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CANNES, France—In a decision that takes the category well beyond its traditional parameters, the Outdoor Lions jury handed its Grand Prix award to Colenso BBDO here tonight for its ingenious campaign to create a clean-burning, conflict-free biofuel from the yeast left over from the brewing process of client DB Export's beer.
The campaign, which narrowly missed taking home the Grand Prix in the Promo & Activation category on Monday (it was edged out by REI's #OptOutside), was framed in the advertising with an irresistible appeal to beer lovers: Drink enough beer, and you could save the world.
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