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Myanmar wins its first ever Gold Lion at Cannes with packaging idea for Colgate

Dentsu gold winning entry Design

Dentsu’s ‘The Beautiful Black List’ won gold

Asia won 34 awards in the Design Lions at Cannes, the category proving to be the region’s biggest success story of the festival so far, besides outdoor.

Japan – the most awarded country in the history of the Design Lions – was once more Asia’s biggest winning country, with agencies Dentsu, Ogilvy, MR Design and Creative Power Unit winning gold.

Ogilvy India also won gold for the idea ‘Cleftosmile’ for the client Operation Smile India, a charity.

The judges had special praise for an idea that won Myanmar its first ever lion. Created by Red Fuse Communications Hong Kong and Y&R’s Malaysian and Burmese offices, packaging for Colgate toothpaste contained instructions for how Burmese children should clean their teeth. The idea won a gold for packaging and two silvers.

Dentsu’s ‘Sounds of Honda/Ayrton Senna 1989’ idea, heavily awarded in other categories, won a silver and a bronze.

The Grand Prix went to Norway with an idea for the Bergen International Festival.

Canadian juror Barry Quin said that while the judging panel was impressed with the work overall, they wanted to see more work for bigger brands.

“We can’t live on posters and business cards, we want to see work on bigger brands,” he told journalists at the Design Lions press conference. “We want to see more entries that are more varied and more exciting – not that the winners here this year weren’t.”

One journalist noted the lack of winners from traditional design agencies. Jury chairman Ije Nwokorie said: “This isn’t their [design agency’s] world, so they haven’t given us the material we need. They’re not educated on how to enter.”

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