Whybin scores four Lions in Direct for NRMA and M.J. Bale

By David Blight | 19 June 2012

On a night which saw Whybin TBWA Tequila Sydney score seven gongs in total, the agency took home four of the eight Aussie Lions in the Direct category, but the only Australian Gold went to a Defence Force campaign by GPY&R.

While Whybin was awarded four gongs, it did not take home any Gold Lions. The only Gold Lion in the category was awarded to the Australian Defence Force’s ‘Mobile Medic’ push by George Patterson Y&R Melbourne.

M.J. Bale’s ‘Grazed on Greatness’ won a Silver Lion and a Bronze Lion, while the ‘NRMA Car Creation’ campaign also won a Silver and a Bronze.

Australia's 2012 Direct haul was a major improvement from last year, when Aussie campaigns only brought home two Lions. However, the result is not quite as impressive as 2010, when Australian won 14 Lions.

The M.J. Bale campaign, which leveraged the Sydney-based menswear brand’s sponsorship of the Australian cricket team, also took home three gongs in the PR category.

Other campaigns to win Direct Lions were Coca-Cola’s ‘Share A Coke’, 7-Eleven’s ‘BYO Cup Day’ and the Sydney Dogs and Cats Home ‘Limited Edition’ push.

The Grand Prix was awarded to an American Express campaign out of the USA called ‘Small Business Gets an Official Day’, created by Crispin Porter + Bogusky. The campaign also won the Grand Prix in the Promo and Activations category.

Jury president Gideon Amichay, who is joint managing partner of Shalmor Avnon Amichay/Y&R Interactive Tel Aviv in Israel, said the American Express campaign was a “game changer”.

“It gave an amazing message that we as a jury wanted to promote. It was something that will really become a part of society.”

New Zealand did not take home any Lions in this category. New Zealand’s total tally currently sits at just three gongs, while Australia won 23 Lions on the first night of awards at Cannes.

Australian Gold Lions:

Australian Defence Force, George Patterson Y&R Melbourne, ‘Mobile Medic’

Australian Silver Lions:

M.J. Bale, Whybin TBWA Tequila Sydney, ‘Grazed on Greatness’
Insurance Australia Group, Whybin TBWA Tequila Sydney, ‘NRMA Car Creation’

Australian Bronze Lions:

M.J. Bale, Whybin TBWA Tequila Sydney, ‘Grazed on Greatness’
Insurance Australia Group, Whybin TBWA Tequila Sydney, ‘NRMA Car Creation’
Coca-Cola South Pacific, Ogilvy Sydney, ‘Share A Coke’
7-Eleven, Leo Burnett Melbourne, ‘BYO Cup Day’
Sydney Dogs and Cats Home, M&C Saatchi/Mark Sydney, ‘Limited Edition’

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