McCann won the accolade for "Survival billboard", an integrated campaign for Microsoft Xbox which saw eight gamers stand on a London billboard to win a trip inspired by the Tomb Raider game.
The gamers faced harsh weather controlled by the public via a campaign microsite. It was streamed live on Twitch, DOOH, banners, social and the Xbox dash. McCann also won a Silver for the campaign, whose impressive stats include 3.5m online views in one day and £3.8m of earned media value.
RKCR/Y&R won two Bronze Lions for Oxfam "Donation icons", while Saatchi & Saatchi London bagged a Silver for Deutsche Telekom "Sea hero quest".
"#LeBigSwim" by Ogilvy & Mather London for Heineken’s Kronenbourg 1664 lager brand was awarded one Bronze.
The category’s Grand Prix was scooped by The Swedish Tourist Association for its "The Swedish number" campaign. The quirky drive by WPP Swedish agency Ingo Stockholm allowed callers from around the world to connect with Swedes who had signed up to be ambassadors for the country but had received no instructions on what they are supposed to say.
UK agencies' Cannes Lions wins 2016