Cannes Lions 2021

Cannes Lions 2021
Cannes Lions 2021

MINI ‘MINImalism’ is Serviceplan Group’s Most Awarded Campaign at Cannes Lions 2021

Campaigns from Serviceplan’s Houses of Communication in Dubai, France, Germany, Korea and Spain for clients Dot corporation, MINI, METER Group, Règles Élémentaires and Sea-Watch, were awarded during a virtual edition of the world’s most prestigious advertising festival

Munich, 25 June 2021 After a one-year hiatus due to the Covid-19 pandemic, Cannes Lions returned this June with a virtual edition of the world-famous International Festival of Creativity.  MINI ‘MINImalism’, conceived by Serviceplan Germany in collaboration with Serviceplan Middle East, was the most awarded campaign for Serviceplan Group, winning 1 Gold in the Outdoor category, and 2 Bronze in Industry Craft. In total Serviceplan Group won 2 Gold, 1 Silver and 4 Bronze Lions. 

During a year of Pandemic-induced lockdowns around the world, Outdoor became an important category, as it was in some ways the only form of communication to the outside world.  There were 2,052 entries from which the jury awarded 13 Gold, 21 Silver, and 27 Bronze Lion as well as 3 Grands Prix.

Also recognised by Cannes Lions were ‘LIFEBOAT – The Experiment’, a campaign for refugee NGO Sea-Watch aimed at raising awareness of the dangers faced by refugees undertaking sea crossings, which won a Gold in Outdoor, and environmental campaign METER ‘Meltdown Flags’, which was awarded a silver Lion in digital craft. 

‘Dot Go for Dot Corporation’ was awarded Bronze in Digital Craft, while the Règles Élémentaires campaign ‘Invisible Women’, created by Serviceplan France, also collected a Bronze.

For Serviceplan Middle East, who were involved in MINI ‘MINImalism’, and Serviceplan Spain, who participated in ‘Meltdown Flags’, these were their first ever Cannes Lion wins. A lot of the award-winning campaigns being collaborations between different agencies and Houses of Communications this shows the great power of ÜberCreativity, Serviceplan Groups’ driving force. ÜberCreativity  is a higher form of innovation which happens when different communicative disciplines combine their specific strengths.


Breakdown of awards:

GOLD - MINI, MINImalism // Outdoor Lions, Posters: Sector Automotive

GOLD - Sea-Watch, LIFEBOAT-The Experiment // Outdoor Lions, Ambient & Experiential, Immersive Experiences

SILVER – Meltdown Flags // Digital Craft – Data & AI – Data Visualisation 

BRONZE - RÈGLES ÉLÉMENTAIRES, INVISIBLE WOMEN // Media – Use of Brand or Product into a Programme of Plattform 

BRONZE – MINI // Industry Craft – Art Direction – Brand & Communications Design 

BRONZE – MINI // Industry Craft – Illustration – Brand & Communications Design 

BRONZE – Dot Go // Digital Craft – Technology – Innovative Use of Technology 

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Lee Sharrock

Corporate Communications International

+44 730 525 3020