“Los Santos +3ºC”, created by VMLY&R for Greenpeace, came out of the edition as the biggest winner among Brazilian campaigns
The “Los Santos +3ºC” campaign, created by VMLY&R for Greenpeace, maintained the leadership shown in the first two days of the Cannes Festival and came out of the edition as the biggest winner among Brazilian campaigns. The case contributed to VMLY&R moving up one position in relation to 2021 and ending up in the vice-leadership, only behind Africa.
In total, Brazil accumulated 70 lions in the 5 days of the festival. There were 10 Gold, 21 Silver and 39 Bronze -, two more awards than in the 2021 edition, when it ended participation with 68 trophies.
Below, check out the top five winners, considering the points given to each Lion (Oct, Silver and Bronze) by the Cannes festival.
Saints +3ºC
The strategy features a game created in the metaverse for Greenpeace, which reproduced the effects of the weather in Los Angeles, such as a three-degree rise in temperature and leaving the city under water. Won 6 Lions: two Gold in “Entertainment for Sport” and “Entertainment”, two Silver in “Entertainment” and “Direct” and two Bronze in “Direct” and “Radio&Audio”. Creation of VMLY&R for Greenpeace.
“Burger Glitch”
The case uses a language easily recognized by the gamer audience: the bugs. For one day, buggy offers were released within the app for anyone who was connected. The action also encouraged the sharing of bugs found during the time the customer was playing. In addition, to reinforce the action, the entire trousseau of social networks was changed, with communications, interactions and buggy elements. In Cannes, he received two Gold Lions in “Brand Experience & Activation” and “Mobile”, one Silver in Direct and two Bronze in “Mobile” and “Direct”.
“Cream Hair”
The relationship between haircuts and football, revisited in this Brahma action to work on the beer’s creaminess attribute, won over the judges at Cannes, especially in “Social & Influencer”, where he shaved, hair and mustache – or rather, took Leão of Gold, Silver and Bronze. In total, he accumulated 7 awards: one Gold in “Social&Influencer”, four Silver (Social&Influencer, Direct, Media and Entertainment for Sport) and two Bronze (“Social&Influencer” and Direct). Creation of Africa.
The Refugee Jatoba
The campaign, which portrays a jatobá’s request for refuge in the face of threats of deforestation in its place of origin, won a Gold Lion, a Silver and a Bronze in the “Outdoor” category and also a Silver in “Direct” and Bronze in “Social&Influencer”. Creation of Africa for APIB (Association of Indigenous Peoples of Brazil).
Rio Carnival
Inspired by the movements of the porta-bandeira, one of the strongest symbols of carnival, the work had as one of the main intentions to show the strength of samba. Won two Golden Lions, one in “Design” and the other in “Industry Craft”. Creation of Tactile Design for Liesa (Independent League of Samba Schools).
