Pour la 3ᵉ semaine de juin, la planète communication converge vers la Croisette pour LE plus grand festival de créativité publicitaire au monde. Entre les deals qui se signent les pieds dans le sable et les soirées à répétition, les trophées des Cannes Lions seront révélés chaque soir.
Avant d’espérer décrocher un Lion, chaque campagne doit franchir deux étapes clés : être retenue dans une première sélection, la longlist, établie par les organisateurs du festival, puis figurer dans la shortlist propre à chaque catégorie, définie par un jury dédié. Ce n’est qu’à partir de cette dernière qu’un projet peut prétendre à une récompense, qu’il s’agisse d’un Lion de bronze, d’argent, d’or… ou d’un prestigieux Grand Prix.
Cette année sera-t-elle fructueuse pour les agences françaises ? Vous le saurez dans quelques instants dans la suite de cet article.
Cet article sera mis à jour chaque jour pendant le festival.
// Shortlists du mercredi 18 juin //
Sustainable Development Goals
Publicis Conseil
UN.PATENT – RENAULT
C02 (Industry, Innovation and Infrastructure)
Havas Paris
STREETNAV – STREETCO
C03 (Reduced Inequalities)
Saatchi & Saatchi France
OMNILIVERY – OMNI
C03 (Reduced Inequalities)
// Shortlists du mardi 17 juin //
Brand Experience & Activation
BETC
MOMMYPHONE – LABORATOIRE GALLIA
A02 (Healthcare)
CHOOSE UBER – HEETCH
C03 (Customer Acquisition & Retention)
THE FLAME THAT WASN’T A FLAME – EDF
D01 (Live Brand experience or Activation)
FOOTBALL LOVER FM – SO FOOT (SO PRESS)
E05 (Use of Humor)
Marcel
LIDLIZE – LIDL
A04 (Travel, Leisure, Retail, Restaurants & Fast-Food Chains)
B09 (Tech-Led Brand Experience)
Publicis Conseil
FACING BULLYING – SIG
A07 (Not for Profit / Charity / Government)
McCann
SKINCARE FOR DOWN THERE – SAFORELLE
D02 (Guerrilla Marketing & Stunts)
Buzzman
BKFC: THE IMPOSSIBLE COLLAB – BURGER KING FRANCE
D04 (Sponsorship & Brand Partnership)
Dentsu Creative
URBAN DOGGY FIT – GENERALI
E03 (Single-Market Campaign)
VML
THE BRILLANT CLASH – SUN
E03 (Single-Market Campaign)
E04 (Social Behaviour)
Saatchi & Saatchi France
OMNI – OMNILIVERY
E06 (Breakthrought on a Budget)
E08 (Market Disruption)
Paname 24
OLYMPIC GAMES OPENING CEREMONY PARIS 2024 – PARIS 2024
E07 (Corporate Purpose & Social Responsability)
Creative Business Transformation
Publicis Conseil
UN.PATENT – RENAULT
A01 (Transformative Strategy)
B04 (Brand Purpose & Impact)
LONG-TERM – RENAULT
F01 (Long-Term Brand Platform)
THREE WORDS – AXA
A01 (Transformative Strategy)
B02 (Product)
B04 (Brand Purpose & Impact)
C01 (Operational Transformation)
PLANTLETS FOR FUTURE – NESCAFE
B04 (Brand Purpose & Impact)
Creative Commerce
Publicis Conseil
SAFER PHONE – ORANGE
A06 (Consumer Services/Business to Business)
C06 (Brand Strategy)
Marcel
LIDLIZE – LIDL
D02 (eCommerce Websites/Apps)
Creative Effectiveness
Aucune agence française shortlistée
Creative Strategy
TBWA Paris
THE ICONIC PLAYLIST – MERCEDES
A03 (Automotive)
Publicis Conseil
THREE WORDS – AXA
A06 (Consumer Services/Business to Business)
C05 (Corporate Purpose & Social Responsability)
E01 (Products / Services)
FACING BULLYING – SIG
A07 (Not for Profit / Charity / Government)
SAFER PHONE – ORANGE
E01 (Products / Services)
Buzzman
SEE THEM FOR REAL – MUSÉE DE L’ARMÉE
C01 (Challenger Brand Strategy)
BETC
CHOOSE UBER – HEETCH
D01 (Brave Brands)
MOMMYPHONE – LABORATOIRE GALLIA
E02 (Experience & Relationship Models)
Film
Publicis Conseil
THE GREATEST RUN – ORANGE
A06 (Consumer Services/ B2B)
B06 (Consumer Services / B2B)
VML
NOT EVERY SMILE STARTS AS A SMILE – COLGATE
B01 (Consumer Goods)
GROUP THERAPY – AXA
F05 (Use of Humour)
F07 (Corporate Purpose & Social Responsability)
McCann Paris
THE FINAL COPY OF ILON SPETCH – L’ORÉAL PARIS
B01 (Consumer Goods)
F07 (Corporate Purpose & Social Responsability)
F09 (Cultural Engagement)
Josiane
THE LAST BIRTHDAY – ASSOCIATION VALENTIN HAÜY
B07 (Not for Profit / Charity / Govnerment)
F05 (Use of Humour)
Luxury
Havas Play
THE PARTNERSHIP THAT CHANGED EVERYTHING – LVMH
A01 ( Experience)
A06 (Brand Storytelling)
A08 (Partnerships / Collaboration)
Publicis Luxe
THE CHIMERAS – MUGLER
A03 (Craft)
McCann Paris
BEYOND THE LINE – PRADA BEAUTÉ
A06 (Brand Storytelling)
BETC
DON’T CALL IT LOVE – YVES SAINT LAURENT BEAUTÉ
A10 (Social Campaign)
// Shortlists du lundi 16 juin //
Creative Data
TBWA Paris
AIR FRANCE – DISCONNECT
A05 (Data Visualisation)
Havas Paris
STREETCO- STREENAV
A07 (Use of Real-Time Data)
Creative B2B
Publicis Conseil
NESCAFÉ – NESCAFÉ – PLANTLETS FOR FUTURE
A04 (Targeting & Engagement)
A09 (Corporate Purpose & Social Responsability)
A10 (Market Disruption)
RENAULT – UN.PATENT
A09 (Corporate Purpose & Social Responsability)
WORKING WITH CANCER – WORKING WITH CANCER – SCREENING TIME-OFF
A09 (Corporate Purpose & Social Responsability)
// Shortlists du dimanche 15 juin //
Design
Landor
ORCHESTRE DE CHAMBRE DE PARIS – UN-CLASSICAL MUSIC
A02 (Rebrand/Refresh of an Existing Brand)
W Conran Design / Paris 2024 COJOP
COJOP 2024 – DESIGNING PARIS 2024
A08 (Brand Environment & Experience Design)
COJOP 2024 – THE PHRYGES
A10 (Brand Collateral)
BETC
MARSHALL ISLANDS SOCCER FEDERATION X PLAYERLAYER – THE NO HOME JERSEY
A11 (Special Editions & Bespoke Items)
TBWA Paris
AIR FRANCE – DISCONNECT
A13 (Posters)
Digital Craft
Aucune agence française shortlistée
Direct
Marcel
LIDL – LIDLIZE
A04 (Travel, Leisure, Retail, Restaurants & Fast-Food Chains)
C04 (New Realities & Emerging Tech)
Publicis Conseil
AXA – AXA THREE WORDS
A06 (Consumer Services / Business to Business)
F07 (Corporate Purpose & Social Responsability)
F08 (Market Disruption)
ORANGE- SAFER PHONE
F03 (Single-Market Campaign)
Saatchi & Saatchi France
OMNI – OMNILIVERY
B03 (Large-Scale Media)
DDB Paris
MCDONALD’S – OLYMPIC CURRY
D03 (Use of Social Platforms)
D04 (Real-Time Response)
VML Paris
SUN – THE BRILLANT CLASH
D03 (Use of Social Platforms)
BETC
HEETCH – CHOOSE UBER
F02 (Challenger Brand)
LABORATOIRE GALLIA – MOMMYPHONE
F04 (Social Behaviour)
SOCIETY / RSF – THE FREEDOM EDITION
F07 (Corporate Purpose & Social Responsability)
Entertainment
McCann Paris
L’ORÉAL PARIS – THE FINAL COPY OF ILON SPECHT
A04 (Non-Fiction Film: 5–30 minutes)
D02 (Partnerships with Talent)
E01 (Diversity & Inclusion in Entertainment)
E06 (Cultural Engagement)
VML Paris
AXA – GROUP THERAPY
A06 (Non-Fiction Film: Over 30 minutes)
Marcel
LIDL – LIDLIZE
C02 (Influencer & Co-Creation)
Paname 24
PARIS 2024 – OLYMPIC GAMES OPENING CEREMONY PARIS 2024
E01 (Diversity & Inclusion in Entertainment)
Entertainment Lions For Gaming
Aucune agence française shortlistée
Entertainment Lions For Music
Aucune agence française shortlistée
Entertainment Lions For Sport
Paname 24
PARIS 2024 – OLYMPIC GAMES OPENING CEREMONY PARIS 2024
A02 (Broadcast/Live Streaming)
BETC
SO FOOT – FOOTBALL LOVER FM
B01 (Sports Live Experience)
E05 ( Use of Humour)
EDF – THE FLAME THAT WASN’T A FLAME
B01 (Sports Live Experience)
D01 (Brand Partnership, Sponsorships & Collaborations)
Havas Play
LVMH – THE PARTNERSHIP THAT CHANGED EVERYTHING
B04 (360 Integrated Brand Experience)
DDB Paris
MCDONALD’S – OLYMPIC CURRY
E05 (Use of Humour)
Film Craft
Publicis Conseil
RENAULT – RENAULT ARGENTINA
A01 (Direction)
A04 (Production Design/Art Direction)
CANCER & CAREERS – CANCER & CAREERS – STRINGS
A04 (Production Design/Art Direction)
McCann Paris (avec Traverse32 NY)
L’ORÉAL PARIS – THE FINAL COPY OF ILON SPECHT
A05 (Cinematography)
B01 (Editing)
Industry Craft
Marcel
KIEHL’S – PUBIC SERVICE ANNOUCEMENT
A03 (Typography: Print & Publishing)
W Conran Design / Paris 2024 COJOP
COJOP 2024 – DESIGNING PARIS 2024
B01 (Art Direction: Brand & Communications Design)
COJOP 2024 – THE PHRYGES
B01 (Art Direction: Brand & Communications Design)
Rosa Paris
OUIGO – OUIGO MUTED: 16 GAMES FOR CHILDREN, DESIGNED FOR PARENTS PEACE OF MIND
C03 (Illustration: Print & Publishing)
Media
McCann Paris (avec McCann Health, Londres)
SAFORELLE – SKINCARE FOR DOWN THERE – STREET
A02 (Healthcare)
BETC
SOCIETY / RSF – THE FREEDOM EDITION
B03 (Use of Print)
EDF – THE FLAME THAT WASN’T A FLAME (avec Havas Media)
B07 (Use of Events & Stunts)
Havas Play
ASSOCIATION L’ENFANT BLEU – AVOIDABLE DEATH NOTICES
B03 (Use of Print)
Havas Media (avec BETC)
EDF – THE FLAME THAT WASN’T A FLAME
B07 (Use of Events & Stunts)
PR
McCann
L’OREAL PARIS – THE FINAL COPY OF ILON SPECHT
A01 (Consumer Goods)
B04 (Content Creation & Production)
BETC
CITROEN – BUMPBOARDS
A03 (Automotive)
F03 (Single-Market Campaign)
HEETCH – CHOOSE UBER
F02 (Challenger Brand)
DDB Paris
MCDONALD’S – OLYMPIC CURRY
A04 (Travel, Leisure, Retail, Restaurants & Fast-Food Chains)
B01 (Social Engagement)
F05 (Use of Humour)
Publicis Conseil
AXA – THREE WORDS
A06 (Consumer Services/Business to Business)
D03 (Launch/Relaunch)
D04 (Brand Voice & Strategic Storytelling)
F03 (Single-Market Campaign)
RENAULT – UN.PATENT
D04 (Brand Voice & Strategic Storytelling)
Australie.GAD
FONDATION DES FEMMES – NE PAS IGNORER
B03 (Real-Time Response)
Monks Paris
VICTIMES & CITOYENS – DRIVE LIKE A WOMAN
F06 (Breakthrough on a Budget)
Paname 24
PARIS 2024 – OLYMPIC GAMES OPENING CEREMONY PARIS 2024
F09 (Cultural Engagement)
Social & Creator
Marcel
LIDL – LIDLIZE
A04 (Travel, Leisure, Retail, Restaurants & Fast-Food Chains)
D04 (Co-Creation & User Generated Content)
F03 (Single-Market Campaign)
DDB Paris
MCDONALD’S – OLYMPIC CURRY
B03 (Real-Time Response)
C01 (Organic Reach & Influence)
F03 (Single-Market Campaign)
F05 (Use of Humour)
BETC
THE BLACK DOG(S) – SECONDE CHANCE
B06 (Innovative Engagement of Community)
F06 (Breakthrough on a Budget)
DON’T CALL IT LOVE – YVES SAINT LAURENT
E03 (Social Purpose)
Australie.GAD
NE PAS IGNORER – FONDATION DES FEMMES
E03 (Social Purpose)
Publicis Conseil
ORANGE – THE GREATEST RUN
F07 (Corporate Purpose & Social Responsibility)
// Shortlists du samedi 14 juin //
Audio & Radio
BETC
SO FOOT – FOOTBALL LOVER FM
A01 (Use of Audio & Radio as a medium)
C05 (Use of Humor)
TBWA Paris
POSCA – STREET ART SCHOOL
C07 (Corporate Purpose & Social Responsibility)
Health & Wellness
Saatchi & Saatchi
OMNI – OMNILIVERY
A03 (OTC Products)
A05 (Health & Weelness Tech)
Havas Paris
STREETCO – STREETNAV
A05 (Health & Weelness Tech)
VML Paris
AXA – GROUP THERAPY
B01 (Brand-Led Education & Awareness)
C03 (Insurance)
Publicis Conseil
WORKING WITH CANCER – Working with cancer – screening time – off
B02 (Non-profit/Foundation-led Education & Awareness)
The Good Company
CNP ASSURANCES – NOT FOR SALE
C03 (Insurance)
Dentsu Creative
GENERALI – URBAN DOOGY FIT
D01 (Animal Health)
Outdoor
VML Paris
COLGATE – EMILY’S SCREAMS
B01 (Consumer Goods)
COLGATE – NOT EVERY SMILE STRATS AS A SMILE
E04 (Social Behaviour)
McCann Paris
L’ORÉAL PARIS – THE FINAL COPY OF ILON SPECHT
C02 (Interactive/Dynamic Digital Screens)
Havas Paris
KFC FRANCE – HANDMADE BILLBOARDS
C03 (Special Build)
PANAME 24 Paris
PARIS 2024 – OLYMPIC GAMES OPENING CEREMONY PARIS 2024
C04 (Live Advertising and Events)
E07 (Corporate Purpose & Social Responsibility)
E09 (Cultural Engagement)
W Conran Design Paris / Paris 2024 COJOP
COJOP 2024 – DESIGNING PARIS 2024
E01 (Local Brand)
Buzzman
MUSÉE DE L’ARMÉE – SEE THEM FOR REAL
E02 (Challenger Brand)
BETC Paris
CITROEN – BUMPBOARDS
E03 (Single-Market Campaign)
Pharma
Print & Publishing
BETC Paris
SOCIETY – THE FREEDOM EDITION
B01 (Commercial Publications)
D07 (Corporate Purpose & Social Responsibility)
VML Paris
COLGATE – NOT EVERY SMILE STRATS AS A SMILE
D03 (Single-Market Campaign)
D04 (Social Behaviour)
Rosa Paris
OUIGO – OUIGO MUTED: 16 GAMES FOR CHILDREN DESIGNED FOR PARENTS PEACE OF MIND
D04 (Social Behaviour)
Marcel
KIEHL’S – PUBIC SERVICE ANNOUNCEMENT
D05 (Use of Humor)
D08 (Market Disruption)
D09 (Cultural Engagement)
// Shortlists du jeudi 5 juin //
Glass – The Lion for Change
Publicis Conseil
AXA – THREE WORDS
A02 (Product/service)
A03 (Initiatives)
RENAULT – CARS TO WORK
A02 (Product/service)
ORANGE – THE GREATEST RUN
A03 (Initiatives)
Saatchi & Saatchi France
OMNI – OMNILIVERY
A02 (Product/service)
McCann, Paris
L’ORÉAL PARIS – THE FINAL COPY OF ILON SPECHT
A03 (Initiatives)
// Shortlists du mardi 3 juin //
Innovation
Publicis Conseil
DARTY – LONG LASTING PASSPORT
B02 (Product Innovation)
RENAULT – CARS TO WORK
B04 (Societal Innovation)
Havas Paris
STREETCO – STREETNAV
B04 (Societal Innovation)
Dan Wieden Titanium
Publicis Conseil
AXA – THREE WORDS
A01 (Titanium)
ORANGE – SAFER PHONE
A01 (Titanium)
BETC Paris
EDF – THE FLAME THAT WASN’T A FLAME
A01 (Titanium)
McCann Paris
L’Oréal – THE FINAL COPY OF ILON SPECHT
A01 (Titanium)