Edelman's 'The Move To Minus 15' Wins Titanium At 2024 Cannes Lions
Date
6/24/2024 3:17:11 PM
(MENAFN- PRovoke)
CANNES - In yet another big win for PR at the 2024 Cannes Lions, Edelman's 'The Move to Minus 15' initiative for DP World has won a Titanium Lion, making Edelman the first legacy PR firm to win the prize.
Edelman's sustainability initiative for DP World, a Dubai-based logistics company, challenged the 100-year accepted standard of shipping frozen food in cargo containers set at -18 degrees. A panel of experts commissioned by DP and Edelman discovered that the temperature could be raised to -15 degrees, saving 5-7% of energy in the process and 17.7 million tons of carbon every year.
Within days of DP World making the research public, 60% of the global shipping container industry had joined The Move to Minus 15 Coalition.
“With this win, we've scaled the ultimate mountain,” says CEO Richard Edelman.“Thank you, DP World, for recognizing the strength in collaboration to drive real change. Our job is to take the challenges brought by our clients and bring the curiosity and relentlessness that makes change possible. This work delivers on our belief that Trust Drives Growth and Action Earns Trust. I could not be prouder of what everyone at Edelman has accomplished.”
In addition to the Titanium, Edelman London was named Independent Agency of the Year for the Good Track and received second place for Independent Agency of the Year Globally. Edelman was recognized in second place for Independent Network of the Year.
Edelman won four Gold Lions including one for 'The Move to Minus 15.' Others went to Dove's 'Code My Crown'; IKEA's SHT; and Heineken's 'Bar Experience.' Edelman also won six Silver Lions and five Bronze.
Edelman's wins furthered what has been probably the PR industry's best ever performance at the Cannes Lions, which included three agencies willing Grand Prix awards.
Earlier in the week, Golin's 'The Misheard Version' campaign for Specsavers was awarded the PR Grand Prix , marking the first time that a PR agency has led idea creation for the category's biggest winner.
Ogilvy won a Grand Prix for leading idea creation on CereVe's 'Michael CeraVe' campaign. The Grand Prix for social & influencer was awarded to 'Michael CeraVe ' for CeraVe created by WPP Onefluence, which is led by Ogilvy PR New York, in the multi-platform social campaign category.
Weber Shandwick's 'First Edible Mascot' work for Kellanova Pop-Tarts also won a Grand Prix for brand experience & activation, becoming
the first-ever PR agency to win the award in the category.
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