McCann Melbourne takes first Grand Prix of Cannes in Creative Effectiveness for V/Line Guilt Trips

creative effectiveness mccann cannes lions

Vline Portrait Press & OutdoorMcCann Melbourne has added to its burgeoning trophy cabinet with its Guilt Trips for V/Line campaign picking up the Creative Effectiveness award, however last year’s success story Dumb Ways to Die missed out altogether.

The other two Australian agencies on the shortlist, Havas Worldwide for its Fair Go Bro campaign for Virgin Mobile and DDB Sydney for its Australia Day campaign fr McDonald’s also made the cutpicking up a Lion each. In this category there are no Gold, Silver and Bronzes awarded.

The McCann campaign for train line V/Line allowed parents from country towns to send pre-paid train tickets to their city-based kids saw an extra 160,000 trips home without discounting tickets. With a spend of $500,000 it returned $4m in off-peak rail travel.

of the V/Line campaign jury president David Sable said: “This insight was so fresh we want to form a  company and take it to every train company in the world.”

He added:  “It was really hard for us to come up for a Grand Prix, and our view of the Grand Prix was because the work was so good we wanted one piece that would prove the point. We think the piece we have chosen does just that.

“They use all channels and what we found interesting was they reported on the large numbers of people around the world who saw it.”

Among the seven campaigns awarded in the category was the heavily awarded Dove’s Real Beauty Sketches.

The Australian representative on the jury, M&C Saatchi’s strategy director Justin Graham, said the results showed the strength of Australian creativity



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