CANNES UPDATE: Sexy Saatchi & Saatchi Ads Take Press Grand Prix

CANNES-A provocative print campaign full of sexual innuendos for Club 18-30 package holidays won Saatchi & Saatchi, London, the press Grand Prix at the 49th International Advertising Festival at the Press and Outdoor Awards ceremony here Tuesday night.

Three colorful, detail-filled ads, set at a bar, beach, and pool, show young resort travelers participating in what, at first glance, appears to be ordinary holiday fun. On closer inspection, however, the actors and props in the scenes can be seen to imply various sex acts.

The ads impressed the 22-member international panel, which reviewed 5646 print and 3431 outdoor ads over the course of three days, for its ability to not only catch consumers attention but also keep it long enough to find all the sex jokes.

“It’s very engaging,” said jury president Jeff Goodby, co-chairman of Goodby, Silverstein & Partners, San Francisco. “You read the pictures like it’s copy.”

The outdoor Grand Prix, a new prize this year, went to Leo Burnett, Oslo, for a series of executions for Oslo Piercing studio. The campaign used metal from environments in which the ads were placed to represent the jewelry, torn right through the posters.

The Media Lions were also presented at Tuesday night’s ceremony this year, with the Grand Prix going to Universal McCann Australia in Sydney for a Magnum 7 Deadly Sins campaign. The “Give in to it” effort matched each ice cream flavor to a deadly sin and placed executions, such as 15-second TV spots, newspaper ads, and stickers, in media environments that best reflected each sin.

A total of 109 Lions were awarded in Press and Outdoor and 17 in Media.

U.S. agencies won three gold, four silver and six bronze awards.

Bozell New York won two golds: one for a Norman Rockwell campaign for The New York Times and another for a call-for-entries ad for The Art Directors Club showing a woman so enthralled by her annual that she doesn’t notice her kids are about to microwave the family dog. The agency also won a silver for a Datek campaign and a bronze for a PEP & DMI milk execution.

J. Walter Thompson, New York, won a gold Lion for a Malibu rum campaign featuring various lifestyle scenes, such as a woman shopping at a vegetable market guarded by security cameras, to illustrate the line “If we Caribbeans took life this seriously, Malibu would’ve never been invented.”

Additional U.S. silver winners were Team One Advertising, Los Angeles, for a long body-copy Lexus campaign; Carmichael Lynch, Minneapolis, for Harley-Davidson; Arnold Worldwide, Boston, for Boeri Helmets; Wieden + Kennedy, Portland, Ore., for a Nike “enjoy the weather” campaign for Storm products; and TBWA\Chiat\Day, Los Angeles, for a Museum of Contemporary Art outdoor campaign that titled and described the environments in which they were placed as art with museum-style ID tags. Bronze winners also included DDB Dallas for a Tabasco campaign; Leo Burnett, Chicago, for Polaroid; Mullen, Wenham, Mass., for American Heritage Dictionary; and Arnold, which won two bronze awards for Volkswagen.

Media Lions went to two U.S. shops: two to Crispin Porter & Bogusky, Miami, for the Mini Cooper 2002 launch campaign and one to Luckie and Company in Birmingham, Alabama, for an anti-smoking campaign for Alabama Tobacco-Free Families.

The Media Person of the Year Award went to Viacom chairman and ceo Sumner Redstone.

The Young Creatives competition was won by Antero Jokinen and Niklas Lilja from SEK & Grey Oy, Helsinki, Finland, for a campaign created for The International Secretariat for Water.