Independent San Francisco-based agency Heat made a big first impression at Cannes this year, winning not only its first Lion but its first eight Lions.
With a team of close to 100, the agency, which says it doesn't
typically submit work to costly competitions like Cannes, decided 2015
would be its winning year. The Cannes judges agreed.
Chairman and executive creative director Steve Stone said he knew his agency had a Lions-worthy idea with the EA Sports Madden Giferator. To promote the Madden NFL 15 video game, the Giferator pulled live game footage and created GIF ads in real time. The
ads targeted users based on their favorite teams, and the campaign
later opened up, allowing football fans to make their own sharable,
smack-talking GIFs.
"The idea was we wanted to come up with some sort of tool where
millennials could talk to each other, interact, trash-talk and create
shareable things that felt relevant to them," Stone said.
The Giferator idea, which started with Heat and was then brought to
life with the help of Google Creative Partners and Grow, scored the
agency six of its eight lions—two gold, two silver and two bronze.
Heat's work on the amusing Madden Season spot below, which stars Dave
Franco and Kevin Hart, scored the agency its last two lions—one gold and
one silver.
Here's a complete list of Heat's wins:
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