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Record breaking! Mars returns from the Cannes Lions Awards with a record number of wins for its brands and agencies

07/06/2017

Mars has enjoyed a record year as the most awarded company at the Cannes Lion International Festival of Creativity - the advertising and marketing world’s equivalent of the Oscars.

Our longstanding partnerships with our creative and media agencies BBDO, DDB and MediaCom resulted in shortlists across every segment, with a total of 44 Lions won across Chocolate, Petcare and Wrigley, with Snickers®, Galaxy®, Pedigree®, Whiskas®, Extra® and Altoids®. We won with work from a mixture of big, traditional markets, like Australia, U.S. and UK, but also smaller and emerging markets, like New Zealand, Brazil and Dubai.

Our Lions span a wide range of categories – Integrated, Film, Direct, Data, Mobile, Print, Promo & Activation, Media, PR, Print and Cyber – a fantastic indication that we’re diving into the digital transformation required to drive future growth. BBDO, our partner agency, were also named Agency of the Year.

Mars’ Chief Marketing and Customer Officer Andrew Clarke said: “2017 has been the best year yet for Mars at Cannes and that is solely down to the creativity and commitment of our Mars Associates and our global agency partners BBDO, DDB and MediaCom. We will continue to focus our efforts on bringing exciting, purpose-driven and innovative creative campaigns and look to breaking more records in 2018!”

Stand-out Campaigns at Cannes 2017

Our big winners this year reflected a commitment to put digital, creativity and purpose at the heart of our campaigns - Snickers Hungerithm took home 21 Lions, Pedigree Child Replacement secured eight and Skittles Give the Rainbow was awarded six Lions.

Snickers Hungerithm blends data, digital content and media to drive sales in store. Playing on the campaign platform “You’re not you when you’re hungry”, the brand created an algorithm to measure the mood on the net, because “the Internet gets a little angry when it’s hungry.” Now, when anger goes up, prices at 7-Eleven go down. It truly reflects the future of communication, as witnessed by the fact it won Gold Lions in Media, Cyber, Direct and Mobile.

Pedigree Child Replacement is part of our global ‘Feed the Good Campaign’ and reflects our commitment to purpose-led brands. Pedigree is all about the good that dogs can bring out in us, reminding us to embrace our inner innocence and optimism. The Child Replacement Programme, encouraging empty nesters to adopt a rescue dog to ‘replace' their kids who have left home is a charming expression of this idea.

Skittles Give the Rainbow built on the brand’s signature visual, developing a campaign for Pride month, “giving up” the rainbow to the LGBTQ community, picking up six Lions, including one for an Integrated Campaign, led by Outdoor.

To find out more about how our approach to marketing, check out Andrew Clarke talking marketing strategy, digital transformation and creativity with CNBC at Cannes here.

Mars Cannes Lions Wins

DDB/MEDIACOM

Gold  Promo & Activation  Live Shows / Concerts / Festivals GIVE THE RAINBOW SKITTLES 
Gold   Outdoor  Integrated Campaign GIVE THE RAINBOW SKITTLES 
 Silver Promo & Activation  Food & Drinks  GIVE THE RAINBOW SKITTLES 
 Bronze Outdoor  Animated Digital Billboards / Posters  GIVE THE RAINBOW SKITTLES 
 Bronze Outdoor  Live Advertising and Events  GIVE THE RAINBOW SKITTLES 
 Bronze Design  Special Editions & Promotional Packaging  GIVE THE RAINBOW SKITTLES 

BBDO

Gold Media Clemenger BBDO Melbourne Snickers – Hungerithm
Gold Cyber Clemenger BBDO Melbourne Snickers – Hungerithm
Gold Direct Clemenger BBDO Melbourne Snickers – Hungerithm
Gold Direct Clemenger BBDO Melbourne Snickers – Hungerithm
Gold Mobile Clemenger BBDO Melbourne Snickers – Hungerithm
Gold Mobile Clemenger BBDO Melbourne Snickers – Hungerithm
Gold Print & Publishing Colenso BBDO Pedigree - Tub, Man & Book, Boat campaign
Gold Direct Colenso BBDO Pedigree - The Child Replacement Program
Gold Media Colenso BBDO Pedigree - The Child Replacement Program
Gold Integrated Colenso BBDO Pedigree - The Child Replacement Program
Gold Outdoor Lions AlmapBBDO Pedigree - Dog Channel
Silver Promo & Activation Clemenger BBDO Melbourne Snickers – Hungerithm
Silver Promo & Activation Clemenger BBDO Melbourne Snickers – Hungerithm
Silver Cyber Clemenger BBDO Melbourne Snickers – Hungerithm
Silver Cyber Clemenger BBDO Melbourne Snickers – Hungerithm
Silver Cyber Clemenger BBDO Melbourne Snickers - Hungerithm
Silver Direct Clemenger BBDO Melbourne Snickers - Hungerithm
Silver Mobile Clemenger BBDO Melbourne Snickers - Hungerithm
Silver Mobile Clemenger BBDO Melbourne Snickers - Hungerithm
Silver Media Clemenger BBDO Melbourne Snickers - Hungerithm
Silver Promo & Activation Colenso BBDO Pedigree - The Child Replacement Program
Silver Direct Colenso BBDO Pedigree - The Child Replacement Program
Silver Radio Colenso BBDO Pedigree - Dribble Cry, Vacant Stare campaign
Silver Film Colenso BBDO Pedigree - Hard to Impress
Silver Film BBDO New York Snickers - Recovery Room
Bronze Promo & Activation Clemenger BBDO Melbourne Snickers - Hungerithm
Bronze Promo & Activation Clemenger BBDO Melbourne Snickers - Hungerithm
Bronze Cyber Clemenger BBDO Melbourne Snickers - Hungerithm
Bronze Direct Clemenger BBDO Melbourne Snickers - Hungerithm
Bronze PR Lions Clemenger BBDO Melbourne Snickers - Hungerithm
Bronze Integrated Clemenger BBDO Melbourne Snickers - Hungerithm
Bronze Media Impact BBDO Dubai Snickers - Stop the Hunger
Bronze Outdoor Lions AlmapBBDO Pedigree - Old Lady/Young Man, Woman/Monk, Soldier/Hippie campaign
Bronze Print & Publishing BBDO New York Snickers - Teen Ref, Bench Warmer campaign
Bronze Health & Wellness AlmapBBDO Whiskas - Iris & Thula
Bronze Print & Publishing Energy BBDO Altoids - Enrique's Tin, Esther's Tin, Nikola's Tin campaign
Bronze Creative Effectiveness Energy BBDO Extra Gum - Sarah & Juan
Bronze Film AMV BBDO Galaxy - Chase