CANNES, France—Grey London, which has joined the ranks of the elite creative agencies in recent years, won its first Cannes Grand Prix here tonight, topping the Promo & Activations Lions content with its LifePaint campaign for Volvo.
LifePaint is a transparent reflective spray that can be applied to almost any fabric—clothes, shoes, strollers, children's backpacks, even dog leashes and collars—and lasts about a week after application before washing off.
Grey collaborated with Swedish startup Albedo100 to produce LifePaint specifically with its Volvo client in mind. The campaign urged cyclists to cover their bikes in LifePaint to increase their visibility. Invisible in the daytime, the spray lights up at night when headlights shine on it.
"Grey London are on a mission to make a different shape of work, and to make a meaningful mark in culture for the brands we partner with," Nils Leonard, chairman and chief creative officer of Grey London, tells Adweek. "This win means a lot because it's the industry recognizing our efforts to do something different."
Safety and PSA campaigns did well across the category, with the ALS Association winning three gold Lions for "The Ice Bucket Challenge" and Grey New York adding two golds for the fake gun store it opened in New York City.
• U.S. Promo & Activation Winners
The ALS Association for "The Ice Bucket Challenge" (three golds)
Grey New York for States to Prevent Gun Violence's "The Gun Shop" (two golds, silver)
David in Miami for the Proud Whopper (gold, two silvers)
The Martin Agency in Richmond, Va., for Geico's "Unskippable" (gold, silver)
Grey New York for Volvo "Interception" (two silvers)
TBWA\Chiat\Day Los Angeles for Gatorade's "Sweat It to Get It" (silver, bronze)
Wieden + Kennedy in New York for Delta "Innovation Class" (silver, bronze)
We Believers in New York for Volvo's "Hijacking Car Service" (silver)
Droga5 in New York for Under Armour's "Gisele Bundchen: I Will What I Want" (silver)
The Branching in Richmond, Va., for its campaign to bring Foo Fighters to Richmond (bronze)
DDB Chicago for McDonald's "Lovin' the Super Bowl" (bronze)
BBDO New York for Snickers "Marcia Gets Hungry" (bronze)
Leo Burnett Chicago for Allstate's "Social Savvy Burglar" (bronze)