Cannes Direct Lions 2013

Results are out for the Direct Lions at Cannes International Festival of Creativity 2013. Grand Prix this year, along with two Gold Direct Lions, went to Metro Trains, Melbourne, and McCann Melbourne, for the “Dumb Ways to Die” campaign. Dumb Ways to Die used a radical approach to public safety messaging. By using entertainment rather than shock tactics, Metro was able to engage a young audience wired to resist lectures and warnings from authorities. Given the importance of peer-to-peer recommendations in behavioural change, this approach meant that young people would actively share the safety message amongst themselves, rather than simply mocking it as they would usually do. See the Dumb Ways to Die campaign video, site and posters here, and the Game app here.

Gold Direct Lion


Gold

  • The Daily Abuse, Innocence in Danger, Serviceplan, Munich, Germany (Best Use of Direct Marketing – Flat Mailing)
  • My Blood is Red and Black, Hemoba/Esporte Clube Vitoria, Leo Burnett Tailor Made, Sao Paulo, Brazil (Best Use of Direct Marketing – Ambient Media – Large Scale)
  • Small World Machines, Coca Cola, Leo Burnett, Sydney, Chicago, Australia (Best Use of Direct Marketing – Ambient Media Large Scale)
  • Sky Livespots, Sky, Serviceplan, Munich, Germany (Best Use of Direct Marketing, Director Response Broadcast)
  • Trial by Timeline, Amnesty International, Colenso BBDO, Auckland, NZ (Best Use of Digital Direct Marketing – Websites, Microsites & Banners)
  • Third Eye, Starhub Mobile, DDB Group Singapore, Singapore (Best Use of Digital Direct Marketing, Websites, Microsites & Banners)
  • Dumb Ways to Die, Metro Trains, McCann Melbourne, Australia (Best Use of Digital Marketing, Social Media & Viral Marketing)
  • Small World Machines, Coca Cola, Leo Burnett, Sydney, Chicago, Australia (Best Use of Digital Direct Marketing – Other Digital Platforms)
  • The Gap in the Market, KBC, TBWA\Belgium, Brussels, Belgium (Product & Service – Financial)
  • Taxi, Ribeiro, Minicuotas Ribeiro, Almacen, Olivos, Argentina (Production & Service – Retail & E-Commerce)
  • Driving Dogs, SPCA NZ, DraftFCB New Zealand, Auckland, NZ (Charities)
  • Dumb Ways to Die, Metro Trains, McCann Melbourne, Australia (Public Health & Safety)
  • Third Eye, Starhub Mobile, DDB Group Singapore, Singapore (Public Health & Safety)

Silver

  • Air Force FM, Defence Force Recruiting, George Patterson Y&R, Melbourne, Australia (Best Use of Direct Marketing- Dimensional Mailing)
  • Deforested Field, WWF, Grey 141 Group, São Paulo, Brazil (Best Use of Marketing – Direct Response Broadcast)
  • Golden Chains, ALB, CLM BBDO, Paris, France (Best Use of Digital Director Marketing – Websites, Microsites, Banners)
  • Classicals Behind the Classics, Brazilian Symphony Orchestra, Artplan, Rio de Janeiro Brazil (Best Use of Digital Director Marketing – Websites, Microsites, Banners)
  • Dove Real Beauty Sketches, Unilever, Ogilvy Brasil, Sao Paulo, Brazil (Best Use of Digital Direct Marketing – Social Media & Viral Marketing)
  • The Oreo Blackout Tweet, Mondelez International, 360i, New York, USA (Best Use of Digital Direct Marketing – Social Media & Viral Marketing)
  • Driving Dogs, SPCA/Mini NZ, DraftFCB New Zealand, Auckland, NZ (Best Use of Digital Direct Marketing – Social Media & Viral Marketing)
  • Facebook 1914, Musee de la Grande Guerre Du Pays de Meaux, DDB Paris, France (Best Use of Digital Direct Marketing – Social Media & Viral Marketing)
  • Nike+ Kinect Training, Fitness Title For Xbox 360, AKQA, London, UK (Best Use of Digital Direct Marketing – Other Digital Platforms)
  • Fair Go Bro, Virgin Mobile Australia, Havas Worldwide Australia, One Green Bean, Sydney (Strategy – Acquisitions)
  • Facebook 1914, Musee de la Grande Guerre Du Pays de Meaux, DDB Paris, France (Strategy – Best Low Budget Campaign)
  • Oreo Daily Twist, Mondelez International, DraftFCB New York, USA (Product & Service Fast Moving Consumer Goods)
  • Fair Go Bro, Virgin Mobile Australia, Havas Worldwide Australia, One Green Bean, Sydney (Product & Service Commercial Public Services)
  • 8 Million Protagonists, Village Voice Newspaper, Leo Burnett New York, USA (Product & Service – Publications & Media)
  • Immortal Fans, Sport Club Recife, Ogilvy Brasil, Sao Paulo, Brazil (Product & Service – Corporate Image & Information)
  • Dove Real Beauty Sketches, Unilever, Ogilvy Brasil, Sao Paulo, Brazil (Product & Service – Corporate Image & Information)
  • Days of Hope, Diakonie Frankfurt & Partners, Samusocial, Spravedlivaya Pomosch, Shelter, Sozia, Saatchi & Saatchi, Berlin, Germany (Product & Service – Charities)
  • My Blood is Red and Black, Hemoba/Esporte Clube Vitoria, Leo Burnett Tailor Made, Sao Paulo, Brazil (Product & Service – Public Health & Safety)
  • 8 Million Protagonists, Village Voice Newspaper, Leo Burnett New York, USA (Best Integrated Campaign led by Direct Marketing)

Bronze

  • The Fastest Christmas Song, BMW M1351, DraftFCB/Lowe, Zürich, Switzerland (Best Use of Direct Marketing – Flat Mailing)
  • Map of Corruption, Fiorucci Food, McCann Worldgroup Milan, Italy (Best Use of Direct Marketing – Flat Mailing)
  • Pantone Queen, Pantone, Leo Burnett London, UK (Best Use of Direct Marketing – Dimensional Mailing)
  • Poops Express, Brunete’s City Council, Civic Awareness Campaign, McCann Erickson Madrid, Spain (Best Use of Direct Marketing – Dimensional Mailing)
  • Potable Water Generator, University of Engineering and Technology, Mayo DraftFCB, Lima, Peru (Best Use of Direct Marketing – Ambient Media: large scale)
  • Bridge of Life, Samsung Life Insurance, Cheil Worldwide, Seoul, South Korea (Best Use of Direct Marketing – Ambient Media: large scale)
  • Digital Public Library, Vodafone Romania, McCann Erickson, Bucharest, Romania (Best Use of Direct Marketing – Ambient Media: large scale)
  • Helping Hands, Duesseldorfer Tafel, Ogilvy Germany, Düsseldorf, Germany (Best Use of Direct Marketing, Ambient Media: small scale)
  • Mobile Marketing, Shopelsewhere.hk, Ogilvy Hong Kong (Best Use of Digital Direct Marketing – Mobile Marketing)
  • Weather to Wake, Metservice, Y&R NZ, Auckland, New Zealand (Best Use of Digital Direct Marketing – Mobile Marketing)
  • Second Life Apps, Reborn, Duval Guillaume Modem, Antwerp, Belgium (Best Use of Digital Direct Marketing – Mobile Marketing)
  • Immortal Fans, Sport Club Recife, Ogilvy Brasil, Sao Paulo, Brazil (Best Use of Digital Direct Marketing – Social Media & Viral Marketing)
  • Sky Livespots, Sky, Serviceplan, Munich, Germany (Strategy – Acquisitions)
  • Demand Equal Pay, YWCA Auckland, DDB Group New Zealand, Auckland, NZ (Strategy – Best Low Budget Campaign)
  • Help Desk, Aarambh, DDB Mudra Group, Mumbai, India (Strategy – Best Low Budget Campaign)
  • The Real Master of Intuition, Heineken Italia, Publicis Italy, Milan Italy (Strategy – Product Launches)
  • Telekinize The Rainbow, Skittles, Clemenger BBDO Sydney, Australia (Product & Service – Fast Moving Consumer Goods)
  • Building the People’s Car, Volkswagen Group China, Proximity Beijing, Goodstein & Partners, Beijing, China (Product & Service – Cars & Automotive Services)
  • The Beauty Inside, Intel + Toshiba, Pereira & O’Dell, San Francisco, USA (Product & Service – Other Consumer Products)
  • Guilt Trips, V/Line, McCann Melbourne, Australia (Product & Service – Travel, Entertainment & Leisure)
  • The Train Switch, Swebus, Akestam Holst, Stockholm, Sweden (Product & Service – Travel, Entertainment & Leisure)
  • CV Campaign, Situation Stockholm, INGO, Stockholm, Sweden (Product & Service – Publications & Media)
  • The Ant Rally, WWF, BBDO Germany, Dusseldorf, Germany (Product & Service – Charities)
  • Trial by Timeline, Amnesty International, Colenso BBDO, Auckland, NZ (Product & Service – Public Health & Safety, Public Awareness Messages)
  • Same Sex Merriage, Google/Tous Unis Pour L’Egalite, Ogilvy France, Paris, France (Product & Service – Public Health & Safety, Public Awareness Messages)
  • Dove Real Beauty Sketches, Unilever, Ogilvy Brasil, Sao Paulo, Brazil (Best Integrated Campaign Led by Direct Marketing)
  • Small World Machines, Coca Cola, Leo Burnett Sydney, Australia (Best Integrated Campaign Led by Direct Marketing)

Filed under: Awards, Cannes

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