Golin made a triumphant win at the Cannes Lions International Festival of Creativity, breaking the streak of PR firms being overlooked for the top PR prize. The prestigious PR Lions Grand Prix was awarded to Golin for its innovative campaign ‘The Misheard Version’ on behalf of Specsavers.
The campaign, crafted by Golin London, aimed to promote hearing tests for the U.K.-based retailer and secured its second Grand Prix of the week, previously winning in the Audio & Radio category. Featuring singer Rick Astley, the campaign involved a re-recording of the song ‘Never Gonna Give You Up’ with misheard lyrics that have amused audiences since its release in 1987. In addition to the Grand Prix, the campaign also clinched a Silver Lion.
Notably, Edelman London also shone at the PR Lions, bagging a Gold Lion for the ‘Bar Experience’ campaign on behalf of Heineken in collaboration with Publicis Groupe’s LePub Milan. This initiative aimed to highlight the allure of working in bars to the younger demographic.
Weber Shandwick New York and McCann Detroit secured a Gold Lion for their ‘Translators’ campaign for U.S. Bank’s Asistente Inteligente product, touted as the first Spanish-language virtual assistant of its kind. Weber also received a Silver Lion for this campaign.
Edelman London’s prowess was further highlighted with Silver wins for the ‘Code My Crown’ campaign for Dove, offering a guide to coding Black hair textures and styles in video games, and the ‘SHT’ campaign for Ikea Canada by its Toronto office.
Ogilvy PR’s campaign for Cerave featuring Michael Cera, dispelling misinformation about the actor’s involvement with the skin moisturizing cream, secured a Bronze Lion. Another Bronze Lion was awarded to ‘The AI President’ campaign for Annahar Newspaper by Impact Porter Novelli Dubai and Impact BBDO Dubai.
