Bruce McColl, Global Chief Marketing Officer of Mars, accepts the Lion on behalf of Mars, Advertiser of the Year. (Photo courtesy of Mars)
On Saturday night, the Cannes Lions International Festival of Creativity came to a close. In the course of a week, BBDO had 276 pieces of work shortlisted and won a total of 81 Lions—more Lions than we had ever received before. Of those 81 Lions, fourteen were Gold, 20 were Silver, 46 were Bronze, and one was a Creative Effectiveness Lion. Fourteen Gold Lions were the largest haul for any agency this year.
What’s more is that BBDO’s client, Mars, was celebrated as Advertiser of the Year at Cannes. In the end, BBDO won Lions with work for 40 clients: from larges global ones like Bayer, Diageo, FedEx, Mars, Mercedes, PepsiCo and P&G, to small local ones like the PIMA Air and Space Museum in Phoenix, Arizona.
Winning work came from 27 different BBDO agencies, more than ever before. Three of these won Cannes metal for the first time: BBDO Beijing, BBDO Russia and Proximity China. And 35 agencies had shortlisted work, with first time contributions from BBDO Puerto Rico and Clemenger BBDO Brisbane.
Colenso BBDO in New Zealand was the most awarded BBDO agency with 12 Lions, including three Golds for Montieth’s Crushed Cider (Outdoor and Promotion) and one for Mars’ Pedigree (Promotion). That’s a Lion for every five people in the agency, and a Gold for every twenty.
AMV BBDO was next with 11 Lions, including one for Creative Effectiveness (Snickers) and Golds for Guinness (Design) and Doritos (Film).
Almap BBDO captured seven Lions, including an inaugural Gold in Mobile for Bradesco Seguros.
BBDO New York, BBDO Proximity Germany and Net#workBBDO each won five Lions. Gold was shared between MarkBBDO and BBDO Germany, and Net#workBBDO continued its domination of Radio with two Golds: all for Mercedes’ Alert/Night View Assist. That’s quite a feature.
BBDO Argentina and BBDO Guerrero in the Philippines won four Lions.
Three Lions were won by Clemenger BBDO Wellington.
Two Lions were won by BBDO India Mumbai, BBDO Russia, BBDO San Francisco, BBDO Toronto, Clemenger BBDO Melbourne, Contrapunto BBDO Madrid, I&S BBDO Japan, Mark BBDO in Czech Republic and Proximity Colombia. BBDO San Francisco won Gold in Branded Content for its work for the PIMA Air & Space Museum, Clemenger BBDO Melbourne won Gold in Press for Carlton, and I&S BBDO won Gold for Umino (Design). For Russia, these were their first ever Lions.
AIM Proximity in New Zealand, BBDO Beijing, BBDO Mexico, BBDO Proximity Singapore, Clemenger BBDO Sydney, CLMBBDO, Pages BBDO in the Dominican Republic, Proximity China and WIRZ BBDO in Switzerland each won a Lion. Clemenger BBDO and CLM BBDO both won Golds: in Outdoor for Virgin Australia and PR for La Redoute.
Congratulations to all of the award-winning BBDO agencies and to all of the other agencies that won at Cannes! The advertising industry continues to make strides towards more creative and effective work because of our collective efforts. Until next year, adieu.
(Courtesy of Cannes Lions Festival)