MANILA – So far the only Philippine winner at Cannes Lions 2014, BBDO Guerrero’s ‘Unselfie’ campaign to raise funds for Yolanda survivors took home a Bronze Lion in the Direct category. The campaign urged people to remove the self in selfies, instead holding up a piece of paper with a simple call to action, to encourage others to donate to the Yolanda relief effort.
18 Gold Lions, 17 Silver Lions, and 39 Bronze Lions were awarded in the category. The Grand Prix went to Ogilvy One London for its ‘The Magic of Flying’ campaign for British Airways.
From Asia, Dentsu Tokyo’s ‘Sound of Honda/Ayrton Senna 1989’ for Honda Motor Co. took home a Gold Lion as well as a Silvel Lion. Also from Japan, TBWA\Hakuhodo’s ‘3D on the Rocks’ for Suntory Holdings Limited bagged a Bronze Lion.
McCann Worldgroup India’s ‘Share my Dabba’ for Happy Life Welfare & Dabbawala Foundation took home two Silver Lions.
Meanwhile, Leo Burnett Hong Kong’s ‘Gift Box’ for The Salvation Army, Crown Relocations bagged a Bronze Lion.
Selected from a total of 2,676 entries, the Direct winners were announced at an awards ceremony in Cannes on June 16.
