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Diesel Wins Outdoor Grand Prix for 'Be Stupid'

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CANNES, France (AdAge.com) -- The trophies for outdoor at the 57th annual Cannes Lions International Advertising Festival today went to two different executions -- one decidedly technological and one decidedly not.

The jury awarded the Grand Prix for outdoor to Diesel's traditional billboards for its "Be Stupid" effort from Anomaly, New York. The jury also gave Andes Beer's "Teletransporter," from Del Campo/NAZCA Saatchi & Saatchi, Buenos Aires, a Grand Prix for its "ambient" execution.

WHAT THEY WERE: "Be Stupid," a print-outdoor-web campaign, played off the idea that to be stupid was to be daring and make mistakes and, frankly, live life much more interestingly. The outdoor ads showed models living out the philosophy. Andes Beer's work is a physical "transporter" that traveled from bar to bar throughout the Mendoza region of Argentina. It played off the idea that spending too much time at bars often leads to the unraveling of men's relationships with women. Guys could step into the noise-canceling "transporter" and choose from a series of ambient sounds that make them sound as if they're calling their significant others from anywhere other than a pub.

JURY PRESIDENT: Tay Guan Hin, regional executive creative director, JWT Asia.

Creativity
See award-winning work for Diesel and Andes Beer on Creativity.
BEHIND THE DELIBERATION: The two winners were born out of the idea that in recent years ambient and digital out of home ideas have overshadowed great, traditional world work. So the jury considered them separately and chose two Grand Prix winners. The traditional Diesel campaign built on a big brand idea, while the "ambient" campaign illustrated how technology can be brought into the real world to great effect.

CONTROVERSY OR CLEAR WINNER? The jury appeared largely in agreement on both campaigns, praising Diesel's work for its bravery -- "How many global brands would have the guts to do this?" Hin asked -- and Andes Beer for its creativity, cost effectiveness and the human idea that inspired it.

OTHER AWARDS: Radio was also awarded today, though no Grand Prix was given. Gold Lions went to Euro RSCG Worldwide, New York, for ads for Dos Equis.

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