Whybin\TBWA Sydney lands only Design Lion
A poster for Hatters Vegetables for Coles is the only campaign to win a Lion for Australia in Design, picking up a Bronze in the category.
Whybin\TBWA Sydney’a work was the only winner of the four finalists in the category with Ogilvy Melbourne, GPY&R Brisbane and Leo Burnett Melbourne all missing out.
Last year Australia picked up seven winners in the category. Canadian juror Barry Quin said that while the judging panel was impressed with the work overall, they wanted to see more work for bigger brands.
“We can’t live on posters and business cards, we want to see work on bigger brands,” he told journalists at the Design Lions press conference. “We want to see more entries that are more varied and more exciting – not that the winners here this year weren’t.”
One journalist noted the lack of winners from traditional design agencies. Jury chairman Ije Nwokorie said: “This isn’t their [design agency’s] world, so they haven’t given us the material we need. They’re not educated on how to enter.”
There were 68 Lions awarded and the Grand Prix went to the Bergen International Festival Brand Campaign by Anti Bergen from Norway.
The judges had special praise for an idea that won Myanmar its first ever Lion. Created by Red Fuse Communications Hong Kong and Y&R’s Malaysian and Burmese offices, packaging for Colgate toothpaste contained instructions for how Burmese children should clean their teeth. The idea won a gold for packaging and two silvers.
The Myanmar work:
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Grand Prix winner:
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