Romania earned both its first and second ever Grand Prix wins at the Cannes Lions International Festival of Creativity as an “American Rom” campaign for Kandia Dulce’s Rom chocolate bars out of BV McCann Erickson, Bucharest, took the Grand Prix honor in both the Promo & Activation and Direct Lions competitions last night.
Meanwhile the Grand Prix for PR went to ad agency Clemenger BBDO Melbourne for National Australia Bank’s “Break Up” campaign.
The Rom work stirred the pot by replacing the candy bar’s Romanian flag-themed packaging with one featuring the USA’s stars and stripes. This raised the patriotic ire of many in Romania who came to the defense of the chocolate’s Romanian heritage, sparking news coverage and grass-roots protests. After a week of objections and debate, BV McCann Erickson as planned brought back the original home country packaging.
As for the PR Grand Prix winner, National Australia Bank also disassociated itself–not from a candy wrapper but from the bad rap of big banking. National Australia Bank had been known as one of Australia four major consumer banks in Australia, a distinction which had an inherent stigma attached given the global economic meltdown. So Clemenger BBDO Melbourne launched a 24-hour PR blitz which heralded National Australia Bank’s breaking away from its three major competitors. The campaign began with what appeared to be an accidental tweet about a pivotal decision about to be made by National Australia Bank. The PR initiative distanced National Australia Bank from the undesirable big banking label and differentiated it from the country’s other big three.
Now into its third year, the PR category received 819 entries, up 43 percent from 2010. The jury, chaired by Dave Senay, president/CEO of Fleishman-Hillard, shortlisted 105 and went on to award 10 Gold, 13 silver and 15 Bronze Lions.
Of the 2,125 entries submitted in the Promo & Activation category, a 33 percent increase versus last year, 175 were shortlisted from which 55 were selected as winners by the international jury led by Warren Brown, creative founder of BMF. Along with the Grand Prix a further five Gold, 17 Silver and 32 Bronze Lions were also awarded.
Of the 1,858 entries submitted in the Direct Lions category, an increase of 29 percent compared to 2010, 204 went on to make the shortlist of which 10 Gold, 15 Silver and 31 Bronze Lions were awarded. Presiding over the Direct Lions Jury was Alexander Schill, global chief creative officer and partner of Serviceplan Group.
The prestigious Direct Agency of the Year award was won by Ogilvy Argentina, Buenos Aires.
All of the Promo & Activation, PR and Direct Lions winners along with their credits can be viewed here.
Utah Leaders and Locals Rally To Keep Sundance Film Festival In The State
With the 2025 Sundance Film Festival underway, Utah leaders, locals and longtime attendees are making a final push — one that could include paying millions of dollars — to keep the world-renowned film festival as its directors consider uprooting.
Thousands of festivalgoers affixed bright yellow stickers to their winter coats that read "Keep Sundance in Utah" in a last-ditch effort to convince festival leadership and state officials to keep it in Park City, its home of 41 years.
Gov. Spencer Cox said previously that Utah would not throw as much money at the festival as other states hoping to lure it away. Now his office is urging the Legislature to carve out $3 million for Sundance in the state budget, weeks before the independent film festival is expected to pick a home for the next decade.
It could retain a small presence in picturesque Park City and center itself in nearby Salt Lake City, or move to another finalist — Cincinnati, Ohio, or Boulder, Colorado — beginning in 2027.
"Sundance is Utah, and Utah is Sundance. You can't really separate those two," Cox said. "This is your home, and we desperately hope it will be your home forever."
Last year's festival generated about $132 million for the state of Utah, according to Sundance's 2024 economic impact report.
Festival Director Eugene Hernandez told reporters last week that they had not made a final decision. An announcement is expected this year by early spring.
Colorado is trying to further sweeten its offer. The state is considering legislation giving up to $34 million in tax incentives to film festivals like Sundance through 2036 — on top of the $1.5 million in funds already approved to lure the Utah festival to its neighboring... Read More