What does it take to win a PR Lion at Cannes? The awards seem to have a habit of going home with advertising agencies and not with more traditional PR shops. What won this year and what did the winners have in common? and the most important question of all, how do we take one home next year?

2. WHAT DOES IT TAKE TO WIN A LION?

3. CANNES In its 57th year. One of the longest running awards for communications and marketing Cannes, to me at least is...

7. THIS YEAR Debate over the name of the festival H&K combines a silent disco and a flashmob in the main square Google search “Cannes Eye” A print ad from 2 years ago almost won a Grand Prix

8. THE PR LIONS Added as a separate category in 2009. Attracted almost 600 entries across the different sections and techniques. You can find the full listing here:http://www.canneslions.com/work/pr/index.cfm?award=101

9. THE SHORTLIST SHORTLIST 54AD:33PR|11BA

10. SILVER SILVERS 21AD:11PR|4BA

11. THE GOLDS GOLDS 6AD:5PR|1BA

12. REPLAY The Grand Prix & a Gold Gatorade TBWA/Chiat/Day LA http://www.canneslions.com/work/pr/index.cfm?award=1 http://www.replaytheseries.com/

13. SUMMARY PROBLEM: As athletes age, their lifestyle means less exercise and less Gatorade INSIGHT: Every athlete has a moment they want to go back and change COMMS IDEA: Let’s fuel second chances.

14. SO WHAT DID THEY DO?

15. WHY IT WON Strong Insight Informed Strategy that challenges a universal truth. Changed human behaviour (majority weight loss) Massive ROI (14,000%) across integrated channels Thousands of requests to be a part of the next REPLAY Regional Sales up 63%

16. CONCERT FOR THE PEOPLE Two Golds – Arts & Live Events Philharmonic Orchestra of Hamburg Jung von Matt, Hamburg http://www.canneslions.com/work/pr/entry.cfm?entryid=19032&award=2

17. SUMMARY PROBLEM: They Orchestra is considered boring INSIGHT: Visiting a performance hall is buying into boredom COMMS IDEA: Take the Orchestra to the people

18. SO WHAT DID THEY DO?

19. WHY DID IT WIN? 20,000% ROI Guinness World Record Integrated TV, Experiential and Online to earn media and interest. 12.3% increase in ticket sales.

20. AUDITORIUM FOOTBALL Two Golds – Integrated PR led & Live Events Heineken Italia Barabino & Partners + JWT, Milan http://www.canneslions.com/work/pr/entry.cfm?entryid=19686&award=2&keywords= http://www.youtube.com/watch?v=wB7DIo3nJas

21. SUMMARY PROBLEM: Sponsoring UEFA football means no news. INSIGHT: Growing Up puts a man’s sacred moments at risk COMMS IDEA: Heineken offers the best moments.

22. WHAT DID THEY DO?

23. WHY DID IT WIN? Massive reach. 6M TV on the night, 10M in the days after, more again online. Big ROI Great idea that was great to watch Created off the back of a “leveraged out” property

24. RIDING SHOTGUN WITH PAPA 1 Gold, 1 Silver – Integrated PR led & Retail Papa John’s Pizza Fleishman Hillard, St Louis http://www.canneslions.com/work/pr/entry.cfm?entryid=19705&award=2

25. SUMMARY PROBLEM: Make Pizza News, driving sales and preference. INSIGHT: Papa Johns is the authentic story of the American Dream COMMS IDEA: Retell the “beginning” story.

26. SO WHAT DID THEY DO?

27. WHY DID IT WIN? 1960 placements, 370 million impressions, 200,000 people at events, 312,000 facebook fans 6% rise in online ordering Earnings up 2% during the campaign, when everything else was down Shifted affinity across product categories

28. SAVE THE BALTIC SEA 1 Gold – Public Affairs Baltic Sea Action Group Taivas HELSINKI – Finland http://www.canneslions.com/work/pr/entry.cfm?entryid=19142&award=2

29. WHAT DID THEY DO

30. WHY DID IT WIN 150 sea saving commitments from political and business leaders incl 12 heads of state Spread outside of the Baltic, coverage and commitments 1500 pieces of coverage in one day

31. SNOWMEN AGAINST GLOBAL WARMING 1 Gold – Corporate Communication ENTEGA DDB GERMANY – Berlin http://www.canneslions.com/work/pr/entry.cfm?entryid=19121&award=2

32. WHAT THEY DID

33. WHY IT WON Graphically stunning execution 20,000 visitors to the site Picture went around the world Visits to Entega.de rose 300% Perfect Example of Invitation>Execution>Amplification

34. SAVE CHRISTMAS 1 Gold – Best Social Media Alladin Chocolates Prime PR, Sweden http://www.canneslions.com/work/pr/entry.cfm?entryid=12130&award=2

35. WHAT THEY DID

36. WHY IT WON 5% of the population voted 106,000 boxes of chocolate increase 33 Million impressions App was number 4 on the fastest growing list globally

37. SUN SOUND 1 Sliver – Charity and Non Profit Cancer Council Three Drunk Monkeys, Sydney http://www.canneslions.com/work/pr/entry.cfm?entryid=20377&award=3

39. WHY DID IT WIN? 27,000 unique Google Searches 15,000% ROI Changing behaviours International coverage in 13 markets.

40. PHOTOCHAINS 1 Silver – Best Social Media Canon Leo Burnett, Sydney http://www.canneslions.com/work/pr/entry.cfm?entryid=19175&award=3

42. WHY DID IT WIN Engaged audience – 94 photos a day Increase in market share to 67%

43. WHAT DO THESE IDEAS HAVE IN COMMON? Engaged Audience Positive Business Result Strong Insight ROI End to End Idea Channel neutral planning Innovative Execution