Y&R/Sydney Wins Direct Grand Prix

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Young & Rubicam/Sydney was presented the Grand Prix in the Lions Direct competition here last night, making it the second agency to win the award since the direct marketing category was added to the Festival last year. "What that campaign shows is you don't have to be boring to be direct," said jury president Daniel Morel, chairman and CEO at Wunderman Worldwide, of the winning campaign for Jim Beam. "You can have a humorous and human connection with the audience."

Morel stressed that the jury tried to zero in on the most innovative creative in direct marketing from around the world. Gold Lion winners included an effort for an email provider by Loducca Publicidade/Sao Paulo, in which users who'd gone beyond their account capacity were faxed a single sheet saying, "Sorry, we tried to email you, but your account was full," and were then told how to purchase more storage. A Gold Lion-winning campaign from Ogilvy & Mather/New Delhi, encouraged readers to resubscribe to a business magazine by continuing to send them the magazine -- but with entirely blank pages.

The jury awarded 56 Direct trophies in all, up from 44 last year. The United Kingdom led the way with 11 trophies, followed by Spain with nine and Austria with eight. The only U.S. award was a Silver Lion for Fallon, Minneapolis, for its offline effort to drive traffic to BMW Films.

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