Cannes Lions 2024: Film Craft, Digital Craft, Industry Craft, and Design winners

FILM CRAFT LIONS

President of the Film Craft Lions, Director Prasoon Pandey of CORCOISE FILMS, introduced his category by explaining its paradoxical nature, stating that while good craft always stands out, the best craft is often hidden – it should elevate an idea while without distracting from a campaign's ultimate message. 

And the Grand Prix winner, The Square Meter from Hornbach by Heimat\TBWA does just that. Although clearly a vast creative feat, Pandey and his jury championed the exceptional coordination and collaboration required by each production department to bring this idea to life, from set designers to lighting artists to actors all working in tandem to make this joyful spot appear effortless. 

The category also awarded five Gold winners: Madly / The Poem for The Blaze, by Iconoclast, Oliviera Dos Cen Anos for Real Club Celta by Real Club Celta, Vigo / VISIT LITTLE SPAIN, Madrid, Ashe Versus for Moderna Inc. by The Youth, Curitiba / TBWA\Health Collective New York. 

To see the full list of winners and shortlisted work, visit the Cannes Lions site.

DESIGN LIONS

President of the Design Lions, Fura Johannesdottir, Chief Creative Officer at Huge, opened today's discussion by celebrating the playfulness and purpose that was at the heart of this year's Lion-worthy work. 

The Design Gran-Prix was awarded to Sightwalks for SOL Cement, created by Circus Grey. The initiative was particularly applauded for its use of medium, as the jury highlighted the ingenuity of using cement - something that most of us observe every day, yet entirely dismiss - as a tool that can improve city life for visually impaired people. The campaign's adaptability, versatility, and availability as an open source design helped it to claim the top spot. 

Johannesdottir added: “This is a beautifully simple campaign solving a problem we rarely think about. Sometimes we just need to look at the world in another way to find unexpected solutions - that’s true playfulness”. 

The category also awarded five Gold winners: Mulenlowe's Global Rebrand created by Mullenlowe U.S., 855-how-to-quit-(opioids) from Anzen Health by Serviceplan Munich, Umbrella Species for WWF by TBWA\Paris, Black Lights for Bradesco Seguros & Goma / EMPR Egue Afro & Mueu Afro-UFBA by AlmapBBDO Sao Paulo, and Samsung Impulse for Samsung by Cheil Worldwide, Madrid. 

To see the full list of winners and shortlisted work, visit the Cannes Lions site.

DIGITAL CRAFT LIONS

The issue of new vs traditional technology raised countless questions for this year's Digital Craft Jury, President Kentaro Kimura, International CCO and Corporate Officer Hakuhodo explained. Despite a year of rapid advancements in AI, it seems that human creativity and good, old-fashioned tech won out. 

Picking up this year's Gran Prix was Spotify's b2b campaign SPREADBEATS. The nostalgic music video celebrates the humble spreadsheet, and sees colourful, retro inspired graphic animations come to life, coded directly into the spreadsheet and mimicking 8-bit video games. 

The category also awarded two Gold winners: Lap of Legends for AB Inbev-Michelob Ultra by FCB New York, and Without Consent - A Message From Ella for Deutche Telekom, created by adan&eve Berlin. 

To see the full list of winners and shortlisted work, visit the Cannes Lions site.

INDUSTRY CRAFT LIONS

This year's Industry Craft Grand Prix winner was certainly a powerful one. The 100th Edition of Frankfurter Allgemeine Zeitung newspaper, created by Scholz & Friends, shows Holocaust survivor Margot Friedländer (102) in the centre of the Memorial to the Murdered Jews of Europe in Berlin on its cover. Created specifically as the country observes a resurgence in racism and antisemitism, the edition was published on Holocaust Memorial Day on 27 January.

Kalpesh Patankar, Chief Creative Officer, Leo Burnett, explained how the campaign continually stood out as an all-round strong contender during judging. It was ultimately chosen as the winner due to its ability to evoke "so much power and emotion as a single image", and for the "message of hope it puts out into the world".