Akin to its winning five Grand Prix honors at Cannes earlier this year, McCann Melbourne's train-safety public service video for the Melbourne Metro, "Dumb Ways to Die," scored three of the seven Grand LIAs announced today in the London International Awards competition. "Dumb Ways to Die" took Grand LIAs in Digital, Non-Traditional and Integration.
The animated piece–in which endearing blob characters make idiotic decisions which lead to their demise–has brought charm and humor to what could typically be a morbid message, helping to raise awareness about being safe around trains.
With jury president Mark Tutssel, global CCO, Leo Burnett Worldwide, leading the Non-Traditional jury they convened for four days to review and discuss all the Non-Traditional entries. After careful deliberation they shortlisted 89 entries, of these they awarded 27 Gold, 20 Silver and 19 Bronze LIAs. The jury chose Metro Trains – "Dumb Ways to Die" as the Non-Traditional Grand LIA for 2013.
"When you start digging deeper and really using your criteria for judgment there was one piece of work that did stand out and it was not only Non-Traditional in its execution, it was an idea that completely captured the imagination of the planet. This idea was famous, it was incredibly famous and seen the world over and that was for Metro Trains "Dumb Ways to Die", stated Tutsell. He went on to say "And that is not to say that the other work was not equally as interesting, equally as thought through and executed within an inch of its life. But this one piece just took it to the next level. And some people will say it is predictable because obviously this piece of work has swept the award show circuit in 2013. And the reason why, it's the best and it's a piece of work that we can all learn from, that we can all be inspired by and it really sets a bar for modern day communication. And really demonstrates the power of music today."
The Digital jury, led by Nick Law, global CCO, R/GA, shortlisted 79 entries from which they awarded 15 Gold, 17 Silver and 14 Bronze LIAs. McCann Melbourne also won the Digital Grand LIA for Metro Trains – "Dumb Ways to Die."
Law commented, "Hardly any surprise that "Dumb Ways To Die" has got Best In Show, it's a hard thing to argue against. It transcended our industry. It got out there, as both a charming narrative, but also a game, which is a very different thing. The ability to write a script, record a song, animate a video is very different to designing good game play and yet they did both at this level that transcended the industry. That's a very hard thing to do, it's like being hit by lighting."
This same work was also honored with the Integration Grand LIA. The Integration jury led by Amir Kassaei, worldwide CCO, DDB Worldwide, shortlisted 17 entries of which they awarded three Gold, five Silver and four Bronze LIAs.
About awarding the Grand LIA, Kassaei commented, "Is it true proof of what our industry can really develop and how we can impact society by producing something which is based on universal truth and is working globally and which is an entertaining piece. It's not advertising the way that advertising should be. It is a great way of looking at communication in the year 2013. That is why I like it. It is the best piece of work that was done in 2013. In almost every category the juries appreciated and loved it."
Taking the Grand LIA in TV/Cinema/Online Film for Southern Comfort was Southern Comfort's "Whatever's Comfortable-Beach" out of Wieden+Kennedy, New York.
After days of deliberation the TV/Cinema/Online Film jury led by Tham Khai Meng, Ogilvy & Mather worldwide CCO, shortlisted 91 entries. 27 Bronze, 23 Silver and 8 Gold LIAs. They awarded Wieden+Kennedy New York, New York the Grand LIA in TV/Cinema/Online Film for Southern Comfort titled "Whatever's Comfortable – Beach".
"We chose Southern Comfort as the Grand LIA because it just cuts across the clutter and we felt it was very emotional, it's great storytelling, done with simplicity of form and it's told in the manner that you want to watch it again." stated Tham Meng. "I think it takes such a courageous client to buy this idea and I think the client needs to be awarded together with the entire team. The Jury felt that this was way beyond a Gold. It is really setting a bar up really high. This was bang on strategy for Southern Comfort."
ShootMedia London won the Grand LIA for TV/Cinema/Online Film-Production | Post-Production for ChildLine's "It Follows Me Around"
Jonathon Ker, executive producer/partner, paydirt Productions, led the TV/Cinema/Online Film-Production | Post-Production jury as they waded through endless entries, of these they shortlisted 90 entries. In addition to the Grand LIA the jury awarded 9 Gold, 25 Silver and 25 Bronze LIAs.
About the choice for Grand LIA, Ker stated, "This year we believed unanimously that the "ChildLine" piece outstood everything. Forgetting whether you know it's a new young director or not, it was a beautifully crafted, beautifully filmed, beautifully acted, emotional piece that was very strong. "
The Grand LIA for Design went to serviceplan, Munich for Auchan's "The Selfscan Report"
Jury president Alexander Schill, CCO, serviceplan, led the Design and Package Design jury as they shortlisted 76 entries and went on to award 11 Gold, 22 Silver, 21 Bronze LIAs. They awarded the coveted Design Grand LIA to serviceplan, Munich for Auchan titled "The Selfscan Report."
Schill remarked, "What to say about this work that comes from our agency. I think it is a really cut-through thing to convince a big client to change a lot in the organization of a supermarket just to come along with a very nicely well-done good-looking piece of design that by the way is not on the classical piece of paper but using mobile as a technology. Using mobile as a technology, using fresh technology, it looks beautiful and it's in contact with thousands of consumers, so it is a long-lasting piece of work that will be out there for a longer time then just being created for a one-shot. Overall there were many things that made this piece a Grand LIA not only a good looking surface."
And Memac Ogilvy & Mather, Dubai, copped the Grand LIA in Radio for Sawa Mninjah-Rescue Radio's "The Rescue Continues Campaign"
"Of The Year" quintet
The LIA 'Of The Year Awards' were decided based on the outstanding work chosen by the Juries across all media. This year LIA awarded five of these coveted Awards for the best of 2013.
► Network of the Year: Ogilvy
► Agency of the Year: McCann Melbourne
► Design and Package Design Company: serviceplan, Munich
► Radio and Audio: Eardrum Australia, Sydney
► Music and Sound Design Company: Song Zu
Of the 15,881 submissions, from 77 countries, less than 6% (5.5%) attained Shortlist status. Of those elite selections, only 0.7% won Gold Statues; 1.2% Silver Statues; 1.4% Bronze Statues and 1.7% Finalist. The total submissions reflect the growth enjoyed by the London International Awards since its inception in 1986 when only 2,600 submissions were entered.
For a full rundown of LIA winners, click here.
