Judges of the 25th London International Awards bestowed but two Grand LIAs out of a potential 13–one went to Ogilvy Johannesburg‘s for its Topsy Foundation public service piece “Selinah” which won in the TV/Cinema/Online Film category; and Almap BBDO Brasil scored with a print campaign (“Bono,” “Amy,” “Eminem,” “Marilyn” and “Britney”) for Billboard Magazine.
“Selinah,” which also won LIA Gold Statues in the Public Service/Social Welfare and Music categories, centers on a woman named Selinah who has AIDS. An on-screen message informs us that she consented to be filmed every day for 90 days in the hope that her story could help others. However, this minute-and-a-half piece doesn’t start on day one–instead it begins on day 90 as we see a healthy looking woman get into bed. From there, the countdown goes backwards–driven by a song and score from music/sound house Human–to day one when Selinah looks deathly ill, weak and significantly thinner and quite emaciated. We see how far she has come along compared to that first day of filming, thanks to medicine and attentive care. A succession of messages appears on screen: “The effect of AIDS can be reversed.”/”Help us provide the treatment that can give someone a second chance.” This is followed by contact info and ways to donate funds to the Topsy Foundation.
“Selinah” was directed by Kim Geldenhuys of Egg Films. Editor was Kobus Loots of Upstairs Post.
The Ogilvy Johannesburg team included chief creative officer Bridget Johnson, executive creative directors Gerry Human and Fran Luckin, copywriter Stephanie Van Niekerk, art directors Robyn Bergmann and Vidette Kay, and producers Debbie Danheisser and Lisa Wides.
Firsts
“Selinah” was one of many honorees at the LIA ceremony held Monday at the Troxy in London. For the first time in its 25-year history, LIA honored the Agency Network of the Year, Agency of the Year and Production Company of the Year. These winners were decided based on the outstanding work chosen by the Juries across all media and was determined by giving points for all winning and finalist entries regardless of the entrant.
Earning the inaugural Production Company of the Year honor was MJZ with an LIA performance that included six Golds, two Silvers, five Bronzes and five Finalists. Among the heavy hitting spots for MJZ was Old Spice Body Wash’s “The Man Your Man Can Smell Like” directed by Tom Kuntz for Wieden+Kennedy, Portland, Ore., and Halo 3 ODST’s “The Life” directed by Rupert Sanders for T.A.G., San Francisco (now agencytwofifteen). Each commercial garnered three LIA Golds apiece.
Y&R earned Network of the Year distinction for its global showing, spurred on in part by the performance of RKCR/Y&R, London, which won Agency of the Year honors.
RKCR/Y&R London (as the entrant) win three Gold Statues, six Silver Statues and two Bronze Statues in Television/Cinema/Online Film: Golds in Direction and Cinematography and Silvers in Editing and Use of Licensed Music for Virgin Media’s “Fantastic Journey”; Gold in Music Adaptation and Silvers in Direction and Cinematography for BBC Local Radio’s “Show Your Love”; a Silver in Animation and a Bronze in Direction for BBC’s “Winter Olympics; Silver for Use of Licensed Music in BBC World News’ “Riot”; and Bronze in Cinematography for Fire Safety Awareness’ “Breathe.”
In addition to its own entries, RKCR/Y&R was the agency for winning entries from Great Guns, London (one Silver, seven Bronzes) and Saint@RKCR/Y&R (one Bronze).
Also contributing to the Y&R Network honor was Y&R New York with copped a Gold Statue, three Silvers and seven Bronzes as well as six finalists. The Gold came for LG Mobile’s “Locker Room,” “Catfight” and “Unicorn” which collectively earned a Campaign honor in the TV/Cinema/Online Film competition.
U.S., U.K.
In terms of a tally by country, the U.S. led the way at the LIA with 72 Statues followed by the U.K. with 63.
Twenty-nine U.S. companies teamed to win the 72 Statues. Nineteen companies accounted for the U.K.’s 63.
The biggest contributors to the U.S. tally in order of number of wins were: MJZ; BBDO New York; Y&R New York; music house Human; Crispin Porter+Bogusky, Boulder, Colo., Euro RSCG New York; and Ogilvy & Mather, New York; Energy BBDO Chicago; Wieden+Kennedy, Portland, Ore.; Leo Burnett Chicago; and O Positive Films.
Making the biggest U.K. impact in terms of LIA wins were: RKCR/Y&R; DDB London; Great Guns London; Gorgeous Enterprises, London; Abbott Mead Vickers BBDO London; JWT London; Leo Burnett London; SapientNitro London; Global Radio, London; and Ogilvy London.
In the big picture, earning 2010 LIA recognition was a major accomplishment. Of the 13,562 submissions, from 79 countries, only four percent attained Shortlist status. Of those elite selections, only 0.6% won Gold Statues; 0.87% Silver Statues; 1.12% Bronze Statues and 1.33% Finalist. The large number of submissions reflects the prestige and growth of the LIA since its inception in 1986 when 2,600 submissions were considered.
For a full rundown of LIA winners, click here.
