Grey's New Zealand office was awarded the top Outdoor accolade in the household maintenance and pet products category with an execution for Kiwicare bug spray. TBWA/Paris won a Press Grand Prix for Sony PlayStation's "rebirth".
Abbott Mead Vickers BBDO made the best showing of UK agencies, scooping three gold Lions; two for its "two things at once" road-safety campaign for the Department of Transport and one for "opinion" for The Economist.
The jury was late in delivering the results after a Portuguese entry for the local bookstore Ferin was judged a "scam ad". The execution, by Leo Burnett Lisbon, was in line for the Press Grand Prix and its disqualification meant TBWA/Paris took the top Press award.
Wieden said: "This jury has been exceedingly tough on any questionable ads."
Regarding the winners, Wieden said: "The way Kiwi-care was advertised was quite unusual, especially for a retail product such as bug spray. And the PlayStation 2 work was a good example of a slightly new direction being taken with print. It had an emotional rather than logical positioning. These were brave but unanimous choices."
The other two gold-winning entries were D'Arcy's social workers recruitment campaign for the Department of Health and Hooper Galton's "age of terror" execution for Discovery Networks Europe.
In addition, TBWA/London took home a silver Lion for its "under construction" execution for five's Michael Jackson's Face documentary, and BMP DDB and Bartle Bogle Hegarty won bronzes for Heals and The National Union of Students respectively.
The press and poster juror John O'Keeffe, the executive creative director at BBH, said: "I think it's right to look for new directions, and these are often the most difficult to find. There's been some great work this year that's relied on tried-and-tested formulas and one or two pieces that were genuinely new and different, but no more than that."