Apple’s “The Greatest,” released last year to demonstrate the tech company’s accessibility features with a joyous, inclusive cast, won the first Grand Prix.
Jury president Danielle Hinde, owner and executive producer of Doomsday Entertainment, said it was a “unanimous decision” among jurors to award the prize to Apple.
“[The Greatest] embodied empowerment and celebrated diversity and inclusion–but not in a way that felt exploitative or just ticked a box,” she said. “Also, their use of integrating accessibility features, which was so seamless, is something a lot of brands can learn from.”
The second Grand Prix in Entertainment for Music went to Kiwanuka’s music video “Beautiful Life,” which makes an “important statement about social media and how we’ve all become desensitized to horrible imagery … it’s a visceral gut punch,” said Hinde, who also praised the piece for “flawless craft and beautiful filmmaking.”
[Trigger warning: The following video contains disturbing scenes of violence.]
Gold winners – Entertainment Lions for Music
- I Am Other | Pharrell, 21 Savage and Tyler, the Creator – “Cash In Cash Out” | “I Am Other” by Electric Theatre Collective and Division Paris (U.K., U.S.)
- Apple Music | “Apple Music Super Bowl Halftime Show – Rihanna” by Apple (U.S.)
- TikTok | “Rosalia Motomami Live Experience on TikTok” by TikTok (Brazil, U.S., Spain)
Entertainment Lions for Sport
The Grand Prix in Entertainment Lions for Sport went to Michelob Ultra’s “Dreamcaster,” created by FCB New York.
The campaign addressed accessibility in sports, specifically basketball–which is fast moving but hard to follow if you can’t see it. “Dreamcaster” enlisted Cameron Black to be the first blind person to commentate on an NBA game on live TV.
To achieve this, Michelob Ultra and FCB used a mix of emerging technology, including creating a haptic language to layer on top of audio and refreshable braille programmed to give in-game statistics.
Jury president Rob Doubal, the co-president of McCann London and joint CCO of McCann UK, said that the jurors decided unanimously on this winner because it was “innovative, leveraged emerging tech and proved a strong partnership with a brand and sponsor over a few years.”