Cannes Rewards Radio, Outdoor

CANNES, FRANCE Clemenger BBDO in Melbourne, Australia, won the Radio Grand Prix for “Hoedown” for Masterfoods Snickers and Net#work BBDO in Johannesburg, South Africa, received the Outdoor Grand Prix for its “Power to the People” effort for Nedbank in the second round of prizes handed out at the 54th annual Cannes Lions in France.

In Radio, U.S. agencies earned two gold Lions, both for campaigns. TBWA\Chiat\Day New York won for “Growth Spurt,” “France,” “Wrestling” and “Doug,” all for Masterfoods’ Combos Pretzels. DDB in Chicago was recognized for “Mr. Really Loud Cell Phone Guy,” “Mr. Really Big Golf Club Maker,” “Mr. Hot Dog Eating Contest Contestant,” “Mr. Doggy Day Spa Operator,” “Mr. Hair Gel Overgeller,” “Mr. Enormous SUV,” “Mr. Boneless Buffalo Wing Inventor,” “Mr. Artificial Tree Maker,” “Mr. Holiday Gift Re-gifter” and “Mr. Professional Sports Leg Cramp Rubber Outer.”

The Radio Grand Prix came down to a decision between Net#work’s “Hoedown” and Grey Worldwide South Africa’s “Bedroom” for Geronimo Condoms, said David Guerrero, jury president and chairman and CCO, BBDO Guerrero Ortega. “‘Bedroom’ paints a vivid picture, asking you to picture your parents having sex,” said Ortega. “Snickers represents a bigger selling idea while Geronimo is a better creative idea.”

Ortega said he saw a resurgence in creative radio advertising that agencies had previously relegated. “Agencies and creatives are beginning to turn their attention back to radio. It’s the Wild West of all the mediums,” he said. Ortega said shops didn’t put as much energy into radio because there wasn’t enough money to be made from it.

Entries were up significantly this year, from 1,032 to 1,273, a jump of 23 percent. “Agencies are starting to see the creative possibilities,” said Ortega. “Every medium is being examined.”

In Outdoor, Net#work BBDO Johannesburg’s “Power to the People” was a billboard with solar panels that said, “What if a bank really did give power to the people?” The solar power generated is used to run a school kitchen in a South African township and the idea is currently being rolled out across the country.

“It’s amazing when you get a bank to do something for the community,” said Mike Barnwell, ecd, Grey in South Africa. “There was a strong thought in the judging process that it would give an impression to other corporations that they should do [something for the community] as well. If you can get people to change with advertising, that’s an amazing thing.”

Net#work BBDO Johannesburg also won a gold Lion for its campaign for Simba Potato Chips. 18 golds were presented.

The U.S. won two gold Lions for campaigns, Malaysia won one for a campaign, Brazil won three for campaigns, Argentina won one for a campaign, Spain won one for a campaign, Chile won one for a campaign, Singapore won one for a campaign, Thailand won two for campaigns, Germany won one, Switzerland won one for a campaign. Belgium, Japan, and New Zealand each earned one gold Lion.

Barnwell, whose placard on the judges’ table jokingly read “Porky Heffer,” said that he hoped young people in the ad industry did more socially aware advertising. “The young people take their cues from the winners. If we reward ads with a lot of guns and mayhem, that’s what you’ll see more of,” he said.

“We wanted to show that our category is outdoor, not outdated,” said Jean-Remy von Matt, jury president and founder and chairman, Jung von Matt in Germany.