Howatson + Co, CHEP Network, Host\Havas, DDB and Run It Wild score wins at Cannes Lions 2022
Another five Australian agencies have picked up awards at Cannes Lions 2022, as the Craft and Entertainment categories have been announced.
Independent creative agency Howatson + Company has scored Lions for two of its three nominations in the announced categories, picking up a Silver Lion for Design (Special Editions & Promotional Packaging) and a Bronze for Industry Craft (Packaging Design) for its ‘Rejected Ales’ campaign creative for Australian craft brewery, Matilda Bay.
The campaign featured a limited-edition collection of the 27 “near perfect brews” Matilda Bay rejected on the journey to crafting the Original Ale. The work was brought to life across OOH, radio, press, social, DM, retailer integration, and in-store activations and was the craft brewer’s first above-the-line campaign in more than eight years. The campaign has also since been nominated on an additional two shortlists in the Experience categories.
“It’s wonderful to have five nominations and two wins so far. Testament to the brilliant people at Howatson+Company, the incredible team at Matilda Bay and our amazing production partners. Rejection has never tasted so good,” said Gavin Chimes, executive creative director.
CHEP Network was also recognised in the Design category (Other FMCG & Consumer Durables), winning a Bronze Lion for its ‘Coffee Scrub’ campaign created for 7-Eleven. The work aimed to convince Australia’s young coffee aficionados that the quality of 7-Eleven’s coffee is worthy of their taste buds by commissioning a limited edition coffee body scrub to showcase the quality of its fresh coffee grounds. The product was sold exclusively at Adore Beauty for the same price as a 7-Eleven coffee – $1.
“At CHEP we passionately believe that design is instrumental to how brands show up in the new economy. We’re thrilled to have 7-Eleven’s Coffee Scrub recognised in the Cannes Design Lions,” said CHEP Network chief creative officer Gavin McLeod.
Host\Havas Sydney took out a Bronze Lion for Entertainment (Audio Content) for its ‘Crime Interrupted’ for the Australian Federal Police (AFP). The six-part podcast series was launched for the AFP in partnership with crime podcast Casefile, taking listeners behind the scenes of some of the countries biggest investigations with the aim of reaching a new generation of recruits and reinforcing the AFP’s ‘A Step Ahead’ positioning.
“For an agency that believes entertainment beats interruption, picking up a Lion in Entertainment is a pretty bloody great day at the office. We’re thrilled with the result and even more excited to have clients like the AFP who believe in our creative vision every bit as much as we do. It’s a celebratory rosé for the team, and then straight back into smashing out Crime Interrupted season 2,” said Host\Havas executive creative director Jon Austin.
DDB Sydney also scored in Entertainment (Innovation in Branded Content), winning a Bronze Lion for ‘The Ad Break Championship – GTI Hijack’ for Volkswagen. The campaign posed the question, ‘Why watch ads when you can play them?’, giving TV viewers the chance to participate in a competition to win a Golf GTI by playing a car racing game on their devices.
Lastly, in Entertainment for Sport, Australian blockchain studio and metaverse specialists Run It Wild achieved a Bronze Lion (Innovative Use of Tech & Platforms for Sport) in recognition of of its ‘Australian Open Metaverse’ Art Ball NFTs. 6,776 AO Art Ball NFTs were launched, each linked to a 19cm x 19cm plot of each tennis court surface, updating the NFT with live match data when a point is landed in the designated space.
The winning agencies join Dentsu Creative, which was awarded with a Bronze Lion yesterday for its ‘Disease Dilemas’ campaign for The Garvan Institute.
The next batch of Lions shortlists were revealed overnight, with the Strategy and Experience shortlists now online. Winners for the categories will be announced in the coming days.
Mumbrella hasthe winning agencies for comment.
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