MIAMI Leo Burnett Italia, Milan, Italy, won the Grand Clio in the TV/Cinema competition at the 48th annual International Clio Awards here today for an Aqualtis commercial that turns the inside of a washing machine into a magical display of underwater life.
Ninety Clio statues were awarded at the TV/Cinema awards gala at the Jackie Gleason Theater in Miami Beach tonight, including 14 gold, 22 silver and 53 bronze prizes, in addition to the Grand Clio.
TBWA\Chiat\Day, New York, won four golds, one for its Combos campaign featuring the tagline, "What your mom would feed you if your mom was a man." Its other three golds came for Skittles: one for an entire three-spot campaign, a second for a single spot called "Beard" and the third for a commercial titled "Leak."
Mark Tutssel, worldwide creative director at Leo Burnett and TV/Cinema jury chair, said the entries in that competition displayed strong craft skills. The body of work represented by the winners was "inspirational," said Tutssel. "It is best in class."
Saatchi & Saatchi, New York, which took home the Grand Clio in the print competition for its 42 Below Vodka campaign, was named Agency of the Year. Saatchi & Saatchi Worldwide was crowned Network of the Year.
And the agency's worldwide creative director, Bob Isherwood, was honored with the 2007 Lifetime Achievement Award.
BBDO in Buenos Aires, Argentina, won the Grand Clio in Innovative Media for Nike's "Barrio Bonito." 180 in Amsterdam, the Netherlands, won the Grand Clio in Integrated Campaigns for Adidas with "+10." Leo Burnett, Chicago, won the Grand Clio in the Billboard category for McDonald's "Sundial." And R/GA, New York, won the Grand Clio in Interactive for Nike+.
No Grand Clios were awarded in Content & Contact, Radio and Design.
Andrew Keller, ecd at Crispin Porter + Bogusky and Content & Contact jury chair, said the judges felt that the entries in the category, which recognizes creativity in both execution and media delivery, were varied, and preferred to honor multiple entries rather than name a grand-prize winner.
"[The entries] all live in the category in different ways," said Keller, who stressed that he loved the work in the competition and felt inspired by it. "We decided there's a lot of great stuff, let's award a lot of it."
In Content & Contact, three gold, five silver and six bronze Clios were awarded. The gold honors went to Crispin, Miami, for its Burger King videogames, JWT, New York, for its "Bold Moves" online documentary series for Ford and George Paterson Partners, Melbourne, Australia, for its "Talking Boony" promotion for Victoria Bitter.
Mark Gross, cd at DDB, Chicago, and the Radio Awards jury chair, said the explosion of new media has taken its toll on radio creativity. "Radio always was the ugly stepchild," he said. "Now it is the hideous stepchild."
Two gold Clios, six silver and eight bronze were awarded in Radio, with the only two golds and 12 of the 16 statues overall going to perennial winner DDB, Chicago, for its "Real Men of Genius" Bud Light campaign. "They are going to start throwing eggs" at the winning team, said Gross, of the long-standing dominance of that campaign at awards shows.
Only one gold was awarded in Design, and it went to BBDO, New York, for its BBC World "Corners" entry in environmental design. Fiona Curran, design director of Williams Murray Hamm, London, and Design jury chair, said if the judges had ended up with four or five golds, they might have awarded a Grand Clio from among them, but the BBC execution "did stand alone." Six silver and 13 bronze Clios were also awarded in the category.
The Clio Awards, owned by Adweek parent the Nielsen Co., received 19,300 entries this year.