REI's #OptOutside takes Titanium Grand Prix at Cannes 2016

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The festival's top award went to the retailer's campaign to give back Black Friday to its employees

Capping off a week of Cannes Lions awards, the Titanium Grand Prix on Saturday went to #OptOutside, Venables Bell & Partners' campaign for REI that promoted the retailer's move to close all its outlets on Black Friday.

#OptOutside earlier this week won the Grand Prix in the Promo & Activation category.

Other Titanium winners included campaigns that have featured in multiple categories throughout the week.

Y&R New Zealand took a Titanium Lion for its "McWhopper" campaign on behalf of Burger King; another New Zealand entry, Heineken New Zealand's "Brewtroleum," won titanium for Colenso BBDO Auckland.

Read: McWhopper was optimistic, but REI was real

Bringing it back to the US, Deutsch New York won for "The First Ever Pinterest Yard Sale" for Sherwin Williams' Krylon brand, and INGO Stockholm took a prize for "The Swedish Number" on behalf of the Swedish Tourist Association.

"McWhopper" from Y&R New Zealand for Burger King

"The First Ever Pinterest Yard Sale" from Deutsch New York for Sherwin Williams

"Brewtroleum" from Conlenso BBDO Auckland for Heineken New Zealand

"The Swedish Number" from INGO Stockholm for the Swedish Tourist Association


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