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HBO's 'Voyeur' Wins Outdoor Grand Prix

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CANNES, FRANCE
Three Grand Prix Lions were awarded at the Media, Outdoor and Radio Lions Awards ceremony at the 55th International Advertising Festival here tonight. Forsman & Bodenfors, Gothenburg, Sweden, won the top prize in Media for the AMF Pension "MMS" campaign; BBDO New York won in Outdoor for the HBO "Voyeur" projection installation; and Dentsu Tokyo won in Radio for Canon's "Shutter Chance."

Forsman & Bodenfors was also named Media Agency of the Year.

The Media jury considered a number of criteria when making its choices, explained jury president Dominic Proctor, worldwide CEO of MindShare, London. "We're looking for entries that have a really fresh consumer insight from which we get a robust media communications strategy which is executed in a breakthrough manner for which there are business results that demonstrate the effectiveness of the campaign," he said.

Proctor said the discussion for the top Media prize came down to two entries: the AMF campaign and a McDonald's outdoor execution from Leo Burnett, Chicago. The latter was a billboard that featured a live lettuce garden growing to spell "Fresh Salads."

Proctor explained that while the U.S. entry, which won two golds, had a powerful PR program, it was a single execution in a single city. "It was different because it was a one-off execution," he said, but the judges found the execution unique and the PR and business results were strong, "an uplift of 20 percent."

In the end, the 25-member jury, which considered 2,000 entries from 64 countries, a 20 percent increase over last year, chose the Swedish campaign as the winner, Proctor said, because it "had everything." The campaign, which allowed participants to see what they would look like at 70 years old, "had new media and old media. The role of the different media were very linked to each other, it was against a real consumer insight and it was executed really well in a difficult category."

HBO's "Voyeur," the grand winner in Outdoor tonight and in the Promo Lions last night, garnered only a bronze Lion in the media contest. Juror Anne Parsons, CEO of MediaCom Australia, explained, "Generally, it was in a number of categories, so we regarded it to be not as innovative. In most countries, we had seen similar things. It also didn't have the rigor to the effectiveness that a number of other cases had."

In Outdoor, however, the HBO installation received uncontested support from the 12-member jury led by Prasoon Joshi, executive chairman of McCann Erickson in India, which considered 5,842 entries from 73 countries this year, a 1.5 percent increase from last year. "It was outstanding," said Joshi. "We all felt unanimous about that."

The HBO installation, projected on the side of a building to appear as if it was missing a wall, allowed people to peek inside the apartments of a fictional residence. "Here is this a piece of work that competes with life in such a beautiful manner that it almost creates life. You are completely engaged," said Joshi, explaining that the challenge in developing outdoor advertising is creating an execution that will grab and hold people's attention as they go about their daily lives. "It has been awarded in other categories as well, but I feel it is the outdoor that draws you into the campaign."

While the Outdoor and Media juries rewarded efforts rooted in new media, the Radio jury, headed by Mark Gross, svp, group creative director of DDB Chicago -- which created the two-time Grand Prix Radio Lion winner in the Bud Light "Real men of genius" campaign in 2005 and 2006 -- was challenged with the task of finding the best in one of the oldest advertising media. Radio had 1,259 entries from 56 countries, a decrease of 1 percent over last year. "As popular as digital and other new media is, I still think that radio is really strong," said Gross, who later added that there was a lot of funny work in the competition. The 15-member jury "laughed a lot in the jury room."

The Grand Prix winner, which features a couple singing about the moments they captured on film, including a wife's smile which hadn't been seen by the husband in five years, said Gross, was a clear stand out. "We all loved it," he said.

The runner-ups for the Radio Grand Prix were Mercedes-Benz's "Nothing" from BBDO Germany and Marshall Music's "Drums" from BBDO Cape Town.

The Grand Prix winner, summed up Gross, "was the perfect storm ... It was smartly written, well produced and sells the product. It is exactly what advertising is supposed to be."

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