ManvsMachine win UK's only Gold Design Cannes Lions award

Nike ~ Air Max 2017 from ManvsMachine on Vimeo.

ManvsMachine are "honoured" to walk away with the UK's only Gold Design Lion at this year's Cannes Lions International Festival for its Nike Air Max ’17 campaign – the art of negative space.

The new award adds to the design studio's two D&AD pencils for the same campaign. "We’re gonna need a bigger shelf", says ManvsMachine on its website.

ManvsMachine's series of visual metaphors for Nike are inspired by scenarios which happen on an everyday run. The campaign is centred around a "metaphorical exploration of air and the negative space it occupies", visually interpreting the most winning attributes of the Nike Air Max trainer – "ultralight support and maximum comfort".

The "go lighter go longer" campaign completely shows off the digital talent of the design and motion studio. It rolled out across Nike’s social media platforms and digital properties, out-of-home placements throughout Europe and in the retail design of JD Sports and Footlocker. But it wasn't the only campaign for Nike to win a Design Gold at Cannes.

BBH's Unlimited Stadium also won the temporary, pop up environment and experience design categories. It also won a wood pencil Spatial and Experience Design at the D&AD Awards. Of course, the Meet Graham campaign by BBDO Melbourne won a Gold Design Lion (no surprise after its many awards at D&AD Awards).

McCann New York’s Fearless Girl picked up two Gold Design Lions, whilst Amnesty International and Ogilvy New York’s The Refugee Nation won the creation of a new brand identity: non-profit category.

The UK missed out on any silver Lions wins, but took home nine bronze Lions. See a full list of the winners here.

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