U.S. print winner takes Cannes Grand Prix

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CANNES -- A print campaign by Arnold Communications, Boston, for the redesigned Volkswagen Beetle took the Grand Prix at the International Advertising Festival in Cannes, France, June 23. Thirteen different VW print ads were honored in the campaign winner.

In addition to the Grand Prix, U.S. entries in the Festival's print competition won a total of 10 Lions - four gold, two silvers and four bronze.

Two Gold Lions were presented to various exe- cutions of Apple Computer's ``Think Different'' campaign from TBWA Chiat/Day, Venice, Calif. It won in both the office equipment and business equipment categories.

Gold Lions also went to a Sony Electronics Handycam print ad from Lowe & Partners/SMS, New York, in the home electronics category, and to an entry from the California Department of Health & Safety and Asher & Partners, Los Angeles in the public health category. Lowe & Partners also scored a Bronze Lion for a Sony corporate campaign.

Internationally, the U.K. again dominated the festival's print competitions, winning a total of 32 Lions: eight gold, 12 silver and 12 bronze. Bartle Bogle Hegarty and BDDP.GGT were the multiple Gold Lion-winning agencies from Britain.

But Brazilian agencies also made a strong showing, winning a total of 26 Lions: one gold, 12 silvers and 13 bronze. Almap BBDO and DM9 DDB Publicidade, both Sao Paulo, scooped nine lions each and Sao Paulo-based Young & Rubicam Brazil notched up six.

DM9 DDB's haul included one Gold lion, for the Sao Paulo Museum of Art's campaign promoting the Bolero exhibition.

Also, for the first time in the history of the awards, a Russian campaign - for Smirnov vodka from Euro RSCG Maxima - picked up a Bronze lion in the press and poster category.

Jury President Jean-Marie Dru, chairman of BDDP Group, said that the VW campaign was a clear-cut winner. The runner up for Grand Prix consideration was Apple's ``Think Different'' campaign. ``We all felt that Apple was very good,'' Mr. Dru said in a press conference, ``but Volkswagen talked to every- one, universally. It was a wonderful bridge between the past and the future.''

Ron Lawner, managing partner and chief creative office of Arnold, was a print jury member this year.

Copyright June 1998, Crain Communications Inc.

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