Dove’s “Real Beauty” campaign is probably more relevant than ever in the age of AI, winning the Media Grand Prix at the Cannes Lions on Wednesday. Elsewhere, Indian railways hooked up the PR Grand Prix to encourage the purchase of train tickets, but Vaseline’s efforts to expose health hacks brought home the Social & Creator Grand Prix.
Become the winners below.
Media Lion
Dove won the Media Grand Prix in the “Real Beauty” campaign. This challenged the beauty standards of the age of AI. With media purchases led by MindShare, the brand partnered with Pinterest to allow users to create their own vision of beauty’s appearance, ultimately impacting the algorithms of the social platform, prioritizing natural beauty over AI-generated images.
The results were displayed across cities around the world, including London, Toronto, and New York. “Authentic beauty redefined in the AI era” has earned 4 billion impressions and 500 million views worldwide. Dove also promised to defend authentic beauty, promising that he would never use AI to create or distort images of women.
Pr Lions
PR Grand Prix went to the Indian Railways for “Lucky Yatra,” a campaign led by FCB India that encourages payments for train rides. India’s public transport system has lost $820 million a year as it bypasses ticket counters. But as the world’s most lottery-loving country, Lucky Yatora aimed to fight it by turning train tickets into lottery tickets. The campaign generated $685 million in ticket sales for trains invested in Indian railways to improve passenger systems.
Social & Creator Lions
After winning the Health & Wellness Grand Prix earlier this week, Vaseline hooked up the Social & Creator Grand Prix for “Vaseline Verified.” The campaign, led by Ogilby Singapore, has partnered with social media creators to uncover the health myths and misinformation related to its petroleum jelly. The creator-based video became a petroleum jelly ad, with sales growth of 43% and viewed 7.1 million times.
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