The Power of Integrated Production: Craft London Wins 20 Lions

Craft London picked up 20 Cannes Lions last week, with the 18-month-old integrated production agency receiving more of the coveted Lions than any other Production Agency in Europe.

Xbox’s ‘Survival of the Grittiest’ campaign, continued its run of global recognition. Claiming most of the metal – the work, which has seen huge acclaim across multiple shows, was awarded five Gold, eight Silver, and five Bronze lions across almost every category. Further Silver and Bronze lions were awarded for Squadvertiser and Ethos Travel work respectively, with Craft’s work for Mastercard and Bisto also recognised in the shortlists.

Scooping a total of 55 wins across the award season, last picking up six pencils at D&AD earlier in the year, the innovative work for Xbox has proven a worldwide success and testament to the innovative approach of the 18-month-old integrated production agency.  Earlier in the season the campaign had also secured two Gold Pencils and Best in Discipline at The One Show, a Gold D&AD pencil, five Gold awards at the Creative Circle, two Webby awards including People’s Choice Award and two ANDYs .
Head of Integrated Production, Sergio Lopez comments: “These wins are a testimony of how our modern integrated production brings creative to life. We are not a content factory, we’re a Production Agency. It is that focus on creativity and craftsmanship that makes us different. By employing the use of innovative in-house teams and best in class partners, we are able to drive better creative by being flexible and reactive. We believe this is just the beginning for Craft.”

In November last year, Craft London, in collaboration with creative agency m:united/McCann London, produced the survival billboard campaign to promote the launch of Xbox’s ‘Rise of the Tomb Raider’ game. The branded entertainment project pushed the limits of those involved, seeing eight Lara Croft super-fans teeter atop a specially-designed billboard in Southwark, London, whilst battling against gruelling weather conditions. For hour after hour, on-line viewers voted through a custom-built interactive website for whether the contestants should face extreme levels of wind, rain, snow or heat. After a staggering 20.75 hours, only one contestant remained to be crowned champion.

The ‘Survival of the Grittiest’ campaign quickly grabbed worldwide attention as 8 million people followed the streamed contest live.

Having only been open for business for 18 months, Craft London have also impressed with award-winning campaigns: ‘ClickTwo’ – Momondo, ‘The Calendar’ - Ethos Travel and ‘Miners 100’ – Bisto

The full list of Craft London’s awards this year are below:

CANNES LIONS
Promo
Gold – Survival Billboard (Use of Print or Standard Outdoor)

Direct
Gold – Survival Billboard (Use of Ambient Media: Large Scale)
Silver – Survival Billboard (Launch/Re-Launch)

Media
Bronze – Survival Billboard (Use of Outdoor)

Outdoor
Gold – Survival Billboard (Live Advertising and Events)
Gold – Survival Billboard (Ambient Experiential & Immersive Digital)
Silver – Survival Billboard (Integrated Campaign led by Outdoor)
Silver – Survival Billboard (Use of Ambient Outdoor)
Silver – Survival Billboard (Use of Adapted Billboards/Posters)
Silver – Survival Billboard – Terms & Horrible, Horrible Conditions (Media & Publications)
Bronze – Ethos Travel – (Static Digital)
Bronze – Ethos Travel – (Static Digital)

Branded Entertainment
Gold – Survival Billboard (Live Advertising and Events)
Gold – Survival Billboard (Ambient Experiential & Immersive Digital)
Silver – Survival Billboard (Integrated Campaign led by Outdoor)
Silver – Survival Billboard (Use of Ambient Outdoor)
Silver – Survival Billboard (Use of Adapted Billboards/Posters)
Silver – Survival Billboard – Terms & Horrible, Horrible Conditions (Media & Publications)

Integrated
Bronze – Survival Billboard

Cyber
Silver – Squadvertiser  (Integrated Multi-Platform Campaign – Online & Offline)

D&AD  
Xbox - ‘Survival Billboard’
Gold Pencil : Outdoor: Enhanced Posters
Wood Pencil: Outdoor: Ambient
Wood Pencil: Branded Content & Entertainment: Live Experience

Xbox - ‘Survival Billboard: T&C long copy’
Wood Pencil:  Outdoor: Posters/Free Format
Wood Pencil:  Writing for Design

Xbox - ‘Squadvertiser’
Wood Pencil:  Digital Marketing: Digital Tools & Utilities

ONE SHOW
Xbox - ‘Survival Billboard’
Best in Discipline: Print and Outdoor

Xbox - ‘Survival Billboard’
Gold Award: Cross Platform: Experiential/Events
Gold Award: Print & Outdoor: Pop-Ups
Silver Award: Print & Outdoor: Installations & Ambient
Silver Award: Cross Platform: Installations
Bronze Award: Print & Outdoor: Ambient (Indoor & Outdoor)
Merit: Branded Entertainment: Innovation in Branded Entertainment
Merit: Branded Entertainment: Branded Content/Live Events

Xbox - ‘Survival Billboard: T&C long copy’
Merit: Print & Outdoor: Craft/Writing

Xbox - ‘Squadvertiser’
Merit: Direct: Digital/Websites, Microsites & Banners

Momondo – ‘ClickTwo’
Merit: Direct: Digital/Websites, Microsites & Banners
Merit: Interactive: E-commerce


CREATIVE CIRCLE
Xbox – ‘Survival Billboard: case study’
Gold Award: Experiential: Best event-led campaign
Gold Award: General: Best Branded Entertainment
Gold Award: Outdoor: Best Special Build
Gold Award: Outdoor: Best Use of Medium


Xbox – ‘Survival Billboard: T&C long copy’
Gold Award:  Best Press/Single
Bronze Award:  Writing: Best Body Copy
Silver Award:  Best Radio Over 30"
Silver Award: Best Radio Script Writing

Bisto – ‘Miners 100”’

Bronze Award:  Film Craft: Best Casting
Bronze Award:  Film Craft: Best Cinematography

Momondo – ‘ClickTwo’
Silver Award: Digital: Best Online App

WEBBY
Xbox – ‘Survival Billboard’
Adv & Media/Experience Marketing
Adv & Media/Experience Marketing (People’s Voice)

Momondo – ‘ClickTwo’
Adv & Media/Game or Application

CR ANNUAL
Xbox – ‘Survival Billboard: case study’
Branded Content: OOH/Posters

Xbox – ‘Squadvertiser’
DM: print

ANDY AWARDS
Momondo – ‘ClickTwo’
Silver Award: Ecommerce: Leisure/Travel

Xbox – ‘Survival Billboard’
Bronze Award : OOH: Toys, Games, Sports

YOUNG GUNS
Xbox – ‘Survival Billboard’
Bronze Award: Creative/Content & Engagement