A scavenger hunt around Puerto Rico for Bad Bunny’s latest album earned Rimas Entertainment the Entertainment Grand Prix for music at Cannes Lions on Tuesday. Elsewhere, Clash of Clans, Mercado Livre, and Hyundai also took home Grand Prix awards in the Entertainment category.
ADWEEK rounded up the winners below.
Entertainment Lions for Music
Rimas Entertainment earned the Entertainment Grand Prix in music for “Tracking Bad Bunny.” Created by DDB Latina Puerto Rico, the campaign promoted the Puerto Rican musician’s sixth album Debí Tirar Más Fotos, which was released in January and acts as a love letter to his homeland. In partnership with Google Maps and Spotify, “Tracking Bad Bunny” captured that sentiment with an immersive scavenger hunt for his fans around the island, garnering more than $40 million in earned media and attracting 182 million fans from 61 countries to Puerto Rico. The campaign also earned the music label an Outdoor Gold Lions yesterday.
Entertainment Lions for Sport
Clash of Clans snagged the Entertainment Grand Prix in sport for its work with Manchester City F.C. player Erling Haaland. Titled “Haaland Payback Time,” the David New York-created campaign saw the athlete become the first real-life person to be featured in Clash of Clans, allowing both his fans and haters to participate in challenges. The campaign was advertised at stadiums in cities like London, Munich, Manchester, and Milan, ultimately earning the game a 150% increase in new players and 7.9 billion media impressions.
Entertainment Lions for Gaming
Mercado Livre’s “Call of Discounts” won the Entertainment Grand Prix in gaming. The online marketplace worked with GUT São Paulo to integrate 420 everyday items into Call of Duty, which then linked back to deals on the e-commerce platform. The campaign incorporated Brazilian soccer player Neymar Jr., who posed as props in the game. “Call of Discounts” led to Mercado Livre earning $1.3 million in sales.
Entertainment Lions
Hyundai won the overall Entertainment Grand Prix for its Innocean-created short film “Night Fishing.” The 13-minute film was shot using one of the brand’s Hyundai Ioniq vehicles. “Night Fishing” was screened at South Korea’s largest multiplex cinema for $1 last week and was presented at the Sundance Film Festival in January.