"It was simply the best piece of work in the entire collection," said Rodney Fitch, head of the design jury and chairman/CEO of design company Fitch. Jurors also cited as a factor in the win that the work was done on behalf of a major multinational brand and said that the streamlined new brand ID represented the "iconization of a brand's heritage." Alongside the single Grand Prix, the 16-person jury awarded 12 Gold, 13 Silver and 13 Bronze Lions. Companies from the United Kingdom lead the way among Gold Lion winners with a total of three. Turner Duckworth won a separate Gold Lion for the Coke Classic Aluminum bottle, Lambie Nairn won for its broadcast identity work for The Business Channel and The Partners captured Gold for the much awarded National Gallery Tour for The National Gallery in conjunction with Hewlett Packard.
Among America's two Gold Lions: BBDO's Voyeur which was cited for production design and also picked up an Outdoor and Promo Grand Prix, as well as a bronze Media Lion so far this week. Turner Duckworth's Coke aluminum bottle entry represented the other Gold win for the U.S. (TD work is split between the U.S. and the U.K.). The U.S. won three Lions in all—the third, a Bronze, went to Goodby Silverstein & Partners for its Election Posters created for the Huffington Post.
Taxi Toronto scored one of two Gold Lions for Canada for its "15 Below Emergency Blanket Poster." The agency created the entry alongside a specially designed winter jacket—the poster is designed to convey information about the jacket and then to be ripped up or crumpled and stuffed into compartments in the garment to act as insulation. The lightweight jacket, when stuffed with paper protects the wearer in extreme weather conditions (see it tested here). Toronto agency GJP Advertising + Design won Canada's second Gold with "Down Below," a brochure for a waxing and pedicure salon.
Germany came away with the most Design Lions in total, winning two Gold, five Silver and one Bronze Lion.
The majority—about three quarters—of the design Lions winners were from what one would consider ad agencies, rather than from design shops. Fitch said that ad-centric outcome should come as no surprise. "Design companies have never heard of Cannes." He added: "That will change. The design industry will be rushing to submit work." Fitch also noted that design informs all kinds of creative work and so there will always be work from a range of companies represented, "We live in a complicated, integrated world. Design is a thread that runs though everything we do."
Fitch said the design jury recommended that further categories—package design, for example—be added next year. "It's been suggested," said Fitch, "that I speak to (festival CEO) Terry Savage about changing the name of the festival from the International Advertising Festival to the International Advertising and Design Festival."