June 23, 2022 at 11:49 p.m.
Sheba wins her second Grand Prix 2022 (Industry Craft), this time in Media Lions. The classy cat food brand triumphs again with its Hope Reef campaign. Through its foundation and with AMV BBDO, it has in fact planted corals as part of the reconstitution of a reef and therefore of marine life off the coast of Indonesia… The brand has undertaken to donate all profits from its YouTube channel to their partner, The Nature Conservancy. It has also pledged to restore 185,000 square meters of coral reefs worldwide by 2029.
Daryl Lee, Global CEO, IPG Mediabrands, Global and his jury presented 57 awards in the Media category, including 9 Gold Lions, which notably go to “Samsung ITEST”, Samsung from DDB New Zealand, “Ford very gay raptor” for Ford and VMLY&R , London, FCB Chicago ‘Chatpat’ campaign for SOS Children’s Villages India, « Bride Armour » from Ogilvy Sud Afrique for Carling Black Label or the Unesco and Poly.cam campaign to save Ukrainian heritage.
On the French side, the hexagon is rewarded with 4 Prizes: a Bronze for “Fearless Night” HandsAway from TBWAParis and one for France Terre d’asile – and the “SOS Migrants” campaign. Finally, Back Market from Hack Market by the Marcel agency and “Algorithm” from Fnac by Publicis Conseil both won a Bronze.
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