• The Guardian, 'Three Little Pigs'
Agency: Bartle Bogle Hegarty, London
The British newspaper's brilliant twominute spot remade the Three Little Pigs as a modern news story, vividly demonstrating the paper's concept of "open journalism" in collaboration with readers. The conceptual and visual delight also sold more papers.
• John Lewis, 'The Long Wait'
Agency: Adam & Eve, London
The British retailer put a new twist on the idea of the kid who can't wait for Christmas in this standout from the 2011 holiday season. The spot shows that it's better to give than receive, though the agency might prefer the reverse in winning a Cannes Lion.
• Canal+, 'The Bear'
Agency: BETC Euro RSCG, Paris
Bears often serve as comic props in ads. Not so in this hilarious spot for the French movie channel Canal+. Here, a bear appears as a celebrated movie director—in his own mind, at least. It turns out that one too many long nights watching TV are to blame.
For complete coverage of Cannes Lions 2012,
visit adweek.com/cannes.
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