Leo Burnett Madrid ‘Justino’ Wins Cyber Grand Prix at Cannes
Samsung, ‘Van Gogh BnB’ from Leo Burnett Chicago continue to rack up Lions
Hailed by the BBC as the “ad that won Christmas,” Leo Burnett Madrid’s animated short film “Justino” for the Spanish Lottery has been awarded a Grand Prix in the Cyber category at the 63rd Cannes Lions International Festival of Creativity. The network has secured 51 total Lions to date.
“We feel incredibly lucky and privileged to have a client that had the bravery to bring ‘Justino’ to life. We will always be thankful for such a gift,” said Juan Garcia-Escudero, general creative director of Leo Burnett Madrid.
Created to kick off 2015’s Spanish Christmas Lottery, “Justino” tells the story of a night watchman at a mannequin factory who creates comical and touching situations with the figures to interact with his daytime colleagues, whom he never encounters.
It almost instantly became the No.1 trending topic in Spain and eventually No. 5 in the world on Twitter, and picked up more than 1 million video views in its first 24 hours. The campaign increased the average Christmas lottery spending to an amazing 55 euro per person, while increasing sales for a second year in a row.
The campaign has received other industry accolades, including the top spot on Business Insider’s Best Ads of the Year and the AICP award for Advertising Excellence/International, among others. Spanish Lottery was honored as “Client of the Year” at the 2016 ADC Awards.
To complement the film, a social media campaign was activated to provide “Justino” fans with more insight into his world. Trending topics were woven into the social-only content, such as a “black and blue or white and gold” dress on a mannequin, or Justino dressed as Darth Vader for the "Star Wars: The Force Awakens: premier.
"There's a beautiful film that's at the level of a Pixar movie, which is amazing,” said Jury president Chloe Gottlieb, executive creative director at R/GA. "Then if you went to the Instagram feed that he had, or the Facebook channel, it was all different. It was all interesting, and it was all perfect for its appropriate platform. And we loved this idea that storytelling isn't happening in the same way now.” (Read more from Chloe Gottlieb on Adweek.)
"To win the highly coveted Cannes Grand Prix in Cyber is an outstanding achievement. It demonstrates magic, the alchemy of creativity and technology,” said Leo Burnett Worldwide Chief Creative Officer and Publicis Communications Creative Chairman Mark Tutssel. “I am delighted for Leo Burnett Madrid. This is a rare Grand Prix for Spain.”
Meanwhile, Leo Burnett Chicago’s “Van Gogh BnB” for the Art Institute of Chicago remains unstoppable with new wins from today’s ceremony: one Gold Lion in Cyber and two Silver Lions in Media, bringing its total number of Lions to date to 14.
The number of Lions for Samsung campaigns created by Leo Burnett now stands at 12. New awards include one Silver Lion in Creative Data for “brainBAND” by Leo Burnett Sydney; a Bronze Lion in Mobile for “#SeeColors” by Leo Burnett Budapest; on Silver Lion in Media and one Bronze Lion in Mobile for “Celebrity Tantrum” by Leo Burnett Sydney; and one Silver Lion in Cyber for “Voices of Life” by Leo Burnett Chicago.
Earlier this week, Leo Burnett Beirut secured a Glass Lion for Kafa’s “Legally Bride.” Bechara Mouzannar, Leo Burnett MEA chief creative officer and Publicis Communications MEA CCO, said, "The team at Leo Burnett Beirut is humbled by winning, for the second consecutive year, a Glass Lion for Kafa. This restless NGO has been our partner in supporting Lebanese women's empowerment and in implementing behavioral change. It has engaged with more than 700 million people worldwide.” The campaign today also earned a Bronze Lion in Media.
Leo Burnett Riyadh won the first Cannes Lions for a local Saudi brand. Almarai’s “The Best Milk Cannot Be Bought” took home a bronze in the Public Relations category for crisis communications and issues management.
Other Leo Burnett offices that took home Lions in today’s ceremony include Beirut, Bratislava, Budapest, Chicago, Madrid, Sao Paulo, Sydney and Toronto.
To see a full list of wins, follow our daily Lions count and follow #leocannes on our social channels on latest updates.