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Asia absent on list of ‘Holy Grail’ campaigns that won at Cannes and Effies

Asia was absent from a list of the top campaigns that won gold at Cannes and were also recognised at a top effectiveness show.

In a list compiled by James Hurman, the MD at Y&R New Zealand and author of The Case for Creativity, campaigns such as P&G’s ‘Proud Sponsor of Moms’ and Dove’s ‘Real Beauty Sketches’ feature among the 12 selected – but there are no Asian campaigns that won at Cannes and also at shows such as the Effies.

In Hurman’s Cases For Creativity list, he identifies work that has won a Gold Lion at Cannes followed by a Gold Effie in a leading effectiveness contest.

Hurman said of the campaigns in his list: “They’re all big ideas that have spread contagiously through earned and social media – now almost a necessity for true advertising effectiveness. Tellingly, they are not, in the main, ‘digital ideas’ – but indeed they are ideas that are interesting and exciting enough to have taken on a life of their own in the digital world.”

“Perhaps the most interesting theme running through this year’s list is a theme that ran brightly through this year’s Cannes Lions – the trend of brands building brilliant and effective campaigns from a platform of social conscience and contribution,” he said.

The 12 campaigns that triumphed at Cannes and the Effies:

1. “Anything is Possible at Christmas” for Colombian Ministry of Defense by Lowe SSP3, Colombia

2. “Cultivate a Better World” for Chipotle by Creative Artists Agency Los Angeles, USA

3. “Fakka” for Vodafone by JWT Cairo, Egypt

4. “Life Signs” for La Voz del Interior by Ogilvy & Mather Buenos Aires, Argentina

5. “OREO Daily Twist” for OREO by DraftFCB, USA

6. “Proud Sponsor of Moms” for Proctor & Gamble by Wieden+Kennedy, USA

7. “Real Beauty Sketches” for Dove by Ogilvy, Brazil

8. “Small Business Saturday” for American Express by Crispin, Porter & Bogusky and Digitas, USA

9. “The Great Paper Airplane Project” for Pima Air & Space Museum by BBDO San Francisco and Becore, USA

10. “The Liberation” for Only Jeans by UncleGrey, Copenhagen & Stockholm, Denmark & Sweden

11. “The Most Interesting Man in the World” for Dos Equis by Havas Worldwide New York, USA

12. “Why Wait Until It’s Too Late?” for Dela Funeral Insurance by Ogilvy & Mather, The Netherlands

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