Press Lions: Social responsibility sways Grand Prix, Aus wins Golds

By David Blight | 20 June 2012
United Colours of Benneton 'Unhate' campaign

The theme of 'social responsibility' is becoming more apparent at Cannes with Benetton's 'Unhate' campaign winning the Grand Prix in Press, while Australia took two Golds.

Although Australia won two Golds, the total tally came to just four Lions, and jury member Nigel Dawson, creative director at Grey Australia, has argued the Aussie market was not particularly strong in the Press category.

Dawson told AdNews: “There weren’t any Australian entries, or there were remarkably few. We need to lift our game.”

Three executions for a Carlton and United Brewers campaign by Clemenger BBDO Melbourne won a Gold, while a Gold was also awarded to three executions for a Volkswagen campaign by DDB Sydney.

While four gongs is an improvement on last year’s single Lion, Dawson said: “There’s a big opportunity for Australian clients and agencies to go back to press.”

The winner of the Grand Prix was United Colors of Benetton’s ‘Unhate (Palestine and Israel)’ campaign by Fabrica Treviso.

The judges said the ‘social responsibility’ component of the campaign was a major reason for its success. This follows a common theme at this year’s Cannes. Another campaign, an American Express push out of the USA called ‘Small Business Gets an Official Day’, has won two Grand Prix awards, and had a strong ‘social responsibility’ component.

Jury president and Ogilvy & Mather worldwide chief creative officer Tham Khai Meng, said: “The ‘Unhate’ campaign has a strong message, and it had a strong impact on global debate around the world. It goes beyond advertising. Has it created brand awareness? You bet. But it goes beyond that.

“The social responsibility component was always at the back of our minds. We are looking for world changing ideas that can affect all of our lives.”

New Zealand also won a Silver Lion.

Australia Gold Lions:

Carlton and United Brewers, Clemenger BBDO Melbourne, ‘Blondes’, ‘Redheads’, ‘Lying Down’
Volkswagen, DDB Sydney, ‘Bikers-Police’, ‘Car Jack-Glass Truck’, ‘Portaloo Hearse’

Australian Silver Lions:

Medicins Sans Frontieres, M&C Saatchi Sydney, ‘Carburetor’, ‘Tap’, ‘Fuse Box’

Australian Bronze Lions:

Defence Force Recruiting, George Patterson Y&R Melbourne, ‘Do You Fit?’

New Zealand Silver Lions:

DB Breweries, Colenso BBDO Auckland, ‘The Wine List’

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