Saudi Arabia wins first Grand Prix at Cannes

Saudi Arabia Grand Prix on stage at the Awards Ceremony at the Cannes Lions Festival 2023 (Photo by Tristan Fewings/Getty Images for Cannes Lions)

Saudi Arabia has just won its first-ever Grand Prix at the Cannes Lions Festival of Creativity.

Wunderman Thompson Riyadh took home the Grand Prix in Creative Commerce for  the Subconscious Order’ campaign for HungerStation. 

Wunderman Thompson KSA’s Executive Creative Director, Rayyan Aoun,  said that this was a “groundbreaking achievement for Saudi Arabia”. 

He also adds, This is a truly historic win for both Cannes Lions and Saudi Arabia, as it is the first time a campaign from the Kingdom has won a Grand Prix, one of the most prestigious awards for creativity in the world.”

Created in collaboration with Wunderman Thompson’s global creative data team, the campaign combines consumer insights and technology to bring together an experience to improve consumer experience.

‘Subconscious Order’ is an app which aims to tap into the subconscious mind by tracking users’ eyes to help the user decide what food they’re most in the mood for.

Wunderman Thompson says the campaign was aimed at “eliminating the frustrations of decision fatigue” that consumers face while choosing their food.

Commenting on the work, Nancy Crimi-Lamanna, Jury President of the Creative Commerce Lions said the campaign “turns transactional into emotional, and solves a pain point about choice overload which drives discoverability of new foods and places to order”.

She continued, “In today’s world, brands have to apply meaningful value in order for people to offer use of their facial data, and ‘Subconscious Order’ did this beautifully. It’s a wonderful example of AI being applied to commerce and is a bold, brave way to change the user experience, which is no mean feat.”

Wunderman Thompson’s Grand Prix win at the Cannes makes it the second Grand Prix won by the region this year.

Earlier this week, Impact BBDO took home the first Grand Prix of the year for the Print & Publishing category, marking the agency’s third Grand Prix win at Cannes Lions. 

As the festival draws to an end, Winners for five categories: Film, Glass: The Lion For Change, Grand Prix for Good, Sustainable Development Goals and Titanium, remain to be announced.