Direct Jury honours the brave
After a long and heated discussion about which campaign should win the Grand Prix, the Direct category was confronted by “a solidly divided jury”, said jury president Ted Lim, chief creative officer of Dentsu Brand Agencies APAC. Only at the last moment did the scales tip in the favour of the “braver” campaign — ‘Google Home of the Whopper’, created by David Miami on behalf of Burger King. The campaign which narrowly lost was McCann New York’s ‘Fearless Girl’, which added a Direct Gold to three Grands Prix already won in 2017.
‘Google Home of the Whopper’ was a mischievous TV ad, designed to ‘hack’ voice recognition systems in people’s homes, such as Google Home and Amazon Alexa. “During the debate, one of our jurors described this as the best abuse of technology they had ever seen,” said Lim. “We have never seen anything as invasive as this. It was outrageous.”
Asked whether it mattered that the idea is not especially scalable, Lim said: “We were looking for something that set the tone for the future, that was not easily replicated. We weren’t looking for something that could be manufactured again and again.”
The campaign also picked up a Gold Lion while ‘Fearless Girl’, for client State Street Global Advisors, secured two. Of 13 Gold Lions, the US secured five and the rest went to Australia (3), Brazil (2), Colombia, Netherlands and New Zealand.