Marketing campaign to rebuild coral reefs in Indonesia wins Business Craft grand prix | Promoting

Sheba’s “Hope reef” coral restoration by Abbott Mead Vickers BBDO claimed the coveted Business Craft Grand Prix on the Cannes Lions Worldwide Competition of Creativity 2022, whereas Advantage Worldwide snatched the Digital Craft Grand Prix for “Backup Ukraine”.

Dedicated to conserving coral reeds, Mars Petcare model Sheba constructed a residing, thriving coral reef off the coast of Sulawesi in Indonesia’s Spermonde Archipelago, on a website that was as soon as barren, having been blasted out by fishermen utilizing explosives to assist them gather fish. 

Viewable by way of Google Maps and Google Earth, the regrown reef was formed to type the phrase “hope” – a response to the awful prediction that if the world does nothing, 90% of its tropical reefs can be passed by 2043. 

As Vladimir Putin’s forces destroyed Ukraine’s infrastructure, from statues to buildings, Advantage Worldwide tried to protect its cultural heritage.

Partnering Blue Defend Denmark and the Danish Unesco Nationwide Fee, “Backup Ukraine” requested volunteers to make use of an app to scan objects in Ukraine. The scans had been then changed into a 3D mannequin and uploaded right into a cloud the place they are often backed up. 

Movie Craft 

Putting a chord with the German inhabitants, the Grand Prix Movie Craft winner, Penny’s movie “The want” by Iconoclast Berlin, contemplated what folks really needed for Christmas. 

Since 2019, Apple’s “The underdogs” have humorously captured the trials and tribulations of the working world, all of the whereas promoting Apple’s merchandise. “Escape from the workplace”, Apple’s newest version by Smuggler, picked up two golds and one silver.   

Channel 4’s third in its lauded “Superhuman” sequence for the Paralympic Video games additionally carried out nicely, scoring three golds. As did Burberry’s “Open area” by director collective Megaforce, which defied gravity and picked up two golds.

Elsewhere, Sandy Hook Promise “Teenage dream” by BBDO New York scooped two silvers;  Apple “Detectives” gained a silver, and Whatsapp’s “One” by Iconoclast Berlin, BBDO Berlin and BBDO San Francisco was awarded two silvers. 

Additionally securing silvers had been Google’s “Black-owned Friday 2021”, which additionally gained gold within the Digital Craft class; Fb’s “Skate nation” by Minimize+Run New York and Droga5 New York; Chipotle’s “A future begins” by Observatory; Adam & Eve/DDB’s “Wethe15” work; BBC Inventive’s “That is our BBC”; and WWF’s “Can’t renegotiate the melting level of ice” by Nomint, which gained two silvers.

Business Craft

With Sheba profitable the Grand Prix, two golds within the Business Craft class went to Burger King Mexico’s “Goodbye artificials” by We Believers. The Tarantino-esque movie highlighted the pure elements that make up its well-known Whopper.

Choosing up silvers had been Adam & Eve/DDB, Nord DDB and DDB Chicago for “Chillboards” for Coors Gentle; PepsiCo for “Higher with Pepsi”; Wendy’s for “Nationwide street day” by VMLY&R Kansas Metropolis; and the New York Philharmonic’s “Nyphil” by Ogilvy New York. 

Design

The Grand Prix for Design went to Penguin Books’ “Portuguese (Re)Structure” by FCB Lisbon. The e book was a reformulation of the Portuguese Structure of 1933, utilizing the “blackout poetry” approach.

Partnering Ananas Anam, the Dole Sunshine Firm gained gold for “Piñatex”. For each one tonne of pineapples harvested, three tonnes of leaves are wasted. Given the Philippines grows 2,500,000 tonnes of pineapples a 12 months, that is a number of leaf waste.

Hoping to attain a purpose of zero waste, by way of the gathering and extraction of fibre from pineapple leaves from its farms, it discovered other ways to repurpose the leaves, taking a step towards its promise of zero fruit loss by 2025. 

Silvers had been awarded to Arizona Coyotes’ “We hockey” by MullenLowe US; Deutsche Parkinson Vereinigung’s “Staybl” by Havas Germany and Havas New York; Mastercard’s “Contact Card” by McCann New York; and Sheba’s “Hope reef”.

Digital Craft

With “Backup Ukraine” profitable the Grand Prix and a silver, gold went to Google’s “Black-owned Friday 2021” which additionally gained silver within the Movie Craft class.

Anheuser Busch secured one gold for “McEnroe vs McEnroe” by FCB New York, and Women Who Code’s “Dojacode” by Mojo Grocery store obtained silver.

“Superhuman”, “Higher with Pepsi”, Burberry and “Reverse selfie” had been all highlighted as potential winners by Chaka Sobhani, Leo Burnett’s international chief artistic officer, in Marketing campaign journal.