Droga5 Is Toast of Cannes With 3 Grand Prix

Jay-Z work is honored again, along with Puma spot

Droga5 in New York ruled Cannes on Saturday night, adding its second and third Grand Prix of the 2011 festival—an Integrated Grand Prix for its Jay-Z Decoded work, and a Film Craft Grand Prix for its Puma spot "After Hours Athlete."

     The Decoded campaign, which had won the Outdoor Grand Prix earlier this week, involved a 13-city scavenger hunt with a strong digital component. The agency hid all 320 pages of Jay-Z's autobiography (mostly blown-up versions) in unexpected outdoor locations—at the bottom of a pool in Miami, on cheeseburger wrappers in New York, etc. The people who discovered the pages first, and checked them in on a Bing-sponsored website, got a chance at Jay-Z concert tickets for life. There was a lot more to the campaign, as you can see in this video:

     Droga5's 90-second "After Hours Athlete" Puma spot was the centerpiece of an integrated campaign aimed not at sports enthusiasts but at casual, nocturnal athletes—those who bowl, play darts and pool, throw back shots and sing karaoke until the sun comes up. The spot is exquisitely shot, in keeping with the Film Craft Lions' goal of honoring the craft of filmmaking—i.e., production design, direction, copywriting, cinematography, editing, use of music, sound design, effects and/or computer graphics and animation.

     There was no Titanium Grand Prix bestowed. Droga5's Decoded campaign did win a Titanium Lion, one of three given out in that category.

     Along with the Grand Prix, three Gold Lions were awarded in Integrated, along with six Silvers and three Bronzes.

     In Film Craft, a total of 11 Gold Lions were handed out. Puma's "After Hours Athlete," Nike's "Write the Future" and Chrysler's "Born of Fire" spots each won for two different entrants—Droga5 and Smuggler, Wieden + Kennedy and Work Post, and Wieden and Serial Pictures, respectively.

     See winners lists in those categories after the jump.

Gold Integrated Lion winners:

• McCann Erickson, Bucharest, for ROM candy bars

• Wieden + Kennedy, Portland, Ore., for Old Spice Body Wash

• Nike Communications Team, Amsterdam, for Nike Football

Silver Integrated Lion winners:

• Publicis, London, for the Renault Megane

• Jung von Matt, Hamburg, for Concerthall Dortmund

• DDB, Stockholm, for the Swedish Armed Forces

• BBDO, New York, for AT&T

• Wieden + Kennedy, Portland, Or., for Levi's Workwear

• Leo Burnett, Sydney, for Bundaberg Rum

Bronze Integrated Lion winners:

• Grey, Melbourne, for the Transport Accident Commission's Speed campaign

• BBH, New York, for Google's Chrome Browser

• TBWA\Chiat\Day, Los Angeles, for Gatorade

Titanium Lion winners:

• Droga5, New York, for Bing/Jay-Z's Decoded

• DDB, Stockholm, for Volkswagen's Bluemotion Technologies

• McCann Erickson, Bucharest, for ROM candy bars

Film Craft Gold Lion winners:

• Droga5, New York – Puma – "After Hours Athlete"

• Smuggler, Hollywood – Puma – "After Hours Athlete"

• Wieden + Kennedy, Amsterdam – Nike Football – "Write The Future"

• Work Post, London – Nike Football – "Write The Future"

• Wieden + Kennedy, Portland, Ore. – Chrysler 200 – "Born Of Fire"

• Serial Pictures, New York – Chrysler 200 – "Born Of Fire"

• Sonny, London – Heineken – "The Entrance"

• Ogilvy & Mather, Mumbai – Government Of India Ministry Of Railways – "Train"

• Drill, Tokyo – NTT Docomo – "Xylophone"

• Alex Roman, Madrid – Silestone By Cosentino – "Above Everything Else"

• Loducca Mpm, São Paulo – MTV – "Balloons"