MIAMI Wieden + Kennedy's office in London won the Grand Clio in the Television category at the 47th International Clio Awards here for its Honda campaign featuring three commercials: "Impossible Dream," "Dreams" and "Choir."
It is the third consecutive year the shop won the top prize in the TV competition with its "Power of Dreams" work for Honda. Last year, it won the honor for the animated spot "Grrr," and in 2004 the agency won the award for "Cog."
For a second year in a row, Crispin Porter + Bogusky in Miami was named Agency of the Year and TBWA\Worldwide won Agency Network of the Year honors.
In the two-minute Honda spot "Impossible Dream," British actor Simon Day lip syncs to the song "Impossible Dream" as he journeys through New Zealand using various Honda vehicles from the 1960s through today—from a monkey bike at the start of his adventure to a hot air balloon that saves him from a drop off a waterfall. In "Dreams," balloons grow out of office workers' ears as they discuss their ideas; in "Choir," singers mimic the sounds of a Honda.
During a panel discussion yesterday afternoon, Tony Davidson, executive creative director of W+K and the chair of the TV jury, said the power of the campaign stems from the fact that the executions derive from core truths about the product.
In the TV contest, 17 gold, 28 silver and 67 bronze Clios were awarded during the ceremony at the Jackie Gleason Theater.
The only U.S. gold winners were CP+B and Arnold in Boston, which shared two gold Clios for their American Legacy Foundation "Fair Enough" anti-smoking campaign. The agencies also won two bronze Clios for the client in public service.
Four silver Clios were awarded to TBWA\Chiat\Day, San Francisco's "Hello Tomorrow" effort for Adidas. That work was honored for direction (by Spike Jonze of MJZ, Los Angeles) and its use of apparel and fashion, original music and visual effects. The agency's "Impossible Field" Adidas spot also won silver for sound design, created by 740 Sound Design of Santa Monica, Calif.
CP+B won a silver Clio for the BMW Mini "Counterfeit" spot in the automotive category, as did Motion Theory of Venice, Calif., which scored for animation on Reebok's "Wrapshear," created by mcgarrybowen in New York, and MTV Networks for sound design on "Beatbox Family."
U.S. winners also included Bartle Bogle Hegarty, New York, which won a bronze for the editing of Levi's Jeans "Loyal." BBDO in New York won two bronze Clios, in confections for Snickers "Bald" and sound design for General Electric's "Ecoimagination." McCann Erickson's outpost in San Francisco won a bronze prize in the direction category for Microsoft Xbox 360's "Water Balloons."
No Grand Clio was awarded in the Radio competition, but five gold, four silver and 12 bronze statues were bestowed. All five gold awards went to U.S. shops, with DDB in Chicago winning four on behalf of Bud Light's "Real Men of Genius" initiative, and DeVito/Verdi of New York winning for its National Thoroughbred Racing Association campaign.
Unilever deodorant brand Axe was also honored as Advertiser of the Year.
Four commercials were inducted into the Hall of Fame: "Bear" for John West from Leo Burnett, London; "Whassup" for Budweiser from DDB, Chicago; and "Turkey" and "China" for Fox Sports Network from Cliff Freeman and Partners, New York.