Every year in June, The Cannes Lions International Festival of Creativity rewards some of the best advertising campaigns from around the world and the Outdoor Lions remains the most popular competition. This year saw a record number of submissions with over 5,000 entries.
Here are just a few highlights from the outdoor competition:
- Brewtoleum wins Outdoor Grand Prix. DB breweries created a car fuel made from leftover brewing yeast which was made available at over 60 gas stations across New-Zealand. The gas stations became OOH billboards for this new car fuel. Click here to see a video.
- Xbox won a Gold Outdoor Lion for their Survival Billboard to launch “Rise of the Tomb Raider”. Eight Lara Croft fans were placed on the Survival billboard platform and over the course of 24 hours were subjected to various weather conditions from arctic cold, fierce winds, snowstorms and extreme heat that was controlled by the viewing public via livestream. Click here for the video.
- McDonald’s won a Silver Lion for there “McDonald is closer to You” campaign. To highlight the fact that they have over 1,000 drive-thru locations in France, McDonald’s implemented an extremely lengthy billboard on a roadside giving directions to their rival (Burger King)’s closest – yet very far – location. The idea was to demonstrate that wherever you are “McDonald’s is closer to you.”