Ogilvy KO’s Cannes’ Industry Craft competition


Wednesday’s Cannes Lions Awards Show turned out to be a great one for Ogilvy Chicago as the agency won the Grand Prix for their award-winning Kiwi Shoe Polish campaign for SC Johnson, USA. The story broke inThe Chicago Egotist.

The new award is described as “focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life.”

‘First Steps,’ which won the Grand Prix in the Industry Craft category mused over the question, ‘what happened to the actual shoes of iconic people from history who had left big shoes to fill’. To answer this, the creative team tracked down and photographed the shoes of six famous icons; Muhammed Ali, Ernest Hemingway, Amelia Earhart, President Abraham Lincoln, Vince Lombardi and Florence Nightingale.

The images were featured in print, out-of-home and social ads featuring long-form copy that explores the amazing life story of each icon and celebrates how they all took their own first step toward a great moment in history.


All told, Ogilvy had to fight its way through 1,720 entries. A grand total of 47 Lions were awarded in the category: 5 Gold, 13 Silver and 28 Bronze.

The network also added 5 Gold, 7 Silver and 15 Bronze across the Film Craft, Digital Craft, Industry Craft, Entertainment, Brand Experience & Activation and Creative eCommerce categories, bringing its daily award tally to 28.

Other Winners Roundup

The Craft Track Lions honored the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring creative ideas to life.

In the Digital Craft Lions: 728 entries were received and 27 Lions awarded: 3 Gold, 8 Silver and 15 Bronze. The Grand Prix went to ‘Aeronaut VR’, by Isobar, New York / Viacom, New York, USA, for William Patrick Corgan.

The Film Craft Lions received: 2,519 entries and 86 Lions were awarded: 13 Gold, 29 Silver and 43 Bronze. The Grand Prix went to ‘Hope’ by Blur Producciones, Madrid / SRA. Rushmore, Madrid for International Committee of the Red Cross, Spain.

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The Entertainment Track Lions were also honored, celebrating creativity that goes beyond branded communications to create authentic entertainment that engages consumers and impacts culture.

In the Entertainment Lions: 1,255 entries were received and 48 Lions awarded: 9 Gold, 15 Silver and 23 Bronze. The Grand Prix went to: ‘Evert_45’ by N=5, Amsterdam for KPN, The Netherlands.

In the Entertainment Lions for Music: 481 entries were received and 19 Lions awarded: 3 Gold, 7 Silver and 7 Bronze. Two Grands Prix were awarded to:

‘Jay-Z “Smile”’ by Smuggler, New York / Roc Nation, New York for Roc Nation, USA.

Spike Jonze’s ‘Welcome Home’ by TBWA\Media Arts Lab, Los Angeles, USA, for Apple’s Homepod, USA. This wonderful piece also shared ‘Best of Show’ with Tide last week at the AICP Awards.

Entertainment Lions for Music Jury President, Lori Feldman, EVP Strategic Marketing, Warner Bros. Records, said that her jury first had to question whether ‘Welcome Home’ was a music video or an ad. “I feel the eye is with the viewer,” said Feldman. “Music is at the core, the complex film craft is undeniable and the brand is at the centre of the work in a very unique way.”

Also announced, the Experience Track Lions honor work focused on the customer journey and the brand experiences designed to captivate audiences at every touch point.

Brand Experience & Activation Lions received 2,335 entries and awarded 71 Lions: 11 Gold, 21 Silver and 38 Bronze. The Grand Prix went to ‘Today at Apple’ by Apple Inc., Cupertino for Apple Inc., USA.

“This work is so important and a great example of how brands really play a meaningful role in people’s lives – that can last forever,” said Brand Experience & Activation Lions Jury President, Rob Reilly, Global Creative Chairman, McCann Worldgroup.

Creative eCommerce Lions saw 268 entries and 16 Lions awarded: 4 Gold, 4 Silver and 7 Bronze. The Grand Prix went to ‘Xbox Design Lab Originals: The Fanchise Model’ by McCann London for Microsoft, United Kingdom.

Also announced during Wednesday’s award show: Media Brand of the Year awarded to Spotify. Daniel Ek, co-founder, Chairman and Chief Executive Officer, accepted the award on behalf of Spotify.

Contact Colin Costello at colin@reelchicago.wpengine.com or follow him on Twitter @colincostello10.