McCann, DDB and Leo Burnett have all won trophies in the Creative Effectiveness Lions, while Whybin\TBWA and Leos cleans up in PR.
In Creative Effectiveness, McCann Melbourne picked up a Silver Lion for “Infrequent Flyers” for TigerAir, DDB Sydney a Bronze Lion for its “MacItBetter” work for McDonald’s and Leo Burnett Melbourne for “#MyFamilyCan” for SPC Ardmona.
The grand prix in the category went to Adam&Eve DDB London for its “Monty’s Christmas” campaign for John Lewis.
Jury president, BBDO Worldwide CEO Andrew Robertson used the analogy of “innocent until proven guilty” to explain the tact taken by the jury, noting that every piece of work that came past it was viewed as “guilty” until it was proven effective.
“Phrases like, ‘we achieved the trifecta of YouTube, Facebook and Twitter’ and ‘this was the most Shazamed ad of all time’ cut no mustard with our jury.
“We were looking for proof, real proof. And not just of sales effective, but if you were to win a gold, but profit effect.”
In the PR Lions, Whybin\TBWA won a spat of awards with a Gold and a Bronze Lion for “Equal Future” for ANZ, and with design agency Maud, a Silver Lion for “It’s In You” for David Jones.
Leo Burnett Melbourne also won a Bronze Lion for ‘Reword’ for Headspace.
The grand prix in the category was awarded to Forsman & Bodenfors Gothenburg for “The Organic Effect” for Coop.
In the Digital Craft categories, a new one for Cannes, Leo Burnett Sydney took home at Bronze Lion for “Brainband” for Samsung Australia.
The grand prix was awarded to 84.Paris with the “Because Recollection” for Because Music.
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