| Fallon won a silver Lion for its work promoting the BMW Films series. Click to see larger, full image.|
"What the [Jim Beam] campaign shows is that you don't have to be boring to be direct," jury president Daniel Morel, chairman-CEO at WPP's Wunderman Worldwide, said of the winning campaign for the whiskey brand. "You can have a humorous and human connection with the audience."
Mr. Morel stressed that the jury tried to zero in on the most innovative creative in direct marketing from around the world.
The jury awarded 56 trophies in all, up from 44 last year. The U.K. led the way with 11 Lions, followed by Spain with nine and Austria with eight. The only U.S. award was a Silver Lion for Publicis Groupe's Fallon, Minneapolis, for its offline effort to drive traffic to BMW Films.
Direct Gold Lion winners included an effort for an e-mail provider by Brazilian agency Loducca Publicidade, Sao Paulo, in which users who had gone beyond their e-mail account capacity were faxed a single sheet saying, "Sorry, we tried to email you, but your account was full," and were then told how to purchase more storage.
A Gold Lion-winning campaign from WPP's Ogilvy & Mather in New Delhi encouraged readers to resubscribe to a business magazine by continuing to send them the magazine -- but with entirely blank pages.