Australia praised as it breaks duck in Cannes Mobile Lions

Minute of silence DDB melbourne RSLAustralia has finally broken its duck in the Mobile Lions category in fine style winning eight awards including a Gold, two Silver and five Bronze at Cannes today.

DDB Melbourne picked up the Gold for its Minute of Silence work for RSL Australia’s Anzac Appeal, whilst Saatchi & Saatchi Sydney grabbed a Silver for Penny the Pirate for OPSM and VML Sydney also got Silver and Bronze for its Rip Curl Search GPS product.

Having failed to pick up any metal in the two years since the category started Australia was singled out alongside Brazil as having the best source of innovative and good mobile work in the world.

UK juror Alasdair Scott, a partner at C3, said: “There were some exceptional entries coming in from all over the world but I think Brazil and Australia really stood out as two countries where there was some really amazing work coming in.

“I think Australia also deserves praise for an entry where we awarded a QR code based product, and we were very pleased to be able to give an award to a QR code.”

That entry, which got a Bronze, was ClemengerBBDO Melbourne’s Video Stamp for Australia Post which allowed people to film a message and embed it in a stamp for the recipient to watch, by scanning the code.

McCann Melbourne’s Dumb Ways to Die: Game picked up a Bronze, while the Safe Driving Program from Leo Burnett Sydney for Samsung and Havas Worldwide Sydney’s Game of Phones for Virgin Mobile also picked up bronzes.

Australian juror Jay Morgan, digital creative director of Havas Worldwide, said: “I think what we’re seeing now is a lot of applications trying to do simple things, but they’re not incredibly complex things in terms of what they’re trying to do. It’s an incredibly tough year to judge because there was such a broad spread. ”

The Grand Prix went to Brazilian agency FCB Brasil Sao Paolo for the Nivea Sun Kids program which helped people track their kids on the beach and keep them skin health aware.

Alex Hayes in Cannes



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