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. 

Play Video about penny the wish cannes film craft lions 2022 grand prix
Play Video about penny the wish case study cannes 2022

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.

danish road safety helmet cannes film craft lions 2022
Play Video about danish road safety helmet cannes film craft lions 2022

Facebook

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.

facebook longboard family cannes advertising 2022
Play Video about facebook longboard family cannes advertising 2022
facebook no comply cannes film craft lions 2022
Play Video about facebook no comply cannes film craft lions 2022
facebook skate nation ghana cannes advertising droga5 2022
Play Video about facebook skate nation ghana cannes advertising droga5 2022

#wethefifteen

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)

Play Video about we the fifteen cannes film craft lions 2022

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.

google black owned friday normani cannes advertising 2022
Play Video about google black owned friday normani cannes advertising 2022

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.

edeka supermarc cannes film craft lions 2022 advertising
Play Video about edeka supermarc cannes film craft lions 2022 advertising

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.

new york times the truth takes a journalist cannes film craft lions 2022
Play Video about new york times the truth takes a journalist cannes film craft lions 2022

Prime Video

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.

prime video unlikely friendship cannes advertising 2022
Play Video about prime video unlikely friendship cannes advertising 2022

Christmas Clowns

A Christmas ad was awarded Gold in the Film Lions, but this one is better by every measure. It’s brilliantly made. 

real plaza christmas clowns cannes film craft lions 2022
Play Video about real plaza christmas clowns cannes film craft lions 2022

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.

samsung spider and window cannes advertising 2022
Play Video about samsung spider and window cannes advertising 2022

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.

chipotle future begins cannes film craft lions 2022
Play Video about chipotle future begins cannes film craft lions 2022

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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