Cannes winners: 'Dumb Ways' adds two Grand Prix; Dove wins Titanium

TITANIUM & INTEGRATED

Besides 'Dumb Ways to Die', Samsung's 'Bridge of Life' campaign by Cheil Worldwide was the only other Asia-Pacific winner in the Titanium & Integrated category, taking a Titanium Lion.

FILM

In the Film category, two Grand Prix were awarded, one to 'Dumb Ways to Die' and the other to 'The Beauty Inside' for Intel and Toshiba by Pereira & O'Dell San Francisco.

Clemenger BBDO Melbourne won a Gold Lion for 'Beer Chase' for Carlton & United Breweries' Carlton Draught. 'Dumb Ways to Die' also won a Gold in the category. 

Asia-Pacific agencies took home only seven of the 94 total awards given in the category: The Grand Prix and two Golds mentioned above, plus:

• A Silver for Clemenger BBDO Melbourne for 'Coincidence' for Carlton & United Breweries' Carlton Mid
• A Silver for Dentsu Creative X Tokyo for 'Batting Practice Center' for Murata Kampo Chinese Herbal Medicine's Baika Gofuku Gan
• A Bronze for DDB Melbourne for 'Sunshine Bubble' for Murray Goulburn Co-Operative Devondale's Fast Start Liquid Breakfast
• A Bronze for Saatchi & Saatchi Shanghai for 'Takeaway' for CCTV.

"We started out wishing to give two Grands Prix," said jury president John Hegarty, co-founder of BBH. "The jury wanted to select something worthy of the industry, and it seems we're winning the creative argument—the argument that creativity really does work."

'Dumb ways to die' was cited in part for its extensive reach. "One of the great challenges is getting work to go beyond advertising—trying to make it part of the social fabric of a place," Hegarty said. "This was a very cost-effective way of getting to 70 million people. We're seeing work engaging with more fundamental issues and I think that is a great step forward."

Regarding the Intel/Toshiba campaign, Hegarty said there is "a great danger" in long-form, online work. "One of the great things in creativity is the ability to edit, and long form [online] doesn't necessarily encourage that," he said. "We had to compare the work not to other advertising but to the work at film festivals."

FILM CRAFT

In Film Craft, three Australian works won six awards out of the category's total of 40. 'Tumble' for Schweppes won a Gold Lion and a Silver Lion for Revolver/Will O'Rourke Sydney. 'Dumb Ways to Die' won a Gold, a Silver and a Bronze. And 'Beer Chase' won a Bronze Lion. In addition, 'Parallel Journeys' for Nike India earned a bronze for Ramesh Deo Productions Mumbai.

BRANDED CONTENT & ENTERTAINMENT

In Branded Content & Entertainment, four Gold Lions out of a total of 17 went to Asia-Pacific agencies: Two to 'Dumb Ways to Die' and two to 'Screen-Age Love Story' for PLDT MYDSL by Ace Saatchi & Saatchi Manila.

The region won nine awards out of the category's total of 59. In addition to the four Golds mentioned above:

• A Silver went to Ogilvy Malaysia Kuala Lumpur for 'Twisted Football' for Nestle Products Milo Cans.
• Host Sydney won a Silver for 'Share a Coke and a Song' for Coca-Cola
• Ogilvy Shanghai won Bronze for 'One Day Ceasefire' for Peace One Day
• DDB Group New Zealand won Bronze for 'Secret Fishing Spots' for Hutchwilco Marine Safety Equipment
• Leo Burnett Sydney won Bronze for 'Road to Recovery' for Diageo Australia's Bundaberg Rum.

SPECIAL AWARDS

Holding Company of the Year

1. WPP
2. Omnicom
3. Publicis Groupe

Network of the Year

1. Ogilvy & Mather
2. BBDO
3. DDB

Independent Agency of the Year

1. Wieden +Kennedy Portland
2. Serviceplan
3. Wieden + Kennedy New York

Agency of the Year

1. Ogilvy Brasil, São Paulo
2. McCann Melbourne
3. AlmapBBDO, São Paulo

Palme d’Or

1. MJZ, USA
2. Biscuit Filmworks, USA
3. O Positive Films, USA

Grand Prix for Good

BBDO Dusseldorf, Germany, ‘The Ant Rally’, WWF
 

TOTAL METAL

Here is the final metal tally by country for Asia-Pacific agencies.

AND FINALLY

For the record, 'Dumb Ways to Die' won a total of 27 awards through the course of the festival: five Grand Prix (the highest number awarded to a single campaign in the festival's history), 18 Gold Lions, three Silver Lions, and one Bronze Lion.