LIA Jury President, Guan Hin Tay, Creative Chairman BBDO Singapore, commented, “Selecting the Grand LIA became a delightful dilemma. The process of sieving through led us to the final three: Skittles’ “Apologize the Rainbow”, Samsung’s “Unfear”, and Honest Eggs Co’s “FitChix”.
After a spirited debate, it boiled down to “Apologize the Rainbow” and “FitChix”. “FitChix”, an unprecedented fitness tracker illustrating chicken activity levels on eggs, clearly stole the judge’s favour, having already clinched three golds and a bronze in various subcategories. Although Skittles’ campaign was stellar, FitChix’s innovation in affirming free and healthy lives for chickens was groundbreaking, leading to a unanimous decision for the Grand LIA."
BRANDED CONTENT & ENTERTAINMENT:
BBDO CANADA, TORONTO
MISSING AND MURDERED INDIGENOUS WOMEN & GIRLS AWARENESS
LIA Jury President, Jimmy Smith, Chairman/ CEO/CCO, Amusement Park Entertainment, commented, "Work was outstanding, top to bottom. Right down to the finalist."
This jury had emerging talent in the Creative LIAisons program observing their statue discussions. Jimmy continues to say, "This is a huge opportunity for them to witness the freshest work from across the globe, and to gain insight into how some of the best people in the business evaluate greatness. I only wish I had the chance to experience this earlier in my career; it would've made a huge difference."
CREATIVE USE OF DATA:
MCCANN POLAND, WARSAW
"WHERE TO SETTLE"
LIA Jury President, Adam Ferrier, Chief Thinker of Thinkerbell shares, "The Mastercard campaign provided fantastic utility to Ukranian refugees arriving in Poland, by combining their data with the data of the local real estate businesses as well as other data sources, to help the refugees rebuild their lives. What was interesting about the Grand LIA winners is that they were for big brands that use the infrastructure of their brands to have a massive impact with various communities.”
SERVICEPLAN GERMANY, MUNICH
"AIZOME WASTECARE™ INDUSTRIAL WASTE — CERTIFIED AS SKINCARE."
LIA Jury President Eka Ruola, CCO, Nitro Group shared, “The work we have awarded is a great example of creativity rushing into B-to-B arena. The Grand LIA for AIZOME WASTECARE™ was shoulders above the rest. It got Gold in B2B Design and Craft. It's a beautiful piece. They have an amazing story to share with the audience.”
CREATIVITY IN PR -
PUBLICIS CONSEIL, PARIS
SOLAR IMPULSE "PRÊT À VOTER"
Jury President, Judy John, Global CCO, Edelman, remarks, "When we were voting for the Grand LIA Prêt à voter for the NGO, we unanimously voted for Prêt à voter. It was so far ahead of the others that it won the vote for Grand LIA for NGO. It was brilliant!"
CREATIVITY IN PR:
MCCANN POLAND, WARSAW
"WHERE TO SETTLE"
Jury President, Judy John, states, "There was a lot of discussion for the Grand LIA. The reason why we picked Mastercard is the sustainability of that idea and the transformative nature of a company like MasterCard coming out and creating utility for people coming to Poland."
CREATIVITY IN THE METAVERSE:
THE MONKEYS, PART OF ACCENTURE SONG, SYDNEY
THE GOVERNMENT OF TUVALU
"THE FIRST DIGITAL NATION"
LIA Jury President Kaleeta McDade, Chief Experience Design Officer, VMLY&R commented "The work that won the Grand LIA wasn't just something that was commercial. It was literally saving a country. It was such a powerful version of what blockchain is and what it could be."
DESIGN: DENTSU, TOKYO
JAPAN RAILWAY 150TH ANNIVERSARY CAMPAIGN
LIA Jury President, Marjorieth Sanmartin, CCO, Philipp und Keuntje and fischerAppelt comments,"We had stand out pieces in both Design and Package Design. We were really happy to see such good quality of work. We've had jurors that have been in design for such a long time, yet this seemed so simple and fresh to us. There are some pieces that you know from the beginning that it is a Grand LIA. And this is what happened with this piece. Japan Railway was iconic and ticked so many boxes. We almost had to have a lottery to see who could bring that design home in our jury. That's when you know you have made the right decision."
DIGITAL: MCCANN, NEW YORK
"ADLAM: AN ALPHABET TO PRESERVE A CULTURE"
LIA Jury President, Chris Garbutt, CCO, VICE Media Group/President at Virtue Worldwide, remarks, "ADLaM, demonstrates the power of digital to not only save a language, but also to preserve a culture. It's wonderful when you bring the power of a big global brand and you lean into a very focused problem. When you put those two elements together, it can be so inspiring.
HEALTH & WELLNESS:
OGILVY UK, LONDON
DOVE "THE COST OF BEAUTY"
LIA Jury President, Rich Levy, CCO, Klick Health states, "Everything about the Grand LIA was incredible: from the way it was created, to the emotion it brought out and the results. Dove sets a high bar for doing exceptional work, yet for many of us, this felt like the best campaign they've ever done."
HEALTH & WELLNESS - CRAFT:
KLICK HEALTH, TORONTO
PAWS NY "THE BRIDGE"
LIA Jury President, Alessandra Gomes, ECD McCann Brasil, says, "Everything about the Grand LIA felt so complete and well-executed: it had beautiful illustration, storytelling and craft."