Poor Press & Outdoor Showing for U.S. Shops

CANNES, FRANCE The U.S. scored only one gold Lion in the Press & Outdoor competition at the International Advertising Festival here on Wednesday, for a Time magazine billboard by Fallon (shown above.) Of the 125 awards, the U.S. won just nine, 7 percent of the total.The Grand Prix in Press went to TBWA\Paris in Boulogne-Billancourt for an illustrated EMI campaign comparing music piracy to hurting integral parts of a musician. One execution showed Joe Cocker's vocal chords being pulled out; another showed Iggy Pop's heart being shocked with wires. Copy reads: "Nothing great comes easy. Please respect artists. Stop music piracy."Jury president John Hunt, worldwide creative director of TBWA, said the campaign won because it didn't preach to its audience, but made them think about music piracy in a different way."You're appealing to the rebel in the rebel," he said.The Outdoor Grand Prix went to an execution by Ogilvy & Mather in Santiago, Chile, for Silfa, which distributes Legos in Chile. The execution affixed an image to a building to make it appear as though it was made of huge Legos and was missing one.The piece was neck-and-neck with the gold-winning billboard by Fallon in New York for the Grand Prix in the jury room, according to Hunt. But in the end, the Silfa ad "sneaked in," he said. "Lego is a more classic piece. It's just unbelievable, it's so appropriate to the product and incredibly insightful."In the Press contest, the U.S. won three bronze Lions: one for a campaign by Bartle Bogle Hegarty in New York for Unilever's Axe body spray, "Grip Pads," "Mirror" and "Towels"; one for Crispin Porter + Bogusky in Miami's Mini ad "Milk"; and one for Ground Zero in Los Angeles' campaign for the History Channel, "Berlin," "Hindenburg" and "Normandy."In the Outdoor category, in addition to Fallon's gold, the U.S. won a silver and four bronze. The silver went to a campaign by Saatchi & Saatchi in New York for an Air Tahiti campaign, "Crowd," "Liberty" and "Skyline." That shop also won a bronze for an ad for Joffrey Ballet School, "Ballerina."The other three bronzes were awarded to: Leo Burnett in Chicago for McDonald's "Triple Thick" billboard; Fallon in New York for a Time campaign, "Fighting Battles," "New York" and "Chicago"; and OgilvyOne in New York for Dove's "Real Beauty."In all, 19 gold, 19 silver and 32 bronze were awarded in Print, while 10 gold, 18 silver and 27 bronze were awarded in Outdoor.Lachlan Murdoch, deputy chief operating officer of News Corp., accepted the Media Person of the Year award.Jury member Peter McHugh, chief creative officer of Carmichael Lynch in Minneapolis, speculated that the lack of U.S. winners might have something to do with the fact that the U.S. creates more interactive and 3D print and outdoor work, which "didn't resonate with the jury as some of the more classic stuff."The Press and Outdoor winners were honored at a ceremony on Wednesday night, along with the Cyber winners. The International Advertising Festival continues through Saturday.

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Poor Press & Outdoor Showing for U.S. Shops

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