I DO won the award for its work to promote the Flemish business publication De Tijd's pensions brochures. HR managers were sent a handwritten job application letter from an 84-year-old man called Cyriel van Steenbergen.
The copy on the last page of the pack read: "Save your employees from having to do like Cyriel. Prevent them from having to look for a job when they retire. Offer your employees our brochure now."
UK agencies picked up three gold Lions this year. 20:20 London took home two for its 24 the Game direct mail pack for Sony PlayStation2, while Leo Burnett won one for its "cameraphone" film for Teen Road Safety.
Crispin Porter won the Promo gong with a campaign for Volkswagen for the launch of the Golf GTi mark V.
Scholz & Friends Berlin won the 2006 Direct Agency of the Year award.