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Penny the Pirate and Phubbing get Silver and Bronze in Direct Lions

A book to help test children’s eyesight and a made up word to promote a dictionary were Australia’s top achievers  in the Direct Lions category.

Penny the Pirate, a reading book created for OPSM opticians by Saatchi & Saatchi and Phubbing, by McCann Mebourne for the Macquarie Dictionary both scooped Silver and Bronze in the category, which saw the Grand Prix go to OgilvyOne London’s Magic of Flying campaign for British Airways.

The only other Aussie campaign to chart was ANZ’s GAYTMs by Whybin\TBWA Melbourne which claimed two bronzes. Ten campaigns were shortlisted for the category.

The British Airways campaign saw a digital billboard placed in London’s Picadilly Circus with a child on it who reacted whenever a BA plane flew over, with the destination and code of the flight flashed on the screen.

American juror Liz Ross said:”We picked worked that would be remembered in ten years, talk about and show our children. That was the filter and lens for selecting the final piece.”

Alex Hayes in Cannes

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