Design and motion studio ManvsMachine London and Nike are the winners of a gold Design Lion at Cannes. Their digital graphic-driven campaign for Nike Air Max ’17 Go lighter for longer used a pastel-hued animation video to explore the properties of the shoe as it made its way through a run in a “metaphorical exploration of air and the negative space it occupies”.
The campaign was shared via Instagram, Europe-wide OOH placement and on Nike’s digital properties around the world.
The win marks the UK’s only gold Design Lion. Although the UK didn’t win any silver Lions in this category, UK agencies won nine bronze awards for campaigns including Magpie Studio’s Johnston centenary poster for Transport for London; McCann London’s Reality Xmas for Doctors of the World; Saatchi & Saatchi’s Magenta unleashed for Deutsche Telekom; Iris Worldwide London’s Adidas Neo Snapchat – #MyNeoLabel for Adidas; Adam & Eve/DDB and MediaCom’s Give the Rainbow for Skittles; and Ogilvy & Mather London’s Interpretation for The UCL Centre for the Forensic Sciences.
Elsewhere, Seymourpowell have won the UK’s only Product Design gold for Fairphone 2, the world’s first modular smartphone.