Cannes Lions 2022: Creative Business Transformation – When pineapple replaces leather – Image

Few cases retained in the Creative Business Transformation category whose jury was made by Ronald Ng, Global CCO of MRM. A total of 9 Prizes were awarded, including 1 Gold for “The Prevention Grid” Southern California Edison & Deloitte Digital NY, 3 Silver and 4 Bronze Lions for 158 cases submitted.

The Grand Prize was awarded to Pinatex and L&C, New York. This textile fiber extracted from pineapple leaves was created by the company Ananas Anam to replace leather. Hugo Boss had launched a line of shoes in 2018 in Pinatex. This fiber is made in the Philippines, is part of a circular, vegetable and sustainable economy. This innovation will have enabled socio-economic stability in the partner farming communities: leaf collection, fiber extraction, logistics and quality control systems. In 2020, a hundred jobs were created, in 2021 there are more than 300 new jobs.

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