Mondelez Intl. and VMLY&R Commerce Win 5 Cannes Lions Awards

VMLY&R Commerce received multiple awards at the 2023 Cannes Lions International Festival of Creativity, including five medals for a U.S. campaign with Mondelez International.

The agency received a gold award in the creative commerce category for the OreoCodes campaign, which centers on the cookie brand and milk with an interactive barcode-based experience. The campaign also received both a gold and silver award in the direct category, a silver in industry craft and a bronze in the mobile category.

Mondelez partnered with the retailer media network Albertsons Media Collective to drive awareness of the campaign using off-site and on-site media. OreoCodes was also shortlisted in the brand experience and activation awards category.

"This was an incredible year for our agency and clients across the world, with the U.S. having an especially strong outcome with Mondelez' OreoCodes," said Manuel Bordé, global chief creative officer at VMLY&R Commerce, in a news release. "It's been humbling to see how the industry has embraced creative commerce. The work that won this year across categories is reinventing how we buy and transact, with brand-building creative that converts."

"To see our work for Oreo being represented on the global stage at Cannes Lions is simply incredible," said Steve McGowan, head of shopper marketing and strategic partnerships, Mondelez International, in the release. "Commerce/shopper marketing is truly being elevated by the industry as it evolves and leverages tech to modernize our brands and meet the evolving shopper. Ideas like OreoCodes that put creativity at the heart of commercial intention is exactly what is needed for the future to engage, convert and importantly build our brand with today's modern shopper."

The other VMLY&R Commerce wins include:

Coca-Cola’s “I See Coke” – VMLY&R Commerce Dubai & U.S.

• Silver – Radio & Audio

Mexican Red Cross “Donate Siren” – VMLY&R Commerce Mexico

• Bronze – Media
• Shortlist – Health & Wellness

SBS + Asociación de Alzheimer de Puerto Rico “Jingle Therapy” – VMLY&R Commerce Puerto Rico

• Bronze – Health & Wellness
• Shortlist – Health & Wellness

AB InBev Corona + Adidas

• “Beer Badge” – VMLY&R Commerce Mexico & U.S.
• Shortlist – Creative Commerce

Seiki Milk “Milk Manga” – Geometry Ogilvy Japan (a VMLY&R Commerce Company)

• Shortlist – Health & Wellness
• Shortlist – Industry Craft

Unilever “Suvidha Centre” – VMLY&R Commerce India

• 2x Shortlist – Creative Business Transformation
• Shortlist – Sustainable Goals