Korea wins Asia’s only titanium lion with Cheil’s ‘Bridge of life’

The People's Car projectIn a year dominated by Australia with McCann Melbourne’s Dumb Ways To Die viral, Korea, China, Japan, The Philippines and India flew the flag for Asia as the winners from the final categories were announced early this morning.

Cheil grabbed Asia’s only titanium lion with ‘Bridge of life’ for Samsung, while gold went to China and the Philippines for branded content and entertainment.

Proximity Beijing’s ‘Building the people’s car’ for Volkswagen, and Ace Saatchi & Saatchi – ‘Screen-age love story’ for PLDT both won gold.

Also winning lions in the branded content category were Ogilvy Malaysia with ‘Twisted football’ for Nestle, which won silver, and ‘One day ceasefire’ for Peace One Day by CMUNE, which claimed bronze.

In film, Japan’s ‘Batting practice centre’ by Dentsu for Murata Kampo Chinese Herbal Medicine won three silvers and ‘Takeaway’ for CCTV by Saatchi & Saatchi Shanghai won bronze.

Asia claimed just one lion in the film craft category, with ‘Parallel journeys’ for Nike by Ramesh Deo Productions picking up a bronze.

Dumb Ways to Die won seven more lions – including two grand prix.

The campaign, written by McCann Australia’s ECD John Mescall for Metro Trains has won more awards at Cannes than any other campaign in the festival’s history – although there are now more categories to win lions in, as new categories are introduced every year.

In the early hours of this morning Australian time, the hit viral – which has been watched more than 50m times on YouTube – picked up the grand prix in the film category, the grand prix for integrated, two golds in branded content and entertainment and a gold and a silver and a bronze for film craft.


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