TBWA/Paris took two of 19 Press Gold Lions for a campaign for Pedigree, in which depictions of man’s best friend in unsavory situations are accompanied by the tag, “Because dogs don’t always have it easy,” and for a campaign for Sony PlayStation. The Pedigree campaign also won Gold in the Outdoor category, as did one Sony excution and the EMI campaign. In all, 18 Lions will remain in France. BETC Euro RSCG/Paris won Press Gold for its Petit Bateau campaign and DDB/Paris won for a campaign for Volkswagen Commercial Vehicles.
Jury chair John Hunt, worldwide creative directer of TBWA, said there was much debate among judges when the entries were whittled down to three or four contenders and the margins of victory were small. In the end, judges felt that the Lego execution was “a classic piece, appropriate to the product and so insightful.”
Judges awarded “simple ideas, beautifully executed,” said Hunt. U.S. judge Peter McHugh of Carmichael Lynch noted that the “3D” work -- like CP+B’s non-traditional print executions for Mini -- “didn’t resonate with the jury the way the classic stuff did.” Hunt did note the emergence of that kind of “interactive print” among entries, as signs of “more traditional media trying to play in new spaces.”
The Grand Prix-winning EMI campaign is a visually striking series of mixed media illustrations with strong typographic treatments. The ads feature bold renderings of musical treasures like “Joe Cocker’s Vocal Cords” and “Keith Richards’ Fingers” -- the former is depicted as heavy wire being severed as it emerges from a skull, the latter as giant matchsticks -- accompanied by the tagline “Nothing Great Comes Easy.”
Judges evaluated over 13,000 entries and, according to Hunt, the work was either notable or forgettable, with little in between. “Today it’s recognized that you do great work that gets noticed or you’re wallpaper," he said. "The center has fallen away.” - Teressa Iezzi