Germany led the awards tally, followed by Sweden and Belgium. TBWAParis and DDB Germany, Berlin shared Agency of the Year. DDB Amsterdam was the first runner up.
DDB, London's "Dog" commercial for Volkswagen won the TV/Cinema Grand Prix. Directed by Noam Murro, the spot, which depicts a quavering dog getting his confidence back and singing in a VW Polo, drew the ire of animal rights groups when it debuted. Volkswagen had another Grand Prix in Print, with DDB Amsterdam's "Product Recall," in which owners of 1974 Golfs were told their glove box latching mechanisms were subject to wear and eligible for recall.
Central Beheer Insurance took Outdoor Grand Prix for "Back of the Bus," a decal on a bus end that made it appear to be the front of the bus, with the driver looking over his shoulder and the company's "Just call us" tagline. Asics won the first Design Grand Prix with an origami corporate image kit.
Integrated, Interactive, Radio and Direct categories all produced no Grand Prix winners, but Stockholm's Farfar took Interactive Agency of the Year.