M&C Saatchi has won another three Lions, including a Gold and Silver in the Cyber category for Optus Clever Buoy.
The agency was also a brand advisor with content agency Emotive on its Ricky Gervais anti-ad for Optus, which also won a Bronze Lion. M&C along with Emotive were the only Australian agencies to win metal in the Cyber category, marking M&C Saatchi's best year at Cannes ever.
The slew of awards for M&C’s work for the brand, however, comes as Optus is reviewing its creative and media accounts.
M&C was also shortlisted for its The One Who Will End Cancer campaign for Australian Cancer Research Foundation.
Other shortlisted Australian entries included DDB’s Radiant Return, Surfaid.Org's Surfify campaign by BWM Dentsu, TigerAir Infrequent Flyers Club by McCann and Dolmio Pepper Hacker by Clemenger Sydney. Google Sydney, The Sweet Shop Melbourne, Leo Burnett Sydney were also shortlisted, but missed out on metal.
The Grand Prix in the Cyber category was awarded to Droga5 New York for its Under Armour I will what I want campaign starring supermodel Gisele Bundchen.
Jean Lin, global chief executive office of Isobar and president of the Cyber jury, said that as digital has become a mainstay across all other disciplines and integrated campaigns. The Cyber category is about celebrating “game changing ideas that are enabled through technology, that empower brands to grow in the multiscreen environment”.
“One of the trends we’re seeing is the confidence of people using technology. In recent years it's been innovative technology but as a novelty. This year it's about how technology has empowered a strong human narrative and helped to spread an idea that has an influence on behaviour,” she said.
“It’s not just awarding good campaign ideas, but great experiences, unexpected platforms, and great digital products and services design that make a difference to how brands connect with their consumers.”
There were 3700 entries across 54 sub-categories. The jury handed out 126 awards.
In the Design category, McCann Melbourne won Australia's only Lion - a Silver for its Infrequent Flyers Club for Tiger Air. M&C, Leo Burnett, Interbrand and GPY&R Brisbane were shortlisted. Australia was a no-show in the Product Design cateogry despite Leos and M&C being shortlisted.
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