Saatchi & Saatchi’s swashbuckling hero Penny the Pirate has won a Bronze Lion in the Creative Effectiveness category – the only Australian winner.
Whybin\TBWA Sydney's 'Grazed on Greatness' work for MJ Bale and Clemenger BBDO Melbourne’s 'Aussie Builders' campaign for Snickers were also shortlisted.
The Grand Prix went to Volvo Trucks for its Live Test Series work, created by Forsman & Bodenfors, Sweden.
Wendy Clarke, Coca-Cola SVP of marketing for North America, was the jury president and there were three other client-side marketers on the jury.
“Our remit to ourselves was to find the highest intersection of creativity and effectiveness. It’s too easy to find the lowest common denominator in this industry and we don’t believe that creativity and effectiveness are mutually exclusive but believe they are dependent on each other and that's what we were looking for.
“We believe that art and commerce should never be separate, and we wanted to celebrate work that does both of those things. We believe the creatives as well as the strategists in our industry want to celebrate and that's a remarkable thing to say about a piece of work. There's no one in the room that didn't wish they did that work, we were all jealous of that work.”
The category had more than 160 entries, which were reduced down to 17 awards.
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