In design, DDB Group, Shanghai, won a gold Lion for the China Environmental Protection Foundation "Green Pedestrian Crossing" campaign in which a tree was shown lying across a pedestrian crossing as a message to encourage people to walk more and drive less.
DDB's gold is the second won by mainland China in the history of the festival. Another Omnicom Group agency, TBWA Worldwide, Shanghai, won the first in June 2008, for its "Together in 2008, Impossible is Nothing" campaign for Adidas."
Senseteam, Shenzhen, won two silver Lions for SGDA's Graphic Design Exhibition "X Exhibition." One of the silver Lions was a winner in the subcategory for typography, and the other was entered in the subcategory for environmental design.
Leo Burnett's Hong Kong office won two silver design Lions, for the Christina Noble Childrens' Foundation "Unequal Childhood Paper Cutting" and for Zoo Records' Alternative Music Shop "Hidden Sound Campaign." The popular Zoo Records effort also won a bronze Lion in the Promo and Activation contest, and was shortlisted in the direct category.
Overall, the agency picked up seven Lions in five categories, the best all-round performance at a single Cannes festival by an agency in Greater China to date.
In outdoor, Leo Burnett's Shanghai office picked up a silver Lion for Supor Nonstick pans. Mainland agencies also won two bronze Lions: Ogilvy Beijing for three outdoor ads for Huggies' disposable diapers, called "Columbus", "Zorro" and "Snow White," and Y&R Beijing for three outdoor ads for Land Rover, called "Grassland", "Mountain" and "Desert."
Grey's Hong Kong office won a gold outdoor Lion for the Lotus Charity's donation appeal "Umbrella Bags." The agency used plastic umbrella bags, which slowly filled with water on a rainy day in Hong Kong, to highlight the difficulty of collecting rainwater that people rely on to drink in dry northwest China. The goal was to persuade Hong Kong residents to donate money to build more water receptacles in that region. Leo Burnett's Hong Kong office won a bronze Lion for an outdoor ad for Ikea called "Trailer."
In the press contest, Ogilvy, Shanghai won a silver Lion for a campaign for Midea security cameras with three ads called "Antique," "Safe" and "Car."
In Hong Kong, Leo Burnett's office won a bronze press Lion for a campaign for Organic Town's Organic Baby Food. The three ads are called "Orchard Fruit Peekaboo", "Grandma's Turkey Dinner" and "Pumpkin Pie."
In the Promo and Activation contest, Ogilvy Shanghai picked up a silver Lion for North Face's "Red Flag" effort, tackling the challenge of conveying to urban Chinese the outdoor apparel brand's "Never Stop Exploring" message. To introduce the concept of exploring, and being first to find a new place, Ogilvy encouraged consumers to use their mobile phones to plant virtual red flags. "Red Flag" was also shortlisted in both the media and cyber competitions.
Leo Burnett Hong Kong won a bronze Lion for Zoo Records' Alternative Music Shop "Hidden Sound Campaign."
Taiwan picked up a single Lion, a bronze in the direct category for Ogilvy & Mather Taiwan and an effort for the Franz China Collection called "See the Love."
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