With a staggering 113 Cannes Lions spread across 18 offices in 2015, Grey's global network tripled its previous record of trophies from the industry's top festival and proved it is a creative force to be reckoned with.
But Grey's work wasn't just a hit with industry judges. It also generated global conversations and brought a strong level of innovation to an industry where simply having good advertising is no longer enough. The result was substantial growth for the agency network and it recognition as Adweek's Global Agency of the Year for 2015.
Here's a look back at the Grey network's global work highlights from 2015:
Volvo | “LifePaint” (Grey London)
The only multiple Grand Prix winner at Cannes this year, Volvo LifePaint scored top honors in Promo & Activation and Design. Grey shifted the focus from the potentially life-saving features of Volvo's cars to bicyclists their drivers would pass on the road. The novel approach got "close to 6 million views on YouTube and it was basically all organic," brags Bodil Eriksson, evp at Volvo Cars North America.
Volvo | “Volvo Interception” (Grey New York)
This Cannes Lions Grand Prix winner in Direct from Grey N.Y. invited viewers to tweet using the hashtag #VolvoContest whenever a rival automaker's ad ran during the Super Bowl for a chance to win a brand new Volvo for a friend or family member. Eriksson says it yielded a 70.7 percent year-over-year increase in XC60 sales in the month of February.
SoundCloud | “Berlin Wall of Sound” (Grey Germany)
Grey Germany's "Berlin Wall of Sound" won a Grand Prix in Radio at Cannes for digital audio platform SoundCloud. "It's a complete what-the-fuck moment," says Grey global creative chief Tor Myhren of the seven-minute audio file that also earned two gold Clios. "You've never heard anything like it; you've never seen anything like it."
States United to Prevent Gun Violence | “Gun Shop” (Grey New York)
Grey N.Y.'s gun store on New York City's Lower East Side for the States United to Prevent Gun Violence wasn't real—but the weapons were, each bearing tags indicating how that specific model was used in a murder, mass killing or suicide. The work scored seven gold Cannes Lions and 14 Lions overall.
Neelvasant Medical Foundation | “Life Saving Dot” (Grey Singapore)
Grey Singapore's multiple Lion winner for Neelvasant Medical Foundation and Research Center found a creative and effective solution to chronic iodine deficiency among women in rural India. Grey turned bindis—the decorative marks most Indian women display on their foreheads—into iodine patches, which were distributed at medical camps across the region.
NFL | “Listen” (Grey New York)
This chilling Super Bowl spot from Grey N.Y., part of the NFL's "No More" anti-abuse campaign, at first appears to be a pizza-delivery call but turns into something else entirely. "I used the spot in one of my big lectures [at Boston University] to demonstrate the power of advertising to positively impact the lives of ordinary people," says advertising Professor Judy Austin.