CumminsNitro's third Grand Prix is a record for a single campaign
By Brian Morrissey
For a small tourism campaign, CumminsNitro's "Best Job in the World" effort for Tourism Queensland is packing quite a punch. The campaign won a Cyber Grand Prix at Cannes on Wednesday night, its third Grand Prix of the festival—the most ever awarded to a single campaign. Two other Grand Prix were awarded in Cyber: to AKQA London for Fiat's eco:Drive campaign, and to 42 Entertainment's "Why So Serious" alternate-reality game for the Warner Bros. film The Dark Knight. Fred & Faris Paris won the Grand Prix in Press for its "We Are Animals" Wrangler campaign. The Design Grand Prix went to McCann Worldgroup Causeway Bay in Hong Kong for its Nike "Paper Battlefield" work. The Tourism Queensland campaign, which advertised a caretaker job on the islands of Australia's Great Barrier Reef, also won Grand Prix in Direct and PR—and could win a fourth, as it is also nominated in Integrated. (It won two gold Lions in direct and a PR Lion.) "What we loved about it is digital held it all together,"
said Lars Bastholm, Cyber jury president and chief digital creative officer at Ogilvy. "It's a tremendous way of taking a miniscule campaign and making it global."
Cyber jurors said the selections were meant to shed light on the evolving role of digital, which is now driven more by generating conversation than showing off tech wizardry. Bastholm said eco:Drive, a product that lets drivers track their fuel consumption online, shows what is possible when agencies are involved early on in product development. As a bonus, it also shows that innovation is key to struggling industries. Meanwhile, the Dark Knight campaign showed the
amount of engagement possible with digital at the center of a campaign, said Bastholm.
"It doesn't hurt that The Dark Knight went on to be one of the highest grossing movies of all time," he added.
The Cyber jury awarded 19 gold, 33 silver and 33 bronze Lions. Among the gold winners were pre-show favorites "Whopper Sacrifice" from Crispin Porter + Bogusky for Burger King and "The Great Schlep" from Droga5 for the Jewish Council For Education And Research.
AFTER THE JUMP: More on the Press and Design winners.
David Lubars, chairman and chief creative officer of BBDO North America and president of the Press jury, said only Wrangler stood out as worthy of the top award. The jury handed out 11 gold, 23 silver and 36 bronze Lions. Wrangler's winning campaign consisted of magazine ads positioning Wrangler as a near-primal brand. It also showed that despite the turmoil facing the publishing industry, great work can help companies differentiate, Lubars said. "Creativity applied to real problems can create an economic multiplier for a client," he said. Press juror Gerry Graf, chief creative officer of Saatchi & Saatchi in New York, said the Wrangler campaign "was honestly one of the only print entries that made me feel something. ... It reeks of raw sex, youth and toughness. The raw sex is the fashion angle, and the toughness goes back to the history of the brand." Graf said the Wrangler work edged out another Grand Prix frontrunner, the Alka Seltzer "Dissolve your problems" campaign from CLM BBDO, which won a Gold Lion. There were two winning U.S. entries: Miller High Life's "DeCrossifier," "Pinky Restraint" and "Collar Clips" from Saatchi & Saatchi, New York, won a gold. And the National Disaster Search Dog Foundation's "Patrick Conlon," "Maria McHugh," and "Roy Torres," from Young & Rubicam, New York, won a bronze.
The Design jury, led by Sylvia Vitale Rotta, CEO of Team Creatif, awarded the Grand Prix to a Nike Basketball campaign, "Paper Battlefield," from McCann Worldgroup Causeway Bay in Hong Kong. The campaign was a call-for-entries poster series that was handmade by the top 10 players of the Nike Basketball League. Images of the players were turned into printing templates used to create 350 posters depicting layered images of the players to capture the spirit of competition. "As designers, we believe our role is to create generous brands, products and services for a newer, closer, more human world. That is exactly what Nike was doing," Rotta said.