Cannes Direct Lions 2011

Cannes International Festival of Creativity has finalised the awards for the Direct Lions. Winner of the Grand Prix this year was McCann Erickson, Bucharest, Romania, for Kandia Dulce’s American Rom Takeover, which also won the Grand Prix in the Promo & Activation category. The Direct Marketing category encompasses targeted direct communication, designed with the intention of entering into a dialogue with the respondent and 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 must be able to demonstrate that show it had some directly attributable effect on behaviour and must be concerned with obtaining a meaningful, measurable response. Read on for a list of Gold, Silver and Bronze Direct Lions.

Cannes Direct Lion Grand Prix


Gold Direct Lions

Ferrorama Toy Train, Come Back Volta Ferrorama, Estrela Toys, DDB Brasil, São Paulo, Brazil
Burma Human Rights Watch, Petition, JWT New York, USA
Coca Cola Friendship Machine, Ogilvy Argentina, Buenos Aires, Argentina
Homeplus Subway Virtual Store, Tesco, Cheil Worldwide, Seoul, Korea
Old Spice Body Wash Response Campaign, Wieden+Kennedy, Portland, USA
Kandia Dulce American Rom Takeover, BV McCann Erickson, Bucharest, Romania
Decode Jay-Z with Bing, Droga5, New York, USA

Silver Direct Lions

Sprinter Applies for a Job, Lukas Lindemann Rosinski/Daimler, Hamburg, Germany
Spark Hope Matchbook, Rock 4 AIDS, Art for AIDS, Joe Public Johannesburg, South Africa
HiFi Chain – The Human Jukebox, Åkestam Holst, Stockholm, Sweden
Swedish Post Sound of Green, Åkestam Holst, Stockholm, Sweden
The Big Trip, Strauss Group, Baummann Ber Rivnay Saatchi & Saatchi, Ramat Gan, Israel
TedX Buenos Aires Spread the TED, Ogilvy Argentina, Buenos Aires, Argentina
4th Amendment Wear, Metallic Ink Underclothes, Boulder, USA
WWF Save As WWF, Jung von Matt, Hamburg, Germany
Ferrorama Toy Train, Come Back Ferrorama, Estrela Toys, DDB Brasil, São Paulo, Brazil
Spanair Unexpected Luggage, Shackleton Madrid, Spain
Lego Builders of Infinity, Plan.Net Hamburg, Germany
Bar Aurora & Boteco Ferraz Drunk Valet, Ogilvy Brasil, São Paulo, Brazil
Cardenosa Movistar, DDB Spain, Madrid, Spain
Coca Cola Santa’s Forgotten Letters, Ogilvy Brasil, São Paulo, Brazil

Bronze Direct Lions

Swedish Post Living Christmas Cards, Åkestam Holst, Stockholm, Sweden
Cine 24 Horas, We Deliver Your Download, Isobar, São Paulo, Brazil
Reporters Without Borders, The Voice, Publicis Brussels, Belgium
Invisible Pop Up Store, Airwalk Footwear, Y&R New York, USA
AMF Send a Message to the Future, Forsman & Bodenfors, Gothenburg, Sweden
Reebok The Promise Keeper, Forsman & Bodenfors, Gothenburg, Sweden
WWF Photoshooting, Leo Burnett, Moscow, Russia
BIC Tipp-Ex, A Hunter Shoots a Bear, Buzzman, Paris, France
Starhub, Musical Fitting Rooms, DDB Singapore
Edding Digital Highlighter, Kempertrautmann, Hamburg, Germany
Pedigree Doggelganger Dog Adoption, Colenso BBDO, Auckland, New Zealand
Budweiser Poolball, Ogilvy Argentina, Buenos Aires, Argentina
Radio 1 Revenge on Callcenters and Helpdesks, Peeters & Pichal, Mortierbrigade, Brussels, Belgium
Armed Forces of Colombia, The Code, DDB Colombia, Bogotá, Colombia
English Language Subtitles, Ogilvy Peru, Lima, Peru
Kia Motors Lie Detector, LDV United, Antwerp, Belgium
NRMA My Car Is Your Car, Whybin\TBWA, Sydney, Australia
Sensis Hidden Pizza Restaurant, Clemenger BBDO, Melbourne, Australia
Telmex High Speeds, JWT Colombia, Bogotá, Colombia
USG People, The Crying Invoice, Duval Guillaume Antwerp/Modem, Belgium
Swedish Post, The Sound of Green, Åkestam Holst, Stockholm, Sweden
4th Amendment Wear, Metallic Ink Underclothes, Boulder, USA
WWF Save As WWF, Jung von Matt, Hamburg, Germany
UNICEF Repay for Good, Serviceplan, Munich, Germany
Ministerio de Defensa Nacional, Operation Christmas, Lowe-SSP3, Bogotá, Colombia
TedX Buenos Aires, Spread the TED, Ogilvy Argentina, Buenos Aires, Argentina
Bar Aurora & Boteco Ferraz, Drunk Valet, Ogilvy Brasil, São Paulo, Brazil
Cardenosa Movistar, DDB Spain, Madrid, Spain
Germany’s Biggest Search for Missing Children, Initiative Vermisste Kinder, Kempertrautmann, Hamburg, Germany
Radio 1 Revenge on Callcenters and Helpdesks, Peters & Pichal, Mortierbrigade, Brussels, Belgium
Studio Brussels Share Your Parents, Mortierbrigade, Brussels, Belgium

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