CANNES, FRANCE: Edelman New York, along with Creative Artists Agency Los Angeles, has won the Grand Prix and a Gold Lion at this year’s Cannes Lions International Festival of Creativity for its work on Chipotle Mexican Grill’s The Scarecrow campaign.
Launched last September, the campaign consisted of an animated short and affiliated mobile video game. Its goal was to notify "a broader audience" about the details of industrial farming, such as processed food, animal confinement, the use of growth hormones, and toxic pesticides. Another goal was to make the public aware of alternatives, according to The Scarecrow website.
The campaign was linked to Chipotle’s Food with Integrity initiative, which highlights the Mexican restaurant chain’s commitment to sustainably raised food.
Edelman believed it was the first PR firm to win the category's Grand Prix on Monday. However, on Wednesday morning, the Cannes Lions issued a clarification saying that FleishmanHillard's 2010 work on the Gatorade Replay effort was actually the first. The winning creative firm on that initiative was TBWA/Chiat/Day Los Angeles, with assistance from Paragon Marketing Group.
Other PR agencies that took home Gold Lions include Weber Shandwick Chicago, in association with Droga5 New York, for its work on Honey Maid’s This is Wholesome campaign; and Be On Stockholm, along with Volvo Trucks Public Relations and Forsman & Bodenfors Gotenburg, for its efforts on Volvo Trucks’ Live Test series.
Silver Lions went to Ketchum New York, in association with Grey New York, for its work on TNT’s Dallas Gas Station campaign; Ogilvy Public Relations, along with Ogilvy & Mather Advertising Warsaw, for its efforts on the Polish Academy of Sciences’ Polish Diacritics campaign; and Publicis Consultants Italia, for its efforts on Renault Italia’s Dacia Sponsor Day effort. Weber Chicago also won a Silver Lion for its work with Droga5 New York on Honey Maid’s Love campaign. The If We Made It campaign by Heineken also won a Silver Lion, with Droga5 of New York and Fast Horse of Minneapolis being honored for their work.
PR firms that won Bronze Lions include Burson-Marsteller Stockholm, in conjunction with DDB Stockholm, for its work on Lufthansa’s Are you Klaus-Heidi? campaign; Edelman London, in association with David Buenos Aires, for Unilever’s Why Bring a Child into This World? effort; Citizen Relations, in conjunction with Saatchi & Saatchi New York, for Duracell's Trust Your Power campaign; and Ketchum Sports & Entertainment New York for its work with the Committee for the Preservation of Olympic Wrestling, International Federation of Associated Wrestling Styles, and USA Wrestling on the Rumble on the Rails initiative. Ketchum Los Angeles, HL Group New York, and Weber Shandwick, in association with Mattel El Segundo, won a Bronze Lion for work on Mattel’s #Unapologetic Barbie campaign.
The Cannes Lions Festival of Creativity is running June 15-21 at The Palais des Festival, in Cannes, France.
This story was updated on June 17 after the Cannes Lions recognized Weber Shandwick with a Bronze Lion for its role working on Mattel's #Unapologetic Barbie campaign. It was also updated to clarify the role of FleishmanHillard on the PR Grand Prix winner in 2010.
The story was updated on June 18 after the Cannes Lions issued a clarification about whether Edelman or FleishmanHillard was the first PR agency to win the PR Grand Prix.