Cannes Lions awards: Coinbase ‘lo-fi’ Super Bowl ad takes Direct Grand Prix


Controversy, or clear winner? 

Levron said the decision to award Coinbase was unanimous. There were six other Gold Lion winners, including Skittles “Apologize the Rainbow,” by DDB Chicago; AnNahar’s “The Elections Edition” by Impact BBDO (the Grand Prix winner in Print & Publishing this week) and Cadbury’s “Shah-Rukh My Ad” by Ogilvy Mumbai.

According to jurist Nicky Bullard, chairwoman of MRM Europe, there was a “heated debate” over one piece of work she did not identify that used new technology but had a similar idea to something that ran a few years ago. “Do we celebrate that technology has moved on? Or do we say it’s OK to go back into the annals and find some great ideas?” she said.

But ultimately, the Grand Prix decision came down to results. 

“How do you get all these people subscribing?” Bullard said. “You do the dullest thing in the world. When you see something as lo-fi as that, and for an agency to do that and a client to do that, I just think it is to be celebrated somewhere like this.”