The final Cannes countdown: NZ slides into ninth with record Lions haul

  • Cannes Lions
  • June 27, 2013
  • Ben Fahy
The final Cannes countdown: NZ slides into ninth with record Lions haul

The New Zealand advertising scene is always pretty proud of its per capita hauls in the world's big creative awards. And 2013 appears to be no different, with the combined awards won between Kiwi agencies—a record haul of 32—placing us 9th on the list at the 60th Cannes Festival of Advertising. 

In total New Zealand brought home four gold, one Effectiveness Lion, nine silvers and 18 bronzes, with DraftFCB leading the way with 12 roaring pussycats for two campaigns, SPCA/Mini's Driving Dogs and Prime TV's 'Secret Diary of a Call Girl'. 

SPCA/Mini

Driving Dogs

Direct - Product & Service Charities

Gold

Prime TV

Secret Diary of a Call Girl

Radio – Publications and Media

Gold 

Prime TV

Secret Diary of a Call Girl

Radio - Best Use of Radio as a Medium

Gold

SPCA/Mini

Driving Dogs 

Direct -  Best Use of Digital Direct Market, Social Media and Viral Marketing

Silver

SPCA/Mini

Driving Dogs

PR -Charity

Silver

SPCA/Mini

Driving Dogs

Promo & Activation – Best Use of Experiential Marketing in a Promotional Campaign

Silver

SPCA/Mini

Driving Dogs

Promo & Activation  – Charities

Silver

Prime TV

Secret Diary of a Call Girl

Promo & Activation - Best Use of Guerrilla Marketing in a Promotional Campaign

Silver

SPCA/Mini

Driving Dogs 

PR - Best integrated PR campaign

Bronze

SPCA/Mini

Driving Dogs

Outdoor - Ambient, Stunts & Live Advertising

Bronze

Prime TV 

Secret Diary of a Call Girl

Outdoor - Ambient, Stunts & Live Advertising

Bronze

SPCA/Mini

Driving Dogs

Cyber - Viral Marketing

Bronze

DDB won eight Lions in total, including the highly coveted Creative Effectiveness Lion (one of only six, plus the grand prix, handed out). And, given its fairly limited haul at Axis, this was a much better performance than expected. 

Lion

Steinlager ‘Believe’

Creative Effectiveness

Gold

Hutchwilco

Secret Fishing Spots

Mobile – Best Integrated Campaign

Silver

YWCA Auckland

Coffee Cart

Best Use of Promo & Activation – Best Use of Experiential

Silver

Hutchwilco

Secret Fishing Spots

Best Use of Promo & Activation – Durable Goods

Bronze

YWCA Auckland

Demand Equal Pay

PR – Sectors & Services

Bronze

Hutchwilco

Secret Fishing Spots

Mobile – Mobile Apps

Bronze

YWCA Auckland

Demand Equal Pay

Direct – Strategy – Best Low Budget Campaign

Bronze

Hutchwilco

Secret Fishing Spots

Branded Content

Bronze

Colenso BBDO took a total of four Lions, well below last year's haul, but it's bloody hard to win a Lion, so it pays to remember that's still pretty good. 

Amnesty International

Trial by Timeline

Direct - Best Use of Digital Direct Marketing, Websites, Microsites & Banners

Gold

Amnesty International 

Trial by Timeline

Direct - Product & Service, Public Health & Safety, Public Awareness Messages.

Bronze

Frucor

V Motion Project

Cyber - Craft, Best Music/Sound Design

Bronze

Frucor

V Motion Project

Cyber - Other Digital Channels

 

Bronze

Alt Group continued its award-winning ways, with two silvers in design for Fisher & Paykel’s Social Kitchen and Silo Theatre’s brand identity. 

Fisher & Paykel

Social Kitchen

Design - Exhibitions & Live Events

Silver

Frucor

Brand identity


Design - Small Scale logo and visual identity​

 

Silver

Clemenger BBDO won two Lions, all for NZTA (OMD and Resn were involved in the 'Flash' game and the Radio Legends counts as one bronze). 

NZTA

Radio Legends (1 of 4)

Radio - Public Health & Safety 

Bronze

NZTA

Radio Legends (1 of 4)

Radio - Public Health & Safety

Bronze

NZTA

Radio Legends (1 of 4)

Radio- Public Health & Safety

Bronze

NZTA

Radio Legends (1of 4)

Radio - Public Health & Safety

Bronze

NZTA

FlashMedia - Charities, Public Health & Safety, Public Awareness MessagesBronze

Y&R NZ took a couple of bronzes for its MetService mobile app. 

MetService

Weather to Wake app

Mobile - Services

Bronze

MetService

Weather to Wake app

Direct - Best Use of Digital Direct Marketing, Mobile Marketing)

Bronze

Special Group won one bronze for its design work on OOB. 

OOB 

OOB packaging

Design - Core FMCG

Bronze

And Whybin\TBWA rounded out the winners list with one bronze for Tourism NZ. 

Tourism New Zealand 

100% Middle-earth

PR - Travel, Tourism & Leisure​

Bronze

In addition to these wins, Zoe McIntosh also took first prize in the Cannes Lions Young Director awards for DDB’s YWCA TV spot. And Kiwi director Hugh Mitton was also acknowledged in the MOFILM Awards at Cannes for his work on Coca-Cola. See their work here

Kiwi agencies won 21 awards in 2012, which was an improvement on 2011's paltry six lions and just below the previous record of 25 lions in 2010. 

According to Campaign Brief, the US came first, Australia came second (also with a record haul, led largely by McCann Melbourne's 'Dumb Ways to Die') and Brazil and the UK were third and fourth. But there's no doubt that, much like the whole of New Zealand after the London Olympics, New Zealand agencies will be talking up the per capita factor. 

See all the results by country here

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