TBWA\ and VML at Cannes.
TBWA\ and VML balance work deadlines and cocktail celebrations as the agencies take home one gold and two silver Cannes Lions.
VML Sydney won one silver Lion in the Health & Wellness category for 'Magnif-eye' with 1001 Optometry.
VML creative's Charlie Dejean and Andrew Bao have taken to Cannes, spending most of their few days doing equal parts travelling, rehearsing and trying to survive the jet lag.
VML Melbourne & Sydney group executive creative director, Richard Williams, told AdNews that after wrapping up presenting Magnif-Eye to the Innovation Lions jury, the Silver Lion was followed by a well-earned drink and finally being able to enjoy a bit of Cannes without another presentation hanging over their heads.
"That said, we'll save the proper celebration until they're back home," Williams told AdNews.
"A win like this belongs to a lot of people, and we'd much rather get the whole team together than try to celebrate through photos and WhatsApp messages from the other side of the world.”
Health & Wellness had 889 entries this year with 31 Lions awarded.
The agency was also shortlisted across numerous categories including Digital Craft, Creative Data and Brand Experience & Activation.
Williams believes the jury responded to the simplicity for Magnif-Eye.
"Nearly every parent takes hundreds of photos of their children but the photos just sit on their phones. Magnif-Eye takes this behaviour and turns these photos into a way of spotting potential signs of myopia earlier," he said.
"The jury no doubt also appreciated that every facet of Magnif-eye was considered, from the kid friendly design, the emphasis on privacy and security, the ease of the technology and the direct link to a booking at 1001 Optometry.”
Williams said that what stands out for VML is the tension at the heart of the campaign.
"Parents take their children to the dentist, they take them to the doctor but they don’t take them to the optometrist until something is wrong," he said.
"This disrupts that behaviour with a user friendly, unarguable piece of technology. Myopia is a huge problem in our society and ideas like this help to combat it.
"Juries this year will undoubtedly be seeing so many ideas shouting about AI, but for many AI will be the idea not bettering it.
"What stood out about Magnif-eye is that it followed the philosophy that the best innovation doesn't make people marvel at the technology. It makes them forget it's there."
'Sunburnt Car' by TBWA\Sydney for MYCAR takes home one gold Outdoor Lion and one silver Industry Craft Lion.
The agency also has numerous shortlisted entries for the campaign in the Brand Experience and Activation, Design, PR and Industry Craft categories.
Between a busy day of celebration and work deadlines, creative director Archana Murugaser told AdNews that they'll be enjoying all the food (French) and all the drinks (Rosé) for now.
"And then group hugging when the team is all back together," Murugaser said.
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