The first winners have been announced, and there are a few Kiwi agencies in the money, with DDB NZ winning a prestigious Creative Effectiveness Lion for Steinlager's 'Believe', DraftFCB NZ picking up six lions so far for Driving Dogs and Call Girl and Colenso BBDO winning gold for Amnesty International's Trial by Timeline.
Steinlager’s classic white can, which was first produced in 1981 and discontinued in 1992, made its return before the Rugby World Cup, backed up by a TV campaign showing a die-hard supporter who had vowed to drink his white can from 1987 the next time the All Blacks won the 'Big Rugby Event' and a simple but effective outdoor campaign.
"More than 35,000 entries were received at the Cannes Lions Ad Festival this year and our entry for Steinlager, White Can, was not only the single New Zealand entry to be shortlisted in this category, but it won gold," says chief executive Justin Mowday. “What a phenomenal success for DDB New Zealand, sitting alongside other gold winners that include major international brands like UK retailer- John Lewis, American Express and Coca Cola. We couldn’t have done this without a fantastic client like Lion who saw the potential for this idea."
DraftFCB took gold and silver for Driving Dogs in Direct, two silvers in Promo & Activation and a silver and bronze in PR. Prime TV's Call Girl stunt also took silver in Promo & Activation.
"Teaching dogs to drive was the ultimate example of behaviour change. It's fantastic to receive international recognition for this and for creativity applied in an integrated way, and launched through PR," says general manager PR Angela Spain. "New Zealand is doing quite well so far at Cannes and I would encourage more New Zealand PR & Activation agencies to put their work forward in 2014 to showcase the innovation that is coming out of this market to the rest of the world."
In Direct, Colenso BBDO won gold for Amnesty International's 'Trial By Timeline', while Y&R New Zealand and DDB Group/Rapp Tribal took bronze for Metservice 'Weather To Wake' app and YWCA Auckland 'Demand Equal Pay' respectively.
in Promo & Activation, DDB Group added to its Creative Effectiveness nod with a silver lion for YWCA Auckland 'Coffee Cart' and a bronze lion for Hutchwilco's 'Secret Fishing Spots'.
In PR, Whybin\TBWA and DDB Group/Rapp Tribal scored one bronze each for '100% Middle-earth' and YWCA 'Demand Equal Pay' (the full results of these categories are not yet available, but we'll update the story with local winners when they come through).
Wieden + Kennedy took the grand prix for Heineken's Legends campaign in Creative Effectiveness Lions, which included a partnership with James Bond's Skyfall and an Olympic sponsorship deal, and helped increase sales by 5.3 percent in 2012. And McCann Sydney's 'Dumb Ways to Die' dominated the night, picking up two grand prix gongs in Direct and PR, along with a gold lion in Promo & Activation.
Ogilvy Brazil took grand prix in Promo & Activation for its 'Immortal Fans' campaign, which asked fans of Recife club to donate organs. According to the agency, 51,000 fans signed up as donors and organ donation increased by 54 percent in a year.
A few more shortlists have also been released.
Just the one Kiwi finalist, with Clemenger BBDO and OMD Wellington (Resn was on the build) getting a nod for NZTA's 'Flash' in Charities, Public Health & Safety, Public Awareness Messages.
DDB Group/Rapp Tribal earned two shortlist places for Hutchwilco's 'Secret Fishing Spots' in Best Integrated Campaign Led by Mobile and Service, and Y&R NZ got the nod for MetService's 'Weather to Wake' in Services.
No New Zealand agencies made it through in the Press category, despite a shitload of shortlistings from elsewhere (while entries were down from 6.000 last year to 5,711 this year, it's still the single biggest category.
DraftFCB continued its awards run with two finalist placings, one each for SPCA/Mini Driving Dogs and Prime TV's Call Girl in Stunts & Live Advertising. Colenso BBDO also added another finalist placing to its list for V Motion Project in Digital Outdoor.