Asia-Pacific wins 23 Lions across four categories in final Cannes presentation

CANNES – In the final awards show for Cannes, Asia-Pacific successfully brought home two Gold Branded Content & Entertainment Lions, three Gold Film Lions, one Gold Film Craft Lion and one Titanium Lion.

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Asia-Pacific wins 23 Lions across four categories in final Cannes presentation

Branded Content & Entertainment

Agencies Finch Sydney and Wonder Sydney won a Gold Lion in this newly created category for a 22-part comedy series campaign, 'The Great Crusade' on behalf of Qantas. The digital interactive Rugby World Cup Fan tour starred Australian comedian Phil Lloyd, who posed as a fictional journalist and fan following the Australian Wallabies on their 2011 World Cup journey.

The region's only other Gold Lion in this category was bagged by much-awarded campaign from Projector Tokyo, Intel's 'The Museum of Me', which also earned a Gold Film Lion. In total, Asia-Pacific brought home a total of nine Lions:

	Gold	Silver	Bronze
Australia	1	-	2
India	-	-	1
Japan	1	1	1
New Zealand	-	1	1

"Considering that this is the first time the Branded Content & Entertainment category was introduced in Cannes, we were pleased to see over 800 entries, and expect this category to grow to include more inspiring entries from Asia-Pacific," said jury member Silvia Goh, managing director of LiquidThread China.

As the first jury to preside, the jury wanted to set a benchmark for the future, Goh said. When faced with a dilemma, the jury based its decisions on the following criteria:

1. Inspiration and innovation

2. Relevance to the brand and to its audience

3. Engagement with target audience

4. Compelling content that entertains

5. Outcome: Did it achieve its objectives, was it meaningful?

"The Grand Prix [for Chipotle] we feel really set a benchmark and is a prime example for this category going forward," Goh said. "It helped turn the brand around, it was holistic, it held a genuine message. It was edutainment: educating people about the importance of organic food and the impact of food chains. It even had a number one hit from Willie Nelson's cover of Coldplay."

The jury would like to see better defined sub-categories under this category in the future, Goh added, as the 12 sub-categories this year were "rather vague" and many entries were miscategorised.

Film Lions

Besides Projector Tokyo's 'The Museum of Me' Gold, Japan also won Gold for Hakuhodo Tokyo's 'OK Go All Is Not Lost' music video on behalf of Google Chrome. When users entered a message it would be brought to life by dancers in the video, the dancers, filmed through a clear floor made increasingly complex kaleidoscopic shapes which eventually formed words.

Publicis Mojo Sydney took home the final Gold Lion for its 'Super In. Super Out' spot for Hahn Super Dry Beer.

No Silver Lions were awarded to Asia-Pacific agencies, but the region won an additional three Bronze Lions:

	Gold	Silver	Bronze
Australia	1	-	1
Japan	2	-	-
The Philippines	-	-	1
Thailand	-	-	1

Film Craft Lions

The region's sole Film Craft Gold Lion went to Bennet, Coleman & Co's stirring spot for The Times of India, 'I Am Mumbai'. During BBDO's earlier seminar session on 'What makes great creative great,' Josy Paul, chairman and national creative director for BBDO India, praised the film's directing and perspective. As a 'Mumbaiker' himself, Paul found the video's approach to ring true.

“At the end, the brand [Mumbai Mirror] is shown hanging precariously from a train window, just as most Mumbai commuters do every morning on their way to work,” he said. “This film made me proud to be a Mumbaiker and the stories in it humanised the brand.”

The region brought home an additional Silver Lion and six Bronze Lions for this category.

	Gold	Silver	Bronze
Australia	-	1	5
India	1	-	-
New Zealand	-	-	2

Titanium & Integrated

Dentsu Tokyo's CSR-driven campaign for Honda Internavi, 'Connecting Lifelines' took home one of only five Titanium Lions awarded. The campaign had already won the agency a Gold Cyber Lion, and two Silver Lions for Media and Direct.

Agencies in the region won no Gold Lions, but New Zealand won a Silver and Australia and Japan each won a Bronze.

Network of the Year

Overall, Ogilvy & Mather was named Network of the year, with 83 Lions including one Grand Prix and 12 Golds, 20 Silver and 50 Bronze.

Holding Company of the Year

The Holding Company of the Year award went to WPP. Omnicom was in second and Publicis Groupe in third.

Source:

Campaign Asia