The Cannes Lions International Festival of Creativity has awarded a Golden Lion in the design category to Prime Weber Shandwick. The awarded work was for The Billion Dollar Collection campaign for the H&M Foundation. This digital fashion collection comprises 10 garments created to draw attention to issues of sustainability.
As PR Week reports, the campaign generated coverage for sustainable practices in the fashion industry and for H&M Foundation in 23 countries with an earned reach of 94 million in dailies and fashion titles. The H&M Foundation describes itself as "a nonprofit foundation for public good." It is privately funded by the Stefan Persson family, the founders and main owners of the H&M Group.
Cannes Lions is a 5-day event and the largest international gathering in the creative marketing community. Awards are arranged in 9 tracks and given in 28 specialist areas. The city of Cannes in France also lays claim to being the home of the most important film festival in the world.