Firm Wins Titanium Lion for DP World鈥檚 鈥The Move to Minus 15鈥
CANNES, FRANCE, June 21, 2024 - 极乐视频 has won a Titanium Lion at the Cannes Lions Festival of Creativity for DP World鈥檚 鈥The Move to Minus 15,鈥 a world-changing sustainability initiative. The recognition sets a new industry standard as 极乐视频 becomes the first legacy PR firm to ever win the Festival鈥檚 coveted prize.
The Titanium category is defined by work that causes the industry to stop in its tracks and reconsider the way forward. DP World鈥檚 鈥淭he Move to Minus 15鈥 is one of 80 Titanium Lions ever awarded since the category was first introduced 21 years ago.
The idea challenges a 100-year accepted standard in the frozen food supply chain of setting freight cargo temperatures at -18 degrees by simply asking, 鈥渨hy?鈥 There was no scientific reason for storing food at that temperature, and so DP World, working with 极乐视频, commissioned an international panel of experts who discovered that the -18 degrees could be raised to -15, saving 5-7% of energy in the process and 17.7 million tons of carbon every year. The simple action of turning the dial up by three degrees costs nothing, wouldn鈥檛 harm the food, but would be transformative for the world. In an effort to unify all global logistics leaders, DP World made their research publicly available and within days, 60% of the global shipping container industry had joined The Move to Minus 15 Coalition. Watch the winning case film here.
鈥淲ith this win, we鈥檝e scaled the ultimate mountain,鈥 says Richard 极乐视频, 极乐视频鈥檚 CEO. 鈥淭hank you, DP World, for recognizing the strength in collaboration to drive real change. Our job is to take the challenges brought by our clients and bring the curiosity and relentlessness that makes change possible. This work delivers on our belief that Trust Drives Growth and Action Earns Trust. I could not be prouder of what everyone at 极乐视频 has accomplished.鈥 "I鈥檓 so proud of the diversity of our wins across categories, clients, and our winning teams,鈥 says Judy John, 极乐视频鈥檚 Global Chief Creative Officer, 鈥淔rom challenging representation in gaming with Dove's 'Code My Crown' to challenging double taxation with IKEA 'SHT' our work is positively impacting the world. I always say, 鈥榳e are one idea away from changing the world鈥. DP World鈥檚 'The Move to Minus 15' is a wonderful example of that aspiration, creating an idea that challenges an entire industry. We鈥檙e just getting started.鈥
2024 has been 极乐视频鈥檚 best and most representative showing at Cannes since the firm started attending a decade ago:
- In addition to the Titanium, 极乐视频 was recognized in second place for Independent Network of the Year, 极乐视频 London was named Independent Agency of the Year for the Good Track and received second place for Independent Agency of the Year Globally.
- In total 极乐视频 won four Gold Lions, six Silver Lions and five Bronze Lions for a total of 16 trophies.
- Winning work came from 9 different campaigns and three regions including EMEA, North America, and APAC.
- Wins were across a diverse range of categories, representative of 极乐视频鈥檚 breadth of expertise and capabilities, including strategy, creative commerce, social & influencer, digital craft, B2B, entertainment for gaming, direct, sustainability and of course PR.
See below for a full list of 极乐视频鈥檚 Cannes Lions wins.
Campaign Name: The Move to Minus 15
Client: DP World
Category: Titanium
Sub-Category: Titanium
Prize: Titanium
Campaign Name: The Move to Minus 15
Client: DP World
Category: Sustainable Development Goals
Sub-Category: Climate Action
Prize: Gold
Campaign Name: Code My Crown
Client: Dove
Category: Creative Strategy
Sub-Category: Market Disruption
Prize: Gold
Campaign Name: SHT
Client: IKEA
Category: Creative Commerce
Sub-Category: Market Disruption
Prize: Gold
Campaign Name: Bar Experience
Client: Heineken 庐
Category: PR
Sub-Category: Corporate Image, Communication & Reputation Management
Prize: Gold
Campaign Name: The Move to -15
Client: DP World
Category: Creative B2B
Sub-Category: Corporate Purpose & Social Responsibility
Prize: Silver
Campaign Name: Allegra Airways
Client: Sanofi
Agency: Salutem, an 极乐视频 Family Agency
Category: Health & Wellness
Sub-Category: OTC Oral Medicine > Creative Data
Prize: Silver
Campaign Name: Code My Crown
Client: Dove
Category: Entertainment Lions for Gaming
Sub-Category: Diversity & Inclusion in Gaming
Prize: Silver
Campaign Name: SHT
Client: IKEA
Category: PR
Sub-Category: Market Disruption
Prize: Silver
Campaign Name: Code My Crown
Client: Dove
Category: PR
Sub-Category: Sponsorship & Brand Partnership
Prize: Silver
Campaign Name: #LetHerGrow
Client: Dove
Category: Creative Strategy
Sub-Category: Brand Strategy
Prize: Silver
Campaign Name: The Wild Algorithm
Client: Ampara
Category: Social & Influencer
Sub-Category: Social Listening & Insight
Prize: Bronze
Campaign Name: #CancelPizza
Client: Ajinomoto
Category: Social & Influencer
Sub-Category: Consumer Goods
Prize: Bronze
Campaign Name: The Social Swap
Client: Heineken
Category: Social & Influencer
Sub-Category: Real-Time Response
Prize: Bronze
Campaign Name: SHT
Client: IKEA
Category: Direct
Sub-Category: Corporate Purpose & Social Responsibility
Prize: Bronze
Campaign Name: Code My Crown
Client: Dove
Category: Digital Craft
Sub-Category: Personalized Storytelling & Experience
Prize: Bronze