Marketing directo: 76 campañas salen victoriosas en #CannesLions

marketing directo BURGER KING
Cannes Lions 2017 ya tiene a sus ganadores en la categoría de Marketing Directo, y en esta edición 64 son 76 campañas las que el día de hoy salieron victoriosas y regresan a casa con la satisfacción de haber sido reconocidos en el evento de marketing BTL y publicidad más importante del año.

Cannes Lions 2017 ya tiene a sus ganadores en la categoría de Marketing Directo, y en esta edición 64 son 76 campañas las que el día de hoy salieron victoriosas y regresan a casa con la satisfacción de haber sido reconocidos en el evento de marketing BTL y publicidad más importante del año.

En esta ocasión, Burger King levantó el Grand Prix, siendo su campaña “Google Home of the Whopper” la responsable de hacerle acreedora al máximo galardón que entregan en este evento en cada categoría.

De acuerdo con datos de Statista, en 2016 esta marca de comida rápida se ubicó en el noveno lugar en un ranking de las 10 marcas de fast food retail más valiosas de ese año, con un valor de 3,685 millones de dólares, empresa que ese mismo año registró ingresos mundiales de 1,140 millones de dólares. 

En cuanto a la inversión en marketing directo se refiere, sólo en Europa se efectuó un gasto de 113,000 millones de dólares en 2016, suma que podría llegar a los 115,00 millones de dólares para este año, según cifras de Statista.

Por su parte, en México las marcas destinaron una inversión de 4,028 millones de pesos en 2016, monto que casi triplicó lo invertido un año antes que fue de 1,500 millones de pesos.

Para que tengas en el radar a las marcas y agencias que resultaron premiadas en marketing directo en esta edición del festival, a continuación te dejamos la lista completa de los ganadores.

Title Client Product Entrant / Idea Creation Country Production Media PR Additional Short Prize Award
GOOGLE HOME OF THE WHOPPER BURGER KING WHOPPER DAVID, Miami USA CAVIAR Los Angeles COSMO STREET / BURGER KING YES Grand Prix Grand Prix
PRICE ON THE JERSEY WALMART WALMART DM9DDB, São Paulo BRAZIL DM9DDB São Paulo DM9DDB, São Paulo ACADEMIA DE FILMES / JAMUTE YES Gold Lion Gold Lion
FEARLESS GIRL STATE STREET GLOBAL ADVISORS SHE ETF McCANN NEW YORK USA CRAFT WORLDWIDE New York / STUART WEISSMAN PRODUCTIONS New York / COPILOT STRATEGIC MUSIC + SOUND New York STATE STREET GLOBAL ADVISORS COMMUNICATIONS, Boston VISBAL FINE BRONZE SCULPTURE YES Gold Lion Gold Lion
PAYPHONE BANK TIGO-UNE PAYPHONE MICRO SAVINGS ACCOUNT GREY COLOMBIA, Bogotá COLOMBIA LA OCTAVA Bogotá YES Gold Lion Gold Lion
SCHOOL FOR JUSTICE FREE A GIRL MOVEMENT CHARITY J. WALTER THOMPSON AMSTERDAM THE NETHERLANDS J. WALTER THOMPSON AMSTERDAM J. WALTER THOMPSON AMSTERDAM J. WALTER THOMPSON AMSTERDAM FREE A GIRL MOVEMENT / NEW AMSTERDAM FILM COMPANY / MASSIVE MUSIC / HECTIC ELECTRIC / CAPTCHA / MRTN EDITING  / THIS PAGE AMSTERDAM / FLEISHMANHILLARD INDIA / OMNICOM PUBLIC RELATIONS GROUP NEDERLAND YES Gold Lion Gold Lion
MEET GRAHAM TRANSPORT ACCIDENT COMMISSION VICTORIA TRANSPORT ACCIDENT COMMISSION VICTORIA CLEMENGER BBDO MELBOURNE AUSTRALIA FLARE PRODUCTIONS BBDO Melbourne / AIRBAG PRODUCTIONS Melbourne CLEMENGER BBDO MELBOURNE YES Gold Lion Gold Lion
FEARLESS GIRL STATE STREET GLOBAL ADVISORS SHE ETF McCANN NEW YORK USA CRAFT WORLDWIDE New York / STUART WEISSMAN PRODUCTIONS New York / COPILOT STRATEGIC MUSIC + SOUND New York STATE STREET GLOBAL ADVISORS COMMUNICATIONS, Boston VISBAL FINE BRONZE SCULPTURE YES Gold Lion Gold Lion
GOOGLE HOME OF THE WHOPPER BURGER KING WHOPPER DAVID, Miami USA CAVIAR Los Angeles COSMO STREET / BURGER KING YES Gold Lion Gold Lion
SPANISH LESSONS NETFLIX NARCOS ALMA DDB, Miami USA YES Gold Lion Gold Lion
HUNGERITHM MARS CHOCOLATE AUSTRALIA SNICKERS® CLEMENGER BBDO MELBOURNE AUSTRALIA FINCH Melbourne / FLUTTER Melbourne MEDIACOM AUSTRALIA Melbourne CLEMENGER BBDO MELBOURNE YES Gold Lion Gold Lion
THE COLOUR OF CORRUPTION RECLAME AQUI VIGIE AQUI GREY BRAZIL, São Paulo BRAZIL GREY BRAZIL São Paulo / RECLAME AQUI São Paulo GREY BRAZIL São Paulo GREY BRAZIL, São Paulo / EDELMAN SIGNIFICA, São Paulo YES Gold Lion Gold Lion
HUNGERITHM MARS CHOCOLATE AUSTRALIA SNICKERS® CLEMENGER BBDO MELBOURNE AUSTRALIA FINCH Melbourne / FLUTTER Melbourne MEDIACOM AUSTRALIA Melbourne CLEMENGER BBDO MELBOURNE YES Gold Lion Gold Lion
THE CHILD REPLACEMENT PROGRAMME MARS NZ PEDIGREE COLENSO BBDO, Auckland NEW ZEALAND EXIT FILMS Auckland / CREATURE Auckland / FRANKLIN RD Auckland STARCOM NZ Auckland IMPACT PR, Auckland YES Gold Lion Gold Lion
NEW AND NOT IMPROVED KRAFT HEINZ KRAFT HEINZ COMPANY CP+B, Boulder USA STARCOM Chicago OLSON ENGAGE, Chicago YES Gold Lion Gold Lion
HUNGERITHM MARS CHOCOLATE AUSTRALIA SNICKERS® CLEMENGER BBDO MELBOURNE AUSTRALIA FINCH Melbourne / FLUTTER Melbourne MEDIACOM AUSTRALIA Melbourne CLEMENGER BBDO MELBOURNE YES Silver  Lion Silver  Lion
ADIDAS ODDS ADIDAS ADIDAS SHOE TAPROOT DENTSU, Mumbai INDIA TAPROOT DENTSU Mumbai TAPROOT DENTSU, Mumbai YES Silver  Lion Silver  Lion
GOOGLE HOME OF THE WHOPPER BURGER KING WHOPPER DAVID, Miami USA CAVIAR Los Angeles COSMO STREET / BURGER KING YES Silver  Lion Silver  Lion
DRAG, DROP & GO CHEAPFLIGHTS CHEAPFLIGHTS UNCLE GREY, Copenhagen DENMARK WM CREATIVE LABS Hong Kong UNCLE GREY Copenhagen YES Silver  Lion Silver  Lion
SKIP FRIDAY 13 LA LIBANAISE DES JEUX LOTO LIBANAISE IMPACT BBDO, Dubai UNITED ARAB EMIRATES YES Silver  Lion Silver  Lion
MEET GRAHAM TRANSPORT ACCIDENT COMMISSION VICTORIA TRANSPORT ACCIDENT COMMISSION VICTORIA CLEMENGER BBDO MELBOURNE AUSTRALIA FLARE PRODUCTIONS BBDO Melbourne / AIRBAG PRODUCTIONS Melbourne CLEMENGER BBDO MELBOURNE YES Silver  Lion Silver  Lion
BOOST YOUR VOICE BOOST MOBILE PROMOTE BOOST STORES AS POLLING STATIONS 180LA, Santa Monica USA 180LA Santa Monica / THE CORNER SHOP Santa Monica / THERAPY STUDIOS Los Angeles / ATOMICA MUSIC Texas YES Silver  Lion Silver  Lion
BRADSHAW STAIN P&G TIDE SAATCHI & SAATCHI, New York USA RATTLING STICK Santa Monica / THE MILL Los Angeles / ARCADE EDIT New York / NYLON STUDIOS New York / COMPANY 3 New York HEARTS & SCIENCE New York TAYLOR, New York / MMK, New York HEARD CITY / MKTG YES Silver  Lion Silver  Lion
MEET GRAHAM TRANSPORT ACCIDENT COMMISSION VICTORIA TRANSPORT ACCIDENT COMMISSION VICTORIA CLEMENGER BBDO MELBOURNE AUSTRALIA FLARE PRODUCTIONS BBDO Melbourne / AIRBAG PRODUCTIONS Melbourne CLEMENGER BBDO MELBOURNE YES Silver  Lion Silver  Lion
NOSULUS RIFT UBISOFT NOSULUS RIFT BUZZMAN, Paris / PRODUCTMAN, Paris FRANCE LES IMPRODUCTIBLES Paris / PRODUCTMAN Paris BUZZMAN, Paris YES Silver  Lion Silver  Lion
BURGER CLAN BURGER KING ONLINE DELIVERY SERVICE LOLA MULLENLOWE, Madrid SPAIN TRONCO Madrid WINK TTD Madrid EVERCOM, Madrid YES Silver  Lion Silver  Lion
LIKE MY ADDICTION ADDICT’AIDE ADDICT’AIDE BETC, Paris FRANCE GUM Paris / FRANCINE FRAMBOISE Paris YES Silver  Lion Silver  Lion
GREEN LIGHT RUN ADIDAS PUREBOOST TBWA\HAKUHODO, Tokyo JAPAN TOHOKUSHINSHA FILM CORPORATION Tokyo TBWA\HAKUHODO Tokyo TBWA\HAKUHODO, Tokyo YES Silver  Lion Silver  Lion
DOWN SYNDROME ANSWERS CANADIAN DOWN SYNDROME SOCIETY HEALTH AWARENESS FCB, Toronto CANADA REPRISE MEDIA Toronto YES Silver  Lion Silver  Lion
AFGHAN IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN .. McCANN WORLDGROUP INDIA, Mumbai / McCANN HEALTH, New Delhi INDIA McCANN HEALTH New Delhi GLOBAL HEALTH CONSULTING YES Silver  Lion Silver  Lion
FEARLESS GIRL STATE STREET GLOBAL ADVISORS SHE ETF McCANN NEW YORK USA CRAFT WORLDWIDE New York / STUART WEISSMAN PRODUCTIONS New York / COPILOT STRATEGIC MUSIC + SOUND New York STATE STREET GLOBAL ADVISORS COMMUNICATIONS, Boston VISBAL FINE BRONZE SCULPTURE YES Silver  Lion Silver  Lion
ANDES BAR 45 AB INBEV ANDES BEER SAATCHI & SAATCHI, Buenos Aires ARGENTINA PRIMO Buenos Aires / SAKE Buenos Aires / LINDA TV Buenos Aires PAPA MUSIC / NOT DEAF SOUND DESIGN YES Silver  Lion Silver  Lion
MEET GRAHAM TRANSPORT ACCIDENT COMMISSION VICTORIA TRANSPORT ACCIDENT COMMISSION VICTORIA CLEMENGER BBDO MELBOURNE AUSTRALIA FLARE PRODUCTIONS BBDO Melbourne / AIRBAG PRODUCTIONS Melbourne CLEMENGER BBDO MELBOURNE YES Silver  Lion Silver  Lion
THE CHILD REPLACEMENT PROGRAMME MARS NZ PEDIGREE COLENSO BBDO, Auckland NEW ZEALAND EXIT FILMS Auckland / CREATURE Auckland / FRANKLIN RD Auckland STARCOM NZ Auckland IMPACT PR, Auckland YES Silver  Lion Silver  Lion
THE BIGGEST SPORTS ENDORSEMENT DEAL OF ALL TIME ARCHER+WOLF LLC ARCHER AIR SUPERIORITY FCB CHICAGO USA FND FILMS Chicago / LORD + THOMAS Chicago CURRENT MARKETING, Chicago YES Silver  Lion Silver  Lion
PRICE ON THE JERSEY WALMART WALMART DM9DDB, São Paulo BRAZIL DM9DDB São Paulo DM9DDB, São Paulo ACADEMIA DE FILMES / JAMUTE YES Silver  Lion Silver  Lion
ANDES BAR 45 AB INBEV ANDES BEER SAATCHI & SAATCHI, Buenos Aires ARGENTINA PRIMO Buenos Aires / SAKE Buenos Aires / LINDA TV Buenos Aires PAPA MUSIC / NOT DEAF SOUND DESIGN YES Bronze Lion Bronze Lion
BREAKING THE PATTERN WITH ADIDAS GLITCH ADIDAS FOOTBALL ADIDAS GLITCH POSSIBLE, Seattle / IRIS WORLDWIDE, London USA POSSIBLE Seattle / IRIS WORLDWIDE London YES Bronze Lion Bronze Lion
BURGER CLAN BURGER KING ONLINE DELIVERY SERVICE LOLA MULLENLOWE, Madrid SPAIN TRONCO Madrid WINK TTD Madrid EVERCOM, Madrid YES Bronze Lion Bronze Lion
OUT OF OFFICE TRAVELOGUE QANTAS OUT OF OFFICE TRAVELOGUE THE MONKEYS, PART OF ACCENTURE INTERACTIVE, Sydney / THE MONKEYS, Sydney AUSTRALIA THE MONKEYS Sydney YES Bronze Lion Bronze Lion
YOU’VE GOTTA HAVE A TEAM FOOTBALL FEDERATION AUSTRALIA FOOTBALL FEDERATION AUSTRALIA BMF, Pyrmont AUSTRALIA BMF Pyrmont / RUMBLE STUDIOS Sydney FRANK PR, Pyrmont YES Bronze Lion Bronze Lion
A WORLD WITH NO HEROES UBISOFT TOM CLANCY’S GHOST RECON WILDLANDS DDB PARIS FRANCE MAKE ME PULSE Paris YES Bronze Lion Bronze Lion
YOURNALIST EITB – EUSKAL IRRATI TELEBISTA YOURNALIST – NEWS APP THE CYRANOS//McCANN, Barcelona SPAIN THE CYRANOS//McCANN Barcelona / OXIGENO Barcelona / GLASSWORKS Barcelona THE CYRANOS//McCANN Barcelona THE CYRANOS//McCANN, Barcelona YES Bronze Lion Bronze Lion
THE VIRTUAL CRASH BILLBOARD PARISIAN ROAD SAFETY (DRIEA: DIR. RÉGION. INTERDÈP. EQUIPEMENT AMÉNAGEMENT) ROAD SAFETY AUTHORITY (FRANCE / PARIS & SURBUBS) SERVICEPLAN FRANCE, Paris FRANCE SERVICEPLAN FRANCE Paris / TRINITY FILMS Paris / COMPTOIR DU SON Paris SERVICEPLAN FRANCE Paris SERVICEPLAN FRANCE, Paris SERVICEPLAN YES Bronze Lion Bronze Lion
THE WORLD’S BIGGEST ASSHOLE DONATE LIFE ORGAN DONATION THE MARTIN AGENCY, Richmond USA FURLINED Los Angeles / CUT + RUN Santa Monica / THE MILL Los Angeles / LIME STUDIOS Santa Monica / DUOTONE AUDIO GROUP New York THE MARTIN AGENCY Richmond THE MARTIN AGENCY, Richmond DONATE LIFE AMERICA YES Bronze Lion Bronze Lion
ANONYMOUS FRIEND ALCOHOLICS ANONYMOUS ALCOHOLICS ANONYMOUS J. WALTER THOMPSON BRAZIL, São Paulo BRAZIL PUNCH AUDIO São Paulo / EVIL TWIN São Paulo J. WALTER THOMPSON BRAZIL São Paulo J. WALTER THOMPSON BRAZIL, São Paulo FACEBOOK YES Bronze Lion Bronze Lion
YOUR NAME SAVES DONATE LIFE AMERICA ORGAN DONATION REGISTRATION LEO BURNETT CHICAGO USA LEO BURNETT CHICAGO LEO BURNETT CHICAGO LEO BURNETT CHICAGO JEFF SCIORTINO PHOTOGRAPHY YES Bronze Lion Bronze Lion
COINS OF HOPE CHILD FOCUS PUBLIC SERVICE – BELGIAN CENTER FOR MISSING  AND SEXUALLY EXPLOITED CHILDREN THESE DAYS – WUNDERMAN, Antwerp BELGIUM MEDIACOM Brussels FINN PR, Brussels YES Bronze Lion Bronze Lion
A TABLE TO END HUNGER THE HUNGER PROJECT A TABLE TO END HUNGER McCANN SYDNEY AUSTRALIA McCANN SYDNEY McCANN SYDNEY McCANN SYDNEY DEC PR YES Bronze Lion Bronze Lion
THE REFUGEE NATION AMNESTY INTERNATIONAL AWARNESS AROUND THE REFUGEE CAUSE OGILVY NEW YORK USA ASTEROIDE FILMS Curitiba / CANJA AUDIO CULTURE Curitiba / SQUARE PIXEL Rio De Janeiro YES Bronze Lion Bronze Lion
FOOTNOTE FOR THE BREAST MEDCARE  WOMEN & CHILDREN HOSPITAL HEALTHCARE THE CLASSIC PARTNERSHIP ADVERTISING, Dubai UNITED ARAB EMIRATES YES Bronze Lion Bronze Lion
UNSUCCESSFUL TICKET SAMPLING FOLKOPERAN OPERA INGO, Stockholm SWEDEN INGO Stockholm AOL/BEON YES Bronze Lion Bronze Lion
APARTMENT STORES DELAMAISON HOME DECORATION AND FURNISHINGS NURUN, Paris FRANCE PRODIGIOUS Paris YES Bronze Lion Bronze Lion
WE ARE PARRILLA BURGER KING BURGER KING DAVID, Buenos Aires ARGENTINA ARGENTINACINE Buenos Aires ELEFANTE RESONANTE / PAPAMUSIC / BURGER KING ARGENTINA YES Bronze Lion Bronze Lion
LIBÉ DES RÉFUGIÉS LIBÉRATION NEWSPAPERS FRED & FARID PARIS FRANCE FRED & FARID PARIS FRED & FARID PARIS FRED & FARID PARIS LIBéRATION YES Bronze Lion Bronze Lion
PAYPHONE BANK TIGO-UNE PAYPHONE MICRO SAVINGS ACCOUNT GREY COLOMBIA, Bogotá COLOMBIA LA OCTAVA Bogotá YES Bronze Lion Bronze Lion
HUNGERITHM MARS CHOCOLATE AUSTRALIA SNICKERS® CLEMENGER BBDO MELBOURNE AUSTRALIA FINCH Melbourne / FLUTTER Melbourne MEDIACOM AUSTRALIA Melbourne CLEMENGER BBDO MELBOURNE YES Bronze Lion Bronze Lion
MR. BEAR DRIVER THE AUTOMOBILE CLUB OF ROMANIA THE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L’AUTOMOBILE ) PUBLICIS ROMANIA, Bucharest ROMANIA PUBLICIS ROMANIA, Bucharest NURUN ROMANIA / PUBLICIS ONE YES Bronze Lion Bronze Lion
HIJACKED HIGHWAY SODIMAC SODIMAC HOMECENTER McCANN LIMA PERU PLAN B Lima / SATURNO Lima / SIN ANESTESIA Lima / HIGH END Lima STARCOM Lima ANIMAL FX YES Bronze Lion Bronze Lion
SWEAR JAR COMIC RELIEF CHARITY APP VALENSTEIN & FATT, London UNITED KINGDOM POSSIBLE CEE Budapest MINDSHARE London YES Bronze Lion Bronze Lion
UNSAFETY CHECK BLACK LIVES MATTER NONPROFIT J. WALTER THOMPSON NEW YORK USA J. WALTER THOMPSON NEW YORK YES Bronze Lion Bronze Lion
FEARLESS GIRL STATE STREET GLOBAL ADVISORS SHE ETF McCANN NEW YORK USA CRAFT WORLDWIDE New York / STUART WEISSMAN PRODUCTIONS New York / COPILOT STRATEGIC MUSIC + SOUND New York STATE STREET GLOBAL ADVISORS COMMUNICATIONS, Boston VISBAL FINE BRONZE SCULPTURE YES Bronze Lion Bronze Lion
IKEA RESPONDS TO BALENCIAGA IKEA FRAKTA BAG ACNE, Stockholm / IKEA, Malmö SWEDEN ACNE Stockholm YES Bronze Lion Bronze Lion
BRADSHAW STAIN P&G TIDE SAATCHI & SAATCHI, New York USA RATTLING STICK Santa Monica / THE MILL Los Angeles / ARCADE EDIT New York / NYLON STUDIOS New York / COMPANY 3 New York HEARTS & SCIENCE New York TAYLOR, New York / MMK, New York HEARD CITY / MKTG YES Bronze Lion Bronze Lion
ASPIRIN “HEROSMITHS” BAYER CONSUMER HEALTH ASPIRIN MEDICATION ENERGY BBDO, Chicago USA MAVERICK New York / FLARE BBDO Chicago MEDIACOM Chicago iCROSSING YES Bronze Lion Bronze Lion
DOMINO’S WEDDING REGISTRY DOMINO’S DOMINO’S WEDDING REGISTRY CP+B, Boulder USA CP+B Boulder HOOK QA / TRANSACTION WIRELESS YES Bronze Lion Bronze Lion
PRICE ON THE JERSEY WALMART WALMART DM9DDB, São Paulo BRAZIL DM9DDB São Paulo DM9DDB, São Paulo ACADEMIA DE FILMES / JAMUTE YES Bronze Lion Bronze Lion
CINEMA TO GO AIR FRANCE AIR FRANCE BETC, Paris FRANCE RITA FILMS Paris / GREEN UNITED MUSIC Paris YES Bronze Lion Bronze Lion
RESPONSIBLY THE BEER UBREW RESPONSIBLY McCANN WORLDGROUP, Milan / MRM/McCANN, Milan / McCANN MILAN ITALY CRAFT WORLDWIDE London / THINK CATTLEYA Milan / DOCARTIST Milan RAPPORT ITALY Milan / UM Milan PERSUASION PR, Gateshead UBREW YES Bronze Lion Bronze Lion
THE BOX THAT KEEPS GIVING GODIVA CONFECTIONARY CHOCOLATE McCANN NEW YORK USA COEUR NOIR SPECIALTY PRINTERS New York / CULTECH, INC. New York M BOOTH, New York YES Bronze Lion Bronze Lion
THE REFUGEE NATION AMNESTY INTERNATIONAL AWARNESS AROUND THE REFUGEE CAUSE OGILVY NEW YORK USA ASTEROIDE FILMS Curitiba / CANJA AUDIO CULTURE Curitiba / SQUARE PIXEL Rio De Janeiro YES Bronze Lion Bronze Lion
IKEA: COOK THIS PAGE IKEA CANADA IKEA CANADA LEO BURNETT TORONTO CANADA TRADE GRAPHICS BY DESIGN INC. Concord / PAPERTEC INC. Garfield / PRINTED BY SOMERSET Mississauga / GRAYSON MATTHEWS Toronto YES Bronze Lion Bronze Lion
YOUR NAME SAVES DONATE LIFE AMERICA ORGAN DONATION REGISTRATION LEO BURNETT CHICAGO USA LEO BURNETT CHICAGO LEO BURNETT CHICAGO LEO BURNETT CHICAGO JEFF SCIORTINO PHOTOGRAPHY YES Bronze Lion Bronze Lion
PAYPHONE BANK TIGO-UNE PAYPHONE MICRO SAVINGS ACCOUNT GREY COLOMBIA, Bogotá COLOMBIA LA OCTAVA Bogotá YES Bronze Lion Bronze Lion
LIKE MY ADDICTION ADDICT’AIDE ADDICT’AIDE BETC, Paris FRANCE GUM Paris / FRANCINE FRAMBOISE Paris YES Bronze Lion Bronze Lion
TRUMP ROYAL JORDANIAN AIRLINES PROMOTIONAL OFFER MEMAC OGILVY ADVIZE, Amman JORDAN YES Bronze Lion Bronze Lion
SPANISH LESSONS NETFLIX NARCOS ALMA DDB, Miami USA YES Bronze Lion Bronze Lio

 

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