Awards » Cannes Lions » Cannes Lions 2016

Cannes Lions 2016

Award Type: Advertising Awards

Cannes Lions is the world's biggest annual awards show and festival for professionals in the creative communications industry.

2016 SPECIAL AWARDS

HOLDING COMPANY OF THE YEAR

1. WPP
2. Omnicom
3. Interpublic

NETWORK OF THE YEAR

1. Ogilvy & Mather
2. BBDO
3. Y&R

AGENCY OF THE YEAR

1. AlmapBBDO, Sao Paulo
2. Grey New York
3. INGO, Stockholm

INDEPENDENT AGENCY OF THE YEAR

1. Droga5, New York
2. Jung von Matt, Hamburg
3. Wieden+Kennedy, Portland

PALME D’OR

1.Tool, USA
2. Epoch Films, USA
3. Stink, United Kingdom
4. Vrse.works, USA
5. O Positive, USA

Unforgotten Soldiers [video]

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Industry TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market New Zealand
Agency DDB Auckland
Executive Creative Director Shane Bradnick
Creative Director Chris Schofield
Production Revolver
Production Will O'Rourke
Director Pete Baker
Released April 2015

Awards

Cannes Lions 2016
Direct Craft: Art Direction / Design Silver Lion
Direct Sectors: Media & Publications Bronze Lion
Direct Use of Direct Marketing: Use of Ambient Media: Large Scale Bronze Lion
Promo And Activation Use of Promo & Activation: Use of Exhibitions / Installations Bronze Lion

Credits & Description

Client: SKY HISTORY CHANNEL
Brand: Sky Television New Zealand
Product: HISTORY CHANNEL
Product/Service: HISTORY CHANNEL
Advertising Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Production Company: REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Executive Producer: Michael Ritchie
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Senior Copywriter: Natalie Knight
Senior Art Director: Corinne Goode
Senior Art Director: Gavin Siakimotu
Senior Business Director: James Blair
Executive Agency Producer: Judy Thompson
Agency Producer: Kate Moses
Director: Pete Baker
Producer / Project Manager: Melanie Reardon
Head of Projects: Josh Mullens
Audio Producer: Penny Cooper
Sound Engineer: Jon Cooper
Edit & Post House:
Brief Explanation
The History Channel believe they have a duty to preserve the past, so on the 100th Anniversary of Gallipoli ( NZ’s first engagement in WW1) they wanted to commemorate the soldiers and ensure their service and sacrifice was not forgotten. 100 years on, History Channel wanted to keep the memory alive.
We created The Unforgotten Soldiers, a tableau vivant in the middle of Auckland City. It was entirely in black and white to look like History Channel's authentic black and white pictures and documentaries of WW1. The 8-hour live performance told the stories of real NZ soldiers who went to war. While a surround sound audio track brought their letters, stories and memories to life.
Description of Ambient execution:
History Channel created a live installation bringing an old black and white World War One picture to life on the streets of Auckland.
Describe the brief from the client:
As time passes and with no surviving veterans, World War One is becoming a distant memory.
Our only connection to the past and memories of the soldiers live in old black and white pictures, so on the 100th anniversary of Gallipoli, (NZ's first WW1 campaign) History Channel wanted more than a tribute, they wanted to keep the memory alive.
We created 'The Unforgotten Soldiers' and brought an old black and white WWI picture to life on the streets of Auckland.
Our aim was to help all Nzers reconnect with our history and raise money for the RSA (Returned Service Association)
Describe the success of the promotion with both client and consumer including some quantifiable results:
We helped NZers reconnect with the past by bringing them face to face with history. The event was broadcast on the History Channel, and audiences shared it locally and globally. It was covered on TVNZ, One News, BBC, resulting in a estimated reach of over 22,835,710 people. The Unforgotten Soldiers also raised triple the usual donations, for the RSA, in just one day.
Explain why the method of promotion was most relevant to the product or service:
History Channel believe they have an important role in preserving the past. We created The Unforgotten Soldiers entirely in black and white just like the History Channel's authentic black and white footage and pictures of WW1. The 8 hour live performance was enacted in Lorne Street, in the middle of Auckland City. The idea was to bring a typical day in the trenches of The Great War, and to share the stories of real NZers who went to war. Everything was as it was 100 years ago, but remade in black and white like an old WWI picture. While a surround sound audio track brought their letters, stories and memories to life.