Craft Track Lion Winners 2024

German newspaper Frankfurter Allgemeine Zeitung marked the 100th iteration of its ‘brilliant minds’ campaign with an interview with a 102-year-old Holocaust survivor, Margot Friedländer. It won the Industry Craft Lions Grand Prix. “At a time when the world feels divided, this transcended our differences and dared us all to be human,” said Jury President Kalpesh Patankar, Chief Creative Officer at Leo Burnett. “Honest, beautiful, painful and hopeful.”

Sol Cement won the Design Lions Grand Prix for a signage system that helped 500,000 visually impaired people find services or businesses by tapping their canes. “This shows us that design is at its best when it's invisible… It’s a global, inclusive and scalable solution that can greatly improve people’s everyday lives,” said Jury President Fura Johannesdottir, Chief Creative Officer at Huge.

“It’s not often that we see all the cinematic arts come together like synchronised swimming,” said Film Craft Jury President Prasoon Pandey, Ad Film Maker at Corcoise Films. And Grand Prix winner Hornbach DIY did just that, bringing together artists and architects as well as pantomime performers and dancers to demonstrate the potential of cramped spaces. “This film is a wonderful reminder that there’s no such thing as a ‘low interest’ category,” said Pandey.

Spotify drew attention to its video ads by creating the first music video to be coded and experienced within a spreadsheet. The piece resulted in a 230% rise in ad spend and won the Digital Craft Lions Grand Prix. Jury President Kentaro Kimura, International Chief Creative Officer and Corporate Officer at Hakuhodo, praised the piece: “This achieved an amazing level of craft through the use of decades-old technology instead of advanced technologies like AI.”