WEDNESDAY'S AWARD WINNERS
THE PRESS Grand Prix has gone to Italy’s Fabrica Treviso for a campaign that jury president Tham Khai Meng said stood above its rivals “by a million miles”.
Unhate, produced by Fabricio Treviso and 72andSunny for United Colors of Benetton, recalls the brand’s controversial advertising heyday with a series of posters featuring world leaders kissing. Benetton’s aim with these symbolic images of reconciliation is to “stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation”.
“Unhate has heart impact, gut impact and strong emotional impact,” said Khai, Ogilvy’s worldwide chief creative officer. “It has also provoked global debate around the world. And has it created brand awareness? You bet.”
Khai added that the campaign’s “ironic hope and constructive provocation” would ensure that Unhate was spoken about and remembered for many years to come.
The Lions Radio Grand Prix has gone to Talent Sao Paulo of Brazil for Repellent Radio, a campaign for Go Outside Magazine.
The campaign’s winning element was the use of a parallel frequency that was inaudible to humans but acted as a deterrent to mosquitos. This meant that people could go outside, listen to their standard radio frequency and not be bitten because of the impact of the second frequency. The campaign reached a total of three million radio sets.
“As a jury, you have to step back and ask yourself what idea has the biggest impact,” said Radio jury president Rob McLennan, executive creative director Net#work BBDO South Africa. “We were all looking for something that would change radio and this was it.” Repellent Radio, produced by Punch Audio Sao Paulo and Gigante Estudio Sao Paulo, was run close by a campaign for Mercedes-Benz from BBDO Net#work South Africa, which picked up a total of six Gold Lions for a range of executions.
Overall, 20 Gold Lions were awarded in radio. McLennan added: “There was a 30% increase in entries and they were of a very high standard. It was fantastic to see so much innovation in such an old medium.”
Germany's Serviceplan Munich has won the Design Grand Prix for Austria Solar's Annual Report 2011.
The report uses photochromic ink to reflect the company’s business. If you open the report indoors, the pages appear to be blank. However, if you expose the pages to the sun, the photochromatic inks react and the content is revealed.
With five Gold Lions to their credit, Duckworth said that the “Japanese were back” in contention. He also praised the beautiful simplicity of Stockholm Design Lab’s Tin Herring for Ikea Food Services, which also took a Gold.
R/GA New York took the Cyber Grand Prix for its digital campaign for Nike+ Fuelband, the device that measures a runner's pace and movement. Unlike most Cannes Lions entries, the Nike+ Fuelband device is itself the campaign, as R/GA was asked to design the úser experience'from scratch.
A second Cyber Grand Prix was won by Volontaire Stockholm for Curators Of Sweden, a campaign commissioned by the Swedish Institute/VisitSweden organisation.
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