WHAT IT IS: Created out of McCann New York,
"Fearless Girl," a bronze statue of a girl that stands defiantly
across from the iconic Wall Street Charging Bull, added the
Titanium Grand Prix on Saturday. It previously won the top awards
in the PR, Glass and Nontraditional Outdoor categories on
Monday.
WHY IT WON: The Titanium award is for work that
is disruptive and irreverent, and that fits "Fearless Girl," said
jury President Tham Khai Meng, co-chairman and worldwide chief
creative officer of Ogilvy & Mather. "We also wanted to award
what the world loves." He added that "Fearless Girl" goes beyond an
ad and will be a permanent icon. "It's about time we stand up for
women, and not just women. It's fighting against fear. Especially
in a world riven with fear."
WHAT IT IS: The "Boost Your Voice" campaign by
180 L.A. for Boost Mobile added the Integrated Grand Prix to the
Promo & Activation Grand Prix it won earlier this week. The
campaign aimed to help minority communities have their voices heard
during the U.S. presidential race by offering up the mobile
provider's retail locations as polling places on Election Day.
WHY IT WON: "We felt the new integration is
about transcending intermedia and really integrating into culture
and society," said Jury President Tham Khai Meng. (The Titanium and
Integrated categories share a single jury, with the same
president).
WHAT IT IS: "We're the Superhumans" by Channel
4's in-house agency 4Creative in the U.K. promoted the
broadcaster's coverage of the 2016 Paralympics. It opens on stage
with a Rat Pack-era-style outfit, "The Superhumans Band,"
comprising disabled musicians from around the world. Then the spot
features scene after scene of accomplished individuals, including
Paralympians who make high jumps, score goals, lift barbells and
shoot arrows. With every step, the stars of the ad gleefully sing,
chant or grunt, "Yes, I can."
WHY IT WON: "The most important thing is it
pushes humanity forward," said Pete Favat, president of the Film
jury and chief creative officer of Deutsch North America. This was the first
Grand Prix this week for "We're the Superhumans," but the spot was
a contender in the earlier Film Craft category.
NOTABLE NEWS: Tham Khai Meng said this was the
first time his jury, Titanium & Integrated, had an equal number
of men and women, and attributed that gender equality to fostering
"deep conversations."
In previous years, the Film jury has often awarded two Grand
Prix, one for a TV commercial and the other for an online film. Not
this year. "We decided this one piece had all of it," Favat said.
"It was original and shareable."
