Leo Burnett won its Gold Lion in the ‘Creative Data’ category for its work on PepsiCo’s Gatorade.
Called Turf Finder, the agency used data from Google Maps to figure out at what time certain spaces in Mumbai, Delhi, and Bangalore would stay empty. At those times, Gatorade would lay down a turf where people – cramped for play areas in metro cities, could play.
The campaign has already tasted success at Cannes Lions ’24 when it won a Bronze metal in the ‘Entertainment Lions For Sport’ category.
“The Gatorade Turf Finder campaign is everything that Leo Burnett believes in – Using new age technology and data to solve ‘real’ problems and make ‘real’ impact. And we are so proud that our work and vision is resonating with the jury at Cannes as well as winning us this Gold for Creative Data,” said Rajdeepak Das, CCO, Publicis Groupe South Asia and Chairman, Leo Burnett South Asia
“We are thankful for our partnership with PepsiCo who have helped give this campaign the scale it deserves. Epic Brands, Epic work,” he added.
VML and FCB Kinnect won a Silver Lion each.
The WPP-owned VML won its second metal for Sing To Remember, a campaign it executed for Coca-Cola India. The work previously won a Bronze in the ‘Entertainment Lion for Music’ category.
And winning its first metal at this year’s Cannes Lions was FCB Kinnect for Lulumelon EOSS, a campaign for HDFC Bank.
The campaign had the agency create a fake brand, fake media assets, and a fake ad starring a nearly real Norah Fatehi. When users clicked on the End of Season Sale ad, they realised that they were duped, and to their shock, it was not Fatehi in the ad. All to educate users on how scamsters are using AI and deepfake technology to rob unsuspecting users.
Rohan Mehta, CEO, FCB Kinnect and FCB/SIX India, said, “HDFC Bank has been an incredible partner, with whom we’ve created work that is transforming BFSI marketing. The Lulumelon EOSS campaign is a testament to this, enabling people to experience our work first-hand.”
“Our six-year partnership with HDFC Bank has allowed us to break away from conventional strategies, showcasing the brand’s trust in our innovative approach. Over the past two years, fraud-fighting influencer Vigil Aunty has been central to HDFC Bank’s efforts against the rampant financial scams in India. Seeing our long-term commitment to combating fraud recognised on a global stage like Cannes Lions is truly rewarding.”
Ravi Santhanam, Group Head and CMO, HDFC Bank: “Winning a Cannes Lion for our fraud awareness campaign only adds to our commitment to spreading awareness about the issue, to help customers avoid becoming victims of online frauds.”
“This recognition is a testament to the exceptional creative talent of our agency partners, FCB Kinnect. Working together, we’re delighted to have created an impactful campaign with an innovative approach. For us, powerful storytelling for a relevant cause was gratifying and we stay committed to making more and more consumers aware about the issue.”