Samantha Almeida, president of the Social & Influencer category and director of Diversity and Content Innovation at Globo, said the Grand Prix winner was innovative and boundary breaking. ‘When you see it, you feel this is something new’, she said.
She added that campaign inspired jealousy amongst the jury because it was such a bold idea. ‘We tried to make winners of the people who were brave – who believed in different ideas,’ she said. ‘You have to believe in crazy ideas.
In an interview with Contagious, she said that the Grand Prix winner ‘broke some taboos about the things that we think are possible to do with ads’. The campaign also met the jury’s criteria for brands demonstrating that they were listening to people, not just broadcasting. ‘Normally in advertising we are giving messages, but in social, you have to listen and respond,’ she explained. The Grand Prix winner particularly inspired the jury because it did more than just engaged audiences, it encouraged them to participate.
Social & Influencer Gold Lions /
Nxt lvl, for Bank of Montreal, by FCB Toronto
World Cup Delivery, for Pedidos Ya, by Gut, Buenos Aires
Oreo Cheat Codes, for Mondelez Europe, by Saatchi & Saatchi Dusseldorf
Who – A Thread Movie, for Prime Video, by Herezie, Paris
The Cost of Beauty, for Dove, by Ogilvy London and Ogilvy, Toronto
Cashback for your Jersey’s Back, for Flash, by FCB Brasil, Sao Paulo
#OptInk, for Junge Helden EV, by McCann Paris
Bill it to Bezos, for Jane/Finch Community Centre, by Angry Butterfly, Toronto
