En esta edición Ecuador participó con un total de 36 entradas de las cuales 11 pasaron a la lista corta de la categoría Directo. En la noche de premiación, los representantes de la agencia Maruri Grey de Guayaquil subieron al escenario 7 veces para recibir un León de Oro por la pieza «Viaje a Ciegas» desarrollada para los Ministerios de Turismo y Transporte del Ecuador; y 6 Bronces por ACH2O para Panasonic (3), Viaje a Ciegas para los Ministerios de Turismo y Transporte del Ecuador (2), y Liver Songs para Natures Garden.
Una participación de Ecuador nunca antes vista pues el anterior año por ejemplo, nuestro país solo logró conseguir un galardón en esta categoría. Destaca la participación de la agencia Maruri Grey pues fue la única de Ecuador en lograr metales en esta categoría. Además, el León de Oro lo logró con una campaña bastante controversial debido al planteamiento de la misma y al uso de la imagen de otro país para promocionar el nuestro, detalle que ocasionó problemas diplomáticos con el mismo.
La categoría premió aun total de 83 entradas con 1 Grand Prix, 20 Leones de Oro, 24 de Plata y 38 de Bronce. Además de los 7 Leones de Ecuador, Brasil se llevó 3 metales (1 Oro, 2 Bronces) y Colombia 2 (1 Plata, 1 Bronce). A continuación la lista de ganadores:
| Direct Lions Winners | |||||
| Title | Advertiser | Entrant / Agency | Country | Prize | |
| INTERCEPTION | VOLVO | GREY NEW YORK | USA | Grand Prix | |
| THE HIV+ ISSUE | VANGARDIST MAGAZINE | SAATCHI & SAATCHI SWITZERLAND Geneva | SWITZERLAND | Gold Lion | |
| THE INTERACTIVE FORM | CANAL+ | BETC Paris / BETC DIGITAL Paris | FRANCE | Gold Lion | |
| #HANDSOFF | MARC DORCEL | MARCEL Paris | FRANCE | Gold Lion | |
| JOE BOXER INACTIVITY TRACKER | KMART / JOE BOXER | FCB CHICAGO | USA | Gold Lion | |
| MAKEUP GENIUS | L’ORÉAL PARIS | McCANN PARIS | FRANCE | Gold Lion | |
| HOLOGRAMS FOR FREEDOM | NO SOMOS DELITO (WE ARE NOT CRIME) | DDB SPAIN Madrid | SPAIN | Gold Lion | |
| THE ICE BUCKET CHALLENGE | THE ALS ASSOCIATION | THE ALS ASSOCIATION Washington | USA | Gold Lion | |
| INTERCEPTION | VOLVO | GREY NEW YORK | USA | Gold Lion | |
| THE INTERACTIVE FORM | CANAL+ | BETC Paris / BETC DIGITAL Paris | FRANCE | Gold Lion | |
| #HANDSOFF | MARC DORCEL | MARCEL Paris | FRANCE | Gold Lion | |
| BOSSE’S MILK | LIDL DISCOUNT FOOD STORE | INGO Stockholm | SWEDEN | Gold Lion | |
| #LIKEAGIRL | PROCTER & GAMBLE | LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London | CANADA | Gold Lion | |
| BLIND TRIP | MINISTRY OF TRANSPORTATION AND TOURISM | MARURI GREY Guayaquil | ECUADOR | Gold Lion | |
| THE FRESHEST ORANGE JUICE BRAND | INTERMARCHÉ | MARCEL Paris | FRANCE | Gold Lion | |
| NAZIS AGAINST NAZIS – GERMANY’S MOST INVOLUNTARY CHARITY WALK | ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR | GGH LOWE Hamburg / GRABARZ & PARTNER Hamburg | GERMANY | Gold Lion | |
| HOLOGRAMS FOR FREEDOM | NO SOMOS DELITO (WE ARE NOT CRIME) | DDB SPAIN Madrid | SPAIN | Gold Lion | |
| LOVE HAS NO LABELS | ADCOUNCIL | R/GA New York | USA | Gold Lion | |
| NAZIS AGAINST NAZIS – GERMANY’S MOST INVOLUNTARY CHARITY WALK | ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR | GRABARZ & PARTNER Hamburg / GGH LOWE Hamburg | GERMANY | Gold Lion | |
| SOUNDLAB BOX | LEICA GALLERY SÃO PAULO | F/NAZCA SAATCHI & SAATCHI São Paulo | BRAZIL | Gold Lion | |
| THE INTERACTIVE FORM | CANAL+ | BETC Paris / BETC DIGITAL Paris | FRANCE | Gold Lion | |
| THE HIV+ ISSUE | VANGARDIST MAGAZINE | SAATCHI & SAATCHI SWITZERLAND Geneva | SWITZERLAND | Silver Lion | |
| ASHES | CAMPOFRIO | McCANN MADRID | SPAIN | Silver Lion | |
| PROUD WHOPPER | BURGER KING | DAVID Miami | USA | Silver Lion | |
| NAZIS AGAINST NAZIS – GERMANY’S MOST INVOLUNTARY CHARITY WALK | ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR | GRABARZ & PARTNER Hamburg / GGH LOWE Hamburg | GERMANY | Silver Lion | |
| HOLOGRAMS FOR FREEDOM | NO SOMOS DELITO (WE ARE NOT CRIME) | DDB SPAIN Madrid | SPAIN | Silver Lion | |
| LOVE HAS NO LABELS | ADCOUNCIL | R/GA New York | USA | Silver Lion | |
| RELOCKLOVE | ORANGE | MARCEL Paris | FRANCE | Silver Lion | |
| LOVE HAS NO LABELS | ADCOUNCIL | R/GA New York | USA | Silver Lion | |
| MAKEUP GENIUS | L’ORÉAL PARIS | McCANN PARIS | FRANCE | Silver Lion | |
| SPECIAL OLYMPICS – KEVIN DE BRUYNE | SPECIAL OLYMPICS BELGIUM | LDV UNITED Antwerp | BELGIUM | Silver Lion | |
| GROCERIES NOT GUNS | MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA | GREY CANADA Toronto | CANADA | Silver Lion | |
| #LIKEAGIRL | PROCTER & GAMBLE | LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London | CANADA | Silver Lion | |
| #HANDSOFF | MARC DORCEL | MARCEL Paris | FRANCE | Silver Lion | |
| THE FRESHEST ORANGE JUICE BRAND | INTERMARCHÉ | MARCEL Paris | FRANCE | Silver Lion | |
| MAKEUP GENIUS | L’ORÉAL PARIS | McCANN PARIS | FRANCE | Silver Lion | |
| THE MONSTER-SMART LAUNCH | DAIMLER AG / SMART MM | BBDO GROUP GERMANY Berlin | GERMANY | Silver Lion | |
| RELOCKLOVE | ORANGE | MARCEL Paris | FRANCE | Silver Lion | |
| BOSSE’S MILK | LIDL DISCOUNT FOOD STORE | INGO Stockholm | SWEDEN | Silver Lion | |
| PROUD WHOPPER | BURGER KING | DAVID Miami | USA | Silver Lion | |
| THE HIV+ ISSUE | VANGARDIST MAGAZINE | SAATCHI & SAATCHI SWITZERLAND Geneva | SWITZERLAND | Silver Lion | |
| JCDECAUX PERSONAL BILLBOARDS | JC DECAUX BELGIUM | BBDO BELGIUM Brussels | BELGIUM | Silver Lion | |
| AID TO CART | EXITO GROUP / FOOD BANK | SANCHO BBDO Bogotá | COLOMBIA | Silver Lion | |
| #NOMOREEVICTIONS | STOP DESAHUCIOS | PROXIMITY MADRID | SPAIN | Silver Lion | |
| THE GUN SHOP | STATES UNITED TO PREVENT GUN VIOLENCE | GREY NEW YORK | USA | Silver Lion | |
| $HRED | BNZ | COLENSO BBDO Auckland | NEW ZEALAND | Bronze Lion | |
| THE CUP OF LIFE | NATIONAL MUSEUM OF MILITARY HISTORY | IRELAND/DAVENPORT Johannesburg | SOUTH AFRICA | Bronze Lion | |
| SNACKHOLIDAYS | TRANSAVIA | LES GAULOIS Puteaux | FRANCE | Bronze Lion | |
| ACH2O | PANASONIC | MARURI GREY Guayaquil | ECUADOR | Bronze Lion | |
| HANDLE ON HYGIENE | UNILEVER | GEOMETRY GLOBAL Dubai | UNITED ARAB EMIRATES | Bronze Lion | |
| NIVEA DOLL | BDF NIVEA BRASIL | FCB BRASIL São Paulo | BRAZIL | Bronze Lion | |
| A DISCOUNT TO YOUR MISFORTUNE | ISLAZUL | DEL CAMPO SAATCHI & SAATCHI MADRID Madrid | SPAIN | Bronze Lion | |
| BLIND TRIP | MINISTRY OF TRANSPORTATION AND TOURISM | MARURI GREY Guayaquil | ECUADOR | Bronze Lion | |
| INVERSE GOAL CELEBRATION | CHAMPIONS FOR LIFE | VCCP SPAIN Madrid | SPAIN | Bronze Lion | |
| K9FM | MARS | COLENSO BBDO Auckland / CLEMENGER BBDO MELBOURNE | NEW ZEALAND | Bronze Lion | |
| JCDECAUX PERSONAL BILLBOARDS | JC DECAUX BELGIUM | BBDO BELGIUM Brussels | BELGIUM | Bronze Lion | |
| DONATION POSTERS | PUBLIC TRANSPORT VICTORIA | GPY&R Melbourne | AUSTRALIA | Bronze Lion | |
| UNSKIPPABLE | GEICO | THE MARTIN AGENCY Richmond | USA | Bronze Lion | |
| THE BACKUP MEMORY | SAMSUNG TUNISIA | 3SG-BBDO Ariana | TUNISIA | Bronze Lion | |
| HORSE WITH HARDEN | FOOT LOCKER | BBDO NEW YORK | USA | Bronze Lion | |
| SOCIAL SAVVY BURGLAR | ALLSTATE INSURANCE COMPANY | LEO BURNETT CHICAGO | USA | Bronze Lion | |
| MUSICAL CITY | TOYOTA MOTOR EUROPE | DEL CAMPO SAATCHI & SAATCHI MADRID Madrid | SPAIN | Bronze Lion | |
| GET ME A SPONSOR | CHELSEA FOOTBALL CLUB | SAATCHI & SAATCHI London | UNITED KINGDOM | Bronze Lion | |
| 4G4GOOD | STARHUB | DDB GROUP SINGAPORE | SINGAPORE | Bronze Lion | |
| ACH2O | PANASONIC | MARURI GREY Guayaquil | ECUADOR | Bronze Lion | |
| NIVEA DOLL | BDF NIVEA BRASIL | FCB BRASIL São Paulo | BRAZIL | Bronze Lion | |
| LIVER SONGS | NATURES GARDEN | MARURI GREY Guayaquil | ECUADOR | Bronze Lion | |
| LIFEPAINT | VOLVO UK | GREY LONDON | UNITED KINGDOM | Bronze Lion | |
| A MESSAGE TO SPACE | HYUNDAI MOTOR COMPANY | INNOCEAN WORLDWIDE Seoul | SOUTH KOREA | Bronze Lion | |
| ACH2O | PANASONIC | MARURI GREY Guayaquil | ECUADOR | Bronze Lion | |
| UNSKIPPABLE | GEICO | THE MARTIN AGENCY Richmond | USA | Bronze Lion | |
| $HRED | BNZ | COLENSO BBDO Auckland | NEW ZEALAND | Bronze Lion | |
| RABBIT RACE | MEDIA MARKT | OGILVY GERMANY Frankfurt | GERMANY | Bronze Lion | |
| BEING THE BEAR | CANAL+ | BETC Paris | FRANCE | Bronze Lion | |
| STALKER VIEWED YOUR PROFILE | SBS BELGIUM | BBDO BELGIUM Brussels | BELGIUM | Bronze Lion | |
| GET ME A SPONSOR | CHELSEA FOOTBALL CLUB | SAATCHI & SAATCHI London | UNITED KINGDOM | Bronze Lion | |
| SUFFOCATION | KARMA NIRVANA | LEO BURNETT LONDON | UNITED KINGDOM | Bronze Lion | |
| #NOMOREEVICTIONS | STOP DESAHUCIOS | PROXIMITY MADRID | SPAIN | Bronze Lion | |
| ANTI-ROBBERY COURSE | NATIONAL POLICE | McCANN WORLDGROUP COLOMBIA Bogotá | COLOMBIA | Bronze Lion | |
| THE FRESHEST ORANGE JUICE BRAND | INTERMARCHÉ | MARCEL Paris | FRANCE | Bronze Lion | |
| BOSSE’S MILK | LIDL DISCOUNT FOOD STORE | INGO Stockholm | SWEDEN | Bronze Lion | |
| PROUD WHOPPER | BURGER KING | DAVID Miami | USA | Bronze Lion | |
| BLIND TRIP | MINISTRY OF TRANSPORTATION AND TOURISM | MARURI GREY Guayaquil | ECUADOR | Bronze Lion | |
| Total: 83 | |||||
La pieza Interception de la agencia Grey New York, Estados Unidos para el cliente Volvo, se llevó el Grand Prix.
Interception, Volvo, Grey New York.
La pieza Blind Trip o Viaje a Ciegas de Maruri Grey Guayaquil obtuvo un León de Oro.
Viaje a Ciegas, Ministerios de Transporte y Turismo, Maruri Grey
KVYV
MarketingActivo es Media Supporter del Festival Cannes Lions