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.