Creative Effectiveness, Direct Lions, Promo & Activation and PR Winners Announced #canneslions

The Creative Effectiveness, Direct, PR and Promo & Activation Lions category winners have been announced at the annual Cannes Lions International Festival of Creativity.

McCann Melbourne, Australia, took both the PR and Direct Grands Prix for their entry ‘Dumb Ways to Die’ for Metro Trains. The Promo & Activation Grand Prix was taken by Ogilvy Brasil, for their entry ‘Immortal Fans’, created for football club Sport Club Recife. Wieden+Kennedy Amsterdam took the Grand Prix for ‘Heineken’s Legendary Journey: Justifying a Premium the World Over’ in the Creative Effectiveness category.

The two creepiest Loerie winning ads this year picked the two creepiest ads awarded at the Loeries this year.

1. Fox International Channels, TOP TV: Life goes on. Again.
Agency: Ireland/Davenport
Loerie: Campaign Silver TV Trailers, Channel & Station Promos

2. VW Polo GTI: Date Drive
Agency: Ogilvy Cape Town
Campaign Bronze PR Communication Campaign
Silver Microsite
Campaign Silver Digital Mixed-Media Campaign

South Africans could apply for date drives in the new Polo GTI. It would help them impress a hot date ‘and improve their chance of scoring.’ Participants filled in pre- and post- ‘drive’ questionnaires.

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