Cannes Lions: Film winners 2023 /

Two Grands Prix were awarded in the Film category on the last day of the 2023 Cannes Lions International Festival of Creativity.

Apple won for Relax, It’s iPhone – RIP, and suicide prevention charity Campaign Against Living Miserably (Calm) and UK broadcaster ITV were awarded for The Last Photo, created by Adam&eveDDB, London.

The Last Photo is a 90-second TV commercial featuring the last footage of people who then died by suicide. The emotional campaign aims to address the misunderstanding of what suicide or feeling suicidal looks like. The people in the footage are smiling, laughing, and playful, and then the ad cuts to a message revealing that this is the last footage captured of them before they took their own lives.

According to the agency, the film (alongside a photography exhibition in London) led to a 400% increase in donations and generated a 33% increase in online conversations about suicide. Since the campaign launched, Calm has prevented 161 deaths (measured via the Calm helpline).

The other Grand Prix winner struck a different tone – in an ad for the iPhone 14, we see a person text a friend that their pet lizard has died, and then quickly make use of Apple’s ‘Unsend’ feature when the lizard suddenly shows signs of life again.  

Gold Lions Winners / 

Relax, it’s iPhone – Action Mode, for Apple, by Apple

Second Best High Chair, for Ikea, by David, Madrid and Ingo, Hamburg

Second Best Stool, for Ikea, by David, Madrid and Ingo, Hamburg

Second Best Cot, for Ikea, by by David, Madrid and Ingo, Hamburg

Cowboy, for Uber Eats, by Mother, London

Nails, for Uber Eats, by Mother, London

Parrott, for Uber Eats, by Mother, London

#Periodsomnia, for Bodyform, by AMV BBDO, London

Papa, for Canal+, by BETC, Paris

He’s Coming Home, for Women’s Aid, by House 337, London