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The Scarecrow campaign by Chipotle Mexican Grill and Edelman wins the PR Grand Prix

16th June 2014


The Cannes Festival of Creativity is being held this week and on Monday night the PR awards took place. The prestigious Grand Prix Award was won by The Scarecrow campaign from Chilpotle Mexican Grill. The lead agency on this piece of work was Creative Artists Agency, Los Angeles. Edelman was the PR partner agency.

Ben Smith, PRmoment interviews Renee Wilson, MSLGroup, Cannes Lions PR Jury President from PRmoment on Vimeo.

And to give you a bit of background - here is the commercial of The Scarecrow campaign:

The campaign had an impressive mix of integrated communications, including Apps, a pretty website and excellent gamification. The jury were impressed by the creativity and the outcomes of this campaign.

Other campaigns to have caught my eye were the Radikal The Fading News Campaign and the This Is Wholesome, Honeymade Snacks Campaign.

In terms of the UK, no UK PR agencies, or UK offices of global PR agencies won any awards. Globally it was a little more positive, with Edelman winning 4 Lions and Ketchum winning 3. The only UK winners in the PR category were TBWA/London for their D Rose Jump Store Adidas Campaign and JWT for their Android Kit Kat campaign.

To put this all into some context there were over 37,000 entries into Cannes this year from 97 countries. There were 1,850 PR entries. Thirty seven percent of the entries in the PR category were from PR agencies, this was up from 26% in 2013. The vast majority of the remaining 63% of this year’s PR entries were from advertising agencies.



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