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Bono Receives Inaugural Cannes Lionheart Humanitarian Award


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The Cannes Lions Festival is a ‘creative conference’ which brings together heavy hitters in the worlds of advertising and branding.
Terry Savage, Chairman of the festival, said, “Bono has used his celebrity status to successfully establish a global brand, through which he has built unique relationships with other such brands, to raise awareness and funds for the fight against AIDS and achieve greater good for humankind.”
Accepting his award, the U2 frontman (54) took part in a 45 minute interview with Apple Senior Vice President of Design Jonathan Ive, discussing the impact and success of (RED).
Speaking from the stage, Bono urged brands to create “big marketing campaigns” to help (RED) eradicate AIDS and appealed for their help in determining an AIDS free-future.
Co-founded by Bono and Bobby Shriver in 2006, (RED) is a creative fusion of branding, activism and philanthropy that has generated almost €200 million for the fight against AIDS in Africa.
(RED) joins forces with some of the world’s most recognisable brands, such as Coco Cola, Starbucks and Bank of America,  which contribute up to 50% of profits from (RED) branded goods and services to the Global Fund to Fight AIDS TB and Malaria for HIV/AIDS prevention and treatment services
Apple is (RED)’s largest corporate contributor; the record-breaking (RED) Design Auction curated by Jonathan Ive and Marc Newson in 2013 raising €10 million alone.
Bono remarked to the audience "Apple is so f***ing annoyingly quiet about the fact they've raised $75M for (RED).”
Thanks largely to the work of (RED), The Global Fund has been able to support more than 40 million people, offering prevention, treatment, counselling, HIV testing and care services.


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@U2, June 21, 2014
By: Matt McGee


Bono collected the first Cannes Lionheart Award today and also spoke at the Cannes Lions creative/advertising conference in France.

The speaking appearance was a sit-down conversation with another guest, Apple's Jonathan Ive, where the two spoke about the (RED) organization and the successful auction that Ive and Apple helped with late last year. Based on some of the live-tweeting from the interview, Bono re-used some of his more common phrases about (RED) and the effort to fight poverty in Third World countries, like this one:


'8,000 people dying a day [of AIDS] is not a cause, it's an emergency', Bono at #CannesLions for @RED


But, based on a tweet from the fans at U2 Valencia, Bono also admitted that U2's album is "four years late" and said he hopes it'll be released this year. After the sit-down chat, and just moments ago, Bono accepted the Lionheart Award as seen in this tweet:




#Bono wins #CannesLions first LionHeart Award!


Video of today's events may show up soon on the Cannes Lions YouTube channel, but we're not seeing anything there yet.

Edited by tan_lejos_tan_cerca
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U2's Bono wins Cannes humanitarian award



Petrecca_Laura_113012.pngLaura Petrecca, USA TODAY7:05 p.m. EDT June 21, 2014


(Photo: Getty Images)


CANNES, France — U2 frontman Bono both cajoled and entertained a packed audience at the Cannes Lions International Festival of Creativity Saturday before being given a humanitarian award.

The festival presented the rock star with its inaugural Cannes LionHeart award, which recognizes a person or organization "that, through innovative use of commercial brand power, has made a significant and positive difference to people or the planet."

PHOTOS: Controversial, button-pushing ads win big at Cannes festival

FESTIVAL: See the winning ads and celebrities at Cannes

During a presentation earlier in the day, attendees laughed as he told colorful tales about two separate disagreements he had: one with Apple's Steve Jobs and the other with his bandmate Edge.

Bono also talked seriously about how he needed assistance in raising money for his AIDS-fighting organization (RED).

"I really want to implore you all to help us with this," he told the audience, which was filled with communications specialists in town for the marketing industry's biggest awards competition and trade show.

"This is the most important room for (RED) to ever be in," he said.

Bono co-founded the organization in 2006 as a way to get businesses and consumers involved in the battle against AIDS. The project has raised more than $250 million, according to the organization's website.

Bono repeatedly urged those in the audience to share marketing and product ideas that could help (RED) get more funding and attention.

He stressed the urgency of combating AIDS, as well as emphasized that his charity's efforts were vital to keeping people alive. "Eight thousand (people) dying every day isn't a cause," he

Toward the end of the presentation, Bono turned to the crowd to let them know that (RED) representatives would collect the business cards of those who wanted to help. VICE Media CEO Shane Smith, who moderated the conversation with Bono and Apple's senior vice president of design, Jonathan Ive, left the stage and went out to the audience to solicit ideas. said. "It's an emergency."

Earlier, Smith said that VICE would create a home shopping-like channel to sell (RED)-branded products.


U2's Bono speaks at the 2014 Cannes Lions International Festival of Creativity.(Photo: Getty Images)


Bono, an engaging speaker with lots of personality, also shared details about sometimes-heated conversations that related to his (RED) efforts.

He talked of how he and Apple's Jobs fought over how the parentheses associated with (RED) should be used with Apple's brand name in their partnership. "We actually had a bit of a fight about this," said Bono, colorfully re-enacting parts of the argument the two me

n had over the phone.

Bono also said his association with Republican politicians such as former president George W. Bush and former senator Jesse Helms irked his bandmates. Guitarist Edge was very disturbed by Bono meeting with the conservative Helms. Bono said he met with Helms to provide information about what was going on with the AIDS crisis.

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Via Adweek



cannes_sticker_35.png Bono's Urgent Call for Brand Partnerships Energizes Cannes to Combat AIDS  (Red) needs big marketing ideas more than ever, singer says By David Griner


Bono solicits ideas for new (Red) products from the Cannes Lions audience Photo: David Griner

CANNES, France—A packed crowd of the world's top marketers thought they were turning out today to see Bono. What they didn't realize was that he was actually there to see them.

The U2 frontman spent much of his Cannes Lions presentation urging brands and agencies to help create an AIDS-free generation by supporting the ambitious—and largely stalled—goals of his global nonprofit, (Red). 

"The idea that we might get close to an AIDS-free generation, and then not get there, and for what? Because the heat isn't on the issue," Bono told attendees in the closing hours of the annual festival.

"You're about heat. You're a sort of thermostat for the world."

In an odd bit of on-stage irony, Bono gave broad praise to an audience of strangers and reserved his most pointed criticism for the old friend seated nearby: Apple design guru Jony Ive.

Although Apple was one of (Red)'s earliest supporters and largely helped launch the branded product program, Bono said the tech brand has always downplayed its involvement, beginning with Steve Jobs' refusal to put the nonprofit's signature parentheses on any Apple products or in any Apple stores.

"One of the reasons it's such a credit to have Jony Ive on the stage," Bono told panel moderator and Vice CEO Shane Smith, "is because Apple is so fucking annoyingly quiet about the fact they've raised $75 million. Nobody knows!"

Bono went so far as to stand up, pull out an official (Red) iPad cover and remove the device, illustrating to the audience that the only actual nod to the nonprofit was inside the cover and therefore always obscured by the tablet.

"Where's the (Red) branding?" he asked Ive. "Nobody can see that. This is modesty run amok. This is the Apple way. They're like a religious cult."

Taking the jabs in stride, Ive stopped short of apologizing for the corporation's understated approach, but he did say that Apple's longstanding alliance with the nonprofit is a strong one.

"We started in 2006 with one (Red) product, a Nano, and now we've got well over half a dozen," Ive said. "It's been really, really special for us."

Now Bono is looking for new partners—ones not afraid to make some noise and get some attention with their (Red)-branded products and initiatives.

"The people in this room could really figure this shit out," Bono said.

But he wasn't content to stop there. Bono and (Red) representatives passed around large red glasses as a sort of collection plate. They weren't collecting money, though. They were collecting business cards.

"If somebody has one product they make that they could just rebrand next year for (Red)," Bono said, "that would be really great outcome for us."

Cannes attendees didn't even need to wait for a phone call. As the business cards were collected, Bono asked the crowd of top-tier creatives to begin shouting out ideas.

"Are there any ideas, by the way?" he asked. "Has anyone got one straight off?"  

As you might expect, this audience didn't waste its chance to pitch Bono. Attendees suggested everything from pop-up stores and debit cards to power cords that contribute every time you charge a device. Another suggested marathoners worldwide should stop one meter before their finish lines "to call attention for governments and not finish their marathons until we raise the money we need." 

One audience member (UPDATE: Michael Trautmann, co-founder of German agency thjnk, whom you can see in a tweet below) might have even secured the ultimate PR coup for his startup. He said he was planning to launch a new website top-level domain (think .com or .net) called .hiv, with registration fees going to AIDS charities. He offered Bono the first-ever website on the domain, Red.hiv.

"If you'd like," he told Bono, "Red.hiv would become the first domain ever, and you will get it for free for the next 100 years." The suggestion sparked energetic applause from the audience and left Bono visibly excited about the idea.

The reason for Bono's urgency lies in (Red)'s goal to fuel the research and distribute the medicines needed to protect HIV-positive parents from passing the virus along to their unborn children. Doing so could create an AIDS-free generation as early as 2015, but the effort has been stymied by sluggish fundraising.

Bono praised Bank of America for its huge contribution in this year's Super Bowl, when the company helped raise $3 million for (Red) with its Super Bowl ad promoting downloads of U2's new single. He also singled out Gap as one of the first brands to support (Red) on a large scale through a strong marketing campaign.

Now Bono is hoping to see more brands step forward and help reinvigorate (Red) through high-profile campaigns and product partnerships.

The end result isn't just money raised from branded product sales. When mainstream brands get involved, Bono said, even the most skeptical politicians begin to take notice and consider supporting the cause through public funding.

"Politicians would be saying, 'I'm not feeling it in my district. Why should we care about this?'," Bono recalled. "When Red started turning up in shopping malls, they cared."


#canneslions, Jonathan Ive helped me to Pitch #dotHIV to Bono

Edited by tan_lejos_tan_cerca
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