Cannes Film Craft Lions 2022: Highlights
A lot of creatives don’t pay attention to the Cannes Film Craft Lions. Perhaps they think they judge style over substance. Or that they aren’t as purely ‘creative’.
But I strongly disagree.
What I particularly like about the Film Craft category is that it isn’t judged by creatives. Creatives that have been in the industry for a long time (as the judges have been) judge work from a perspective that has been colored by working inside an agency, as well as from studying years and years of historic advertising awards.
That’s why Film Craft throws up work that you don’t see in other categories. And sure. Style is a major part of the appeal of the work you see here. But, there is some damn good thinking as well. The work I’m showing here wasn’t awarded in any other category, and it’s truly great stuff.
Table of Contents
The Grand Prix
This piece of work has a brilliant insight, and it is shot beautifully. The film is the first video shown, followed by a case study of the campaign.
Danish Road Safety
Convincing bikers to wear helmets creatively
Honestly, I thought this campaign might have done well in the mainstream film lions. But it wasn’t to be. This social issue wasn’t in the public eye as much as other issues, so perhaps it was overlooked for that reason.
But, it won gold in the Cannes Film Craft Lions. And it’s well deserved.
It hasn’t been going facebook’s way lately
Facebook has taken to making some advertising to tell the story of their products. They’ve never done this before. But they had to. TikTok made them.
These films are targeted directly at that demographic. The actors, the stories. Whatever you think of facebook as a business or Zuck as a person – you have to admit these films (via Droga5) are very, very well made.
This is a film asking us reconsider our attitudes to disabled people. Beautifully directed with a refreshing tone of voice for this cause. In another year this might have done well in the Film Category, but the Paralympics ad was very hard to beat (it shared the Grand Prix)
Google has been doing interesting work
This is what Cannes Film Craft Lions are all about. A brilliantly styled piece that sets a mood and is compellig all the way through.
Bizarre and brilliant
I love seeing ideas and execution that are completely bonkers but still work great. High risk. High Reward. This one is wild. It’s a brave client, and an attentive, strong client that can make work this challenging come to life.
New York Times
A few years ago, the New York times created a campaign that brings the reality of being a journalist to life. The sense of responsibilitiy, the difficulties, the dangers. This ad continues the series. Really well made, with typography that fits perfectly.
What. A. Beautiful. Christmas. Film. It’s a well-worn idea, but it is made so charmingly that it’s worth a heart-warming watch.
A Christmas ad was awarded Gold in the Film Lions, but this one is better by every measure. It’s brilliantly made.
The Spider and the Window
Special effects are getting better and better. The personality imbued in the tarantula in this ad is mind-blowingly good. It also won in other categories beside the Cannes Film Craft Lions. Well done Samsung.
Chipotle are back again
They didn’t win in Film Lions this time, but the craft involved in making their ads is undeniable. Incredible animation that pulls gently us into the Chipotle world.
Look in our 'Film Lions' article for more
Some of the work that was awarded at the Cannes Film Craft Lions was also awarded in the Film category. The film category is more popular – so if it was awarded in both, I’ve put it in there.
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