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BBDO India bags Grand Prix at Cannes Lions

MUMBAI: The third day of the annual 62nd Cannes Lions Festival of Creativity saw results from a further five Cannes Lions categories being awarded.

Awards were given out across Outdoor, Creative Effectiveness, PR and Media Lions. The celebration also witnessed the Inaugural Glass Lions being awarded.

Eight Glass Lions were presented including a Grand Prix to BBDO India, Mumbai for Procter & Gamble Whisper’s ‘Touch the Pickle’ campaign.

Jury president Cindy Gallop, the founder and CEO of IfWeRanTheWorld / MakeLoveNotPorn, said judges came to the decision following a lengthy discussion, informed by a strong sense of responsibility for what the category represents.

“Ultimately we unanimously agreed on work tackling a gender issue that impacts every single woman worldwide; does it in a way that is innovative and disruptive while entertaining and engaging; comes naturally from a brand for whom effecting change in this area is not only its innate social responsibility but of tremendous business benefit; and which has achieved amazing results in one of the most conservative markets in the world,” Gallop said.

131 Outdoor Lions were awarded and TBWA/Media Arts Lab Los Angeles and Apple Cuppertino claimed the Grand Prix for the ‘World Gallery’ iPhone 6 integrated campaign.

It was described by Jury president Juan Carlos Ortiz, the president and CEO of DDB as a ground-breaking blend of innovation and simplicity-of-thought that made the jury’s choice easy.

The Creative Effectiveness Lions saw the continuation of a winning streak for Volvo, with Forsman & Bodenfors receiving the Grand Prix for Volvo Trucks ‘Live Test Series’. A further 16 Lions were also awarded.

Jury president Wendy Clark, president Sparkling Brands & Strategic Marketing Coca-Cola North America, emphatically called the campaign “a gift to the industry” that demonstrated the power of creative bravery as a conduit to exceptional effectiveness.

PR Lions Jury president Lynne Anne Davis, president and senior partner Asia Pacific, FleishmanHillard described the discussion amongst the jury that had led to the awarding of their Grand Prix to MSL Group NY and Leo Burnett Toronto for Procter & Gamble, Always ‘Like A Girl’.

“There were two jury members who had showed it to their children, and they will never know ‘like a girl’ to be a put-down. This is a campaign that marries a brand promise with brand purpose and commercial pursuit. It’s not just counting the people reached, but reaching the people who count.”

She also highlighted that over half of this year’s 79 PR Lion-winners had come from PR specialists, attributing the increase to the creativity gap having “completely closed” between advertising and PR agencies.

Meanwhile, in Media, 80 Lions were awarded including the Grand Prix to Y&R Team Red Istanbul for Vodafone, ‘Vodafone Red Light Application / Between Us’.

Speaking about the work, Mindshare global CEO Nick Emery said, “It embraces the best of both a corporate campaign and the originality of an NGO approach. Technology was at its heart and it also has an adaptable and flexible media approach, personalised to the women of Turkey.”