J. Walter Thompson Cannes 2015: Media wins for J. Walter Thompson Buenos Aires, London and Shanghai

On Tuesday, the Cannes Lions International Festival of Creativity held its third awards ceremony. J. Walter Thompson walked away with two wins in the Media category and a win for two young creatives from J. Walter Thompson Shanghai. Andes Yu and HC Cao won the Young Lion Bronze award in PR.

Bronze Lion Winner: J. Walter Thompson London’s “Power of Sport #makethefuture”

As part of Shell’s #makethefuture program aimed at inspiring younger generations to get involved with science, J. Walter Thompson London and Shell unveiled a first-of-its-kind player-powered football pitch in the heart of a Rio de Janeiro favela, Morro da Mineira. The favela had a largely unusable football pitch, forcing young people to play in the streets. And without electricity, it was often dangerous to play once the sun set. The two-year project to redevelop the field was led by J. Walter Thompson London, working alongside Brazilian and British technical partners. 200 high-tech floor tiles from Pavegen were installed to capture the kinetic energy created by the movement of the players, which was then converted into renewable electricity to power the field’s floodlights.

Read more about the work here.

Bronze Lion Winner: J. Walter Thompson Buenos Aires’ “Sun Lifeguard”

When thousands of beachgoers make their way to Argentina’s sandy shores every year, they believe any dangers lie within the vast ocean. But “Sun Lifeguard,” a campaign for LALCEC (Argentinian League Against Cancer), highlighted an alarming fact: In Argentina, the number of deaths caused by skin cancer outnumbers deaths caused by drowning. So, if we have lifeguards to watch after us when we are in the water, why don’t we have anyone to watch after us when we are sunbathing? LALCEC and J. Walter Thompson Buenos Aires organized a group of dermatologists to generate skin cancer awareness among thousands of vacationers along the Argentinean coast, educating beachgoers with tips on skin protection and providing free skin tests. With these “sun lifeguards,” the beach became safer on both sides of the shoreline.

Read more about “Sun Lifeguard” here.

APAC Creative Council Chairman Lo Sheung Yan (right) with Singapore young lions (middle) and Shanghai Young Lions & Singapore Young Lions Xiao Yi Yu (left) and Hsin Chi Tsao (second from right)

Our third Bronze win for the night went to Xiao Yi Yu and Hsin Chi Tsao, a creative duo from J. Walter Thompson Shanghai. The team answered the Green Peace PR brief to encourage people to eat less meat. Their campaign idea placed a pig’s life on the line in a live trial and execution on YouTube; people could save the pig’s life by using the hashtag #eatlesssavemore.

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