Awards, Cannes Lions

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