The Official Cannes Lions Wrap-Up 2024: The Creativity Toolbox

The Grand Prix winner for the inaugural Luxury & Lifestyle Lions used animation to approach storytelling through a more human lens. A collection created in partnership with Japanese ceramic studio Suna Fujita was brought to life with a stop-motion film, boosting LOEWE's Christmas revenue by 35%. Jury President Charles Georges-Picot, CEO of Global Luxury Practice and Global Client Lead at Publicis Groupe, said: “It blends traditional craftsmanship with contemporary design.”

Yannis Konstantinidis, Co-Founder and Creative Director of animation studio NOMINT, told Festival-goers: “Animation is universally relatable. It can handle sensitive topics without being overbearing or triggering.” Silver Lion-winning Film ‘47’ showed this in action, using stop-motion animation to tell the true story of a boy with Down syndrome. Developed for Café Joyeux, a cafe that employs people with intellectual and learning disabilities, it was co-created with the Down syndrome community and made the case for inclusion.

An investment in craft can rejuvenate brands. Winner of a Gold Media Lion, ‘If You’re Into It, It’s in the V&A’ connected people’s modern interests like golf and music to exhibits in the Victoria and Albert Museum in the UK – bridging the gap between past and present. Searches for the campaign’s featured collection items went up by as much as 12,000%, showing how to use craft to tap into people’s niche passions.

WWF’s Gold Design Lion winner showed how to strip back a complicated message into a digestible format: nesting dolls. It raised donations by 10% year on year. Design Lions Juror Raymond Otene McKay, Chief Creative Officer at RUN Aotearoa, observed: “The tactile nature of it goes back to our humanity, our childhood and the stories we can remember. It’s all about simplicity and finding the humanity.”

Gold Film Craft Lions winner ‘C4 Idents 2023’ was the result of a collaborative effort between 17 different directors. Each brought their own perspective to create a continuous loop of scenes that represented both modern Britain and TV broadcaster Channel 4. “Every scene of it is a magnificent standalone piece,” said Juror Tariq Ali, Animation Director, ZANAD, Egypt.