Colenso BBDO Auckland has taken home the grand prix in the Outdoor Lions for its category-breaking Brewtroleum campaign for DB Export.
The work saw the agency create a fuel from the by-products of beer, meaning for consumers they can “save the world” by drinking more beer.
Outdoor jury president, J Walter Thompson Brazil CCO Ricardo John says that while the work, which took form as a giant petrol station installation where consumers could fill their cars up with the product, wasn’t a traditional outdoor piece, it did point to the future of the channel.
“We are talking about a category that has changed a lot of the last five years,” John says.
“It used to be just a display category where you would show your best craft… but its now a category that really interacts with you and has become a live organism. It has become a tablet, a device. And it is natural it has evolved because it has to fight in the this space in order to be seen.”
John also noted that the pressure is on for entrants next year to the standard set by the Brewtroleum work.
The only Australian winning entry in the Outdoor Lions was Clemenger BBDO Melbourne for its, “The Boys” work for Bonds which picked up a Silver Lion.
In the Design Lions category, Interbrand Sydney picked up a Gold Lion and a Bronze Lion for its “Shifting Perspectives” worker The Sydney Opera House. Marcel Sydney won three Bronze Lions for its ABC work; two for ‘The Faintest Clasp’ and one for The Scimitar’s Arc.
The grand prix in Design went to Dentsu Inc Tokyo for “Life’s Electric” for Panasonic.
Australia didn’t win any trophies in the Product Design Lions, with Google Creative Lab in London taking out the grand prix for it’s “Jacquard” which turns clothing into wearables.
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