By Barbara Lippert
Wieden + Kennedy was high on a horse here in Cannes on Saturday night, winning two more Grand Prix—one in Film for its viral super-hit "The Man Your Man Could Smell Like" spot, and one in Integrated for its Nike Livestrong efforts, which included "Chalkbot."
Crispin Porter + Bogusky in Boulder, Colo., won the Titanium Grand Prix for its Best Buy "Twelpforce" Twitter initiative.
And in the Film Craft Lions, RSA Films and DDB won the Grand Prix for the Philips ad "The Gift," part of the marketer's "Parallel Lines" series of short films.
Four other major awards were also given: AlmapBBDO in Brazil was honored as Agency of the Year. BBDO was named Network of the Year. The Palme d'Or for best production company went to MJZ. And AMV BBDO in London picked up the Grand Prix for Good for its "Choose your own ending" anti-crime campaign for the Metropolitan Police. The Grand Prix for Good is a new award recognizing pro-bono efforts, which are not eligible for other Grand Prix awards.
The awards were presented at ceremonies on Saturday night, wrapping up the weeklong 57th International Advertising Festival.
"The Man Your Man Could Smell Like" was one of the most celebrated TV ads of the year. The official version on YouTube has racked up more than 11 millions views.
Mark Tutsell, the president of the Film jury, said "all the winners came down to ability to tell stories in fresh new ways." The jury was particularly taken by the fact that "The Man Your Man Could Smell Like" revived an old brand and, though created for TV, became a genuine viral sensation. Tutsell said the phrase "I'm on a horse!" even became part of the vernacular in Australia.
In what he said was an "inspirational" year in film, an enormous load of Lions was bestowed: 17 golds, 38 silvers and 89 bronzes.
Bob Greenberg, CEO of R/GA and president of the Titanium &
Integrated juries, said 2010 was a pivotal year for the ad industry.
Consumer behavior changed, he said, and that forced clients to change
the way they did business as well. "Overall," he said, "there were
bigger changes this year than perhaps any year in the past."
Chalkbot, part of the Integrated-winning Nike Livestrong campaign, which also won a Cyber Grand Prix for Wieden at this festival, was a Zamboni-like machine that sprayed inspirational messages in chalk along the streets of the Tour de France course. The public could submit messages through a Web site, banner ads and Twitter. People then got photos of their chalked messages sent to them.
Meanwhile, CP+B's "Twelpforce" effort for Best Buy, tops in Titanium, encouraged hundreds of the retailer's employees to handle online customer service and company promotions via Twitter.
Greenberg said the votes were unanimous for both Grand Prix. "The jury looked at ideas that traveled across channels," he said. The jury called the Chalkbot "a beautiful union of technology and emotion."
"Twelpforce" was chosen, Greenberg said, because it uses new consumer technology to answer service problems, which fit the brand. All jury members said it was an enormous game-changer in using technology to answer one of the biggest problems in retail.
Six bronzes, four silvers, three golds and a Titanium Lion were also
given out in the Titanium & Integrated category.
Asked at the press conference about "Pee in the Shower," a gold-winning spot from F/Nazca Saatch & Saatchi in Brazil suggesting a novel way to save water, Greenberg responded that "now that it's an acceptable practice, we're all doing it at the Carlton."
Jon Kamen, founder of @radical.media, was the president of the Film Craft jury. The Grand Prix winner, "The Gift," a five-minute cinema film for Philips (video below), offered a warm but deadly tale about a magical box, set in a futuristic, compelling, but visually bleak Russia.
Eleven gold, 22 silver, and nine bronze Lions were given in Film Craft.