FleishmanHillard Celebrates Five Cannes Lions Wins with Gatorade, Free a Girl Movement

June 21, 2017

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CANNES, June 21, 2017 — FleishmanHillard (FH) and its clients have won five Lions at this year’s Cannes Lions International Festival of Creativity. The firm was the PR agency for four Lions with TBWA\Chiat\Day for Gatorade’s campaign, “Serena Williams | Match Point,” in both the Mobile and Promo & Activation categories. Additionally, FH was recognized with J. Walter Thompson Amsterdam for the Gold Direct Lion-winning entry for Free a Girl Movement’s “School for Justice” campaign. “School for Justice” was also shortlisted for an additional Direct Lion, as well as in the PR, Glass, Mobile and Outdoor categories.

FH handled the media relations for Gatorade’s campaign, which featured a 22-level game that was embedded within a standard Snapchat ad unit, with each level playing out the match point for each of Serena Williams’s 22 Grand Slam wins. The game, which ran throughout the U.S. Open, garnered more than 395 million impressions and was shared by 1 in 3 Snapchat users who saw it. Moreover, it got people to stop on a Snapchat ad, with players spending more than three minutes on the game — more than 65 time longer than the Snapchat average.

The “School for Justice” campaign, which was an education program that helped take survivors of sex trafficking out of prostitution and into prosecution. It aimed to get taboo topics around child prostitution discussed openly in Indian society and media, and proved very successful, garnering endorsements from international organizations and high engagement with local audiences. FH handled PR and social media components of the campaign.

Additionally, FH, along with VML, was shortlisted for a Mobile Lion for Gatorade’s “Amplify” campaign.

The Cannes Lions International Festival of Creativity is held in Cannes, France each June, and brings together thousands of advertising, marketing and communications professionals to celebrate the power of creativity.

In addition to these wins, FleishmanHillard was well-represented at this year’s festival. The firm hosted two panels featuring legendary music producer Young Guru: “Talking Tunes & Human Truths with Young Guru” and “Creative Crossovers: Changing the Face of Brands.” 2017 marks the ninth consecutive year a FleishmanHillard agency has been represented on the PR Lions jury. This year, Tetsuya Honda, managing director of BlueCurrent Japan, a FleishmanHillard specialty brand, served on the PR jury.  James Hacking of BlueCurrent Hong Kong, served on the Young Lions PR jury.

Campaign recognition included:

  • GOLD Lion: Direct (Charities and Nonprofit) for “School for Justice” for Free a Girl Movement with J.Walter Thompson Amsterdam (our FH Mumbai and Amsterdam offices credited)
  • SILVER Lion: Mobile (In-game Marketing) for “Serena Williams | Match Point” for Gatorade with TBWA\Chiat\Day, (FH Chicago office credited)
  • SILVER Lion: Mobile (Influencer/Talent) for “Serena Williams | Match Point” for Gatorade with TBWA\Chiat\Day, (FH Chicago office credited)
  • BRONZE Lion: Mobile (Content for User Engagement) for “Serena Williams | Match Point” for Gatorade with TBWA\Chiat\Day (FH Chicago office credited)
  • BRONZE Lion: Promo & Activation (Use of Mobile) for “Serena Williams | Match Point” for Gatorade with with TBWA\Chiat\Day (FH Chicago office credited)
  • SHORTLIST, Glass Lions for “School for Justice” for Free a Girl Movement with J.Walter Thompson Amsterdam (our FH Mumbai and Amsterdam offices credited)
  • SHORTLIST, PR (Launch/Re-Launch) for “School for Justice” for Free a Girl Movement with J.Walter Thompson Amsterdam (our FH Mumbai and Amsterdam offices credited)
  • SHORTLIST, Outdoor (Special Build) for “School for Justice” for Free a Girl Movement with J.Walter Thompson Amsterdam (our FH Mumbai and Amsterdam offices credited)
  • SHORTLIST, Direct (Use of Ambient Media, Large Scale) for “School for Justice” for Free a Girl Movement with J.Walter Thompson Amsterdam (our FH Mumbai and Amsterdam offices credited)
  • SHORTLIST, Media (Social Trends) for “Serena Williams | Match Point” for Gatorade with with TBWA\Chiat\Day
  • SHORTLIST, Mobile (Utilities) for “Amplify” for Gatorade with VML