LIONS DAILY NEWS
TUESDAY / JUNE 21 / 2016
‘The Swedish Number’ is Direct hit ‘THE SWEDISH Number’, a ground-breaking campaign from INGO Stockholm for the Swedish Tourist Association, is the winner of this year’s Direct Grand Prix. Created to celebrate 250 years of freedom of expression in Sweden, the campaign invited people from around the world to call a number that would put them through to a random Swedish person who
would then answer any question. Some callers were even patched through to the prime minister. Jury president Mark Tutssel, global chief creative officer of Leo Burnett Worldwide and creative chairman of Publicis Communications, said: “In a world of texting, tweeting and snapchatting, it is easy to mistake technology for a human connection. It was refreshing to
see a direct, brave idea that united 9.5 million brand ambassadors [the Swedish population] with the world and transcended tourism.” In terms of the overall jury approach, Tutssel said they had looked for creativity that could drive dynamic business change while also touching people’s lives. “Content has to be engaging and entertaining, but also
relevant and valuable to people in their lives,” he added. “We had 3,071 entries and gave 75 Lions. These were the beautiful, precious ideas that demonstrate the power of creativity.” Tutssel’s jury awarded 14 Gold Lions to 10 campaigns. Of these, the US took five, New Zealand four, France three, and the UK and Argentina one each. Among the Gold-winning campaigns
O&M’s ‘balls’ win Radio for KFC
PIRATE GROUP’S TOM EYMUNDSON
THE WINNER of the Radio Grand Prix is Ogilvy & Mather Johannesburg for its work on behalf of KFC’s ‘The Everyman Meal’. The campaign overcame competition from more than 1,400 rival entries, of which 10% were shortlisted. In addition to its Grand Prix, ‘The Everyman Meal’ picked up six Gold Lions. Jury president Tom Eymund-
son, CEO and director of Pirate Group, said: “There were two or three campaigns that would have made worthy Grand Prix winners. We went back and forth on this until around 01.00, which is testament to how powerful these ideas were. But in the end we were pretty unanimous about selecting the KFC campaign.” The campaign consisted of
Mindshare Mumbai Brooke Bond campaign wins Glass THE GLASS Grand Prix has been won by Mindshare Mumbai on behalf of Unilever brand Brooke Bond Red Label Tea. The campaign involved the creation of a transgender pop group called ‘The 6 Pack Band’ as a way of getting people to overcome their historical prejudices against
the transgender community. Now in its second year, the Glass: The Lion for Change award recognises work that addresses issues of gender inequality or prejudice. This year, the jury selected six winners out of 155 entries — five Glass Lions and one Grand Prix. Commenting on the win-
GEENA DAVIS INSTITUTE ON GENDER IN MEDIA’S MADELINE DI NONNO
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ner, Glass Lions jury president Madeline Di Nonno, CEO of the Geena Davis Institute on Gender in Media, said it was great to see “a 113-year-old brand — a household product — embrace the issue of transgender and be willing to combat gender norms. The campaign used pop culture to speak to our humanity. It hit all the check marks.” In terms of judging the category and rewarding six campaigns, Di Nonno said the jury had prioritised work that could “harness the power of advertising to achieve social change and shatter gender stereotypes. Impact was the key factor for us.” Of the five Glass Lions winners, two campaigns came from India, and one each from the Lebanon, Sweden and the UK.
three humorous executions that marketed ‘The Everyman Meal’ by challenging stereotypes of what a ‘real man’ is. “It was nice to see a major brand and agency have the balls to do a campaign like this. It touched a chord with everyone and touched on a universal truth,” Eymundson said. Only two other campaigns secured Gold — one from
LEO BURNETT’S MARK TUTSSEL
making a noise across a number of categories are ‘Brewtroleum’, ‘#OptOutside’, ‘McWhopper’ and ‘Manboobs’.
Spain and one from the UK. The UK work, created by Ogilvy & Mather London on behalf of Dove, secured six Gold Lions, suggesting it was unlucky not to bag the Grand Prix. Other countries to secure Silver and Bronze Lions included Argentina, Canada, Germany, India, Indonesia, Peru, Singapore and the UAE. In addition to their Gold Lions successes, Spain and South Africa proved especially strong in radio.
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