GPY&R takes sole Aussie Direct Gold Lion
The first of four awards ceremonies to honour the winners of the Cannes Lions International Festival of Creativity saw Australia pick up eight awards in the Direct category.
GPY&R Melbourne won Australia’s only Gold in the category for its Mobile Medic campign for the Australian Defence Force.
Out of a field of 85 winners, Australian agencies took home eight awards, a strong increase on last year’s bag of two. Whybin TBWA Tequila Sydney’s ‘Grazed on Greatness’ campaign, which won two gold in the PR Lions, took home a silver and a bronze, and the agency’s ‘Car Creation’ campaign for NRMA Insurance also won a silver.
‘Share a Coke’ by Ogilvy Sydney and ‘BYO Cup Day’ by Leo Burnett Melbourne, both won bronze.
2357 entries were submitted into the Direct Lions category, an increase of 27% compared to 2011. 227 went on to make the shortlist of which 15 Gold, 25 Silver and 44 Bronze Lions were awarded. The Grand Prix was awarded to Crispin Porter + Bogusky’s ‘Small Business Gets an Official Day’ for American Express.
The prestigious Direct Agency of the Year award was won by Serviceplan Munich with Wieden+Kennedy Portland coming in second and DDB Brasil São Paulo taking third.
GPY&R’s Mobile Medic campaign: