Saatchi & Saatchi/London's racy campaign for Club 18-30 was awarded the Press Grand Prix tonight at the Press & Outdoor awards ceremony at the Palais des Festivals. The intricately art directed campaign features scenes of vacationing twenty-somethings that, on closer inspection, include an array of erotic situations. Winning the night's top prize was the capper of a stunning performance by the London agency, which also won three Gold Lions, one Silver and one Bronze. The shop's other Gold Lions were awarded for work for erotica store Coco de Mer, the Multiple Sclerosis Society, and for outdoor executions for Club 18-30.
Meanwhile, Leo Burnett/Oslo was awarded the first ever Grand Prix in the Outdoor category for a campaign for Oslo Piercing Studio that took advantage of environmental elements that literally "pierce" the posters.
28 Gold Lions were awarded in Press & Outdoor this year. The United Kingdom led the way with seven, followed by Spain with four and Brazil and the U.S., each with three. America's Gold Lions did not come from the usual suspects, however. J. Walter Thompson/New York won a Gold for its outdoor campaign for Malibu rum, while it seems ECD Tony Granger, formerly of TBWAHuntLascaris in Johannesburg, South Africa, has brought his Lion-winning ways to Bozell/New York. The shop led all U.S. agencies with two Gold Lions for work for The New York Times and The Art Directors Club, plus a Silver for Datek Online Brokerage and a Bronze Lion for an installment of the long running "milk mustache" campaign featuring Mad magazine's Alfred E. Neuman.
Despite a dearth of Gold winners, the U.S. actually edged out the U.K. for total Lions won, with fourteen. In addition to Thompson and Bozell, DDB/Dallas won a Bronze for its campaign for McIlhenney Tabasco sauce; L.A.'s Team One Advertising won Silver for a Lexus campaign; Carmichael Lynch/Minneapolis was awarded a Silver for an ad for Harley-Davidson; Leo Burnett scored a Bronze for Polaroid; Arnold Worldwide won a Silver and a Bronze for Boeri Helmets and Volkswagen, respectively; Mullen won a Bronze for its campaign for the American Heritage Dictionary; Wieden & Kennedy/Portland won a Silver for Nike work; and TBWA/Chiat/Day/Los Angeles earned a Silver with an outdoor campaign for the Museum of Contemporary Art.
Success at U.S. awards shows, however, did not necessarily translate into success here. Carmichael Lynch's Kelly-winning campaign for Harley-Davidson, for example, walked away with a Silver. "Here it looked like an old-fashioned American ad," says U.S. juror Mike Hughes, citing the ad's use of traditional photography and copy placement. "To us, it looks like a classic American campaign." More puzzling is the fate of Wieden & Kennedy's "Enjoy the Weather" campaign, which won a Silver as an Outdoor entry but was not entered in the Press category, despite dominating awards in the U.S. Its entry as an Outdoor submission was curious enough that jury president Jeff Goodby says he asked festival organizers to check and see if there had been a mistake. At press time, a Wieden spokesperson was not immediately certain how the ads had been entered.