Los Direct Lions celebran la creatividad impulsada por la respuesta del consumidor y el desarrollo de relaciones con estos. Los premiados han demostrado que la búsqueda y la aplicación de relaciones con los clientes, las estrategias dirigidas directamente a un público específico, con un llamado a la acción, producen resultados medibles y significativos.
Grand Prix
PALAU PLEDGE DE HOST/HAVAS, Sydney AUSTRALIA https://youtu.be/9269JHfg7J4
Oro
TAGWORDS DE AFRICA, São Paulo BRAZIL https://www.youtube.com/watch?v=Q3eYIEhCO3Y&t=1s MY LINE POWERED BY GOOGLE DE MULLENLOWE SSP3, Bogotá COLOMBIA https://www.youtube.com/watch?v=nvffQn6RjP4&t=7s
Plata
EVITA, THE EQUALITY BILL. DE HAVAS BUENOS AIRES ARGENTINA NATURE REPRESENTED DE MARURI GREY, Guayaquil ECUADOR TAGWORDS DE AFRICA, São Paulo BRAZIL MY LINE POWERED BY GOOGLE MULLENLOWE SSP3, Bogotá COLOMBIA TAGWORDS AFRICA, São Paulo BRAZIL MY FIRST PAD DE DM9DDB, São Paulo BRAZIL THIS COKE IS A FANTA DE DAVID THE AGENCY, São Paulo BRAZIL
Bronce
THIS COKE IS A FANTA DAVID THE AGENCY, São Paulo BRAZIL THE CANCELLER GREY BRAZIL, São Paulo BRAZIL NATURE REPRESENTED MARURI GREY, Guayaquil ECUADOR FLY LIKE A PRESIDENT McCANN SAN JOSE COSTA RICA CORRUPTION DETECTOR GREY BRAZIL, São Paulo BRAZIL JOB ON THE SHELF DM9DDB, São Paulo BRAZIL HEMOJI Y&R BRAZIL, São Paulo BRAZIL INSTAGRAM MENU DM9DDB, São Paulo BRAZIL THE ALL-IN PROMO DAVID, Buenos Aires ARGENTINA 2’45» WITHOUT BREATHING DDB COLOMBIA, Bogota COLOMBIA
Lista completa de ganadores:
| Title | Entrant / Idea Creation | Country | Prize | Award | |
| PALAU PLEDGE | HOST/HAVAS, Sydney | AUSTRALIA | Grand Prix | Grand Prix | |
| TAGWORDS | AFRICA, São Paulo | BRAZIL | Gold Lion | Gold Lion | |
| DEISEL – GO WITH THE FAKE | DIESEL, Breganze / PUBLICIS ITALY, Milan / PUBLICIS, New York | ITALY | Gold Lion | Gold Lion | |
| BLACK SUPERMARKET | CARREFOUR, Massy / MARCEL, Paris | FRANCE | Gold Lion | Gold Lion | |
| BVG X ADIDAS – THE TICKET-SHOE | JUNG VON MATT, Hamburg | GERMANY | Gold Lion | Gold Lion | |
| IT’S A TIDE AD CAMPAIGN | PROCTER & GAMBLE, Cincinnati / SAATCHI & SAATCHI, New York | USA | Gold Lion | Gold Lion | |
| MY LINE POWERED BY GOOGLE | MULLENLOWE SSP3, Bogotá | COLOMBIA | Gold Lion | Gold Lion | |
| XBOX DESIGN LAB ORIGINALS: THE FANCHISE MODEL | McCANN LONDON | UNITED KINGDOM | Gold Lion | Gold Lion | |
| SCARY CLOWN NIGHT | LOLA MULLENLOWE, Madrid | SPAIN | Gold Lion | Gold Lion | |
| SINDOOR KHELA – NO CONDITIONS APPLY | FCB INDIA , Mumbai | INDIA | Gold Lion | Gold Lion | |
| PRICE ON OUR LIVES | McCANN NEW YORK | USA | Gold Lion | Gold Lion | |
| EXCLUSIVE THE RAINBOW | DDB CHICAGO | USA | Silver Lion | Silver Lion | |
| IT’S A TIDE AD CAMPAIGN | PROCTER & GAMBLE, Cincinnati / SAATCHI & SAATCHI, New York | USA | Silver Lion | Silver Lion | |
| CARSALES AUTOADS | CHE PROXIMITY, Melbourne | AUSTRALIA | Silver Lion | Silver Lion | |
| LOVING «IT» | GRABARZ & PARTNER, Hamburg | GERMANY | Silver Lion | Silver Lion | |
| EVITA, THE EQUALITY BILL. | HAVAS BUENOS AIRES | ARGENTINA | Silver Lion | Silver Lion | |
| NATURE REPRESENTED | MARURI GREY, Guayaquil | ECUADOR | Silver Lion | Silver Lion | |
| TOUCH YOUR FOOTBALLS | LOLA MULLENLOWE, Madrid | SPAIN | Silver Lion | Silver Lion | |
| BLACK SUPERMARKET | CARREFOUR, Massy / MARCEL, Paris | FRANCE | Silver Lion | Silver Lion | |
| DEISEL – GO WITH THE FAKE | DIESEL, Breganze / PUBLICIS ITALY, Milan / PUBLICIS, New York | ITALY | Silver Lion | Silver Lion | |
| FIGHT FOR TERRITORY | DDB GROUP NEW ZEALAND, Auckland | NEW ZEALAND | Silver Lion | Silver Lion | |
| THE RAPE TAX | AREA 23, AN FCB HEALTH NETWORK COMPANY, New York | USA | Silver Lion | Silver Lion | |
| TAGWORDS | AFRICA, São Paulo | BRAZIL | Silver Lion | Silver Lion | |
| MY LINE | MULLENLOWE SSP3, Bogotá | COLOMBIA | Silver Lion | Silver Lion | |
| DESTINATION PRIDE | FCB/SIX, Toronto | CANADA | Silver Lion | Silver Lion | |
| MY LINE POWERED BY GOOGLE | MULLENLOWE SSP3, Bogotá | COLOMBIA | Silver Lion | Silver Lion | |
| TAGWORDS | AFRICA, São Paulo | BRAZIL | Silver Lion | Silver Lion | |
| THE PREGNANCY PAUSE | MOTHER USA, New York | USA | Silver Lion | Silver Lion | |
| FIGHT FOR TERRITORY | DDB GROUP NEW ZEALAND, Auckland | NEW ZEALAND | Silver Lion | Silver Lion | |
| THE MOST EXCLUSIVE COLLECTION | STINK STUDIOS, London / GOOGLE, Milan | UNITED KINGDOM | Silver Lion | Silver Lion | |
| THE MOST GERMAN SUPERMARKET | JUNG VON MATT, Hamburg | GERMANY | Silver Lion | Silver Lion | |
| BLACK SUPERMARKET | CARREFOUR, Massy / MARCEL, Paris | FRANCE | Silver Lion | Silver Lion | |
| MY FIRST PAD | DM9DDB, São Paulo | BRAZIL | Silver Lion | Silver Lion | |
| BLACK SUPERMARKET | CARREFOUR, Massy / MARCEL, Paris | FRANCE | Silver Lion | Silver Lion | |
| TOUCH YOUR FOOTBALLS | LOLA MULLENLOWE, Madrid | SPAIN | Silver Lion | Silver Lion | |
| FIGHT FOR TERRITORY | DDB GROUP NEW ZEALAND, Auckland | NEW ZEALAND | Silver Lion | Silver Lion | |
| GENE PROJECT CASE STUDY | adam&eveDDB, London | UNITED KINGDOM | Silver Lion | Silver Lion | |
| THIS COKE IS A FANTA | DAVID THE AGENCY, São Paulo | BRAZIL | Silver Lion | Silver Lion | |
| DUTCH MASTERJUICES | OGILVY AMSTERDAM / OGILVY SINGAPORE | THE NETHERLANDS | Bronze Lion | Bronze Lion | |
| THE MOST GERMAN SUPERMARKET | JUNG VON MATT, Hamburg | GERMANY | Bronze Lion | Bronze Lion | |
| GIRLS BREAK UP ICE CREAM | DDB GROUP NEW ZEALAND, Auckland | NEW ZEALAND | Bronze Lion | Bronze Lion | |
| SAVE OUR SPECIES | BETC, Paris | FRANCE | Bronze Lion | Bronze Lion | |
| TRASH ISLES | AMVBBDO, London | UNITED KINGDOM | Bronze Lion | Bronze Lion | |
| DESTINATION PRIDE | FCB/SIX, Toronto | CANADA | Bronze Lion | Bronze Lion | |
| GENE PROJECT 90″ | adam&eveDDB, London | UNITED KINGDOM | Bronze Lion | Bronze Lion | |
| THIS COKE IS A FANTA | DAVID THE AGENCY, São Paulo | BRAZIL | Bronze Lion | Bronze Lion | |
| THE MOST GERMAN SUPERMARKET | JUNG VON MATT, Hamburg | GERMANY | Bronze Lion | Bronze Lion | |
| SCARY CLOWN NIGHT | LOLA MULLENLOWE, Madrid | SPAIN | Bronze Lion | Bronze Lion | |
| THE CANCELLER | GREY BRAZIL, São Paulo | BRAZIL | Bronze Lion | Bronze Lion | |
| COVERAGE COALITION | BARTON F. GRAF, New York | USA | Bronze Lion | Bronze Lion | |
| MAILLOT 45 | VCCP SPAIN, Madrid | SPAIN | Bronze Lion | Bronze Lion | |
| LA FORÊT – BET ON A MURDERER | FRANCE TÉLÉVISIONS, Paris / PUBLICIS CONSEIL, Paris | FRANCE | Bronze Lion | Bronze Lion | |
| UNSILENCED | BETC, Paris | FRANCE | Bronze Lion | Bronze Lion | |
| NATURE REPRESENTED | MARURI GREY, Guayaquil | ECUADOR | Bronze Lion | Bronze Lion | |
| DESTINATION PRIDE | FCB/SIX, Toronto | CANADA | Bronze Lion | Bronze Lion | |
| FLY LIKE A PRESIDENT | McCANN SAN JOSE | COSTA RICA | Bronze Lion | Bronze Lion | |
| CORRUPTION DETECTOR | GREY BRAZIL, São Paulo | BRAZIL | Bronze Lion | Bronze Lion | |
| JOB ON THE SHELF | DM9DDB, São Paulo | BRAZIL | Bronze Lion | Bronze Lion | |
| THE MOST EXCLUSIVE COLLECTION | STINK STUDIOS, London / GOOGLE, Milan | UNITED KINGDOM | Bronze Lion | Bronze Lion | |
| POSTS INTO LETTERS | AREA 23, AN FCB HEALTH NETWORK COMPANY, New York | USA | Bronze Lion | Bronze Lion | |
| HEMOJI | Y&R BRAZIL, São Paulo | BRAZIL | Bronze Lion | Bronze Lion | |
| PAY WITH VIEWS | J. WALTER THOMPSON AMSTERDAM | THE NETHERLANDS | Bronze Lion | Bronze Lion | |
| INSTAGRAM MENU | DM9DDB, São Paulo | BRAZIL | Bronze Lion | Bronze Lion | |
| THE ALL-IN PROMO | DAVID, Buenos Aires | ARGENTINA | Bronze Lion | Bronze Lion | |
| SHARE A COKE 1,000 NAME CELEBRATION | FITZCO//McCANN, Atlanta | USA | Bronze Lion | Bronze Lion | |
| FIFA 18 MORE THAN A GAME | adam&eveDDB, London | UNITED KINGDOM | Bronze Lion | Bronze Lion | |
| PAY WITH VIEWS | J. WALTER THOMPSON AMSTERDAM | THE NETHERLANDS | Bronze Lion | Bronze Lion | |
| TO THE LAST TREE STANDING | OGILVY POLAND, Warsaw / SHOOTME VISUAL ARTISTS, Warsaw / AMP POLAND, Warsaw / SOUNDS GOOD, Warsaw | POLAND | Bronze Lion | Bronze Lion | |
| 2’45» WITHOUT BREATHING | DDB COLOMBIA, Bogota | COLOMBIA | Bronze Lion | Bronze Lion | |
| FOLLOW THE ARCHES | COSSETTE, Toronto / MCDONALD’S, Toronto | CANADA | Bronze Lion | Bronze Lion | |
| EXCLUSIVE THE RAINBOW | DDB CHICAGO | USA | Bronze Lion | Bronze Lion | |
| SCARY CLOWN NIGHT | LOLA MULLENLOWE, Madrid | SPAIN | Bronze Lion | Bronze Lion | |
| WHOPPER NO-SHOW | BURGER KING, Miami / PUBLICIS ROMANIA, Bucharest | USA | Bronze Lion | Bronze Lion | |
| BVG X ADIDAS – THE TICKET-SHOE | JUNG VON MATT, Hamburg | GERMANY | Bronze Lion | Bronze Lion | |
| DEISEL – GO WITH THE FAKE | DIESEL, Breganze / PUBLICIS ITALY, Milan / PUBLICIS, New York | ITALY | Bronze Lion | Bronze Lion | |
| SINDOOR KHELA – NO CONDITIONS APPLY | FCB INDIA , Mumbai | INDIA | Bronze Lion | Bronze Lion | |
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