Cannes Lions 2024: Outdoor winners /

Two Grands Prix were awarded in the Outdoor category at the Cannes Lions Festival of Creativity on 17 June.

Pedigree’s Adoptable campaign by Colenso BBDO, Auckland, scooped top honours alongside Magnum Ice Cream, which won for its Find Your Summer campaign by Lola MullenLowe, Madrid.

Given the breadth of the category, the jury were looking for work with real-world impact that had ‘the potential to stop us in our tracks and make us think as both a consumer and a professional,’ explained jury president Marco Venturelli, chief creative officer, Publicis Groupe France.

Many of the submissions came from global brands such as Coca-Cola and Unilever, said Venturelli, noting that this year’s Grand Prix choices rewarded big brands that believe in creativity.

The Adoptable campaign, which used AI to turn dog adoption listings into targeted, dynamic digital out-of-home ads, won for three reasons, the jury president explained. First, it showed a big brand with a big commitment. Second, it didn’t use AI for the sake of it – ‘it would be impossible without AI,’ he said, and the team used ‘technology not to replace craft and art, but to move the category forward.’ Finally, Venturelli added, ‘in a post-purpose era, this is how to do purpose.’

As to why the jurors favoured Magnum’s Find Your Summer campaign, Venturelli pointed to the work’s craft. Although the campaign included data-driven billboards that pointed people towards sunny spots in London during the winter (to encourage ice cream consumption during a typically quiet period), the creative also worked beautifully as a simple poster, he said. ‘It’s beautifully crafted photography… It doesn’t oversell but [had an] impact on sales. It pushes for reflection. It’s everything a good poster should be.’

Case study submissions to the Outdoor category at Cannes Lions were up 6% this year, and Venturelli praised the ‘outstanding’ quality of the work. ‘The longlist average level was incredibly high,’ he said. ‘It was difficult to pick.’

Coors Lights Out for Coors Light by Rethink, Toronto

Pressed for Coca-Cola by Ogilvy, New York

Find Your Summer for Magnum Ice Cream by Lola MullenLowe

The Bigger Draw for Hamburg Marketing GMBH by Jung Von Matt AG, Hamburg

In Transit for Callen-Lorde Metropolitan Transportation Authority, NYC LGBT Historic Sites by Area 23

Pub Museums for Heineken by LePub, Milan

Meet Marina Prieto for JCDecaux by David, Madrid

Windows for British Airways by Uncommon, London

Clean Sponsorship for Consul by DM9, Sao Paulo

Sightwalks for Sol Clement by Circus Grey, Lima