Adam&eveDDB Finishes With 4 Grand Prix for Harvey Nichols, Adding Integrated and Film

'Epic Split' also wins a Film Grand Prix; Dentsu, Honda top Titanium

CANNES, France—Doing good things for others has been a major theme at Cannes Lions this year. Ironically, though, the festival's single biggest winner did precisely the opposite. It comically celebrated selfishness.

Adam&eveDDB picked up an Integrated Grand Prix and a Film Grand Prix here tonight for Harvey Nichols' "Sorry, I Spent It on Myself," the darkly amusing 2013 holiday campaign that advertised cheap gifts you could buy for friends and family so you could spend more on yourself.

The campaign had already won Grand Prix in Press and in Promo & Activation, and so its total Grand Prix haul is four. That puts it in second place all time for Grand Prix wins, trailing only last year's smash hit, "Dumb Ways to Die" from McCann Melbourne, which won five.

"It expands the way we use advertising," Titanium & Integrated jury president Prasoon Joshi of McCann Worldgroup India said of the Harvey Nichols work.

"To take greed and make people laugh and smile about it is, I think, incredibly difficult. And as a film, it's a perfect piece of film," said Film juror Pete Favat of Deutsch/LA.

There were two other Grand Prix winners in the Film Lions and Titanium & Integrated Lions categories.

Forsman & Bodenfors won a Grand Prix in Film for "The Epic Split," its super-viral spot for Volvo Trucks starring Jean-Claude Van Damme. (The "Live Test Series" work also won a gold Lion in Titanium & Integrated.)

And Dentsu in Tokyo won the Titanium Grand Prix for its "Sound of Honda/Ayrton Senna 1989" work. That campaign took the driving data from Ayrton Senna's famous 1989 Formula 1 qualifying lap and reproduced it in a stunning installation of light and sound.

"It kind of had everything," Film juror Al Mosely of 180 Amsterdam said of "Epic Split." "It had the product really at the heart of the story. It was a fantastic demo, but it was more than that. It was a sort of spiritual meditation. It has been the most successful piece of film over the past 12 months."

"Here is an idea that converts boring data, dry data, into emotional data," Joshi said of Honda's Ayrton Senna campaign. "It connects with you at a human level. It's very difficult to do something like that."

Asked whether "Epic Split" was considered for the Titanium Grand Prix, Titanium & Integrated juror Anselmo Ramos of Ogilvy Brazil said: "At the core it's a product demo, and it's really well done. We think it's not necessarily pushing the industry forward like a Titanium winner should do."

The U.S. fared well in both Titanium & Integrated and Film. See recaps of the rest of the action in both categories below.

—TITANIUM & INTEGRATED LIONS

The U.S. won two Titanium Lions, along with a silver Lion and three bronze Lions in this combined category.

The Titanium Lions went to The Ebeling Group/Not Impossible Labs for its "Project Daniel" work in 3-D printing prosthetic limbs for injured children in Sudan; and to Grey New York for its "Unload Your 401K" anti-gun campaign.

Droga5 won a silver and a bronze for Newcastle Brown Ale's "If We Made It" and Prudential's "Chapter Two," respectively. CAA Marketing in Los Angeles and Wieden + Kennedy in Portland, Ore., won bronze for Chipotle's "The Scarecrow" and Old Spice's hair-care campaign.

Here is some of what the jurors had to say about some of the other winning work:

On Memac Ogilvy's "Autocomplete Truth" for UN Women: