Direct Lions “celebrate targeted and response-driven creativity,” with entries demonstrating “how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results,” according to the Cannes Lions website.
“Authenticity is so key, and this brand has consistently turned up to make sure that the underrepresented and those who have to fight for equality can lean on them, can see them as a partner,” said Chaka Sobhani, global chief creative officer at Leo Burnett and president of the Direct Lions jury at Cannes. “They’re doing the right thing for their audience. That’s the thing about direct—it’s all about audience. And what they’ve done with competitor brands on a global scale is insane.”
Gold winners
Seven other campaigns won Direct Gold Lions. They were: