Este año, el Festival Internacional de Creatividad Cannes Lions 2019 celebrado en el Palacio de Festivales y Congresos de Cannes en Francia, se mostrarán a los ganadores de la categoría “Direct Lions”, enfocada en la forma en que se utiliza la información del mercado para generar estrategias que involucran grupos específicos, con la finalidad de desarrollar mejores relaciones con los clientes.
Los jueces evaluaron de la siguiente manera: idea (30 por ciento), estrategia (20 por ciento), ejecución (20 por ciento) y resultados logrados (30 por ciento).
En 2018, “Palau Pledge” de Host/Havas obtuvo el Grand Prix en la categoría “Direct”, la campaña buscó crear conciencia sobre el efecto del crecimiento masivo de turistas a una isla del Pacífico. Con este proyectó se logró dar un equilibrio al turismo para no comprometer al medio ambiente.
A continuación, se muestran las campañas que compiten por este importante premio en la 66ª edición del Festival Cannes Lions:
| Direct Shortlist |
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| CAMPAÑA | MARCA | PRODUCTO | AGENCIA CREATIVA | PAÍS |
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| THE POPSICLE ELECTIONS | LOS PALETEROS | CHURCHILLETA | JOTABEQU GREY San José | COSTA RICA |
| THE UNAFFORDABLE CAMPAIGN | RENAULT | KANGOO | PUBLICIS BUENOS AIRES | ARGENTINA |
| PERUSSIAN PRICES | PLAZA VEA | RUSIA | FAHRENHEIT DDB Lima | PERÚ |
| HOTELBNB | HONDURAS MAYA HOTEL | HOSPITALITY | OGILVY HONDURAS Tegiucigalpa | HONDURAS |
| THE 9’58 BIOGRAPHY | PUMA | BIOGRAPHY BOOK | BETC/HAVAS São Paulo | BRASIL |
| MY SPARE BOOT | COSTA RICAN AMPUTEE SOCCER ASSOCIATION | COSTA RICAN AMPUTEE SOCCER TEAM | HAVAS TRIBU Heredia | COSTA RICA |
| TOOTH FAIRY’S ADDRES | FACULDADE DE ODONTOLOGIA | SERVICES | VMLY&R BRAZIL São Paulo | BRASIL |
| WITHOUT A RAMP, A SIDEWALK IS A WALL | MOVIMENTO SUPERAÇÃO | ACESSIBILITY | Z+HAVAS São Paulo | BRASIL |
| DISTRACTED GOALKEEPER | UBER/ UBER | YELLOW MAY | TECH AND SOUL São Paulo | BRASIL |
| CONTRACT TRANSLATOR | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL São Paulo | BRASIL |
| MILES FOR THE PEOPLE | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL São Paulo | BRASIL |
| DIRNK REPSNOSILBY | AB INBEV | AMBEV BRANDS – CERVEJARIA AMBEV (BRAHMA, BUDWEISER, STELLA ARTOIS, SKOL AND ORIGINAL) | SUNSETDDB São Paulo | BRASIL |
| RAINBOWBLOOD | AHF PERU & PRESENTE | INSTITUTIONAL | McCANN LIMA | PERÚ |
| THE REAL MACHADO | UNIVERSITY ZUMBI DOS PALMARES | CORPORATE | GREY BRAZIL São Paulo | BRASIL |
| DISTRACTED GOALKEEPER | UBER/ UBER | YELLOW MAY | TECH AND SOUL São Paulo | BRASIL |
| PERUSSIAN PRICES | PLAZA VEA | RUSIA | FAHRENHEIT DDB Lima | PERÚ |
| BLOODLESS SCREEN | SISTEMA BRASILEIRO DE TELEVISÃO | SBT | W/McCANN São Paulo | BRASIL |
| YOUR LOGO HERE | AMBEV | GUARANÁ ANTARCTICA | ALMAPBBDO São Paulo | BRASIL |
| COMPETITORS’ SALE | VOLVO | VOLVO | GREY BRAZIL São Paulo | BRASIL |
| THE BEER BEHIND SPORTS | AB INBEV | BUDWEISER | AFRICA São Paulo | BRASIL |
| STEEP DISCOUNT | E-MOVING | E-MOVING | TRIBAL WORLDWIDE Sao Paulo | BRASIL |
| RESCUE DOGZ | GUD | GUD | WUNDERMAN THOMPSON Sao Paulo | BRASIL |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO São Paulo | BRASIL |
| CONTRACT TRANSLATOR | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL São Paulo | BRASIL |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO São Paulo | BRASIL |
| BLANK WHOPPER | BURGER KING | BURGER KING | DAVID SÃO PAULO São Paulo | BRASIL |
| MILES FOR THE PEOPLE | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL São Paulo | BRASIL |
| THE 9’58 BIOGRAPHY | PUMA | BIOGRAPHY BOOK | BETC/HAVAS São Paulo | BRASIL |
| ACCESSIBILITY MAT | FORD MOTOR COMPANY | FORD MOTOR COMPANY | WUNDERMAN THOMPSON Sao Paulo | BRASIL |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO São Paulo | BRASIL |
| HOTELBNB | HONDURAS MAYA HOTEL | HOSPITALITY | OGILVY HONDURAS Tegiucigalpa | HONDURAS |
| PEOPLE ARE THE PLACES | AEROMÉXICO | AEROMÉXICO | AEROMÉXICO Mexico City | MÉXICO |
| COMPETITORS’ SALE | VOLVO | VOLVO | GREY BRAZIL São Paulo | BRASIL |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO São Paulo | BRASIL |
| STEEP DISCOUNT | E-MOVING | E-MOVING | TRIBAL WORLDWIDE Sao Paulo | BRASIL |
| ACCESSIBILITY MAT | FORD MOTOR COMPANY | FORD MOTOR COMPANY | WUNDERMAN THOMPSON Sao Paulo | BRASIL |
| DISTRACTED GOALKEEPER | UBER/ UBER | YELLOW MAY | TECH AND SOUL São Paulo | BRASIL |
| GENDER NEUTRAL SUBTITLES | FOX PREMIUM | FOX APP | FOX NETWORKS GROUP LATIN AMERICA Buenos Aires | ARGENTINA |
| PERUSSIAN PRICES | PLAZA VEA | RUSIA | FAHRENHEIT DDB Lima | PERÚ |
| COLUMBIA. THE OFFICIAL SOCCER TEAM OF CONFUSIÓN. | MARS COLOMBIA | SNICKERS® | PROXIMITY COLOMBIA Bogotá | COLOMBIA |
| BLANK WHOPPER | BURGER KING | BURGER KING | DAVID SÃO PAULO São Paulo | BRASIL |
| MILES FOR THE PEOPLE | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL São Paulo | BRASIL |
| DESPERTA | UNIVERSAL MUSIC BRASIL | STICKER | HAVAS HEALTH & YOU Sao Paulo | BRASIL |
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