Charities dominate Asia’s Direct Lions winners as Dentsu claims region’s only gold for Honda

BBDO Guerrero's 'unselfie' campaign

BBDO Guerrero’s ‘unselfie’ campaign

The Direct Lions at Cannes produced a similar result to the Promo & Activation Lions for Asia, with Dentsu’s recreation of the sounds of the F1 car of late driver Ayrton Senna winning the region’s only gold.

Of the 20 shortlisted entries from Asia, six were converted into metal – two for the same campaign. Dentsu’s idea for Honda also was awarded a silver.

The rest of the Asian winners were for campaigns for charities.

A silver went to McCann India’s Share my Dabba campaign for the Happy Life Welfare & Dabbawala Foundation.

Bronzes were picked up for BBDO Guerrero’s ‘unselfie’ idea for Typhoon Yolanda Appeal in the Philippines, ‘Gift box’ for The Salvation Army by Leo Burnett Hong Kong and ‘Not a bug splat’ for Reprieve/Foundation for Fundamental Rights by BBDO Pakistan.

In the winners’ press conference, Jury president James McGrath, creative chairman of Australian agency Clemenger BBDO defended the decision to award the Grand Prix to a campaign one journalist suggested was in the wrong category.

“Classical direct marketing is an extraordinary art. But the method of communicating one-to-one can now be done in so many other ways,” McGrath said.

The Grand Prix went to the UK – OgilvyOne London’s ‘Magic of flying’ interactive billboard for British Airways.

Juror Liz Ross, president of BPN North America, said:”We picked worked that would be remembered in ten years, work that would be talked about and we would show our children one day. That was the filter and lens for selecting the final piece.”


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