CANNES, FRANCE: Edelman's London office won a Bronze Lion in the PR Lions and Creative Data categories at the Cannes Lions International Festival of Creativity on Thursday for its work on the Green Light Signal campaign for the National Grid.
The Grand Prix in the PR Lions went to BBDO Belgium for The Breakaway: The First eCycling Team for Prisoners, which demonstrated how virtual sports could help prisoners rehabilitate themselves into society.
PR Lions jury chair Judy John told PRWeek: "The Grand Prix winner snuck up on us. Every time we saw The Breakaway there were nuances, it got deeper. It had this incredible complexity to all the problems it was solving.
"It’s an incredible case. We gravitated to this idea because it’s a movement, not a moment. It was creating this bridge between real and the metaverse for prisoners through riding. The idea hit on so many of the issues and topics people care about today: inclusion, accessibility, mental and physical health.
"It’s being rolled out in prisons throughout Belgium - it’s a sustainable idea and it’s going to change how we look at the prison system and help rehabilitation."
Green Light Signal is a low energy-consumption smart bulb that glows green when the electricity supply at home is clean and green, letting consumers know in real time when they can use electricity without negatively impacting the planet.
Edelman London was credited with the idea creation for the effort, and also won PR and media credits for the campaign.
The campaign for U.K. energy infrastructure provider National Grid reached 237.8 million people; garnered 18,708 landing page visits; 1.1 million app runs and led to a carbon-saving equivalent of 17.1 million mature trees.
In the Media category, Edelman Spain won a Bronze Lion for its work on #RealVoicesofPride for FELGTB, Spain’s primary LGBTQ+ federation. The campaign collected oppressed voices in the LGBTQIA+ community within more than 70 countries where they are discriminated against by law. It made their voices available on the FELGTB profile on TikTok during Pride Week.
Edelman Spain was credited with the idea creation for the effort, and also handled PR, media and production credits for the campaign.
Prime Weber Shandwick, the Interpublic Group agency’s Sweden-based operations, also won a Bronze Lion in the Direct category for its work on The Billion Dollar Collection campaign for the H&M Foundation. Earlier this week, Prime Weber Shandwick took home a Gold Lion in the Design category for the same campaign.
Prime Weber Shandwick, the Interpublic Group's Sweden-based operations, was credited with the idea creation for the effort, and also won PR, media and production credits for the campaign.
Elsewhere, Engine London's 'Long Live the Prince' for the Kiyan Prince Foundation picked up two PR Lions: one Silver and one Bronze.
The campaign, which won five awards at the PRWeek UK Awards last year, saw late teenage football prodigy Kiyan Prince turned into a playable character in Fifa 21. Prince was stabbed and killed at the age of 15. His return as a virtual professional footballer on the 15th anniversary of his death aimed to raise awareness of knife crime.
Prince appeared as a player for his former club, Queens Park Rangers, and was given the squad number 30 to reflect the age he would have been at the time of the campaign's launch.
Reflecting on some of the main trends this year, John, Edelman's global chief creative officer, said: "People are craving for companies to take a stand and drive action. Words aren’t enough. They want to see brands show up and make meaningful change in the world.
"People at craving ideas that are modern in thought, expression and execution. Across all the categories in Cannes they want utility, education and entertainment. There’s so much content, everything else is getting lost."
This article was updated on Friday (24 June) with comments from Judy John