“Let’s take a ride and see what’s mine” sang Iggy Pop on his seminal 1977 track ‘The Passenger’. For Special Group, who co-opted the track and the man himself for their 'Orcon + Iggy' campaign, what’s theirs is a Grand Prix Award in the Direct Category at the 2010 Cannes Lions Festival.
Special were one of three Grand Prix winners announced at the Monday evening Awards Ceremony for the Promo & Activation, PR and Direct Lions categories. The other two Grand Prix’s went to American agency TBWA/Chiat/Day, both for Gatorade’s 'Replay' campaign in the PR and Promo & Activation Categories.
But it didn’t stop there for the Special clever clogs. They also picked up a Gold Lion in the Direct Category and two Bronze Lions in the Promo & Activation Category.
Toby Talbot, Marty O’Halloran and Sandy Moore stepped up to the podium twice to collect a Gold Lion and a Silver Lion for DDB's 'Live Rescue' campaign for Coastguard NZ while AIM Proximity were the recipients of a Bronze Lion for 'Missing Pictures' for Tower insurance.
Sadly, neither Special Group, Orcon or the leathery Godfather of Punk were on hand to share in the celebrations. So instead I belted out a few lines of “The Passenger” and cut my chest open with a broken beer bottle at the after party in honour of their auspicious achievements. All together now, “singing la la la la la de de da”.
Tony Bradbourne, Special Group's creative director, said: "Truly world beating news. To be judged the very best. Incredible."