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Cannes Lions 2013

Award Type: Advertising Awards

The Cannes Lions International Festival of Creativity is the world's biggest celebration of creativity in communications. As the most prestigious international creative communications awards, more than 28,000 entries from all over the world are showcased and judged at the Festival. Winners receive the highly coveted Lion trophy, presented at four award ceremonies throughout the week.

The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Over 9,000 delegates from 90 countries attend seven days of workshops, exhibitions, screenings, master classes and high-profile seminars by industry leaders such as Dan Wieden, Sir John Hegarty, Bob Greenberg, Maurice Lévy, David Droga, Mark Tutssel, Sir Martin Sorrell and Tham Khai Meng, as well as people like Mark Zuckerberg, Ben Stiller, Yoko Ono, Kofi Annan, Steve Ballmer and Bob Geldof.

The networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication.

SPECIAL AWARDS

MEDIA AGENCY OF THE YEAR

OMD AUSTRALIA, SYDNEY

NETWORK OF THE YEAR

1. OGILVY & MATHER
2. BBDO
3. DDB

HOLDING COMPANY OF THE YEAR

1. WPP
2. OMNICOM
3. PUBLICIS GROUPE

CREATIVE MARKETER OF THE YEAR
COCA-COLA

PALME D'OR

1. MJZ, USA
2. BISCUIT FILMWORKS, USA
3. O POSITIVE FILMS, USA

AGENCY OF THE YEAR

1. OGILVY BRASIL, SÃO PAULO
2. MCCANN MELBOURNE
3. ALMAPBBDO, SÃO PAULO

INDEPENDENT AGENCY OF THE YEAR
 

1. WIEDEN + KENNEDY, PORTLAND
2. SERVICEPLAN, MUNICH
3. WIEDEN + KENNEDY, NEW YORK

MEDIA PERSON OF THE YEAR

1. SALAR KAMANGAR, CEO, YOUTUBE, SENIOR VICE-PRESIDENT OF VIDEO, GOOGLE, WORLDWIDE

LION OF ST MARK
 

LEE CLOW, CHAIRMAN, TBWA\MEDIA ARTS LAB GLOBAL DIRECTOR OF MEDIA ARTS, TBWA\WORLDWIDE

BEAR

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market China
Agency Saatchi & Saatchi Shanghai
Executive Creative Director Fan Ng
Creative Director Forest Young Saatchi
Art Director Andy Lau, Kun Luo, Janny Guo, Haibo Huang, Kat Tan
Copywriter Virginia Yan, Momo Hou, Andrew Lok
Photographer Keno Zhao
Account Supervisor Rebecca Liu Judy Zhang, Rebecca Liu
Released May 2013

Awards

Cannes Lions 2013
Design Lions Posters Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: GREENPEACE
Product/Service: CHARITY
Agency: SAATCHI & SAATCHI Shanghai, CHINA
Other Credits: Lily Jin/Chris Chen (Saatchi/Saatchi)
Account Supervisor: Rebecca Liu/Judy Zhang (Saatchi/Saatchi)
Retoucher: Pafassion Lab (Pafassion Lab)
Photographer: Keno Zhao (Saatchi/Saatchi)
Art Director: Fan Ng/Haibo Huang/Andy Lau/Kun Luo/Janny Guo/Kat Tan (Saatchi/Saatchi)
Copywriter: Momo Hou/Virginia Yan/Andrew Lok (Saatchi/Saatchi)
Creative Director: Forest Young (Saatchi/Saatchi)
Executive Creative Director: Fan Ng (Saatchi/Saatchi)
Brief Explanation
We wanted to remind people that their insatiable desire for paper is one of the foremost causes of deforestation, and thus, animal extinction.
To make our message immediate and inescapable, we decided to use the product of deforestation's medium for the message. You can't ignore the connection between everyday paper use and animal extinction if their blood is literally on your hands.
Describe the brief from the client
'46-58 million square miles of forest are lost each year, the equivalent of 36 football fields every minute'. [WWF]
Widespread deforestation is not only impacting people's livelihoods and intensifying global warming, but also threatening to condemn unknown numbers of animal species to extinction.
In increasingly industrial China, the destruction of our forests can seem all too distant, so we felt compelled to bring the bloody results of deforestation more immediately into everyday life.

Design Process
We printed the bloody result of 'paper cuts' in the shape of threatened and endangered animals onto paper destined for common office use, into the layouts of magazines, and special promotional flyers that we also tacked up as posters.

Results
We distributed the packs of paper and magazines to offices throughout Shanghai and also erected an installation in M50, Shanghai's art district, to give people a closer look at the animals they put in danger everyday through their paper consumption.
The exhibition at M50 was an unprecedented success, with record-breaking numbers attending its opening, and the feedback received from offices was in the form of pledges: to reduce paper waste in an attempt to save our furry friends.