Cannes Direct Lions Winners for 2009

The awards have been presented for the Direct Lions at Cannes International Advertising Festival 2009. The Grand Prix goes to Tourism Queensland for the Best Job in the World campaign, which also won the PR Grand Prix and two Gold Lions. See our posts on the Shortlisting and the award of the Best Job to Ben Southall here.

Cannes Lions Direct Grand Prix


Tourism Queensland worked with CumminsNitro Brisbane to place a classified ad in newspapers around the world calling for applicants for a six-month assignment on a Great Barrier Reef island. The islandreefjob.com site drew 4 million hits in one hour on the first day. During its six-week recruitment period the site received 3.4 million unique visitors. The tourism office had hoped to receive 16,000 applicants over a six-week period but received 34,684 applications from 201 countries. Ben Southall, a project manager for a not-for-profit firm in the United Kingdom, won the job, which he begins July 1. The job will pay $8,800 a month for writing a blog while engaging in tourist activities such as snorkelling.

Best Job in the World

Agency of the Year in the Direct category was Shackleton, Madrid, recognizing eleven shortlist entries, and the two gold and two silver Lions for the Pay TV campaign, “The Village where nothing ever happens” (Best Integrated Campaign, Direct Response Digital, Direct Response Broadcast, Publications and Media). The Direct Agency of the Year award is based on allocation of points: 1 point for a shortlist entry, 3 points for a Bronze Lion, 5 points for a Silver Lion, 7 points for a Gold Lion, and 10 points for the Grand Prix. If an entry is shortlisted and then goes on to win an award, the shortlist point is no longer counted.

Read on for the full list of Direct Lions (11 Gold, 12 Silver and 26 Bronze).

Gold Lions

  1. Axion Banner Concerts, Boondoggle (2), Leuven, Belgium
  2. Jewish Council for Education & Research, The Great Schlep, Droga5, New York, USA
  3. OVK/Parents of Child Road Victims, Let It Ring (2), Happiness Brussels, Belgium
  4. Conect Village Where Nothing Ever Happens (2), Shackleton, Madrid, Spain
  5. Lion Nathan TED696 Project, BMF Sydney, Australia
  6. Tourism Queensland, Best Job in the World (2), Cummins/Nitro, Brisbane, Australia
  7. T-Mobile, Dance, Saatchi & Saatchi, London, UK

Silver Lions

  1. Volkswagen, The NavigationLetter, DDB Germany, Berlin, Germany
  2. Mercedes Benz, Folder Mailing, Lukas Lindemann Rosinski, Hamburg, Germany
  3. Conect Village Where Nothing Ever Happens (2), Shackleton Madrid, Spain
  4. Shiseido Skincare Peace Mirror, Hakuhodo Kettle, Tokyo, Japan
  5. Lion Nathan TED 696 Project, BMF Sydney, Australia
  6. Portugese Red Cross, Store That Sells Hope (2), Leo Burnett, Lisbon, Portugal
  7. www.busuu.com, The Gomeran Whistle, La Despensa, Madrid, Spain
  8. Amnesty International, Wake Up, Humans!, AIR Brussels, Belgium
  9. Yellow Pages, Yellow Treehouse, AIM Proximity, Auckland, New Zealand
  10. The Zimbabwean, Trillion Dollar Campaign, TBWA\Hunt\Lascaris, Johannesburg, South Africa

Bronze Lions

  1. Komatsu Xtreme Precision, Duval Guillaume, Antwerp, Belgium
  2. Gothenburg Homeless Aid, The Homeless Letter, GOSS, Gothenburg, Sweden
  3. Verlagsgruppe Lubbe & Co, Paper Handkerchief Book, ServicePlan, Munich, Germany
  4. Adobe CS4 Trojanhorse, 2009 Amsterdam, The Netherlands
  5. Step Carpet, Step on Step, TBWA\Istanbul, Turkey
  6. DraftFCB Kobza, Bank Transfer Job-Ad, Draft FCB Kobza, Vienna, Austria
  7. MyToys.de, The Lego Codes (3), Lukas Lindemann Rosinski, Hamburg, Germany
  8. Sydney Dogs & Cats Home, Throw Us A Bone, M&C Saatchi/Mark, Sydney, Australia
  9. Volkswagen Bluemotion Petrol Receipt (2), DDB Germany Hamburg, Germany
  10. De Beers, Unbreakable Kiss, JWT New York, USA
  11. Sportspec, Parking Ticket Converter, GOSS, Gothenburg, Sweden
  12. Radio Station Studio Brussels, Changed Credits & Episodes, Mortierbrigade, Brussels, Belgium
  13. Pascall When Will the Fruit Burst, DDB New Zealand, Auckland, New Zealand
  14. MTR Elements, Flirting with Sound (2), McCann Worldgroup, Causeway Bay, Hong Kong, China
  15. Belgacom TV, Better Soccer for Better Television, Famous, Brussels, Belgium
  16. De Lijn Business Cards, Duval Guillaume Brussels, Belgium
  17. Four’n Twenty Meat Pies, Magic Salad Plate, Clemenger BBDO Melbourne, Australia
  18. Daimler Flickr, Jung Von Matt, Germany
  19. Volkswagen, The NavigationLetter, DDB Germany, Berlin, Germany
  20. ANZ Bank, GettingUThru, RAPP New Zealand, Auckland, New Zealand
  21. Lion Nathan TED696 Project, BMF Sydney, Australia
  22. Banco Gallego, Fernando Torres, Contrapunto, Madrid, Spain

The definition of Direct Marketing for the purpose of Cannes Lions 2009 encompasses targeted direct communication designed to generate response or specific action whilst building and prolonging relationships. It is not limited only to work that contains a response mechanism (coupon, phone number etc.), but should have had some directly attributable affect on behaviour and should be concerned with obtaining a measurable response.

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