Droga 5′s ‘Decode Jay-Z’ for Bing Wins Again, This Time the Integrated Grand Prix – Cannes 2011 – Creativity Online

By the time the integrated/titanium category rolls around at the end of the week, the winners’ list — topped by Grand Prix winner “Decode Jay-Z With Bing” by Droga 5 in New York — is a pretty familiar lineup of the greatest hits from earlier contests. “Decode Jay-Z” won awards throughout the week, including the outdoor Grand Prix and a direct Gold, and picked up a titanium Lion as well as the integrated Grand Prix.

There was also a mandatory appearance by Procter & Gamble’s Old Spice work by Wieden & Kennedy and Google’s Chrome browser, the companies that are likely to be the two most-awarded marketers at this year’s Cannes Lions International Festival of Creativity. They won a Gold and a Bronze integrated Lion, respectively.

What it is: “We loved its bravery, its boldness, its innovation,” said Jury President Bob Scarpelli, chairman of DDB Worldwide. “It’s immersive. It’s interactive. It’s creating conversations with customers. It gave millions a reason to use Bing. They put every page of [Jay-Z's new autobiography] out in the world every day for a month in 13 major cities in the world. Fans could walk through J-Z’s life.”

Another reason why it won: Fernanda Romano, global creative director, digital and experiential at Euro RSCG, put it best: “I don’t think anyone in the room says they’re going to ‘Bing’ anything. You say ‘Google.’ So Bing has a massive problem. In this case, Bing didn’t advertise itself. Bing gave people a user demo and proved it’s a good product. Expose people to it, and then they’ll tell each other about it.” Jay-Z’s Facebook followers grew by 1 million and his book was an instant best-seller, but the key number for Bing was the 11.7% increase in visits to Bing in a month.

The jury: Led by Mr. Scarpelli, this 10-person jury is the festival’s smallest. Four of the judges simply appear as “global” on the jury list, without a country designation. Another, Linus Karlsson, is a Swede who is chairman and chief creative officer of both the New York and London offices of McCann Erickson, so he is listed as being from both countries.

Controversy or clear winner? Entries in this contest are considered for both integrated and titanium awards. Titanium is reserved for what the festival calls “breakthrough ideas” and this year the jury made the call to skip a titanium Grand Prix.

Total number of Lions awarded: After watching 480 case videos, the jury shortlisted 32 and picked 16 winners. Three titanium Lions were awarded. In the integrated category, the jury gave a Grand Prix, three Gold Lions, six Silver Lions and seven Bronze Lions.

Who else did well? Romania’s “American Rom” campaign by BV McCann that kicked off the week with direct and promo Grand Prix trophies was back with a titanium Lion and an integrated Gold, and Nike’s “Write the Future” also picked up an integrated Gold award.

What they didn’t like: “The videos are too long,” complained Paul Lavoie, a judge and chairman of Taxi. “I suggested to [festival Chair Terry] Savage that whatever the [entry] fee is — I think it’s about 1,200 euro [about $1,700] — it should be 1,200 euro per 30 seconds of video. We’d get the elevator pitch faster.”

That pricing model seems unlikely. It’s true integrated/titanium is the only category that allows videos to be a maximum of three minutes, rather than the two-minute limit elsewhere, but agencies are packing an entire integrated campaign into 180 seconds.

What you should do next year: “It feels like the digital transformation of the industry is complete,” said Iain Tait, a judge and global interactive executive creative director of Wieden & Kennedy. Each entry had a deep point of interactivity, not just a video on YouTube, he said. “It’s the first year we’ve seen that.” But, he cautioned: “Every entry talks about Facebook and Twitter. People need to calm down about that, and understand that’s a natural thing. If you do something good, people will talk about it. So you can leave that bit out.”

via Droga 5′s ‘Decode Jay-Z’ for Bing Wins Again, This Time the Integrated Grand Prix – Cannes 2011 – Creativity Online.


Film Craft Grand Prix Goes to Puma’s ‘After Hours Athlete’ – Cannes 2011 – Creativity Online

Puma’s “After Hours Athlete,” a poignant, moody spot featuring night owls in the throes of evening fun and created out of Droga 5, New York, earned the Film Craft Grand Prix at the Cannes Lions International Festival of Creativity. The film jury crowned the winner not for one particular aspect of its production, but for the sum of its expertly executed parts.

What it is: The commercial, directed by Smuggler’s Ringan Ledwidge, celebrates a new kind of athlete and features vignettes of young people experiencing the thrill of victory and agony of defeat of “after-hours” sports, from bowling and foosball to pool and karaoke. The spot, devoid of the typical jukebox track that would accompany such activities, features instead an uplifting, symphonic score created by Woodwork Music’s Phil Kay, with voice-over by Urge Overkill vocalist/guitarist Nash Kato, that together give a nostalgic tinge to each scene. The commercial also features photography by Ben Seresin, editing by Spotwelders’ Rich Orrick, sound design by Elias Arts and postproduction out of The Mill.

Why it won: Jury President Keith Rose explained: “It’s effortlessly done yet carries a lot of impact and emotion. It wasn’t one particular craft. It was made up of a flawless number of parts that became a total. It wasn’t run by maybe one big technique that became the overall winner. This was incredible casting, great lighting, great editing, great soundtrack, really good voice-over. The sum of the parts became the total. It’s just the ultimate filmmaking craft done at its simplest best.”

Controversy, or clear winner? Mr. Rose said the decision to award Puma was unanimous.

Other standouts: Other Gold Lion winners were Nike’s “Write the Future” from Wieden & Kennedy, Amsterdam, directed by Alejandro Gonzalez Innarritu and produced out of Independent Films, London, and Anonymous Content; Heineken’s “The Entrance,” directed by Sonny London’s Fredrik Bond, also from Wieden, Amsterdam; Chrysler’s “Born of Fire” Super Bowl spot, by Wieden, Portland, Ore., directed by Serial Pictures’ Sam Bayer; Drill Tokyo’s “Xylophone” for NTT Docomo, directed by Seiichi Ishikawa and produced out of Engine Plus/Drawing and Manual Tokyo; Loducca Sao Paulo’s “Balloon” spot for MTV, directed by Duldicio Caldeira out of Paranoid Brazil; “Above Everything Else” for Silestone, a direct-client piece created by Alex Roman, Madrid; and “Train,” an Indian Railways corporate film created out of Ogilvy Mumbai and directed by Prakash Varma of Nirvana Films.

Total Lions: 12 Gold Lions went to the above eight spots; 17 Silver and 24 Bronze were also awarded.

The jury: Mr. Rose, director and founding partner of South Africa’s Velocity Films, led a 10-person jury made up of a mix of production and creative executives, including Landia director Andy Fogwill, of Argentina; Indian director Prasoon Pandey of Corcoise Films; Naoki Ito, co-founder and creative director of Tokyo and New York agency Party; and Brian Carmody, co-founder and managing partner of Smuggler, whose company produced the Grand Prix winner (Carmody did not participate in the vote for the award).

Trends observed: Gone are the days of blatant big production value. “I think there is postproduction value evident in all the work, it’s just not as obviously in your face as it was before,” Mr. Rose said. “It’s kind of buried and hidden. And production values seem to have gone into the craft of the filmmaking. One particular spot, [for] Chrysler, launched during the Super Bowl, was very devoid of any kind of postproduction, and again, it’s the ultimate craftsman’s piece.” Mr. Rose also noted that the “biggest change is that the 30-second format seems to be dead and gone.” Shorter spots were scarce, while the jury saw an abundance of longer pieces, some even lasting 30 to 40 minutes.

via Film Craft Grand Prix Goes to Puma’s ‘After Hours Athlete’ – Cannes 2011 – Creativity Online.


PepsiCo’s Walker Crisps Wins Cannes Grand Prix in New Creative Effectiveness Contest – Cannes 2011 – Creativity Online

PepsiCo’s U.K. potato chip subsidiary Walkers set out to prove that a lunchtime sandwich becomes a more exciting meal when eaten with potato chips, winning the Grand Prix for the first creative effectiveness awards at the Cannes Lions Festival of International Creativity.

What it is: Abbott Mead Vickers BBDO discovered that people liked the idea of pairing their sandwich with a bag of crisps, but only did so one in 10 did so at lunch. The creative idea was to prove that Walkers can make any sandwich more exciting, even a small English town called Sandwich. They organized a series of surprise celebrity-led events to turn the sleepy village of Sandwich into the most exciting place in Britain. A famous race car driver became a local taxi driver for a day, a popular boy band surprised a school full of kids, and a celebrity took a turn as the bar maid in the village pub. That content was distributed through PR, TV and the internet. The resulting buzz inspired not only sales but also Walkers own sales force and the retailers who had to be persuaded to put Walkers crisps near their sandwiches.


Why it won: To enter the new creative effectiveness category, ads had to have won a Lion or been shortlisted at last year’s festival, to establish their creative credentials. “Sandwich” picked up several Lions in 2010. This year’s jury gave a 50% weighting to effectiveness, and 25% each to strategy and the creative idea. Besides being a delightful idea, the campaign led to revenue growth of 26%, exceeding the 15% growth target.

U.K. entrants like AMV BBDO also had a clear advantage, because it has been entering the U.K.’s rigorous effectiveness awards for years and know the drill. In one part of the submission, for instance, entrants were required to describe and discount other factors to demonstrate that the results were due to the marketing campaign and not, for instance, to price promotions. Sally Dickerson, one of the judges and managing director of BrandScience in the U.K., said that in response to that question Pepsi submitted about 20 pages citing other factors one by one, and then systematically proving why none of them had been responsible for the sales boost.

The jury: Led by Jean-Marie Dru, chairman of TBWA Worldwide, the 20-person jury is the only one that includes clients. Four marketers with global roles from Procter & Gamble, Kraft Foods, Philips and LG Electronics were judges.

Total number of Lions awarded: A Grand Prix and five Lions.

Who else did well: P&G, an unstoppable force at this year’s festival, won two of the five Lions, for the Old Spice campaign “The Man Your Man Could Smell Like” by Wieden & Kennedy, Portland, Ore., and BBDO India’s “Women Against Lazy Stubble” campaign for Gillette’s Mach 3 shaving brand in India.

What they didn’t like: Many of the entrants were clueless, and failed to build an effective case. “We spotted a few themes and the biggest was the link between objectives and outcome,” said Giles Hedger, a judge and Leo Burnett’s group chief strategy officer. “A lot of the entries lacked clarity between the opening and closing chapters and that’s what frames the story. You need to have a clear model about how you intended it to work. Some papers could describe that you do this, and this is what will happen, and show how it happened. Others said we did great stuff and a lot happened. ”

Mr. Hedger estimated that of the 142 entries, about one-third were potential contenders for a prize, one-third hadn’t prepared their entry well enough to be considered, and one-third didn’t have a strong enough case to win even if they entry itself had been done perfectly.

What’s ahead: Mr. Hedger and a few other judges will prepare a mini-white paper to guide next year’s entrants and the festival management in how to put together an entry that will pass muster with a jury looking for a clear, well-documented connection between creativity and effectiveness.

via PepsiCo’s Walker Crisps Wins Cannes Grand Prix in New Creative Effectiveness Contest – Cannes 2011 – Creativity Online.


Old Spice Wins One of Three Cyber Grand Prix at Cannes | Special: Cannes – Advertising Age

No Debate in Jury Room for Three U.S. Winners

The Cyber jury, led by jury president Nick Law, chief creative officer of R/GA, named three Grand Prix winners, which together reflected the increasing diversity and maturity of the category as a whole: Arcade Fire’s “Wilderness Downtown” promoting the Chrome browser; the Old Spice “Responses” campaign, out of Wieden & Kennedy, Portland, Ore.; and Innovative Thunder’s “Pay With a Tweet.” All of the categories were created out of the U.S., giving the country its first big wins at the Cannes Lions International Festival of Creativity.

What they are:
“Wilderness Downtown”: The interactive music video created by @radical.media’s Chris Milk and Google’s Aaron Koblin, out of Google Creative Lab, promoted Arcade Fire’s track “We Used to Wait” off “The Suburbs” album as well as the Google Chrome browser. The HTML 5-enabled experience utilized a viewer’s hometown address, multiple Chrome windows and Google Maps to create a highly personalized, nostalgic journey that corresponded to the track’s lyrics.

Old Spice “Responses” campaign: The social-media follow-up to “The Man Your Man Could Smell Like,” last year’s film Grand Prix winner, has taken top honors at other awards shows like the Andy Awards and One Show Interactive. The team at Wieden & Kennedy created 186 real-time, on-the-fly online videos in which Isaiah Mustafa directly addressed Old Spice fans, press and celebrities. The campaign helped to make Old Spice’s YouTube channel the No. 1 branded channel on the site and also helped to double sales for the brand’s body wash.

Innovative Thunder’s “Pay With a Tweet”: R/GA associate creative directors Christian Behrendt and Leif Abrams, aka Innovative Thunder, came up with a social-media currency system to promote their book “Oh My God What Happened and What Should I Do?” Anyone who tweeted the book received a downloadable copy for free. The system has since been adopted by celebrities and companies to help promote their brands.

Why they won:
“Wilderness Downtown”: Juror Christina Brown, VP-creative director, CloudRaker, Canada, said: “It was, on some level, a really beautiful product demonstration because you had to use Chrome in order to have the experience, and added to that was some beautiful creative thinking where they embedded Google Maps.” Also, it made Swedes cry: Forsman & Bodenfors Creative Director Robert Lund added, “I was watching it in Firefox, but the experience sucked. I’ve seen people first watching and almost breaking down into tears because it’s so beautiful. It’s both a music video and advertising — to me it’s one of the best product launches I’ve ever seen in the digital world.”

Old Spice “Responses”: Outside of the mechanics of making the social-media campaign happen, said Lean Mean Fighting Machine’s Dave Bedwood, it also came down to the “skill of someone being able to write a joke. You’ve got the technology side, but at the end of the day, some people just want to laugh. And that’s no mean feat, to make someone laugh is tough. To write joke after joke quickly on the fly, that’s a skill that should be celebrated as well.”

“Pay With a Tweet”: A PR effort that turned into its own product. “If they just promoted the book, it wouldn’t even be on the shortlist,” Mr. Lund said. “Forget the book, they actually turned “Pay With a Tweet” into a product. From the case study you can see that there were 12,000 other vendors that already started to use it. What they did was create an internet currency. They solved something people have been trying to figure out for 20 years. It opens up new doors for how we can act in the digital world.” Also, it helped to add real definition, in the marketing world, to a social tool. Juror Tiffany Rolfe, chief creative officer at CP&B, Los Angeles, noted that it “gave great definition to something [Twitter] we’ve been using in a free way, kind of mindlessly. Now, I can apply it to a payment and say it is valuable. It was a nice way of redefining how we use our voice on the internet.”

The jury:
Mr. Law presided over a jury of 24 people from 22 countries, including two jurors each from the U.K. — Mr. Bedwood, creative partner of Lean Mean Fighting Machine, and Stephan Beringer, international president of Digitas and Razorfish — and the U.S. — Ms. Rolfe and AKQA Creative Director Ginny Golden.

Entries as a whole showed that the category “is mature enough and diverse enough that clients are getting their money’s worth,” said Mr. Law. “The work was not just interesting and innovative — there wasn’t the digital pile of tricks that got us all excited in the past. There was just good, solid innovation that was helping clients’ business.”

The mix of winners themselves reflected the complexity and evolution of the Cyber category, Mr. Law added. “We had some pretty diverse Grand Prix winners, very different,” he said. “It ranges from something that you’d sit back and let it wash over you as a piece of entertainment, delivered through a very innovative series of screens, and then we’ve got something that on the surface looks like classic advertising, but behind the scenes, the mechanics of it — there is some pretty intelligent social-media thinking — and the last thing, which is a new way to use social media. It almost changes commerce through the lens of social media. Three very different things. As a jury, we were faced with having to judge that sort of diversity, that’s why I think this is the hardest category to judge. On one hand you’re judging classic narratives, on the other hand you’re judging systematic, tech solutions.”

Another obvious trend was that websites and banner ads, “what used to be staple of the category, have sort of become marginalized,” Mr. Law said. “The things that used to be on the periphery are now at the center, especially mobile and social media.”

What the jury didn’t like:
Said Mr. Bedwood: “The hardest thing for me, judging, was trying to get past the awards videos. What’s really interesting about the cyber category is that it’s so diverse. Confusion is what’s brilliant about it because from that you get surprises, but also what you get is a lot of bullshit because it opens the gateway for salesmanship with the awards videos. What did real people outside the awards jury really see and how good was that piece? That for me was the biggest challenge judging, getting around the salesmanship of agencies.”

Controversy or clear winner?
There was no debate on the Grand Prix winners. “I think it’s important to say that it was unanimous,” Mr. Lund said. Added Mr. Law: “There was a group of work we really liked, but it was, I think, one of the swiftest decisions in the history of juries. We had some excruciating, long days before we got to the medal rounds, where we got it out of our system and we figured out as a group. When it came to it, we thought we were going to be in there for a while, but then we sat down and finished in five minutes. It was pretty unanimous.”

Total Lions:
Outside of the three Grand Prix, the jury awarded 21 Gold, 15 Silver and 42 Bronze Lions.

via Old Spice Wins One of Three Cyber Grand Prix at Cannes | Special: Cannes – Advertising Age.


Network BBDO Wins Radio Grand Prix Again at Cannes | Special: Cannes – Advertising Age

Jurors Were Impressed by South African Shop’s ‘Postmodern’ Campaign for Mercedes

Network BBDO, Johannesburg, impressed jurors with its flair for darkly comedic copywriting in a series of radio spots for Mercedes-Benz dubbed “Accident Avoidance Features.”

The campaign took home the Grand Prix award for radio on Tuesday at the 58th Cannes Lions International Festival of Creativity, and in so doing, made the South African outpost of the Omnicom Group agency network the winner of the coveted trophy for a second time. Last year, radio jurors did not award a Grand Prix; Network BBDO won the Grand Prix in 2009 for a campaign for Virgin Atlantic.


What it is: “Accident Avoidance Features” is a wry, perhaps borderline creepy set of ads for Mercedes-Benz’s accident avoidance systems in a counterintuitive way. Says the script of one of the spots in the campaign, called “Love”: “Now she whistles love songs to me as she cleans her gun. I think she’s had me micro-chipped because I once woke up groggy on a vet’s table and because I beep every time I exit a shop. Airport security has become unbearable. She eats buffalo wings without spitting out the bones. None of her shirts have sleeves. She knows stuff about me that I haven’t even told her. Mostly banking codes. And I’m pretty sure she sleeps with her eyes open. To think, if I’d been driving a Mercedes-Benz with Blind Spot Assist, one of their smart accident-avoidance systems, we never, never would’ve met.” (The narrator delivers all that in a monotonous voice-over.)

Why it won: It was fresh, made jurors laugh and was simply unlike anything else they heard from other entrants. “It’s an idea that’s coming in from left field,” said Eugene Cheong, the jury chair, who currently serves as regional executive creative director of Ogilvy & Mather Asia Pacific. “Many ideas are really straightforward and direct. … We felt this was postmodern and coming through from such a different angle. It’s a piece of magic.”

The jury: Led by Mr. Cheong, this year’s radio jury was made up of 14 members who were sticklers for the rules. Their motto was “We will not allow any great work to slip through the gap.”

Other Grand Prix contenders: The jury reported liking two other radio entries out of Asia that displayed a “sophisticated” brand of humor. One was for a radio campaign called “Killer Bees,” created by Y&R Thailand, Ban


Vegas Hotel Experience Takes Cannes Design Grand Prix | Special: Cannes – Advertising Age

Given this year’s Design Grand Prix winner, hopefully what happens in Vegas won’t stay in Vegas. The Cannes International Festival of Creativity design jury bestowed the category’s top honor this year to “The Cosmopolitan Digital Experience,” a multimedia digital effort that weaves storytelling into the exterior and interiors of a new Sin City hotel, an effort that the jury said sets a new standard for hotel and retail experiences — as well as integrated brand building on a broader level.

What it is: Created out of Digital Kitchen, Chicago, the effort makes use of multiple screens embedded in the architecture and interiors of the Cosmopolitan Hotel in Las Vegas to create a unique experience for guests. Among the components include eight screen-wrapped columns that welcome guests in the lobby. Each column features works of photography; 3D and 2D animation; and film that helps to engulf visitors in the hotel’s narrative while challenging them to rethink the idea of architecture, interiors and physical space. The digital assets within the experience can be curated and tailored for specific seasons and events.

Why it won: Conor Brady, chief creative officer of Organic and the only juror who experienced the hotel in person, said the work represents an ethos of multidisciplinary design. “It’s truly a coming together, in a beautiful, integrated way, all these disciplines of design. What most excited me is that it’s completely kinetic. They essentially built a publishing platform for art in this digital space. It opens up the ability to do something great.” Added juror Helen Godin, creative director and partner at Sid Lee, Canada: “It was a complete design experience and becomes the new standard for hotels. We all agreed maybe this is something that can be one example for restaurants, hotels and retail.” It represents a trend to “think about having a complete, immersive experience, developing packaging, advertising from the roots of design, thinking in terms of branding first and, after that, spread the design all over the place.”

The jury: Designer/architect/branding specialist Luciano Deos of GAD Design presided over 15 jurors hailing from 13 countries.

Other standouts: The Gold Lion-winning Basisbibel. The effort was a lively rethink of the religious tome, incorporating a range of vibrant colors, a simple white cross on the front and interior pages redesigned to make the text more accessible. “Something that was a book now feels like a gift — we can decide where that gift came from — was it from up above? Or from the designers themselves?” said juror Leslie Smolan, founding partner of Carbone Smolan Agency. The work represented one trend in the entries — that design can make the old new again.

Another notable Gold Winner was The Human Rights Petition effort for Human Rights Watch, out of JWT, New York. The New York exhibition consisted of 200 photographs of Burmese political prisoners. Each image was covered in pens to create the illusion of prison bars. Visitors could remove the pens and use them to sign a petition so that they could figuratively, and literally, help free the prisoners. “It had a huge impact on freeing prisoners,” said juror Mike Mizrahi, creative director at Inside Out Productions, New Zealand. “That was an example where an emotional connection was made through design to communicate very powerfully an idea that changed people’s lives.”

Total Lions: Outside of the Grand Prix, the jury awarded a record 31 Gold Lions, 27 Silver and 27 Bronze.

Too many Golds? No, said the jury. The winners were selected from a relatively short shortlist. Said Ms. Godin, “What we considered to be really good only made it onto the shortlist, so once we had a really good shortlist, awarding golds, silver and bronzes became so much easier because we awarded only the cream of the crop.”

via Vegas Hotel Experience Takes Cannes Design Grand Prix | Special: Cannes – Advertising Age.


China Wins Press Grand Prix With JWT Ad for Samsonite | Special: Cannes – Advertising Age

Country’s First Grand Prix Is Latest Example of Winning Work by Emerging Markets at Cannes Festival.

China’s determination to improve its creative standing in advertising paid off on Wednesday with the country’s firs Grand Prix, a press ad called “Heaven and Hell” for Samsonite luggage by JWT Shanghai, just three years after mainland China won its first Gold Lion.

So far this has been a remarkable week at the Cannes Lions International Festival of Creativity for emerging markets that are not usually big medal winners. Romania won its first and second Grand Prix trophies, in the direct and promo categories, thanks to McCann Erickson Bucharest, and Cheil Worldwide is taking home the first Grand Prix for Korea — and Cheil. (After being shut out of the top prize in the first seven contests of the week, the U.S. today swept all three Grand Prix in the Cyber Lions competition, traditionally a strong category for the U.S., and picked up the design Grand Prix, too.)

China has been a quick learner, winning its first Gold Lion in 2008, for an Adidas campaign by TBWA Worldwide, Shanghai. The only other Gold won by an agency in mainland China before this year was a Design Gold in 2010 for DDB Shanghai (Hong Kong agencies have won Gold Lions before, including a press Gold Lion today for a Greenpeace campaign by Leo Burnett Hong Kong and a Gold Lion in 2010 for Grey Hong Kong).

“It’s a huge leap forward for China in the festival,” said Tony Granger, jury president and chief creative officer of Y&R.

What it is: In intricate detail, the top half of the ad depicts heaven, where passengers on an airplane relax in cool, white comfort. The bottom half is hell, or the baggage compartment, full of tormented souls and several sleek, sturdy Samsonite suitcases that can withstand even the inferno. Any traveler whose bag has ever been abused by an airline would be touched by this ad. “It’s a great little demonstration of endurance and quality,” said Sergio Alcocer, president and chief creative officer of LatinWorks and a U.S. judge. “Heaven and Hell” also won a Gold in the Outdoor category yesterday.

Why it won: The jury was looking for a “simple, concise, beautiful idea,” Mr. Granger said. “This is an exceptionally beautiful piece of work. It stood out from the beginning. The easiest part of our decision making was the Grand Prix. It took 10 minutes.”

The jury: Led by Mr. Granger, the jury included a judge from China, Nick Cohn, the executive creative director of Wieden & Kennedy, Shanghai. With the press judging over, Mr. Granger can focus on the other jury he chairs, for the film category.

Controversy or clear winner? Mr. Granger said the Grand Prix choice was made in two quick rounds of voting. In the first one, each judge wrote down his favorite ad on a little piece of paper. Only one ad besides “Heaven and Hell” garnered a few votes, but those judges but came around in the second ballot.

Total number of Lions awarded: Ninety-nine, out of 5,415 entries. One Grand Prix, 10 Gold, 36 Silver and 52 Bronze Lions.

Who else did well: If China hadn’t won, the jury’s second-favorite ad was from another emerging market, the Middle East. The print campaign by Y&R Dubai in the United Arab Emirates showcased fashionable department store Harvey Nichol’s fall/winter collection. Each ad showed an image of a fashion item — like a pair of leopard-print stiletto heels — followed by the words “People who bought this item also bought” and a picture of another object like, in the case of the heels, altitude sickness pills.

Mr. Granger said the most-awarded country was Brazil, with 20 press Lions, followed by Argentina, Germany and, tied for fourth place, Finland and Spain.

Who didn’t do well: The U.S. picked up only Bronze Lions in press this year, for four agencies: Wieden & Kennedy, Portland, Ore.; BBDO, New York; Y&R, New York; and U.S. Hispanic agency LatinWorks, Austin, Texas.

What they didn’t like: The stereotypical print ad consisting of a visual and a tiny little logo in the bottom right-hand corner.

What’s ahead: Digital and print are merging. This year, a lot of entries featured QR, or quick-response, codes to download and see a message on a smartphone. “It’s just starting,” Mr. Granger said. “I think next year you’re going to see a huge merging of media, as iTouch technology takes over.”

via China Wins Press Grand Prix With JWT Ad for Samsonite | Special: Cannes – Advertising Age.


BBH London won a Gold Lion for this outdoor campaign for Google…


Droga 5′s ‘Jay-Z Decoded’ Wins Cannes Outdoor Grand Prix | Special: Cannes – Advertising Age

Effort for Microsoft Search Engine Bing Helped Expand How Media Category Could Be Used

Bing | Decode Jay-Z Case Study

Have New York shops cracked some sort of code in the outdoor category? That seems to be the case again at the Cannes Lions International Festival of Creativity. For the second straight year, a Big Apple-based agency has won the Grand Prix as Droga 5 took the top honors for its “Jay-Z Decoded” campaign for Microsoft’s search engine, Bing.

Anomaly, New York, was one of two Grand Prix winners in 2010 for its work for Diesel, but the jury said the repeat of a U.S. winner wasn’t an indicator that the New York market has a better grasp on the medium.

What it is: “Jay-Z Decoded,” a promotion for Bing via rapper and celebrity Jay-Z, worked to connect Microsoft to a new demographic. All 300-some pages of the rapper’s autobiography were placed on outdoor spaces, so that fans could actually walk through Jay-Z’s life, and where the media didn’t naturally exist, Droga 5 created it — from the bottom of a pool to the apartment projects where Jay-Z grew up. The outdoor executions were part of an interactive game that tied Bing’s search and maps functions to new clues released daily as to the location of pages from the autobiography. Simultaneously, the campaign helped increase traffic to Bing and, according to the agency, “helped raised the bar of what a book launch could be.”

Why it won: The effort was a seamless integrated campaign that led with outdoor executions. “We were looking for not only the best work, but also the work that showed what the future of outdoor should be,” said Jury Chair Olivier Altmann, chief creative officer at Publicis Worldwide. “It flies through every category” and is “an incarnation of the new way we should practice outdoor.”

The jury: Mr. Altmann helmed a 16-member jury hailing from a range of countries including Australia, Colombia, Turkey and the Philippines who were all very vocal during a press conference on Tuesday morning announcing the winners.

Total Lions: Cannes rules dictate that two Grand Prix awards can be awarded in the outdoor category, as was the case last year. But this time around the jury felt that no other entries were in the same league. In addition to the one Grand Prix, the jury this year gave out 18 Golds, 33 Silvers and 67 Bronzes.

Controversy or clear winner?: Mr. Altmann challenged the jury to choose winning work that elicited a raw human emotion, such as surprise or shock, upon seeing it. There were no dissenters on the jury that “Decoded” should be awarded the top prize. “It was quite interesting because we had a discussion between us and it was unanimous,” said Mr. Altmann. Another digital behemoth, Google, won a Gold for its outdoor campaign by Bartle Bogle Hegarty, London, promoting a mobile search app. Said Energy BBDO top creative and juror Dan Fietsam: “It was a very utilitarian campaign, which we thought was brilliant.”

What the jury didn’t like: Gimmicks. While the winner in the category was actually a multiplatform campaign, and the outdoor work was integrated with online executions, the jurors decried the use of technology in outdoor advertising for the sake of it. Mr. Fietsam cited work for Samsonite by JWT Shanghai as “beautiful creative” that was “contextually right” and didn’t have a “freaking QR code on it.” Looking toward next year, entrants in the outdoor category should place a priority on work having an emotional component more so than a digital component.

via Droga 5′s ‘Jay-Z Decoded’ Wins Cannes Outdoor Grand Prix | Special: Cannes – Advertising Age.


South Korea’s Cheil Captures Media Grand Prix at Cannes | Special: Cannes – Advertising Age

South Korea’s Cheil Captures Media Grand Prix at CannesUnanimous Decision Prompts Juror Debate as to What Role Results, Effectiveness Should Play

Cannes Lions International Festival of Creativity CEO Philip Thomas said it was a significant win. While South Korea has taken home hardware over the 58-year history of the Cannes Lions advertising awards, it has never snagged the top prize. It’s the second time an otherwise oft-overlooked market has been a winner at Cannes this year; the South Korea win follows on the heels of Romania winning two Grand Prix.

What it is: The “Homeplus Subway Virtual Store” was an idea conceived by Cheil to help the retailer get an edge over its larger rival, E-mart. Instead of trying to persuade consumers to visit the store, Cheil had the idea to bring the store to busy, hardworking people. It recreated lifelike images of store aisles in subway stations that were interactive and allowed people to shop from the store simply by taking pictures of the products with their mobile phones. Their orders were later delivered to their homes. Although engagement with the idea was only in the tens of thousands, online sales for Homeplus jumped by 130%, the client said.

Why it won: The effort captured a trend that sees the convergence of innovative media and shopper-marketing ideas, and solved a real business problem for a client.

The jury: Maria Luisa Francoli Plaza, the global CEO of Havas-owned media agency MPG, led the massive 30-member jury, which included three executives from OMD, and two each from Mindshare, Starcom and MPG.

Controversy or clear winner? “It was pretty unanimous. … When we saw this case most of us appreciated the difference and the consumer insight,” said Ms. Francoli Plaza. While there was wide agreement about which agency and campaign should be awarded the top prize, the topic of effectiveness and to what degree results should be factored into the deliberation process prompted much debate, the jurors said. (In the end, effectiveness wound up taking a backseat to creativity.) Other standouts in the category were efforts on behalf of not-for-profit. A World Wildlife Fund campaign called “Save as WWF” by Jung von Matt, Hamburg, that aims to save paper resources via a PDF that can’t be printed, took home a Gold Lion. Hakuhodo also won a Gold for an effort in the Iwate Nippo newspaper designed to help lift the spirits of those devastated by the earthquake and tsunami earlier this year.

Total Lions: In addition to the Grand Prix, the jury gave out 14 Gold Lions, 31 Silver Lions and 38 Bronze Lions.

A growing category: Media, which has been awarded since 1999, this year saw a huge jump in submissions — 34% over last year — with a total of 2,895 entries from 67 countries. “The increase from social media are bringing more cases that are suitable to be presented here,” noted Ms. Francoli Plaza, adding that the increase is also a reflection of the fact new countries are entering, and winning, in the category. All the jury members strongly felt that the category will continue to see increased entries going forward. So the key thing to watch, as one juror pointed out, will be how the festival will handle the volume, not only in this category but for all the growing categories.

via South Korea’s Cheil Captures Media Grand Prix at Cannes | Special: Cannes – Advertising Age.