Dove’s “Real Beauty” campaign, possibly more relevant than ever in the age of AI, earned it the Media Grand Prix at Cannes Lions on Wednesday. Elsewhere, Indian Railways snagged the PR Grand Prix for incentivizing train ticket purchases, while Vaseline’s efforts to debunk health hacks took home the Social & Creator Grand Prix.
Get into the winners below.
Media Lions
Dove earned the Media Grand Prix for its “Real Beauty” campaign, challenging beauty standards in the age of AI. With media buying led by Mindshare, the brand partnered with Pinterest to enable users to create their own vision of what beauty looks like, ultimately influencing the social platform’s algorithm to prioritize natural beauty over AI-generated images.
The results were then displayed across cities worldwide, including London, Toronto, and New York. “Real Beauty Redefined for the AI Era” garnered 4 billion earned impressions and 500 million views globally. Dove also pledged to “champion real beauty, with a commitment to never use AI to create or distort women’s images.”
PR Lions
The PR Grand Prix went to Indian Railways for “Lucky Yatra,” a campaign led by FCB India that incentivized paying for train rides. India’s public transit system has lost $820 million annually due to people bypassing the ticket counter. However, as the most lottery-obsessed country in the world, “Lucky Yatra” aimed to combat that by turning train tickets into lottery tickets. The campaign generated $685 million in train ticket sales, which was invested back into Indian Railways to improve the system for passengers.
Social & Creator Lions
After winning the Health & Wellness Grand Prix earlier this week, Vaseline snagged the Social & Creator Grand Prix for “Vaseline Verified.” Led by Ogilvy Singapore, the campaign partnered with social media creators to debunk health myths and misinformation related to its petroleum jelly. The creator-fronted videos became Vaseline ads, resulting in a 43% sales increase, and were viewed 7.1 million times.