Crispin Porter Bogusky Lands Two Lions; BMW Films Rejected

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CANNES (getCreativity.com) -- At tonight's awards, Universal McCann Australia in Sydney won the Media Grand Prix
The Media Gold Lion.
audio bug. Media Jury's BMW Films Decision Shocks Many. Hear Laurel Wentz's audio report (RealPlayer Required).

Watch the controversial BMW Films cinematic car ads.

for its integrated campaign for Magnum Ice Cream.

The campaign from the Interpublic Group of Cos.' media agency involved branding flavors of ice cream to go with each of the seven deadly sins and running promotions on TV and in newspapers relating to the sins in question.

Meanwhile, last year's Grand Prix winner, Crispin Porter Bogusky, was the only agency to win more than one Lion in the category, scoring both for its launch campaign for BMW's Mini Cooper. The Mini effort includes print, outdoor and collateral designed to drive traffic to the Mini's Web site for exclusive content, including a series of spots that were only aired online. Luckie & Co., Birmingham, Ala., was also awarded a Lion for a grassroots quit-smoking campaign targeted at low-income smokers.

BMW Films debate
The most heated jury discussions were not about what to include in the Lions, however, but about what to leave out. Although a campaign by Publicis Groupe's Fallon, Minneapolis, for BMW Films -- which was not allowed into the Film competition because of length requirements -- made the shortlist and had passionate supporters on the jury, it failed to land a Lion because some judges believed the campaign's hook was not in the media, but in the creative.

"It's about the films, but it's not a media idea as such," said juror Dirk Wiedenmann, chairman-CEO of

Photo: Laurel Wentz
The Lions media jury at Tuesday's press conference.
Inperpublic's Initiative Media, Hamburg. "It's just about the creative." The vote was very close, however, and dissenting views were strong.

"Sometimes when something is so pioneering and breakthrough, it's difficult to categorize," said juror Nick Brien of Bcom3 Group's Starcom MediaVest Group. "BMW will just have to satisfy itself with its amazing business success."

Dene Callas, co-creative officer of Grey Global Group's MediaCom, New York, was equally adamant about her support for the campaign. "I felt that it should be awarded because it was innovative and brilliant," she said.

Submitted differently
Both sides agree, however, that the campaign would have been more successful if the online and traditional portions of the effort had been submitted together.

The BWMfilms.com site itself was submitted by Fallon in the Best Use of Internet/New Media category, while the offline portions of the campaign were submitted in a separate category by Publicis' Optimedia, New York. Several jurors agreed that the combined campaign would have faired better in the Best Use of Mixed Media category.

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