Cannes Lions: Social & Influencer Winners 2022 /

In a Cannes Lions Grand Prix hattrick, Vice World News and agency Dentsu Webchutney, Bengaluru and Mumbai were today awarded the top prize in the Social and Influencer category. Earlier this week, the campaign won the Radio & Audio and Brand Experience & Activation Grands Prix.

The campaign, which is called the Unfiltered History Tour, is an Instagram filter that enables visitors to the British Museum to experience an alternative audio tour guide of the exhibits. These raw and real retellings detail the thefts of the artefacts on display, using narration provided by people from those countries. 

Detailing why this work earned the Grand Prix, jury president and VP for Meta in the EMEA region, Caitlin Ryan, said during this morning’s press conference: ‘It really shone because it is a very complex brave idea, [executed] with such simplicity. For us, it was everything good social should be. Adapted to culture, creates engagement and invites participation, but probably [and] most importantly, it allows previously unheard voices to tell their story.’

‘[The Unfiltered History Tour] really demonstrates an idea that’s not just an idea about amplification or creating fame or buzz,’ added Ryan. ‘It is about creating a deep personal experience for the consumer and it also interacts with the brand. [Vice] were so respectful and took so much time to find the right community to build the work with.’

Reflecting on the evolution of the category over the past decade, Ryan said, ‘The early days of posting a tweet and breaking the internet… that’s kind of a base [requirement]. Yes, social does do that incredibly well... but one thing we said as a jury a lot is “What next?” The really brilliant Social & Influencer work is co-created. You don’t just build for them, you build with them. That takes time and it takes intention. The ideas that did that really took off.’

Golds were also awarded to:

Brahma Beer / The Foamy Haircut / Africa DDB, Sao Paulo

BMW / BMW: Nothing But Sheer Joy / TBWA\JUICE, Beijing and TBWA\BOLT, Shanghai

SOS Children’s Villages India / Chatpat / FCB, Delhi and Chicago with Kinnect, Mumbai

Magazine Luiza / Lu From Magalu / Ogilvy, Sao Paulo and Magazine Luiza, Sao Paulo

Change The Ref / The Lost Class / Leo Burnett Chicago

Under Armour / The First Meta Sneaker / Berlin Cameron, New York