Asia-Pacific ranks high among the first awards at Cannes

The campaign, which also won a Silver PR Lion, was aimed at correcting the perception held by Australians that the nation's top four banks, NAB, ANZ, Commonwealth and Westpac were in cahoots to fix fees and stamp out the competition. Rather than fight this perception directly, Clemenger BBDO chose to leverage on it and have NAB "dump" the other three banks publicly.

The campaign was rolled out on social media via Twitter, YouTube and a 'Break up' blog and was also supported by on-the-ground stunts. It went viral and succeeded in changing Australia's mind in a single day, the agency said.

Another multi-medal winning campaign for Asia-Pacific was by Korea's Cheil Worldwide Seoul with its 'Homeplus Subway Virtual Store' for Tesco Homeplus. It won two Gold Lions in the direct category. .

The campaign was based on the consumer insight that tired and busy Koreans dreaded grocery shopping. So the agency erected virtual stores for busy commuters in subway stations. The stores, which looked just like real stores, allowed shoppers to buy items by scanning codes with their mobile phones. After they had checked out, their groceries would arrive at their doorsteps as soon as they reached home. The campaign succeeded in making Homeplus South Korea's top online store, increasing user registrations by 76 per cent and increasing online sales by 130 per cent.

DDB Singapore won all three medals with its 'Musical fitting rooms' campaign for Starhub's online music store. The interactive changing rooms won the agency Gold and Silver Promo & Activation Lions and a Bronze Direct Lion.

To promote the online music store, DDB Singapore worked with 42 retail outlets to outfit their fitting rooms with RFID readers and speakers. When shoppers brought in a tagged garment to try, music that suited the item's style would play. Throughout the promotion, shoppers could download these tunes for free online. As a result, the click-through rate was 84 per cent and paid-music sales increased 21 per cent.