CANNES Two ads illustrating the first and final moments of life won Grand Prix honors at the Outdoor and Press competition at the 50th International Advertising Festival here tonight.
A Grand Prix Lion went to a graphic Sony PlayStation2 press ad called "Rebirth" from TBWA/Paris featuring a woman giving birth to an adult male. The outdoor Grand Prix went to an outdoor campaign for Kiwicare No Bugs spray from Grey Worldwide in Auckland, New Zealand, that showed the product in action through the perspective of the insects' eyes.
"Both of these Grand Prix we had not seen before," said jury president Dan Wieden, chief creative officer and CEO of Wieden + Kennedy, Portland, Ore. "They did a good job positioning the brand or product, albeit in different ways."
The jury arrived at the two winners after considering seven golds. A Ferin Bookstore campaign from Leo Burnett in Lisbon, Portugal, was up for the Grand Prix, but was disqualified when the festival organizers discovered it was not supported by a paid media buy (see separate story on Adweek.com).
The PlayStation2 ad, said Wieden, is "a good example of a slightly new direction to take with print. It was more of an emotional positioning for the brand rather than logical. I think it was a very brave choice." And Kiwicare, he added, advertised a familiar product in an unusual way.
The 22-member jury, which reviewed 8,669 entries from 65 countries, awarded 28 gold, 44silver and 34 bronze Lions at a ceremony at the Palais de Festivals, which also honored the Cyber Lions (see separate story on Adweek.com).
"The caliber of the work ranged from the sublime to the ridiculous," said Wieden. But overall "we are happy with what we got. Personally, I feel good about it."
U.S. agencies had 844 entries in the competition this year, but won only one silver and two bronze awards: a silver was awarded to a copy-driven Rolling Stone campaign from Bartle Bogle Hegarty, New York; a bronze went to an outdoor ad from Arnold, Boston, featuring a series of square objects contrasting Volkswagen's convertible Beetle; and a bronze went to a Mini effort from Crispin Porter + Bogusky, Miami, that displayed the car as a children's ride.
British agencies won the most gold Lions, five, followed by Spain, with four.
Speaking of the two Grand Prix winners, U.S. juror Gary Koepke, chairman and creative director of Modernista!, Boston, said, "You never see an ad for a bug spray that takes the perspective of an insect. Playstation speaks to a market that is about standing out and being different and being radical. They are images I can't forget."
TBWA/Paris won four additional Lions, three silvers and one bronze, for other executions in the Playstation campaign.