2 Grand Prix for Grey & Volvo, for 2 campaigns in 2 countries. Promo & Activation, Direct, Press and Mobile Lions have been announced.
Promo & Activation collected 3,196 entries. 117 Lions were awarded.
Grey London’s Lifepaint (created with Caviar London) for Volvo UK won the The Grand Prix. Life Paint is a spray that is invisible in daylight but glows brightly at night when exposed to car headlights. It can be sprayed on bikes, clothing, shoes, or even dog leashes and was designed to reduce the number of accidents between cars and bikers and pedestrians. This is its tagline: “The best way to survive a crash is not to crash.”
Jury president Matt Eastwood, worldwide chief creative officer of J. Walter Thompson, commented, “It reinforces a life-long commitment to a strategy of safety and then elegantly turns that to a guiding purpose not just for the cars, but for all of society. It’s a simple, easy to apply solution that will genuinely save lives.”
Australia’s winners in Promo & Activation were:
Silver Lion: GPY&R Brisbane’s Melanoma Likes Me for Melanoma Patients
Bronze Lion: (2) Traffik Sydney’s Samsung Slideliner for Samsung Australia
Bronze Lion: DDB Sydney’s #MacItBetter for McDonald’s Big Mac,
Bronze Lion: Leo Burnett Melbourne’s#MyFamilyCan for SPC Ardmona
Bronze Lion: Whybin\TBWA Group Melbourne’sOnly Gay In The Village for ANZ Bank
Bronze Lion: GPY&R Brisbane’sMelanoma Likes Me for Melanoma Patients
Bronze Lion: GPY&R Melbourne’sThis Calls For a Cocktail for Schweppes Australia
Full list of winners here: Promo Activation Winners
Direct received 2,813 entries. 83 Lions were awarded.
Grey New York’s Interception (with Click3X) won the Grand Prix for Volvo.
Jury president, Judy John, chief executive officer and chief creative officer, Leo Burnett Canada, commented, “Smart, strategic, creative and real-time, Volvo zagged and created a new conversation which hijacked The Superbowl. It pushed and rethought what you can do in direct. Interception is a deep example of what’s going on. It’s an exciting time in the category and the business.”
Australia’s winner was:
Bronze Lion: GPY&R Melbourne’s Donation Posters for Public Transport Victoria
Full list of winners here: Direct Winners
Mobile received 1,246 entries and awarded 57 Lions.
Google Mountain View’s Cardboard won the Grand Prix for Google. Google won the same award in 2012. Jury president Joanna Monteiro, vice president & creative director, FCB Brazil commented that it had made virtual reality far more accessible, “The jury believed that this is a game-changer since it democratises VR. Cardboard costs about $20 and will allow brands to engage many more consumers, offering them a different level of experience.”
The jury called it an “enabler”– a winner that itself facilitated many campaigns that were also hoping to take home the Grand Prix. Cardboard gave “mobile new possibilities to really change behaviour and have a huge impact on consumer life,” Monteiro added.
Cardboard was incorporated into other work, like Volvo’s created by Interpublic’s R/GA. The jury was looking to award an entry that is “expanding the possibility of mobile, and that comes from new technology.”
R/A’s work for Lisnr, an audio-beacon technology startup in Cincinnati USA, that allows marketers to track user locations from the content they are consuming won a Gold Lion and came a very close second, according to jury member, Andy Hood, head of emerging technologies at AKQA.
Australian winners in Mobile were:
Gold Lion: M&C Saatchi Sydney’sClever Buoy for Optus
Bronze Lion: GPY&R Melbourne’s Pro Vision for Oakley
Bronze Lion: Whybin\TBWA Group Sydney’s NZ Dronie for Tourism NZ
Full list of winners: Mobile Winners
Press received 4,470 entries and awarded 79 Lions.
The Community (formerly known as La Comunidad and now part of SapientNitro) Miami’s Never Stop Riding campaign – Dog, Baby, Squirrel and Moths – won the Grand Prix for the The Public Bike System.
The campaign also won two Gold Lions. Jury president Pablo del Campo, worldwide creative director, Saatchi & Saatchi, Argentina noted that the Grand Prix stood out for its freshness, originality and, ultimately, creative bravery, “There were other great ideas that we loved, but we thought that this one was the most challenging and farthest away from the comfort zone.”
Australia’s winners in Press are:
Bronze Lion: Leo Burnett Melbourne’s Rhinella Marina/Cane Toad for Honda Australia – Honda Genuine parts
Bronze Lion: Leo Burnett Melbourne’s Alopex Lagopus/Arctic Fox for Honda Australia – Honda Genuine parts
Bronze Lion: Leo Burnett Melbourne’s Herpestes Aurop/Indian Mongoose for Honda Australia – Honda Genuine parts
Full list of winners here: Press Winners
Winners in Glass, Creative Effectiveness, Outdoor, PR & Media here.
Winners in Radio, Cyber, Design & Product Design here.
