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Global

Leo Burnett Australia Wins Gold, Silver and Bronze Lions in Creative Data

The network nabs 10 Lions at Cannes today, including a Gold by Leo Burnett Melbourne for Headspace’s “Reword”

The Leo Burnett Australia offices excelled in the Creative Data category at the Direct, Creative Data, Innovation, Mobile and Cyber awards show today at the 2017 Cannes Lions International Festival of Creativity.

Melbourne picked up Gold and Bronze Creative Data Lions for Headspace’s “Reword” and Sydney nabbed Silver and Bronze for Samsung’s “Pocket Patrol,” bringing this life-saving campaign’s Lion count to three.

Through its “Reword” campaign with Headspace, Leo Burnett Melbourne sought to find an innovative way to affect real change online – by tackling online bullying behavior before it happens. Reword is a real-time alert for online bullying, acting as an educational tool to develop a child’s moral compass on social media. Reword integrates with all social platforms and is designed so children can contribute new insults, helping the tool recognize evolving language. The first six weeks of this campaign showed a distinct behavior change: 84 percent of insults detected were reworded and bullying behavior per user dropped an incredible 67 percent.

Leo Burnett Sydney worked with Samsung Electronics Australia to launch Pocket Patrol, an augmented reality mobile app in collaboration with Surf Life Saving Australia that uses technology to help raise awareness of the No. 1 hazard on Australian beaches, riptides. The app enables beachgoers to visualize identified hazards by using a combination of data uploaded by on-duty lifeguards and surf lifesavers as well as AR, GPS, compass, gyroscope and image recognition.

Meanwhile, Leo Burnett Chicago picked up an impressive fourth Lion for Donate Life America’s “Your Name Saves” campaign in Direct and received its first win for Samsung’s “The Ostrich” in Cyber.

Notably, Leo Burnett India took home a Silver Lion for HP Lubricants’ “Roads That Honk,” India’s only Cannes Lion Innovation award for the year.

In this video, Rajdeepak Das, chief creative officer for Leo Burnett India, explains the genesis for the Lion-winning “Roads That Honk” for HP Lubricants.

Leo Burnett Madrid also took home a Silver Cyber Lion for its great work on the Spanish Lottery’s “21st December.” The campaign recently won a Grand Prix at the El Sol festival.

To see a full list of wins, follow our daily Lions count and follow #leocannes on our social channels.