Clemenger BBDO Melbourne won the Grand Prix for PR award at this year’s Cannes Lions International Festival of Creativity, taking place through Saturday. This is the second time the Cannes Lions has awarded an ad agency with the PR award.
The winning campaign was the “Break Up” campaign for National Australia Bank, which sought to set itself apart from the three other large Australian banks in the wake of the global economic meltdown.
Dave Senay, president and CEO, Fleishman-Hillard and PR Jury president said the campaign was “sort of like a conceptual jujitsu. Take the power of the competition and use it against them.” The campaign started with a tweet that was meant to look like it was posted by accident.
This is the third year for the PR Lions award and the number of applicants was up 40 percent from last year to 819. Senay told Ad Age that the jury was looking for results including “behavior change” and would like to see more of it in the future.