McCann London leads UK pack in Direct, Media and Social Lions

McCann London has picked up 11 nominations across the Reach track of Cannes Lions - all for its work for Xbox.

The agency was shortlisted five times in Direct, and three each in Media and the new category of Social & Influencer. Five of the nominations were for "Xbox design lab originals: the fanchise model", and six for "Football decoded" (above).

Just behind was Adam & Eve/DDB, which was shortlisted 10 times across those three categories and a fourth, Creative Data, for its work for Marmite, Fifa 18 and Calm.

Abbott Mead Vickers BBDO, meanwhile, was nominated four times in Direct and four in Social & Influencer, all for "Trash Isles" for Plastic Ocean and Lad Bible, which yesterday won the Grand Prix in the Design Lions.

Out of a further 27 UK nominations, there were five, all in Social & Influencer, for Nike’s "Nothing Beats a Londoner" campaign – with two of these for Wieden & Kennedy London, and three for Mindshare.

Among the 195 nominations from the US in these four categories, there were 30 for BBDO New York, for its work for Procter & Gamble, AT&T; Bacardi, Mars, Monica Lewinsky, Sandy Hook Promise, Downtown Records and Lowe’s.

VML Kansas City was the next most nominated, with 19, followed by McCann New York, with 14.

Innovation and Product Design

Also announced today were the shortlists for the Innovation and Product Design Lions.

There were two nominations from the UK in Innovation: J Walter Thompson for Shell, "The Coffee Line", and Globant, for the Metropolitan Police, "The world’s largest digital police force".

There were also two from the US: JWT New York for Bongiovi Acoustics, "Aria", and Microsoft for "Seeing AI", a "talking camera" app for blind people.

In Product Design there were no nominations from the UK, but eight from the US, including five for Google and one each for Wieden & Kennedy Portland, Senda Athletics and Nest.


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free