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LIONS Decoded | 17 September 2021 from 15:00 BST

LIONS Decoded is an in-depth examination of selected Grand Prix and Gold-winning work, alongside expert insight into the newly released 2021 LIONS Creativity Report. It's happening on 17 September and is available exclusively to LIONS members.

Become a LIONS member to enjoy LIONS Decoded along with a host of other benefits.

LIONS Presents Welcome to LIONS Decoded: Behind the Winning Ideas

15:00 - 15:05 (BST) 5min

Talent: Simon Cook, Managing Director, LIONS

Category: LIONS Studio

Saatchi & Saatchi Melbourne Present Behind the Scenes: "Donation Dollar"

15:05 - 15:15 (BST) 10min

Talent: Lee Sunter, Creative Director, Saatchi & Saatchi Australia | Simon Bagnasco, Executive Creative Director, Saatchi & Saatchi Australia

Category: Behind the Scenes

What does it take to turn a nation’s currency into a mechanism for giving? "Donation Dollar" was a world first and Gold Lion-winning piece of work that took the humble one dollar coin and turned them into 25 million reminders to give. In this film, the creators behind the campaign reveal what it took to bring this project to life and ultimately bring home the Gold. The work didn't stop there. Over the next few years, there will be one minted for each Australian, creating a generosity loop for generations to come. Hear how they are already creating a positive impact and what's next.

Q&A With the Makers of "Donation Dollar", Saatchi & Saatchi Melbourne

15:15 - 15:20 (BST) 5min

Talent: Lee Sunter, Creative Director, Saatchi & Saatchi Australia | Simon Bagnasco, Executive Creative Director, Saatchi & Saatchi Australia

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

R/GA USA Presents Behind the Scenes: "Superb Owl"

15:20 - 15:35 (BST) 15min

Talent: Ellie Bamford, Senior Vice President, Global Head of Media and Connections, R/GA

Category: Behind the Scenes

Want to find out how Grand Prix winning work is made? Join R/GA as they share how Reddit's "Superb Owl" campaign came to life. In the weeks before the 2021 Super Bowl, the power of online communities to drive real-world action was made clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having. By going “small," Reddit “hacked the system” with a 5-second commercial that dominated the conversation on television’s biggest stage. Join R/GA’s SVP and Global Head of Media, Ellie Bamford as she shares how this simple, but smart media execution came to life and celebrated the power of Reddit’s passionate communities, all while embracing the platform’s personality by teasing viewers to visit an obscure subreddit, r/SuperbOwl.

Q&A With the Makers Behind "Superb Owl", R/GA

15:35 - 15:45 (BST) 10min

Talent: Tiffany Rolfe, Executive Vice President, Chief Creative Officer, R/GA

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

Deep Dive: Agency of the Festival, Latin America

15:45 - 16:00 (BST) 15min

Talent: Sergio Gordilho, Chief Creative Officer, Africa | Charlotte Williams, Vice President of Content, LIONS

Category: Lions Creativity Report in Focus

Hear from Sergio Gordilho, Chief Creative Officer of Latin America's Number One Agency, Africa. In this exclusive interview, LIONS puts him through his paces to uncover what it takes to create winning ideas. We unpick the processes, challenges and revelations that were learnt along the way, and if there is a recipe for the secret sauce of creative excellence.

Ogilvy Pakistan Presents Behind the Scenes: "Naming the Invisible by Digital Birth Registration"

16:00 - 16:10 (BST) 10min

Talent: Asim Naqvi, Chief Executive , Ogilvy Pakistan | Hamza Amjad, Senior Creative Director, Ogilvy Pakistan | Naved Qureshi, Senior Executive Director, Ogilvy Pakistan | Zehra Zaidi, Group Executive Director, Ogilvy Pakistan

Category: Behind the Scenes

Discover what it takes to become a double Grand Prix winner with the creators of "Naming the Invisible by Digital Birth". 60 million Pakistanis lacked an official identity and were devoid of basic rights because of an inaccessible and complex registration process. This work offered an innovative digital solution to an age-old social and administrative problem; the lack of birth registrations. With a Grand Prix in Media and Mobile, the creators behind the work tell us where the idea came from, how it was executed and how they overcame any challenges. See the life-changing results of this work, as this mobile application has leapfrogged outdated, paper-based birth registration systems to become a passport of hope for rural populations across Pakistan.

Q&A With the Makers of "Naming the Invisible by Digital Birth Registration", Ogilvy Pakistan

16:10 - 16:15 (BST) 5min

Talent: Asim Naqvi, Chief Executive , Ogilvy Pakistan | Hamza Amjad, Senior Creative Director, Ogilvy Pakistan | Naved Qureshi, Senior Executive Director, Ogilvy Pakistan | Zehra Zaidi, Group Executive Director, Ogilvy Pakistan

Category: LIONS Studio

Want to win the first ever Grand Prix for your country? Don't miss your chance to ask the brains behind this Lion-winning campaign just exactly how they did that.

Impact BBDO Dubai Presents Behind the Scenes: "The New National Anthem Edition"

16:15 - 16:30 (BST) 15min

Talent: Joe Abou-Khaled, Regional Executive Creative Director, Impact BBDO Beirut | Yasmina Boustani, Associate Creative Director, Impact BBDO Dubai | Ali Rez, Regional Executive Creative Director for MENAP, Impact BBDO Group

Category: Behind the Scenes

In late 2019, a single edition of a newspaper managed to spark a national movement that continues to echo on the streets of Lebanon today. The edition questioned one of the most beloved symbols for a country - the National Anthem itself, and took the audacious step in rewriting it to include in its verses what was missing before: the word "women." Join the team from IMPACT BBDO as they take you through the challenges and process of building the most daring campaign the country had ever seen and the impact it had on Lebanese culture as the masses organically embraced the new National Anthem, leading a revolution against the government peacefully. Picking up a roster of Gold, Silver and Bronze, this one is not to be missed if you want to know how to win in brand experience and activation.

Q&A With the Makers of "The New National Anthem Edition", Impact BBDO Dubai

16:30 - 16:40 (BST) 10min

Talent: Joe Abou-Khaled, Regional Executive Creative Director, Impact BBDO Beirut | Yasmina Boustani, Associate Creative Director, Impact BBDO Dubai | Ali Rez, Regional Executive Creative Director for MENAP, Impact BBDO Group

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

Leo Burnett Beirut Presents Behind the Scenes: #SafetyForSafekeeper "Baklava Got Legs"

16:40 - 16:50 (BST) 10min

Talent: Karen Maroun, Producer, Leo Burnett Beirut | Lama Bawadi, Associate Creative Director, Leo Burnett Beirut | Nadia Deghayli, Associate Creative Director, Leo Burnett Beirut | Natasha Romariz Maasri, Executive Creative Director, Leo Burnett Beirut | Rana Khoury, Creative Director, Leo Burnett Beirut | Farah El Beaini, PR and Communication Supervisor, MSL Group Middle East

Category: Behind the Scenes

How do you balance communication with context when your country is falling apart? Go behind the curtain of this Gold-winning work in Entertainment and meet the creators of #SafetyForSafekeeper "Baklava Got Legs". For years, ABAAD and its partner organiaations had been advocating for social progress to be reflected in Lebanon’s laws. In the midst of the pandemic, Lebanon’s economic collapse, political paralysis, and the fallout of the August 4th explosion, getting this right was as difficult as it was crucial.

The bottom line that history will remember is that the law finally passed. For the first time in Lebanon, sexual harassment is a punishable offense. And we are proud to have contributed to that change.

Q&A With the Makers Behind "#SafetyForSafekeeper "Baklava Got Legs", Leo Burnett Beirut

16:50 - 17:00 (BST) 10min

Talent: Natasha Romariz Maasri, Executive Creative Director, Leo Burnett Beirut | Rana Khoury, Creative Director, Leo Burnett Beirut

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

Mindscapes Presents AN INTERACTIVE WORKSHOP: Decoding Creative Thinking Patterns at Cannes Lions 2021

17:00 - 17:30 (BST) 30min

Talent: Ravid Kuperberg, Partner, Mindscapes | Yonathan Dominitz, Founder, Mindscapes

Category: LIONS Studio

Did you know that more than 80% of Grand Prix and Gold winners at Cannes Lions follow recurring thinking patterns? When decoded and mastered, patterns can empower a more efficient creative thinking process and help thinkers elevate the way they operate their creative thinking skills. Join this interactive workshop session to explore and discuss the most noticeable thinking patterns embedded in ideas that excelled at Cannes Lions 2021. Discover how you can translate them into practical thinking tools and learn what type of thinking led Lions-winning work. This session will not analyse new technologies or trends from Cannes Lions 2021. It will focus on the most valuable creative asset we have at our disposal – our mind.

Doconomy Stockholm Presents Behind the Scenes: "The 2030 Calculator"

17:30 - 17:50 (BST) 20min

Talent: Alexandra Karnig, Business Operation Lead, Doconomy | Mathias Wikström, CEO, Doconomy | Johan Pihl, Executive Creative Director, FARM | Jessica Bjurstrom, Marketing & Communications Director, Sweden’s Participation at Expo2020 in Dubai

Category: Behind the Scenes

The creators behind the SDG Lion Grand Prix take you behind the scenes on a project that took over two years to develop. In this film, the team behind "The 2030 Calculator" focus on the insights leading up to the creative idea, some of the difficulties faced, and feature the valuable input lot of co-workers and clients. They also reveal the background on why this idea has such high relevance to Doconomy, and why The Grand Prix in Creative E-commerce from 2019 is very much connected to this year's Grand Prix in the SDG category.

Q&A With the Makers Behind "The 2030 Calculator", Doconomy

17:50 - 17:55 (BST) 5min

Talent: Mathias Wikström, CEO, Doconomy | Johan Pihl, Executive Creative Director, FARM

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

Deep Dive: Network of the Festival

17:55 - 18:10 (BST) 15min

Talent: Susan Credle, Global Chief Creative Officer, FCB | Lucy Aitken, Head of Content, LIONS Intelligence

Category: Lions Creativity Report in Focus

What does it take to become the Network of the Festival at Cannes Lions? Find out from the Global Chief Creative Officer of FCB, Susan Credle as she joins this exclusive interview series to share secret ingredients to making Lion-winning work. Hear her honest advice and practical tips on how to bring groundbreaking ideas to life and succeed.

Deep Dive: Network of the Festival

17:55 - 18:10 (BST) 15min

Talent: Susan Credle, Global Chief Creative Officer, FCB | Lucy Aitken, Head of Content, LIONS Intelligence

Category: Lions Creativity Report in Focus

What does it take to become the Network of the Festival at Cannes Lions? Find out from the Global Chief Creative Officer of FCB, Susan Credle as she joins this exclusive interview series to share secret ingredients to making Lion-winning work. Hear her honest advice and practical tips on how to bring groundbreaking ideas to life and succeed.

GUT São Paulo Presents Behind the Scenes: "FEED PARADE"

18:10 - 18:20 (BST) 10min

Talent: Bruno Brux, Executive Creative Director, Partner, GUT São Paulo

Category: Behind the Scenes

Latin America's biggest e-commerce and Brazil's most iconic LGBTQ+ singer united, to make sure not even lockdown would stop the world's biggest Pride Parade from happening. Go behind the scenes on this incredible campaign and hear from GUT on how their creative processes, conversations and challenges led to one of the most exciting pieces of work in 2021.

Q&A With the Makers of "FEED PARADE", GUT São Paulo

18:20 - 18:25 (BST) 5min

Talent: Bruno Brux, Executive Creative Director, Partner, GUT São Paulo

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

VMLY&R Brazil Presents Behind the Scenes: "I AM"

18:25 - 18:40 (BST) 15min

Talent: Breno Oliveira, Copywriter, VMLY&R Brazil | Nicole Godoy, Head of Production, VMLY&R Brazil | Paula Ganem, Comms Director, VMLY&R Brazil | Pedro Assis, Art Director, VMLY&R Brazil | Rafael Pitanguy, Chief Creative Officer, VMLY&R Brazil

Category: Behind the Scenes

Imagine not having access to basic services, experiencing violence, and being marginalised just because your ID has a name you don't identify with? It was in this scenario that Starbucks positioned itself, welcoming and rectifying the names of trans people within its stores. A film with real testimonials and even truer transformations. Glass Grand Prix winner, for the first time in Brazil and the second in the VMLY&R chain in the world, “Starbucks I Am” also won a Silver Lion. Hear how the idea and the project were built by the VMLY&R São Paulo creative team themselves.

Q&A With the Makers of "I AM", VMLY&R Brazil

18:40 - 18:50 (BST) 5min

Talent: Nicole Godoy, Head of Production, VMLY&R Brazil | Rafael Pitanguy, Chief Creative Officer, VMLY&R Brazil

Category: LIONS Studio

Your chance to hear from the people who won Brazil their first ever Glass: The Lion for Change Grand Prix and exactly how they did it.

Deep Dive: Number One Director

18:50 - 19:00 (BST) 10min

Talent: Nisha Ganatra, Film Director, Producer, Chelsea Pictures | Susie Walker, Vice President of Awards and Insight, LIONS

Category: Lions Creativity Report in Focus

Hear from one of the most celebrated Directors on this year's LIONS Creativity Report, Canadian-American film director, screenwriter, producer, and actress Nisha Gantara as she shares her recipe for making a Lion-winning work. In this exclusive interview series, LIONS unpick the processes, challenges and revelations that were learnt along the way, and if there is a recipe for the secret sauce of creative excellence.

72andSunny Presents Behind the Scenes: "Swipe Night"

19:00 - 19:15 (BST) 15min

Talent: Kate Morrison, Director of Production, 72andSunny | Reilly Baker, Senior Writer, 72andSunny | Kyle Miller, Product Lead, Tinder

Category: Behind the Scenes

No small feat, "Swipe Night" was a perennial winner at Cannes Lions, receiving a Grand Prix, along with a roster of Gold, Silver and Bronze in other categories, and being shortlisted in Titanium. Meet the makers behind the work who take you through the epic journey of creating one of the most innovative content experiences that disrupted the norms of dating, entertainment and beyond, reclaiming Tinder’s throne as the dating-app innovator. "Swipe Night is a first-of-its-kind interactive miniseries produced and engineered to live solely inside the Tinder app, giving users a completely new way to match. It’s more than entertainment; it’s entertainment with a purpose. And it's a Grand Prix winning piece of work deconstructed here at LIONS Decoded.

Q&A With the Makers of "Swipe Night", 72andSunny

19:15 - 19:20 (BST) 5min

Talent: Kate Morrison, Director of Production, 72andSunny | Kyle Miller, Product Lead, Tinder

Category: LIONS Studio

A chance for you to put your questions to the brains behind this Lion-winning campaign.

dentsu mcgarrybowen Taipei City Presents Behind the Scenes: "In Love We Trust"

19:20 - 19:30 (BST) 10min

Talent: Alice Chou, Chief Creative Officer, dentsu Mcgarrybowen Taiwan

Category: Behind the Scenes

Meet the creators behind the Entertainment Lion Grand Prix winning work, "In Love We Trust". After spending two years understanding the client's brand purpose and winning their trust, dentsu mcgarrybowen Taiwan City seized a critical moment during the pandemic and persuaded one of their most interesting clients to change their brand messaging, in order to connect with people in a more powerful way. Taiwan’s high divorce rate makes young people afraid to get married. “In Love We Trust”, is a story with possibility of long-lasting love and relationships. It’s goodwill but also a good business opportunity as newlyweds are major buyers in realty market. In this film, the creative team share their personal experiences and how they came to develop a real and touching story. Close your eyes to see the unique value of culture.

Goodby, Silverstein & Partners Present Behind the Scenes: "Can't Touch This"

19:30 - 19:45 (BST) 15min

Talent: Rachel Ferdinando, Senior Vice President and Chief Marketing Officer, PepsiCo, Frito-Lay North America

Category: Behind the Scenes

Cheetos Popcorn is one of Frito-Lay’s most innovative new products that resulted in one of the company’s most successful product launches to date. A true example of an iconic brand acting iconic, the Cheetos “Can’t Touch This” campaign set out to re-engage and fuel the fandom of Cheetos lovers who wear the product (and its dust) as a badge of honor to distinguish Cheetos from the typical ready-to-eat popcorn branding that took itself a bit seriously. Cheetos and partner agencies Ketchum and Goodby Silverstein & Partners turned Cheetos’ iconic dust into a superpower and even re-branded it as “Cheetle.” Join Frito-Lay North America CMO and SVP Rachel Ferdinando as she discusses how Cheetos gained massive sales through using humor, insights and a passionate fan base.

Thank you for joining us at LIONS Decoded: Behind the Winning Ideas

19:45 - 19:50 (BST) 5min

Talent: Gaelle Comte, Senior Vice President of Membership, LIONS

Category: LIONS Studio

The LIONS Decoded Meet Up

20:00 - 20:30 (BST) 30min

Talent: Augustine Cerf and Lauren Peters, Creative, AMV BBDO | Tim Schoenmaeckers, Creative Director, FCB Chicago | Mihnea Gheorghiu, Global Executive Creative Director, Publicis Italy

Category: Meet Up

The Meet Up at LIONS Decoded welcomes all LIONS Members to come together and connect with some of the most famous creatives in the world. It is an exclusive opportunity to meet the creators behind Grand Prix and Gold-winning work and get an honest insight into what it takes to win a Lion. Whether you want to discuss the results of the LIONS Creativity Report, share the insights you found most interesting, or swap your ideas and inspirations, meet up with the LIONS community and get inspired for the year ahead.

LIONS Decoded | 17 September 2021 from 15:00 BST

Become a LIONS member to enjoy LIONS Decoded along with a host of other benefits.