|One of the ads in the winning EMI press ad campaign. Click to see complete image.
In the outdoor advertising category, Ogilvy & Mather Santiago's Street Building, in which one gigantic architectural detail -- a huge brick -- is transformed into a Lego block, won the top honors.
The breakthrough work in the print and outdoor category illustrated "what we knew already," said print and outdoor jury president John Hunt, worldwide creative director at TBWA Worldwide. "Simple ideas, beautifully executed" are the category's ideal. "Agencies can only do great work and the rest is just wallpaper," he said.
Judges reviewed a record number of 11,366 entries -- split between 6,699 print works and 4,667 outdoor -- from 70 countries. As it has in the last several years, the U.S. had a greater number of entries, at 1,037 this year, which put it No. 3 in number of submissions, behind Brazil (1,485) and Germany (1,380).
Judges represented a range of countries, including Belgium, India, the Philippines, Poland and Turkey. "We tried to be fair and sensitive to cultural nuances," Mr. Hunt said, "and to understand if there was a hidden or cultural meaning to an image or to words that some of us might not understand."
'The more classic piece'
Judges winnowed down outdoor contenders to two: Ogilvy's Street Building, and Pendulum, a billboard created for Time magazine by Fallon, New York. Both, Mr. Hunt said, were debated at great length; in the end, judges gave the highest award to Street Building because it was "the more classic piece."
In the print category, EMI's campaign by TBWA/Paris Boulogne-Billancourt vied with Foote Cone & Belding, Lisbon's work for Grande Reportagem Magazine, which features flags of different countries used as platforms to highlight political or social problems and issues in that country. In "China," the flag's broad expanse of red fabric is keyed to represent working 14 year olds, while the relatively small amount of yellow, used in the stars, are keyed to represent studying 14 year olds. "The art direction was beautiful," said one judge.
But EMI's effort prevailed because of both the art direction and illustration, coupled with the original approach to combating the problem of music piracy. Rather than taking a strict, authoritarian "piracy is theft, so don't do it approach," the agency created a thoughtful appeal to engage consumers' love of music and the people who create it.
Modest showing for U.S.
Despite its huge number of entries, the U.S. had a fairly modest showing: three print lions (all bronze) and six outdoor lions (1 gold, 1 silver and 4 bronze). Print winners included Bartle Bogle Hegarty for "Grip Pads," "Mirror" and "Towels," for Unilever; MDC Partners' Crispin Porter & Bogusky's "Milk Carton" for Mini Cooper; and Ground Zero, Los Angeles, for "Berlin," "Hindenburg," and "Normandy" for A&E International.
In outdoor, Fallon ultimately picked up the gold lion for "Pendulum." The silver lion went to Saatchi & Saatchi, New York, for Air Tahiti Nui's campaign in three executions ("Crowd," "Liberty" and "Skyline").