Grey’s Ripple Effect safety ad and Leo Burnett’s flood rum win Integrated Lions at Cannes

Transport Accident Commission’s “Ripple Effect” anti-speeding campaign, created by Grey Melbourne, and Leo Burnett’s Watermark rum for Bundaberg to mark the Queensland floods, both won Integrated Lions on the final day of the Cannes festival.

The Ripple Effect told the powerful story of Luke Robinson’s death from 26 different people’s perspectives, including his family.

According to Grey’s bronze Lion-winning entry:

“It began with a press ad that explained why Luke’s family wanted to be involved. Then 16 apparently unrelated stories appeared on TV over two weeks. Simultaneously online advertising, that looked like editorial and carried no branding, drove people to a dedicated microsite, 26 stories appeared on this microsite. Outdoor advertising built awareness of the central theme. After seeing a couple of stories on the microsite, the viewer was taken to a new Facebook application. It captured the person’s friends at random as on the initial landing page, bringing immense personal relevance to Luke’s story. They could forward videos and comments. After two weeks, press and online advertising announced that the stories would be brought together in a three minute commercial roadblocked across all TV stations.”

Leo Burnett’s silver-winning campaign saw the creation of a special rum to mark the Queensland floods, which the agency said led to some people queueing for 96 hours to buy it.

The Integrated Lions and Titanium Lions are assessed by the same jury. There was no Titanium grand prix awarded this year. The Integrated Lion went to Droga 5 New York for its Decode Jay Z project which saw pages from his book placed across a series of outdoor and ambient locations in various US cities. The means of bringing the content together online was integrated with co-advertiser Bing.


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