GPY&R Melbourne flies flag for Australia in most prestigious Cannes category – Titanium and Integrated Lions

The Melbourne office of GPY&R flew the flag for Australia in the most prestigious category at Cannes today, winning a bronze for its Mobile Medic campaign for Defence Force Recruitment.

Juror Rob Schwartz, chief creative officer of TBWA\Chiat\Day, said of the campaign: “I’d love this idea, which is a unique way to recruit doctor candidates via smart phone and posters. Technology was used to speed up the recruitment process, which is a real game-changer for the category.”

“To win a bronze lion is incredible,” added jury president Rob Reilly, global chief creative officer of Crispin Porter + Bogusky. “It’s incredible to get any kind of lion. A shortlist should be seen as an award.”

Australia did not have a representative on the jury. Leo Burnett ECD Andy Dilallo stayed in Australia for personal reasons and was replaced.

New Zealand went one better Australia, with Colenso BBDO winning silver for The wine is over for DB Breweries.

No Integrated Lion grand prix was awarded. But New York’s digital hot shop R/GA – which is soon to launch a Sydney office – won the Titanium grand prix for Nike+ Fuelband. The campaign, much hyped going into the competition, also won a grand prix in the digital category.

Four other campaigns were awarded a coveted Titanium Lion. Two were from the US – Ted Williams fight hunger for Kraft by Crispin Porter + Bogusky and Virtual 2pac for Coachella for Dr Dre by Chronic. Japanese agency Dentsu won with Connecting lifelines for Honda, and the Colombian office of Lowe won with Rivers of light for the Ministry of Defense.

Austrian juror Fred Koblinger, CEO of BBDO Group Vienna, commented on the definition of a Titanium Lion: “We debated that longer than the cases, probably. It’s given to work that is not purely advertising. It’s communication in the best sense that is a game changing.”

The Titanium category was invented by Wieden + Kennedy co-founder Dan Wieden in 2003.


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