When summarizing the Brazilian participation in the Design Lions, the country’s good performance becomes evident: 48 subscriptions, 5 finalists and 3 Lions (two Silver and one Bronze). Hence, if we think of proportion, Design is the area in which the Brazilians had their best performance in the Cannes Festival up till now.

F/Nazca S&S conquered its Silver Lion with “Cigarettes kill more” for Unimed. Acording to Fred Geli, partner creative director of Tátil Design (www.tatil.com.br) and our representative in the area’s judging committee, up to the last moment that piece was to be awarded with the Bronze Lion, but when the revision took place, it ended up with the Silver. The second Silver awarded piece was “Ready Salad” by Indústria Nacional & Diálogo Design for Rio de Janeiro’s store Hortifruti – the piece was the only in Industrial Design among the awarded ones. The Brazilian Bronze Lion went to Leo Burnett, with “Promotional Flyer”, for Akatu Institute.

The Grand Prix was given to the visual identity of a Coca-Cola bottle, developed by Turner Duckworth, from London, United Kingdom, which, by the way, was the country with the second best performance in the Cannes’ debuting category, with three Gold Lions, one Silver, one Bronze and three finalists. Only Germany bet them, with two Gold Lions, five Silver, one Bronze and 21 finalists, reaching 63 points. India came in third, with two Gold Lions, one Bronze and 10 finalists, in a total of 27 points; followed by USA (one Gold Lion, one Bronze and 9 finalists) and Canada (one Gold, one Silver, and seven finalists), both with 19 points; Brazil appears in the sixth position with 15 points.

According to judging committee chairman , English Rodney Fitch, the fact that most of the awarded pieces are coming from advertisement agencies is related to the world in which we live in. “The design is also part of the business in communication, and, as such, it gets more integrated every time. We no longer divide agencies into segments”, stated in a press conference.

The area’s debut in Cannes was also marked by the fact that all judges, including the president, had never before stepped into the Palais des Festivals. The challenge for the next edition will to promote the area within the design studios, which, in their majority, have no awareness of the festival. One of the event organizer’s idea is to repeat a few judges so that the judging criteria applied will be continued.

Translation from portuguese to english by Eduardo Bonatto.