CANNES, France—This Cannes Lions festival has turned into a thing of beauty for Pereira & O'Dell.
The San Francisco agency added two more Grand Prix here tonight, in the Film Lions and Branded Content and Entertainment Lions categories, for "The Beauty Inside," the episodic social film it made for Intel and Toshiba.
The work won a Cyber Lions Grand Prix earlier this week, bringing its total Grand Prix haul to three. That tied the old record of most Grand Prix won by a single campaign, set in 2009 by Tourism Queensland's "Best Job in the World." However, McCann Melbourne's "Dumb Ways to Die" campaign set a new record this year by winning a staggering five Grand Prix.
"The Beauty Inside" was a six-episode film which the main character woke up as a different person every morning. It starred Topher Grace, Mary Elizabeth Winstead and lots of ordinary fans who auditioned via webcam to help portray the main character, Alex. With a clever idea and a skillful execution, it became a phenomenon on Facebook.
"Young adults have their online persona, and it can be very different from their real personality. So it felt timely," chief creative officer P.J. Pereira told Adweek last year. He added: "It's an absolutely romantic story. I think that's why people are so psyched about it."
In addition to its three Grand Prix, the campaign also won a gold and two silvers in Cyber and a gold and two silvers in Branded Content.
See all six episodes below.
Elsewhere in the Branded Content category tonight, U.S. agencies also took home five more golds, along with seven silvers and eight bronzes.
The gold winners were Ogilvy in New York for IBM's "A Boy and His Atom: The World's Smallest Movie"; Mistress in Venice, Calif., for Hot Wheels "Double Loop Dare"; JWT in New York for Macy's "Yes, Virginia, The Musical"; Wieden + Kennedy in Portland, Ore., for Old Spice's "Dikembe Mutombo's 4 1/2 Weeks to Save the World"; and Ignition Interactive in Santa Monica, Calif., for Twentieth Century Fox's Prometheus campaign.
Click below to see winners lists, including all U.S. winners, from the four categories celebrated at tonight's awards ceremony—Film, Film Craft, Titanium & Integrated and Branded Content & Entertainment.