5 Licensed Lions Win at Cannes

July 14th, 2017

With Cannes Lions a distant, sun-soaked memory Greenlight looks back on our favourite Cannes Lion Winning Campaigns and the casting, music and rights clearance needed to make them happen.

Adidas “Original is Never Finished

Entertainment for Music - Grand Prix
Agency – Johannes Leonardo

The 90-second spot promoting Adidas Originals cast visionaries from the world of music, art, skate and sport, including Snoop Dogg and Stormzy. Frank Sinatra’s My Way was licenced and reworked to provide a thoroughly original version of an iconic song. Subtle cultural homages to film and art include Stanley Kubrick’s “A Clock Work Orange”, Botticelli’s The Birth of Venus and Saint Sebastian.

Twitter “Visual #”

Outdoor - Grand Prix

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Twitters simple OOH campaign paired the hashtag symbol with images—to position the site as the place where conversations are happening about the real issues. These images include the licencing of photographs of the late icons Muhammed Ali and Prince.

Heineken “Jackie”

Film - Gold Lion
Agency – Publicis Italy

Heinekens 90-second spot casts road safety pioneer and F1 legend Sir Jackie Stewart and looks to communicate a powerful anti-drunk driving message - when you drive, you never drink. The ad uses amended, historical trackside footage of Sir Jackie Stewart plus a modern-day scene to showcase his consistent refusal to drink alcohol.

Squarespace “John Malkovich’s Journey”

Film Craft – Silver Lion
Agency – Smuggler

John Malkovich and Squarespace collaborated to create a custom online store for JOHNMALKOVICH.COM. The short film "Journey" explored the challenges Mr. Malkovich faced as he attempted to establish his reputation as a serious designer. John Malkovich himself was cast and cleared as the lead talent.

Morton Salt “The One Moment”

Film Craft – Silver Lion
Agency – Ogilvy & Mather

Morton Salt launched a campaign to support a group of people who are bravely making a positive difference in the world. The song “The One Moment” by OK Go is a celebration of those moments in life when we are most alive. The music video, acquiring music licenses for the collaboration between artist and brand, is a fantastic example of an advertiser integrating their message into a piece of creative entertainment.