|DDB has won top prize in the first Radio Lions category competition.
The concept started as a radio campaign and was later adapted for TV, which won a Film Gold Lions last year at Cannes.
'It was unprecedented'
“It was unprecedented to find the jury agreed that all 11 [radio spots] were worthy of gold in their own right,” said Radio Jury President Malcolm Poynton, executive creative director of Ogilvy & Mather, London. “We feel the campaign started in radio and it probably pays to its best strengths in radio.”
The spots that combined to win the first Radio Grand Prix included “Mr. Gangsta Rapper Posse Member" and “Mr. Tiny Dog Clothing Manufacturer.”
National Thoroughbred Racing
Out of 1,033 entries, the jury awarded two gold, eight silver and 17 bronze Lions. The U.S. also won one of the two Radio golds for a five-spot campaign for the National Thoroughbred Racing Association by Devito/Verdi. The other gold went to South Africa, for a Mini Cooper radio spot by an agency called King James.
The U.S. also picked up to Radio Silver Lions and three bronzes.