At tonight's awards, Universal McCann Australia in Sydney won the Media Grand Prix for its integrated campaign for Magnum Ice Cream. The campaign involved branding flavors of ice cream to go with each of the seven deadly sins and running promotions on television programs and in newspaper sections relating to the sins in question. Meanwhile, last year's Grand Prix winner, Crispin Porter + Bogusky, was the only agency to win more than one Lion in the category, scoring both for its launch campaign for the Mini Cooper. The Mini effort includes print, outdoor and collateral designed to drive traffic to the Mini site for exclusive content, including a series of spots that were only aired online. Luckie & Company in Birmingham, Ala., was also awarded a Lion for a grassroots quit smoking campaign targeted at low income smokers.
The most heated jury discussions were not about what to include in the Lions, however, but about what to leave out. Although Fallon/Minneapolis' BMW Films campaign -- which was not allowed into the Film competition because of length requirements -- made the shortlist and had passionate supporters on the jury, it failed to land a Lion because some judges believed the campaign's hook was not in the media, but in the creative. "It's about the films, but it's not a media idea as such," says juror Dirk Wiedenmann, chairman and CEO of Initiative Media in Hamburg. "It's just about the creative." The vote was very close, however, and dissenting views were strong. "Sometimes when something is so pioneering and breakthrough, it's difficult to categorize," says juror Nick Brien of the Starcom Mediavest Group. "BMW will just have to satisfy itself with its amazing business success." Dene Callas, co-CEO of Mediacom, New York, was equally adamant about her support for the campaign. "I felt that it should be awarded because it was innovative and brilliant" she says.
Both sides agree, however, that the campaign would have been more successful if both the online and traditional portions of the effort had been submitted together. The BWMfilms.com site itself was submitted by Fallon in the Best Use of Internet/New Media category, while the offline portions of the campaign were submitted in a separate category by Optimedia/New York. Several jurors agreed that the combined campaign would have faired better in the Best Use of Mixed Media category.