Promo Lions at Cannes 2009

The 56th Cannes International Advertising Festival has honoured the art of sales promotion with the Promo Lions. Sales promotion for the purpose of Cannes Lions is activity designed to create immediate activation and/or offer for the sales of a product or service. This may be effected using sampling, tie-ins, competitions, events, in-store advertising (display/point-of-purchase material), PR, exhibitions, direct marketing and other promotional marketing methods in ways that build/create brand equity with consumers and customers, are sustainable and distinctive. Promo Lions are awarded to the freshest creative ideas that are intrinsically linked to brands and achieve measurable results.

Cannes Promo Lions


Grand Prix this year went to Yubari Resort‘s promotions, developed by Beacon Communications, Tokyo, Japan. Yubari resort went broke in 2007. Beacon’s PR strategy focused on the tag line, Yubari, no money but love, pointing to the fact that Yubari boasted the lowest divorce rate in the whole of Japan. They created a couple of loveable, yet slightly ironic characters called ‘Yubari Fusai’. “Fusai” means both “debt” and “married couple” in Japanese.

Gold Promo Lions

Portuguese Red Cross, Hope Store Sells Hope, Leo Burnett, Lisbon, Portugal
Four’n Twenty Pies, Magic Salad Plate (2), Clemenger BBDO Melbourne, Australia
Adidas NZ/NZ Rugby Union Adithread, TBWA\Whybin\Tequila, New Zealand
Pascall, When Will the Fruit Burst? (2), DDB New Zealand, Auckland, New Zealand
OVK/Parents of Child Road Victims, Let It Ring, Happiness, Brussels, Belgium
Lion Nathan TED696 Project, BMF Sydney, Australia
Dodge, Baby Made On Board, Proximity BBDO, Brussels, Belgium
Zuji Beans, Happy Soldiers, Australia

Silver Promo Lions

Lion Nathan TED696 Project, BMF Sydney, Australia
Nokia Game of Death, JWT Beijing, China
Portuguese Red Cross, Hope Store Sells Hope, Leo Burnett, Lisbon, Portugal
Film Theatre De Uitkijk, Upload Cinema, Lowe/DraftFCB, Amsterdam, The Netherlands
Conect, Village Where Nothing Ever Happens (2), Shackleton, Madrid, Spain
Oxford Fajar, Save The Words, Y&R Singapore
Korea Heart Foundation, Listen, Creativia, Seoul, South Korea
Dodge, Baby Made on Board, Proximity BBDO, Brussels, Belgium

Bronze Promo Lions

Carlton Draught Plastic Cup, Clemenger BBDO Melbourne, Australia
Korea Heart Foundation, Listen, Creativia, Seoul, South Korea
Foster’s Group, Carlton Draught Drop the Bomb (2), Clemenger BBDO, Australia
Suzuki Gas Station, Robert/Boisen & Like Minded, Copenhagen, Denmark
Diageo Portugal, World’s 1st Ephemeral Museum, Leo Burnett, Lisbon, Portugal
Gerolsteiner, Change Your Name in Gerolsteiner, Mortierbrigade, Brussels, Belgium
Conect Village Where Nothing Ever Happens, Shackleton Madrid, Spain
MyToys.de, Lego, Lukas Lindemann, Rosinski, Hamburg, germany
NHK Enterprises, Desktop Invader, Hakuhodo Tokyo, Japan
SKCIN, Computertan, McCann Erickson, London, UK
Atrapalo.com, Trappers, DoubleYou, Barcelona, Spain
Procter & Gamble, Stainbroidery, Leo Burnett India, Mumbai, India
Carlton Draught Plastic Cup, Clemenger BBDO Melbourne, Australia
Lion Nathan, Carb Relief for Tooheys New White Stag Beer, Saatchi & Saatchi Sydney, Australia
Nokia, Game of Death, JWT Beijing, China
Yellow, Treehouse Restaurant, Colenso BBDO, Auckland, New Zealand
Ruiz Nicoli Lineas, Corporate Image, Ruiz Nicoli Lineas, Madrid, Spain
Supersonics CPH, Saatchi & Saatchi, Copenhagen, Denmark
Special Olympics Japan, Message Relay, Shigaya-Gumi, Tokyo, Japan
SKCIN Computertan, McCann Erickson London, UK
Zuji Bean, Happy Soldiers, Sydney, Australia
IFK Goteborg, ANR.BBDO, Gothenburg, Sweden
Portuguese Red Cross, Store That Sells Hope, Leo Burnett, Lisbon, Portugal

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