We united the importance and recognition of the Cannes Lions Award with the pleasure and joy of bar celebrations. That's how the idea came up: create the Astor Lions Award. The activation was simple: every winner of a Cannes Lion would receive a party offered by the bar. To celebrate the achievement, each agency received a beer keg, always on the first night of the week. As soon as winners were announced at the Palais, they received an invitation to the event. Upon arrival at the bar, they received an exclusive and personalised trophy, made specifically for the creative team.

We invited the 18 Brazilian agencies awarded at Cannes in 2010. 16 of them came to celebrate at Astor, which represents an 89% conversion. During the time of the campaign the number of clients increased by 137% and the average consumption increased by 70%. After the action, frequency remained 67% above average. The project brought a ROI of 739% by the end of 2010.