Asia-Pacific agencies saw a disappointing performance in the Innovation Lions category at Cannes Lions International Festival of Creativity this year. The region managed to bag a single Silver metal out of the total 12 Innovation Lions awarded for Leo Burnett India Mumbai’s ‘Roads that Honk’ campaign.
The campaign was designed for HP Lubricants and brought home India’s first Innovation Lion. The work was conceptualised and designed by the agency and executed by HPCL is an anti-collision system installed on the highways in Jammu and Kashmir in India to alert drivers about approaching vehicles on a sharp turn.
The Grand Prix in the category went to Sweden’s ‘The Humanium Metal Initiative’ by ÅKESTAM HOLST, Stockholm / GREAT WORKS, Stockholm for IM Swedish Development Partner.