Dumb Ways dominates Spikes as McCann wins network of the year

McCann wins network of the year

McCann wins network of the year

The heavily awarded Dumb Ways to Die animated public service video dominated Spikes Asia tonight, becoming the most awarded campaign in the history of the festival.

The campaign, by McCann Melbourne, won top honours in seven categories: branded content and entertainment, film, film craft, integrated, promo & activation, radio and digital – a category it did not win in Cannes in June.

The viral video helped McCann Melbourne win agency of the year and McCann claim network of the year, ahead of Omnicom rivals BBDO and DDB.

Dentsu was placed second to agency of the year, followed by DDB New Zealand.

DDB DM9 Jaymesyfu’s Smart Textbooks campaign – which won the Philippines’ first grand prix at Cannes – won two grand prix for Smart Communications, in mobile and direct.

Cheil’s Bridge of Life campaign for Samsung Insurance won the top prize in the outdoor category, while ‘Keys are hard to find’ won the design grand prix for McCann Mumbai with ATSS.

New Zealand picked up two grand prix – one in PR, for DraftFCB’s campaign for Mini and SPCA in which dogs were trained to drive cars, and one for media, for Whybin\TBWA’s ‘Middle-Earth Passport Stamp’ for Tourism New Zealand.

There were no grand prix awarded for print or print and poster craft.

On a fine night for Australia, 303Lowe won the creative effectiveness grand prix for its 2012 Ikea Catalogue campaign.

In the Spikes Palm award for production companies, all three awards went to Australia, with Exit Films, Finch and Revolver in first, second and third place.

New Zealand’s Open won media agency of the year, with UM Sydney in second and OMD Shanghai in third.

Independent agency of the year went to Japan’s Party, with Sydney’s Reactive Media in second and Tokyo’s Tokyu coming third.

To see the winners list in full, click here.


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