Cannes PR Lions 2011

The results are out for the 2011 Cannes PR Lions, honouring the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organisations and their publics. Jury president Dave Senay, president-CEO, Fleishman-Hillard, said that this year the jury used a pyramid to evaluate the entries. At the top was behavior change, the most important effect of a campaign. In the middle were attitude and belief change through some form of engagement. At the bottom were the words awareness and publicity, which were important, but can’t be the ultimate end goal. Grand Prix goes to Clemenger BBDO Melbourne, Australia, for National Australia Bank (NAB) Break Up campaign. Read on for the Gold, Silver and Bronze Lions.

Cannes Gold PR Lion

Gold Lions

Mercedes Benz Tramp A Benz Daimler, Jung von Matt, Hamburg, Germany
IBM Watson, Ogilvy & Mather, New York, USA
Digital Death, Keep a Child Alive, AIDS awareness, TBWA\Chiat\Day, New York, USA
Durand Academy Shine A Light on Opportunity, State Education (School) Political Lobbying & Media Relations (PLMR), London
Chevrolet, Taxi Drivers’ University, GM Colmotores, Sancho BBDO Bogota, Colombia
Skankplay, Skank’s Newest Song, Don’tTryThis, São Paulo, Brazil
Diageo, Bundaberg Rum, Water Mark, Leo Burnett, Sydney, Australia
Electrolux Vac From The Sea, Green Range Vacuum Cleaners, Prime PR, Stockholm

Silver Lions

Procter & Gamble, Gilette, Shave Sutra, BBDO, Mumbai, India
Understanding Multiple Sclerosis, Gedeon Richter Marketing, Feedback/Hill & Knowlton, Warsaw, Hill & Knowlton, London,
Philips, Parallel Lines, OneVoice, London.
The Royal British Legion, 2 Minute Silence, 2010 Poppy Appeal, Burson-Marsteller, London, UK
Japan Maritime Self Defense Forces, Salute Trainer, Hakuhodo, Tokyo, Japan
Rio De Janeiro State Government, SocialPeace, FSB Communicoes, Rio de Janeiro, Brazil
IBM Watson, Ogilvy & Mather, New York, USA
Reliance Media Works, Silent National Anthem, Mudra Communications, Mumbai, India
AIDS Task Force, Get Tested Project, Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv, Israel
National Australia Bank (NAB), Break Up, Clemenger BBDO, Melbourne, Australia
Brand Protection Group, Fake It All anti-counterfeit awareness, Leo Burnett, Beirut, Lebanon

Bronze Lions

Boots, DM50 Dr Martens, Exposure Promotions, London, UK
Kandia Dulce American Rom, BV McCann Erickson, Bucharest, Romania
New York City Rescue Mission, Underheard in New York, Homelessness Awareness, BBH New York, USA
Shangri La Hotels and Resorts, Inside Out, Ogilvy & Mather Hong Kong, China
The New AFLAC Duck Voice, The Kaplan Thaler Group, New York, USA
Greenpeace, A New Warrior, Rainbow Warrior Website, DDB Paris, France
KLM Surprise, Boondoggle, Amsterdam, The Netherlands
Adidas Football, The Messiah, TBWA\London, UK
Doktor Proktor Aschehoug, Try Advertising Agency, Oslo, Norway
ATZUM, Women for Sale, Task Force on Human Trafficking, Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv, Israel
Tokyo Marathon, Special Banana, Dole Japan, Lakatan Bananas, Dentsu Y&R, Japan