Mexico Shines with 23 Lions at Cannes Lions 2023

Escrito por: Alexandra Sansores Majul

Mexico's remarkable performance at Cannes Lions 2023 is not just a source of pride for the Mexican advertising industry; it also underscores the positive impact that an advertising piece can have when it combines creativity, sensitivity, and a relevant message.

The success of VMLY&R at Cannes Lions 2023 could not go unnoticed. The Mexican branch of this agency was awarded a coveted Gold Lion in the Film Craft category, along with two Silver Lions and two Bronze Lions in the same category. Additionally, "Shout" also clinched a well-deserved Gold Lion and a Bronze Lion in the Entertainment Lions For Sport category, and a Bronze Lion in the Film category. These eight recognitions not only highlight the creative talent of the agency but also showcase the Mexican advertising industry's ability to create impactful and globally relevant campaigns.

The campaign "Donate Siren" by VMLY&R COMMERCE from Mexico City received a Bronze Lion in the Media category. The Mexican Red Cross implemented an innovative strategy to encourage donations and ensure continuous operational functioning, despite having a limited budget for communication activities.

"Data Tienda," created in 2022 for WECAPITAL, secured a Bronze Lion in three different categories: Creative Business Transformation, Creative Commerce, and Creative Effectiveness, earning a total of three awards. "Data Tienda" aims to boost the economy of thousands of women who lack a bank credit history, providing them with the opportunity to access financing to start or expand their businesses.

The second awarded campaign by DDB Mexico was "Rainbow Washing Detector," a collaboration between the entity, Capaxia (a consulting firm specializing in diversity and inclusion), and the World Economic Forum. This idea earned a Bronze Lion in the Mobile category.

In collaboration with GUT, Mexico, Restaurant Brands International, Miami, won two Bronze Lions for its "50+" campaign in the PR category. This initiative highlighted inclusion and diversity in the brand Popeyes' workforce.

In the Design category, the piece "The Greatest Guide To Jochos & Burgers" by the brand Bimbo, created by the agencies VECTORB McCANN from Mexico City and PERFORMANCE ART from Toronto, was honored with a Silver Lion. This piece stood out for its innovative visual approach and its ability to convey the brand's spirit in a creative and appealing manner.

In the Digital Craft category, the piece "V-LAND" by the brand SABA, developed by the agency Dentsu Creative from Mexico City, received a Bronze Lion. This creation excelled in digital craftsmanship, demonstrating a perfect blend of technology and creativity to communicate the brand's message.

In the Entertainment category, the piece "Blind Seats," created for the brand Music Vibe & Fun Ticket by the agency Mullenlowe SSP3 from Mexico City, was awarded a Silver Lion. This work has captivated audiences with its originality and its ability to immerse viewers in a unique and exciting experience.

Lastly, in the Film Craft category, the piece "I'm a criminal" by the brand Girls Not Brides, produced by the agency MEDIA.MONKS from Mexico City, earned a Silver Lion. This cinematic piece stood out for its exceptional technical quality and its ability to convey the message.

The creative talent and passion for advertising have led Mexico to achieve numerous successes at this prestigious festival. Its agencies and professionals have once again demonstrated their ability to generate innovative ideas and impactful strategies. The accolades received are a testament to the talent and dedication of the Mexican advertising industry, highlighting the prominent role that Mexico plays in the global creativity landscape.