“It innovated on the medium while elevating everything we love about print,” explained jury president and chief strategy officer and film director at Publicis Groupe, Ali Rez, on the decision to crown the work.
“It raises the bar on the category and proves innovation is about a mindset, not the latest tech flex. It shows bravery of thinking and a celebration of consistency,” he added.
Print and Publishing Gold Winners
- Solar Impulse “Pret A Voter” by Publicis Conseil, Paris
- Stella Artois “The Artois Probability” by Gut, Buenos Aires
- NotMilk “We Didn’t Write This Campaign” by MRM Worldwide, Santiago
- Ikea “The Life Collection” by David, Madrid and Ingo, Hamburg
Radio and Audio Lions
Scooping the Grand Prix trophy in the Radio and Audio category was New Zealand telco Skinny for its low-budget “Phone In” campaign from Colenso BBDO.
The initiative crowdsourced radio ads from Kiwis via their mobile phones via in 0800 number that let them record a message to be dispatched as a radio ad. The end result was an out-of-home campaign, which doubled as a radio campaign, that tripled as a cost-effective marketing platform.
The work poked fun at the brand’s lack of advertising funds, allowing it make more than 2,000 ads for free. 22 hours of content were captured resulting in a 34% increase in sign-ups according to the brand.
Tseliso Rangaka CCO at FCB Joburh and Hellocomputer overseen the pick as jury president. He said: “We wanted to reward work that drives business results and we need to stand behind work that is innovative too. For me, those two things need to go hand in hand and the skinny work did that.
Radio and Audio Gold Winners
- Mercado Libre “Files of Freedom” by Gut, Sao Paulo
- Progressive Insurance “Dr Rick Will See You Now” by Arnold Worldwide, Boston
- Muskrat Magazine “Missing Mataoaka” by BBDO, Toronto
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