Cannes Lions 2013: Day 1

There were a record 35,765 entries from 92 countries for the 60th Cannes Lions. Of course, we're small-minded and patriotic so we're focusing on the Kiwi contenders and here are the seven agencies in the running after the first shortlists for Creative Effectiveness, PR, Promo & Activation and Direct were announced. 

  • Check out this page for all the shortlists and winners. 

Creative Effectiveness:

It dominated the Effies. And Steinlager and DDB's 'Believe' campaign is the only Kiwi effort in line for a Creative Effectiveness Lion. There were just 12 campaigns shortlisted in this category after 120 entries, so it's in very good company. 

Promo & Activation:

12 Kiwi campaigns made it to the shortlist stage. 

  • Colenso BBDO and V earned three nominations, two for V Motion Project in Best Use of Experiential Marketing in a Promotional Campaign and Food and Non-Alcoholic Drinks, and one for V Robbers in Best Use of Games. 
  • DraftFCB has two for SPCA/Mini's Driving Dogs in Charities and Best Use of Experiential Marketing in a Promotional Campaign, and one for the Secret Diary of a Call Girl stunt in Best Use of Guerilla Marketing in a Promotional Campaign. 
  • DDB Group/Rapp Tribal took three, one for the gender-specific fee applied to YWCA's Coffee Cart in Best Use of Experiential Marketing in a Promotional Campaign, VW Beetling in Cars/Automotive, and Hutchwilco's 'Secret Fishing Spots' mobile app in Durable Goods.
  • Clemenger BBDO earned one nod for the beer brewed in an Adshel for Wellington in a Pint's in Best Use of Experiential Marketing in a Promotional Campaign and one for Wellington Ukelele Orchestra's 'Nothing Beats a Jingle' in Best Sponsorship or Partnership Campaigns. 
  • Contagion rounded out the list with its Kiwicare Weed Weapon in Best New Product Launch/Re-Launch or Multi-Product Promotion. 


Five campaigns from round these parts are in line for a metal beast, according to Campaign Brief, with the charity campaigns dominating. 

DraftFCB's Driving Dogs has two, as does DDB for YWCA's Demand Equal Pay (the Coffee Cart execution got one on its own), and Tourism NZ and TBWA\ earned one for '100% Middle Earth, 100% New Zealand'. 


Nine finalists in total, with Colenso BBDO and DraftFCB matching each other's hauls in Promo & Activation with three each. 

  • Colenso BBDO earned two for Trial By Timeline in Public Health & Safety, Public Awareness Messages and Websites, Microsites & Banners, as well as one for V Motion Project in Other Digital Platforms. 
  • DraftFCB took two for Driving Dogs in Charities and Social Media & Viral Marketing as well as one for Call Girl in Ambient Media: large scale. 
  • DDB Group/ Rapp Tribal scored two for YWCA in Best Low Budget Campaign and Charities. 
  • Y&R rounded out the list with a nod for MetService's 'Weather to Wake' in mobile marketing. 


No Kiwis in the mix for this one. But it's worth having a gander at some of the brilliant ideas among the finalists, which were chosen out of 270 entries in its inaugural year. 

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