Along with the start of the Cannes Lions Festival, the awards also began. And this Tuesday (20) it was the turn of the music video ‘Beautiful Lie’, produced by Smuggler, from London, for the British singer, songwriter and music producer Michael Kiwanuka, to be awarded the Grand Prix awarded by the jury of Entertainment for Music . But, the choice generated a certain discomfort.
This happened because, in the music video, there is a circle of young people participating in the lethal game known as Russian roulette. Before each one pulls the trigger, the video shows snippets of life that go through the person’s mind at that moment. Sources connected to the festival claim that the jury even questioned whether the choice would not be normalizing and encouraging this type of behavior.
Alongside ‘Beautiful Lie’, the jury even considered two more cases to receive the Grand Prix for music video. One of them was ‘Cash in cash out’, by Pharrell Williams, 21 Savage and Tyler, developed by Electric Theater Collective, London, and I Am Other, Beverly Hills, produced by Division, Paris, which ended up taking the Gold in the category. Watch the clip below.
Even in the face of doubt, the jury decided that the music video produced for Michael Kiwanuka deserved the top prize because, despite being strong, it does not celebrate suicide, but life. The clip is restricted for viewing, but is available on YouTube.
The Entertainment for Music area also awarded a second Grand Prix to a case involving the brand: Apple’s ‘The Greatest’ video clip, which shows stories of overcoming challenges. Watch the clip below.
And the Brazilians?
Brazil won 1 Gold, 2 Silver and 2 Bronze in the category. The ‘Rosalia Motomami Live Experience’ case, developed by teams from TikTok, in São Paulo (SP), Columbia Records, in New York, and Motomami, from Barcelona, won 1 Gold, 1 Silver and 1 Bronze. AKQA São Paulo appears as an additional agency, a credit that is not valid for the festival’s score, only for recognition of participation in the case. The other two Brazilian Silvers went to ‘Save the Favela’, by BETC Havas for Kondzilla Records, and ‘Files of Freedom’, by GUT to Mercado Livre.
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