The copy-heavy campaign attempts to highlight how art can have a significant impact on real-world problems.
"In my personal opinion Tate really changed the way you can experience art," said jury president Fernando Vega Olmos, who is also president of Lowe's Argentine shop, Vega Olmos Ponce. He is in charge of the network's Unilever business. "It's a fantastic idea, helping you to connect art with your everyday life. ... It was a really strong candidate because of the power of the idea."
Close race for top prize The Grand Prix came down to Tate and an Adidas installation from Whybin TBWA, Auckland, that catapulted people over the city of Melbourne in an escape-pod-like sphere "kicked" by professional soccer player Steven Gerrard, allowing them to "be the ball."
"Some people in the jury have the opinion Adidas' 'Ball' is a better idea because it allows you to have a brand experience," Mr. Vega Olmos said. "[Other] people feel Tate is a strong idea that goes beyond the layout and design and characteristic of the posters. ... Tate is going back to the pure value of an idea that can go beyond media."
Juror Linda Locke said Adidas' interactive brand experience was one of the few standout entries that made use of technology. "I don't think there were very many, which is a shame. I would like to see a lot more," she said, pointing as well to Bronze-winning Nike ID work by R/GA. "In both cases, the consumer was part of the ad," said Ms. Locke, Leo Burnett regional creative director, Asia-Pacific and Singapore.
Agencies from the U.S. were awarded a total of eight Lions: two Gold campaigns went to Saatchi & Saatchi, New York, and one to Ground Zero, Los Angeles. Americans also won one Silver and four Bronze. A total of 18 Gold Lions were awarded.
Bawdy pictograms Saatchi won for a study in microphotography for Allume Systems' Stuffit software and its campaign for vodka 42Below, featuring a series of bawdy pictograms that piece together an evening of wild carousing.
"It's an amazing piece of storytelling," said David Baldwin, executive creative director at McKinney, Durham, N.C., and jury member. "It uses advertising cliches like clip art and non-art direction and linear, comic book panel storytelling in a brilliant way. It mixes these things that shouldn't work together and they all work."
Mr. Baldwin said that while the jury may have needed to figuratively step back from the judging process in order to understand the 42Below work, it had to physically move backward to see the full impact of the Gold-winning work by Lowe Bull, Cape Town, South Africa, for condom maker Durex. The agency used hundreds of condom wrappers to make a mosaic of a couple having sex.
Saatchi's campaign for Allume Systems' data compression utility depicted thousands of tiny images of "A Japanese Tourist's Photos of NY," "Things Made in China" and "What She Got in the Divorce."
Also winning Gold from the U.S. was Ground Zero's work for Virgin Digital, "Do You See Music," where consumers find a hundred bands hidden in a detailed illustration.