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Three Grand Prix awarded in Cyber Lions as Japan wins Asia’s only golds

Three Grand Prix were awarded in the Cyber Lions today, but Asia continues to wait for its first top honour at Cannes.

Japan claimed Asia’s only gold lions in this category.

Dentsu’s ‘Sound of Honda/Ayrton Senna 1989’ for Honda won both. The campaign also picked up two silvers.

The region’s only other silver in a huge list of winners went to India, with JWT India’s ‘Make every yard count’ for Nike. The campaign also claimed a brace of bronzes.

Ogilvy China won bronze for its ‘Words can be weapons’ campaign for the Center for Psychological Research, Shenyang. So did BBDO Guerrero for ‘Labels against women’ for P&G brand Pantene and Ogilvy Mumbai for ‘Message barter’ for The Akanksha Foundation.

Two bronzes went to Grey Singapore’s ‘Know your English’ idea for the British Council.

In answer to a question about why three top awards were given out, Phil Thomas, the festival CEO of Cannes Lions, said: “In these complex times, to choose one overall winner is asking a lot of the jury. It’s not a compulsion [to award more than one Grand Prix], it’s up to the jury.”

Last year, the Cyber Lions were sub-divided into 39 categories, this year 56 categories were judged.

Argentine juror Mariano Jeger said of the Sound of Honda campaign: “It was disruptive in many ways. The way the story was told was unique, with sound being the star. If you know FI, you know that people recognise the cars by their sound. To represent Ayrton Senna in this way was really beautiful.”

The Cyber Lions Grand Prix winners were ‘Live test series‘ for Volvo Trucks, ‘Pharrell Williams – 24 hours of happy‘ for Universal and ‘The scarecrow’ for Chipotle.

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