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Leo Burnett Sydney wins Creative Effectiveness Lion at Cannes, Break Up didn’t make the long list, says jury chairman David Jones

Leo Burnett Sydney has won a lion in one of the most prestigious categories at Cannes – Creative Effectiveness – with the Watermark campaign for Bundaberg Rum.

The campaign, which saw people queue up for 96 hours to buy a special bottle of rum, the proceeds from which went to the Queensland floods relief effort, was one of only six entries globally to win a Creative Effectiveness Lion.

Former Euro RSCG Sydney boss David Jones, now the network’s global CEO, chaired the Creative Effectiveness judging panel. In an interview with Mumbrella, he said that while Watermark “wasn’t a contender to win the grand prix” he described the campaign as “a powerful creative idea with a social purpose”.

“It was a very well integrated case study, with great results,” he said. “The agency did a good job of proving to us that the communications contributed to the brand’s success.”

The grand prix went to BBH London’s global campaign for Unilever brand Axe ‘Excite’.

Other winners in the category included Born of Fire for Chrysler by Wieden + Kennedy, You’re not you when you’re hungry for Mars by AMV BBDO London and Breathe Happy for P&G by Grey New York. The latter came closest to BBH’s entry.

“Ultimately, it was a shoot out between Unilever and P&G,” Jones said.

Jones also revealed that Clems Melbourne’s multi-award winning Break Up campaign for NAB, which won the PR grand prix last year, didn’t even make the long list.

“One of the reasons it didn’t make it was because of the quality of the case they made,” he said.

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