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.
Director Lu Villaca Joins MADRE
Production company MADRE has added Brazilian director Lu Villaça to its talent roster. With degrees in cinema and performance and a master’s in screenwriting, Villaça brings a multifaceted approach to filmmaking. Villaça’s tastes have been shaped by her childhood training in ballet, studying Greek theatre texts, her passion for music, and her contemplative nature. She honed her cinematic skills early on as an AD and creative assistant before becoming a director. Intent on capturing the drama of everyday life as it plays out, Villaça is tuned in to how the bodies in her frame move through their environments and what elements of the story can be extrapolated from these compositions. Her sharp attention to detail in every aspect, from lighting to the final edit, is designed to connect emotionally with her audience. Villaça has been awarded three Cannes Lions for her film “Next Minute Law,” which promoted awareness of a law in Brazil designed to address the rampant epidemic of sexual violence. “Next Minute Law” also garnered Best Direction at El Ojo and the Ciclope Latino Festival, where Villaça also won Best New Talent. Additionally, she has directed assorted commercial campaigns for brands like Johnnie Walker, Huggies Wipes, Nestlé, Amazon, A.C. Camargo Cancer Center, and a spot for Medley featuring Brazilian Olympic gymnast Rebeca Andrade. Prior to joining MADRE, Villaca had been repped by production house LOBO. Recognized in Brazil as a top music video director, Villaca won Best Female Direction for her work on “Nu” by Assucena and “Lovezinho” by Rachel Reis, which also won Best National Music Video at the MVF Awards. Villaça additionally co-directed the documentary Pagliacci, an homage to circus artist Domingos Montagner... Read More