Palau Pledge campaign takes top prize in Direct


Palau Pledge, entered by Host/Havas Sydney, is the winner of the 2018 Direct Grand Prix. Jury president Susan Credle, global chief creative officer, FCB, Global said: “We loved all the Golds, but this was one of a couple of ideas that we kept talking about. I think the reason was that it was so human. Direct marketing can sometimes feel pretty functional.”

The Palau Pledge was an attempt to stop visitors trashing the beautiful country during their visits. It involved getting people to sign a pledge in their passports as they arrived, to respect the ecology and environment of the small Pacific Ocean archipelago. The idea was supported by a range of other media activities and generated a groundswell of support internationally, with many countries saying they should do the same. It also managed to secure endorsement from actor Leonardo DiCaprio.

                     Susan Credle

                     Susan Credle


In terms of the overall category, Credle said 2018 was an interesting year because Direct was “developing into an open modern tool which invites people to co-create or respond to an action. In terms of what we were looking for it was four things: insight, creativity, idea and execution.”

There were also 10 Gold Lions in the Direct category, awarded to Brazil, Colombia, France, Germany, India, Italy, Spain, the US (2) and UK. The Brazilian Gold went to 'Tagwords', winner of the Grand Prix in Print & Publishing. Creative eCommerce Grand Prix winner 'Xbox Design Lab Originals: The Fanchise Model' also secured Gold in the Direct category.


Harriet Palmer