It rained outside, but it also rained medals inside on the Cannes Lions’ first awards night. As was widely predicted, the evening was dominated by a category-busting promotion that has become an advertising landmark. “Best Job in the World” created by CumminsNitro Brisbane for Tourism Queensland won two Grand Prix for both Direct and PR. The campaign also won 2 Gold Lions and 2 PR Lions, for a total of six Lions so far. (And that’s even without Titanium/Integrated, where it is a likely frontrunner).
< width="500" vspace="5" height="332" border="0" src=" Direct-PR-Grand-Prix. " alt="Direct Grand Prix" />
DIRECT-PR GRAND PRIX CUMMINSNITRO BRISBANE
< width="161" vspace="5" hspace="5" height="200" border="0" align="left" src=" Promo-Grand-Prix(1). " alt="Promo Grand Prix" />The evening’s other Grand Prix was won by “Yubari” by Beacon Communications, Tokyo. With a government client (the city of Yubari) distinguished only by a massive debt and the lowest divorce rate in the country, the promotion used the whimsical slogan “No money but love” to lead an effort that generated massive publicity and media attention for the cash-strapped city.
Several of the night’s winners crossed categories to win multiple Lions. “Village Where Nothing Ever Happens,” a promotion for pay TV by Madrid’s Shackleton Advertising, won a total of 7 Lions (2 Gold Direct Lions, 2 Silvers each in Direct and Promo, 1 Bronze in Promo). “The Store That Sells Hope”, for the Portuguese Red Cross by Leo Burnett Lisboa, won 6 Lions in Promo, PR and Direct, including 1 Gold Promo Lion. “Magic Salad Plate”, for Four’n Twenty Meat Pies by Clemenger BBDO Melbourne won 2 Gold Promo Lions, and 1 Bronze Direct Lion; “Fruit Burst”, for Pascall Fruit Sweets by DDB New Zealand, also 2 Gold Lions and 1 Bronze Direct Lion. Shackleton was also awarded the Direct Agency of the Year.
< width="500" vspace="5" height="332" border="0" src=" Direct-Agency-of-Year. " alt="Direct Agency of the Year" />
DIRECT AGENCY OF THE YEAR: SHACKLETON ADVERTISING
Several Asian winners continued streaks started at ADFEST: JWT Beijing for its ‘Game of Death’ Bruce Lee virals for Nokia, ‘Flirting with Sound’, created for Elements Mall by McCann Worldgroup in Hong Kong, and “Love Distance”, for Sagami Condoms by GT Tokyo.
Here are Asia’s first Lions for 2009:
Promo Lions:
GRAND PRIX “Yubari”, Yubari Resort, Beacon Communications, Tokyo, JAPAN
Silver Lion “Game of Death”, Nokia 96 Bruce Lee Edition Phone, JWT Beijing, CHINA
(New Product Launch, Retail)
Silver Lion “Save the Words”, Oxford Dictionary, Y&R Singapore, SINGAPORE
Silver Lion “Listen”, Korea Heart Federation, CREATIVIA Seoul, KOREA (Charities, Public Health & Safety)
Bronze Lion “Listen”, Korea Heart Federation, CREATIVIA Seoul, KOREA (Event & Field Marketing)
Bronze Lion “Desktop Invader”, NHK Enterprises Digital Art Festival, Hakuhodo Tokyo, JAPAN
Bronze Lion “Stainbroidery”, P&G Tide, Leo Burnett India-Mumbai, INDIA
Bronze Lion “Game of Death”, Nokia 96 Bruce Lee Edition Phone, JWT Beijing, CHINA
(Other Consumer Products, incl. Durable Goods)
Bronze Lion “Special Olympics Message Relay”, Special Olympics, Shigaya-Gumi Tokyo/Rhizomatiks Tokyo, JAPAN
PR Lions:
PR Lion “Love Distance”, Sagami Condoms, GT Tokyo, JAPAN
PR Lion “Yubari”, Yubari Resort, Beacon Communications, Tokyo, JAPAN
Direct Lions
Silver Lion “Peace Mirror”, Shiseido D-Program Skincare, Hakuhodo Kettle Tokyo, JAPAN
Bronze Lion “Flirting with Sound”, MTR Elements, McCann Worldgroup Causeway Bay, HONG KONG (Traffic Building)
Bronze Lion “Flirting with Sound”, MTR Elements, McCann Worldgroup Causeway Bay, HONG KONG (Retail & E-Commerce)
The winners’ total has Japan leading, with a Grand Prix, a Silver, 2 Bronze and 2 PR Lions; followed by China and Korea (tied with 1 Silver and 1 Bronze each), Hong Kong (2 Bronze Lions), and singles for Singapore (Silver) and India (Bronze). This does not consider finalists in the categories released yesterday afternoon for awarding tomorrow.
Up later today, shortlists for Design and Cyber, plus Radio, Media and Outdoor awards!
Promo Lions:
GRAND PRIX “Yubari”, Yubari Resort, Beacon Communications, Tokyo, JAPAN
Gold Lion “Store+ Sells Hope”, Portuguese Red Cross, Leo Burnett Lisboa, PORTUGAL
Gold Lion “Magic Salad Plate”, Four’n Twenty Meat Pies, Clemenger BBDO Melbourne, AUSTRALIA
Gold Lion “Adithread”, Adidas New Zealand/NZ Rugby, TBWAWhybinTEQUILA Auckland
Gold Lion “When Will the Fruit Burst”, Pascall Fruit Flavored Sweets, DDB New Zealand
Gold Lion “Let It Ring”, OVK/Parents of Child Road Victims, Happiness Brussels, BELGIUM
Gold Lion “When Will the Fruit Burst”, Pascall Fruit Flavored Sweets, DDB New Zealand
Gold Lion “Magic Salad Plate”, Four’n Twenty Meat Pies, Clemenger BBDO Melbourne, AUSTRALIA
Gold Lion “TED696 Project”, Toohey’s Beer 696ML, BMF Sydney, AUSTRALIA
Gold Lion “Baby Made on Board”, Dodge Journey, Proximity BBDO Brussels, BELGIUM
Gold Lion “Zuji Beans”, Zuji Travel Website, Happy Soldiers Sydney, AUSTRALIA
Silver Lion “TED696 Project”, Toohey’s Beer 696ML, BMF Sydney, AUSTRALIA
Silver Lion “Game of Death”, Nokia 96 Bruce Lee Edition Phone, JWT Beijing, CHINA
Silver Lion “Store That Sells Hope”, Portuguese Red Cross, Leo Burnett Lisboa, PORTUGAL
Silver Lion “Upload Cinema”, Film Theatre de Uitkijk, Lowe/DraftFCB Amsterdam, THE NETHERLANDS
Silver Lion “Village Where Nothing Ever Happens”, Conect Council, Shackleton Madrid, SPAIN
Silver Lion “Save the Words”, Oxford Dictionary, Y&R Singapore, SINGAPORE
Silver Lion “Listen”, Korea Heart Federation, CREATIVIA Seoul, KOREA (Charities, Public Health & Safety)
Silver Lion “Village Where Nothing Ever Happens”, Conect Council, Shackleton Madrid, SPAIN
Silver Lion “Baby Made on Board”, Dodge Journey, Proximity BBDO Brussels, BELGIUM
Bronze Lion “Carlton Draught Plastic Cup”, Foster’s Draught Beer, Clemenger BBDO Melbourne, AUSTRALIA
Bronze Lion “Listen”, Korea Heart Federation, CREATIVIA Seoul, KOREA (Event & Field Marketing)
Bronze Lion “Drop the Bomb”, Carlton Draught Beer, Clemenger BBDO Melbourne, AUSTRALIA
Bronze Lion “Gas Station”, Suzuki, Robert/Boisen & Like-Minded, Copenhagen, DENMARK
Bronze Lion “World’s First Ephemeral Museum”, Pampero Rum, Leo Burnett Lisboa, PORTUGAL
Bronze Lion “Change Your Name in Gerolsteiner”, Gerolsteiner Water, MORTIERSBRIGADE Brussels, BELGIUM
Bronze Lion “Village Where Nothing Ever Happens”, Conect Council, Shackleton Madrid, SPAIN
Bronze Lion “Lego”, MyToys.de, LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Bronze Lion “Desktop Invader”, NHK Enterprises Digital Art Festival, Hakuhodo Tokyo, JAPAN
Bronze Lion “Computertran”, SKCIN Charity, McCann Erickson London, UK
Bronze Lion “Stainbroidery”, P&G Tide, Leo Burnett India-Mumbai, INDIA
Bronze Lion “Game of Death”, Nokia 96 Bruce Lee Edition Phone, JWT Beijing, CHINA
(Other Consumer Products, incl. Durable Goods)
Bronze Lion “Special Olympics Message Relay”, Special Olympics, Shigaya-Gumi Tokyo/Rhizomatiks Tokyo, JAPAN
