Leo Burnett Chicago Wins Grand Prix in Creative Effectiveness for ‘Van Gogh’s Bedrooms’
Chicago, India and Madrid picked up Grand Prix, Gold, Silver and Bronze Lions in Creative Effectiveness; Chicago also wins four Lions for “The Ostrich” in Film Craft
Leo Burnett topped the list in the Creative Effectiveness category at Cannes Lions on Friday. The global network had the most awards —one Grand Prix, one Gold, one Silver, one Bronze—and shortlisted work, with two, in the category.
Leo Burnett Chicago’s “Van Gogh’s Bedrooms” for the Art Institute of Chicago (AIC) won a Grand Prix and Silver Lion in Creative Effectiveness.
For “Van Gogh’s Bedrooms,” the agency worked with the Art Institute of Chicago (AIC) to reengage with the one audience that was still staying away in droves: local Chicagoans. With an upcoming Van Gogh exhibition featuring all three of his “bedroom paintings” brought together for the first time, AIC needed to find a way to take something that’s a big deal to art scholars and make it irresistible and inviting to all Chicagoans.
The result was a campaign that invited audiences to step inside Van Gogh’s world, and to “Let Yourself In” to the bedroom of a troubled genius: At the center of the campaign was an exact physical reconstruction of Van Gogh’s bedroom, which was made available to rent on Airbnb.
The campaign led to the AIC’s most successful exhibition in 15 years, with total audiences up 54 percent against previous shows. Local attendance by Chicago residents grew by 97 percent. The majority of visitors to Van Gogh were locals, which was unprecedented.
Leo Burnett India took home a Gold Lion in the Creative Effectiveness category for Bajaj V’s “The Nation’s Bike” campaign. Bajaj – a leader in the automotive sports sector – had seen a steady decline in shares in its commuter segment and wanted to re-establish its caliber among a larger audience. When INS Vikrant – India’s first aircraft carrier, now decommissioned–was turned to scrap, the Leo Burnett team came up with the idea to use the scrap and turn it into a motorbike. Bajaj V broke through instantly – selling 11,000 units in day one and 100,000 in its first quarter.
The third Leo Burnett winner – a Bronze – in the Creative Effectiveness category was Madrid with 2016’s Cyber Grand Prix winner, “Justino,” for Spanish Lottery. With the insight that “there’s no bigger price than sharing,” the team created an animated short film about Justino, a lonely night guard at a mannequin factory. The film had over 1 million views on YouTube within a day and became Spain’s No. 1 trending topic on Twitter within hours. It also was the first time that a short film was broadcasted entirely and simultaneously on all Spanish TV channels. More than 100,000 people followed Justino’s nights and his coworkers’ days on his own Instagram and Facebook accounts. The engagement rate of his Instagram was 29.6 percent, doubling the top brands in the world. Most importantly, sales of the lottery ticket increased by 4.52 percent.
Leo Burnett Chicago also had a big night with “The Ostrich” for Samsung, as the team took home three Gold Lions and one Silver Lion in Film Craft. The spot already picked up two wins earlier this week in the Cyber and Entertainment categories.
In the Digital Craft category, Rokkan nabbed a Bronze Lion for its Pantone campaign.
The network previously picked up eight Lions on Wednesday across the Design, Entertainment and Media categories. Of note, both Leo Burnett Melbourne and Toronto picked up their second Gold Lions of the week that day for their work with Headspace and IKEA, respectively.
To see a full list of wins, follow our daily Lions count and follow #leocannes on our social channels.