ACT Responsible Cannes Tribute honours 12 winners for supporting good causes

lg2 Canada, DDB BetterFly Georgia, gyro USA, McCann Health Brazil, received an ACT Responsible Cannes Tribute 2018 in recognition of their outstanding work supporting good causes. 

The ACT Responsible Cannes Tributes is a recognition given through public votes to outstanding works for good causes. These are not awards in the literal sense: they have not been selected by a jury, but have been singled out by people. These trophies and certificates act as symbolic tributes to the agencies that have given their talent and creativity to make our world a better place. 

Voting took place from June 18 to 21, on site at the Cannes Lions Exhibition (1 vote = 5 points) and online (1 vote = 1 point). The exhibition was divided into 4 themes: Education, Environment, Human Rights and Solidarity. The public supported their favourite campaigns and helped increase their visibility. 

Over 15.582 votes were cast this year, both on site and online. The 12 winners (3 per theme) are: 


Favourite: lg2 Canada "Reaction time" for La Société de l'assurance automobile du Québec

2nd Favourite: la chose France "Behind the wheel, cell phones can kill" for La Sécurité routière

3rd Favourite: FCB Chicago USA "Rejection letter" for Boeing 


Favourite: DDB BetterFly Georgia "One Shot" for WWF

2nd Favourite: Avalanche Vitória Brazil "Adaptation" for Origens 

3rd Favourite: FF New York USA "Plastic Ocean" for Sea Shepherd Conservation Society 


Favourite: McCann Health Brazil "Valuable Heritage" for Moinhos de Ventos Hospital

2nd Favourite: Human Argentina "The Impossible Riddle" for ALMA (Asociación Lucha contra el Mal de Alzheimer)

3rd Favourite: BBDO Group Germany GmbH Germany "Remember me" for Alzheimer Research Initiative 

Human Rights

Favourite: gyro New York USA "Hidden Damage" for Joe Torre Safe At Home Foundation

2nd Favourite: FCB Lisbon Portugal "Excuses" for Associação Portuguesa de Apoio à Vítima

3rd Favourite: Air, Partner of McCann Belgium "The Good Dictators" for Amnesty International

Out of the 800 campaigns identified since June 2017 in the ACT Responsible database, 280 were shortlisted to be part of the exhibition and 81 campaigns were showcased in the exhibition (12 in the Environment theme, 23 in Education, 29 in Solidarity and 17 in Human Rights). The 2018 exhibition gathered work from 72 agencies spreading across 30 countries. 

This year, in addition to the Tributes to Creativity for Good, ACT Tributes celebrated 4 Champions of Good (Public, NGO, Advertiser, Agency) who have made an impact in the social and environmental areas and helped improve the world through personal contributions and/or creative campaigns. 

“It is not an Award. There is no competition and there is no winner. The goal of this Tribute is simply to acknowledge those champions, highlight clever and creative programmes, share best practices and inspire others,” said Hervé de Clerck, ACT Responsible Dream Leader. 

The inaugural ACT Champions of Good Tribute were presented to Tarana Burke, founder of the ‘Me Too’ movement; Marco Lambertini, Director General of WWF International; Michael Roth, Chairman & CEO of Interpublic; and Marc Pritchard, Chief Brand Officer, Procter & Gamble.


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