Cannes Direct Lions 2012

Results are out for the 2012 Cannes Direct Lions. Winner of the Grand Prix this year was Crispin Porter & Bogusky for American Express Small Business Gets a Public Day, 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

Emart Sunny Sale, Cheil Worldwide, Seoul
Australian Defence Universities, Mobile Medic, George Patterson Y&R Melbourne, VML Kansas City
Montblanc International Nicolas Rieussec Chronograph, The Beauty of A Second, Leo Burnett Milan, Italy
Lego Builders of Sound, Serviceplan, Munich, Germany
Claro TV HBO Premium Package, Half of HBO For Free, Ogilvy Guatemala
Troy Public Library, Book Burning Party, Leo Burnett Detroit, USA
Mercedes Benz Invisible Drive, Jung von Matt, Hamburg
Coca Cola Polar Bowl, Wieden+Kennedy, Portland, USA
Mini Maps, DDB Paris, France
Austria Solar, Solar Annual Report 2011, Serviceplan, Munich, Germany
ALS Foundation, I Have Already Died, Publicis Amsterdam, The Netherlands
Peres Center for Peace Reconciliation, Blood Relations, BBR Saatchi & Saatchi, Israel
Coordown Onlus World Down Syndrome Day, Integration Day (+Best Integrated Campaign led by Direct Marketing), Saatchi & Saatchi Milan, Italy
Help Remedies Bandages, Help I want To Save A Life, Droga5, New York, USA

Silver Direct Lions

Austria Solar, The Solar Annual Report 2011, Serviceplan, Munich, Germany
Animal Relief, Relief Pet House, Hakuhodo Products, Tokyo, Japan
Google Japan, Memories for the Future, Hakuhodo Kettle, Tokyo, Japan
Task Force Investigation Firework Bomb Makers, LEMZ Amsterdam, The Netherlands
Mercedes Benz, Smart Twitter Spot, BBDO Argentina, Buenos Aires
Intel Museum of Me, Projector, Tokyo, Japan
Mini France, Mini Maps, DDB Paris, France
Honda, Connecting Lifelines, Dentsu, Tokyo
Kandia Dulce, Romanians Are Smart, McCann Erickson, Bucharest Romania
Exit Deutschland, Trojan Shirt, Grabarz & Partner, Hamburg, Germany
Toyota IQ Streetview, Happiness Brussels, Belgium
Nike, Bid Your Sweat, JWT Mexico City, Mexico
MJ Bale Australian Cricket Team, Grazed on Greatness, Whybin\TBWA\Tequila, Sydney, Australia
State Farm Insurance, Chaos in Your Town, DDB Chicago, USA
Turner Broadcasting, CNN Eccosphere, Heimat Berlin, Germany
Kern & SOhn, The Gnome Experiment, OgilvyOne Worldwide, London, UK
Pepsico, Bottle Light, BBDO Guerrero Makati City, The Philippines
Bischoefliches, The Power of a Coin, Kolle Rebbe, Hamburg, Germany
Heineken Reach The Sunrise, Publicis Milan, Italy
NRMA Car Creation, Whybin\TBWA\Tequila, Sydney
American Express, Small Business Gets an Official Day, Crispin Porter + Bogusky, Boulder, USA

Bronze Direct Lions

Land Rover Edible Survival Guide, Y&R Dubai, UAE
Gerstenberg Verlag Cookbook Kolle, The Real Cookbook, Kolle Rebbe, Hamburg, Germany
Singapore Raffles Music College, The Rubber Band, DDB Group, Singapore
Latinstock’s Books, DDB Brasil, Sao Paulo
Carling Black Label, Be The Coach, Ogilvy Cape Town, South Africa
Initiative Vermisste, Missing Add-On, Kempertrautmann Hamburg, Germany
Nike Back 4 The Future, Wieden+Kennedy, Portland, USA
Coca Cola Polar Bowl, Wieden+Kennedy, Portland, USA
C&A, Look Block, DDB Brasil, Sao Paulo, Brazil
Swebus Jackpot, Akestam Holst, Stockholm, Sweden
Absynthe Minded, Song on Air Clip Online, Mortierbrigade, Brussels, Belgium
Ariel Fashion Shoot, Saatchi & Saatchi Stockholm, Sweden
NRMA Car Creation, Whybin\TBWA\Tequila Sydney, Australia
Latet Meals, Empty Carts, Avnon Amichay Y&R Interactive, Tel Aviv, Israel
Village Voice, New York Writes Itself, Leo Burnett, New York, USA
Camp Nectar, Real Fruit Boxes, Age Isobar Sao Paulo, Brazil
C&A Fashion Like, DDB Brasil Sao Paulo, Brazil
Bischoefliches Hilfswerk Miseror, The Power of a Coin, Kolle Rebbe, Hamburg, Germany
Volkswagen Bluemotion Label, Ogilvy Cape Town South Africa
BMW M5 Fastest Christmas Card, DraftFCB Zurich, Switzerland
Audi Fan Messenger, Kempertrautmann, Hamburg, Germany
Vodafone India, IFold, Ogilvy & Mather, Mumbai, India
TNT Turner, Push to Add Drama, Duval Guillaume Modem, Antwerp, Belgium
Coca Cola, Share A Coke, Ogilvy & Mather, Sydney, Australia
Ariel Fashion Shoot, Saatchi & Saatchi Stockholm, Sweden
CJ Cheiljedang, Donating 2-Barcode Water, Cheil Worldwide Seoul, South Korea
DB Breweries, The Wine That Sold Beer, Colenso BBDO, Auckland
7 Eleven Slurpee, BYO Cup Day, Leo Burnett, Melbourne, Australia
Volkswagen, The People’s Car Project, Proximity China, Beijing
Lego Builders of Sound, Serviceplan, Munich, Germany
Montblanc Luxury Pens, The Beauty of a Second, Leo Burnett, Milan, Italy
AT&T, You’ve Got a Case, BBDO New York, USA
KBC Bank, Today’s Youth for Yesterday’s Youth, TBWA\Brussels, Belgium
Enersur GDF, Leaving The Light Off, JWT Lima, Peru
Micasa, Names Promotion, Spillmann/Felser/Leo Burnett, Zurich, Switzerland
Emart, Sunny Sale, Cheil Worldwide, Seoul, South Korea
Google Chrome, Hatsune Miku, Hakuhodo Tokyo, Japan
Animal Relief Headquarters, Relief Pet House, Tokyo, Japan
Good Neighbours, Love Parking Campaign, Innocean Worldwide, Seoul, South Korea
Sydney Dogs and Cats Home, Limited Edition, M&C Saatchi/Mark Sydney, Australia
Fundacion Reina Sofia, Bank of Memories, Contrapunto BBDO, Madrid, Spain
Exit Deutschland, Trojan Shirt (Integrated), Grabarz & Partner, Hamburg, Germany
MJ Bale Grazed on Greatness (Integrated), Whybin\TBWA\Tequila Sydney, Australia
Troy Public Library, Book Burning Party (Integrated), Leo Burnett, Detroit, USA

Filed under: Cannes Lions