Grand Prix went to BBDO Mumbai’s Touch the Pickle in Glass. F&B’s Volvo Live Test Series in Creative Effectiveness and TBWA/Media Arts Lab Los Angeles & Apple Cuppertino’s Shot on an iPhone6 in Outdoor. No Grand Prix or Golds for Australia in Creative Effectiveness, Outdoor, PR or Media. No Australian finalists in Glass
GLASS: 18 entries were shortlisted and 8 won. 8
The Grand Prix went to BBDO India, Mumbai, for Procter & Gamble Whisper’s Touch the Pickle.
Jury President Cindy Gallop, founder and chief executive officer, IfWeRanTheWorld / MakeLoveNotPorn, stated, “Ultimately we unanimously agreed on work tackling a gender issue that impacts every single woman worldwide; does it in a way that is innovative and disruptive while entertaining and engaging; comes naturally from a brand for whom effecting change in this area is not only its innate social responsibility but of tremendous business benefit; and which has achieved amazing results in one of the most conservative markets in the world.”
In India, menstruation is considered shameful and there are myths of shame around it. Women are discouraged from doing normal daily activities during their periods. One of the stranger myths is that if a woman touches the jar of pickles found in the kitchen of most Indian homes, the pickles will rot. The film encourages women to defy tradition and taboos by touching the pickle jar.
Three Grand Prix favourites won Glass Lions instead:
Leo Burnett’s #LIkeaGirl, also for Whisper was tipped to win the top prize.
BBDO India’s second P&G entry, Share the Load, for Ariel (Tide) detergent aimed to get men and women to rethink the division of labour. (Women invariably do the family laundry.)
Notable Montevideo’s Feliz Dia Hombres for pharmaceutical company, Urufarma, told men that on Women’s Day that they can do the same things as women – read romance novels, drink diet soda, cry, and help plan how many children to have.
Full list of Glass Lions winners: Glass Winners
CREATIVE EFFECTIVENESS: 17 Lions were awarded
Forsman & Bodenfors’ Live Test Series for Volvo Trucks won the Grand Prix.
Jury president, Wendy Clark, president sparkling brands & strategic marketing, Coca-Cola North America, stated that it was “a gift to the industry” that demonstrated the power of creative bravery as a conduit to exceptional effectiveness. “This was unapologetic advertising, proud to communicate its message. There was no one in the room who wished they didn’t do that work. We were all jealous of that work and we were all jealous of the results.”
“We wanted to find work that could celebrate art and commerce effectively. What we saw in this work is an otherwise functional story told artfully.” She add that the jury saw “huge results – quantitative and qualitative results – for this brand. And those on a sustained basis.”
Gold Lions went to:
adam&eve/DDB’s The Bear and the Hare for John Lewis
Droga5 New York’s This Is Wholesome for Mondelez’ Honey Maid
AUSTRALIA:
Saatchi & Saatchi Sydney’s Penny The Pirate for Luxottica won Bronze
Full list of winners: Creative Effectiveness Winners
OUTDOOR: 131 Outdoor Lions were awarded.
TBWA/Media Arts Lab Los Angeles and Apple Cuppertino won the Grand Prix for the World Gallery iPhone 6 integrated campaign.
The campaign that featured photos from users taken exclusively on the iPhone 6 included posters in more than 70 cities in more than 20 countries, all shot on an iPhone 6.
Jury president, Juan Carlos Ortiz, president & chief executive officer of DDB, stated that it was a ground-breaking blend of innovation and simplicity-of-thought, “We didn’t choose the Grand Prix – the Grand Prix chose us.”
AUSTRALIA:
GPY&R Melbourne’s Donation Posters for Public Transport Victoria won two Bronze Lions
Full list of winners: Outdoor Winners
PR:
MSL Group NY and Leo Burnett Toronto won the Grand Prix for Procter & Gamble Always #Like A Girl.
More than half of this year’s 79 PR Lion-winners came from PR specialists, an increase which jury president, Lynne Anne Davis, president & senior partner Asia Pacific, FleishmanHillard, attributed to the creativity gap having “completely closed” between advertising and PR agencies.
Davis noted, “There were two jury members who had showed it to their children, and they will never know ‘like a girl’ to be a put-down. This is a campaign that marries a brand promise with brand purpose and commercial pursuit. It’s not just counting the people reached, but reaching the people who count.” She also highlighted that over half of this year’s 79 PR Lion-winners had come from PR specialists, attributing the increase to the creativity gap having “completely closed” between advertising and PR agencies.
AUSTRALIA:
M&C Saatchi Sydney / Fuel Communications’s Optus Clever Buoy won 1 Gold and 1 Silver.
“Winning in PR and Media is testament to the power of big creative ideas entering popular culture and getting talked about. It’s work we’re fiercely proud of,” M&C Saatchi Australia Group chief executive officer, Jaimes Leggett commented,
Whybin\TBWA Group Sydney / N2N Communications’s Stay With Pride for Airbnb won 1 Silver Lion
Full list of winners: PR Winners
MEDIA: 80 Lions were awarded.
Y&R Team Red, Istanbul’s Vodafone Red Light Application / Between Us won the Grand Prix.
Nick Emery, Global chief executive officer, Mindshare, commented, “It embraces the best of both a corporate campaign and the originality of an NGO approach. Technology was at its heart and it also has an adaptable and flexible media approach, personalised to the women of Turkey.”
AUSTRALIA:
UM Sydney / Ogilvy Sydney’s #ColourYourSummer for Coca-Cola South Pacific won 1 Silver
M&C Saatchi Sydney / Bang PR Sydney’s Play With Yourself for The Blue Ball Foundation won 1 Bronze
M&C Saatchi Sydney / Starcom MediaVest Group Sydney’s Optus Clever Buoy won 1 Bronze
GPY&R Brisbane/Melbourne’s Melanoma Likes Me for Melanoma Patients Australia, won 1 Bronze
M&C Saatchi Sydney / Starcom MediaVest Group Sydney, Optus, Clever Buoy
Leo Burnett Sydney / Mediacom Sydney, Shine for Cano won 1 Bronze
Full list of winners: Media Winners 2015
Results for Promo & Activation, Direct, Press and Mobile Lions here.
Results for Cyber, Radio, Design & Product Design here.
