Australian agencies picked up two Cannes Grand Prix awards at the recent international creativity festival, and minor awards in a number of categories, including three print awards.
Whybin\TBWA Group Melbourne picked up a Grand Prix in the Outdoor Lions category for its ANZ GAYTMs campaign, which was rolled out during the annual Sydney Gay and Lesbian Mardi Gras. ANZ, as the principal sponsor of the Mardi Gras, had its inner-city ATMs transformed into GAYTMs – essentially hand-crafting designs onto the ATM booths using “rhinestones, sequins, stuffs, leather, denim and fur”.
Australia’s other Grand Prix came in the Creative Effectiveness category and was awarded to McCann Melbourne for a campaign it ran for V/Line – Victoria’s regional train and coach public transport operator.
The campaign’s message was to encourage young Victorians to leave the inner city and visit friends and family in the country – what they termed ‘Guilt Trips’ – or pre-purchase tickets that people could send to someone else who would hence feel guilty if they didn’t use it. The campaign saw a 12 per cent increase in off-peak sales – resulting in an additional 123,000 tickets sold and generating $4 million in additional revenue.
In the major print advertising category, the Press Lions, Australian agencies did not pick up the Grand Prix or any Gold Lions awards, but two agencies received recognition for their submitted campaigns with Silver Lions.
Saatchi & Saatchi Sydney was recognised with a Silver award for its Panasonic air conditioner campaign, which flipped the convention of dogs sticking their head out of the car window and into the wind, with a series of images with dogs sticking their head inside the window and having their faces blown back by a gust of wind – suggesting the power of the car air-conditioner.
Leo Burnett Sydney was also awarded a Silver for a powerful campaign it ran for the World Wide Fund for Nature, advocating for a stop to the trade of rhinoceros horns, shark fins and tiger fur. The campaign, called “Stop one. Stop them all”, featured powerful artworks that showed a pyramid hierarchy, with maimed animals at the bottom, the depraved workers above them, and the various people that profit from the trades standing on top of each other’s shoulders.
DDB Sydney picked up a Bronze award in the Press Lions category for a McDonalds campaign it ran on Big Macs – “know the ingredients, know the legend”.
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