Classic Track Lion Winners 2024

One of two Outdoor Lions Grands Prix, this AI-powered model lets any shelter dog star in pet food brand Pedigree’s digital out-of-home ads. “If you have more dogs in houses, people will buy more products,” said Jury President Marco Venturelli, Chief Creative Officer, Publicis Groupe France. “It shows us that AI and technology are not here to replace what we can do masterfully. Here, AI is used to do something that we simply could not have done without it.”

The second Outdoor Lions Grand Prix went to Magnum for ‘Find Your Summer’. These digital billboards encouraged people to enjoy a Magnum during the winter months by guiding them towards the closest sunny spots. It helped Magnum achieve its best January sales in history, with a 38.9% value sales uplift. “This shows how a beautifully crafted picture and perfectly formulated wording can still make us crazy jealous,” said Venturelli.

Coca-Cola’s ‘Recycle Me’ took the Print & Publishing Lions Grand Prix. The soft drink giant physically crushed its logo to show its commitment to switching to recyclable packaging by 2025. Jury President John Raúl Forero, President and Chief Creative Officer at DDB Colombia, described the work as “a reminder of the power of simplicity, boldness, purity and elegance in print advertising”.

Specsavers scooped the Audio & Radio Lions Grand Prix by disguising a nationwide hearing test within a famously misheard song. Released without explanation, it increased Specsavers hearing test bookings by 1220% above target. Jury President Simon Vicars, Chief Creative Officer at Colenso BBDO, described the piece as “creative to its core and recklessly ambitious in its execution. It powered business results and broke into culture”.

Gold Audio & Radio Lions winner Budweiser collaborated with musicians, songwriters and creatives to seamlessly integrate songs that mention the beer into users’ playlists. “This took a pain point for Spotify users – the ads – and turned it around,” said Juror Nathalie Hasson, Head of Audio Narrative and Podcasts, Prose on Pixels. “It builds a super strong emotional connection to the audience in that way.”

Stella Artois partnered with David Beckham to create a campaign where his tattoos, not his face or name, were the focal point. It put Stella Artois front and centre and took a Gold Print & Publishing Lion. “Celebrity spokespeople have been done for ages. But never in this way. Taking the most expensive hand model in the world and not using his face, that’s brave,” said Juror Caroline Riis, Senior Creative at TRY.

The Sydney Opera House enlisted Australian satirist and lyricist Tim Minchin to create an original song and music video celebrating 50 years of the iconic landmark. One of two Film Lions Grands Prix, it reached 1.8 billion people worldwide. “It’s quite simply the best film of the year,” said Jury President Tor Myhren, VP Marketing Communications at Apple. “A celebration of brave ideas in the face of controversy and cultural norms.”