Cummins Nitro scoops Direct Grand Prix for Tourism Queensland

CANNES - After picking up the Grand Prix in the PR Lions, the 'Best job in the world' campaign for Tourism Queensland has also scooped the honour in the Direct Lions.

Cummins Nitro: Tourism Queensland work
Cummins Nitro: Tourism Queensland work

The only award for the UK came in the shape of T-Mobile's 'Dance' by Saatchi & Saatchi, which picked up a gold Lion.

David Sable, the jury president and vice-chairman and chief operating officer at Wunderman, said: "The T-Mobile campaign was outstanding and had a huge commercial connection like any good direct campaign should."

He then said of the winner, which was created by Cummins Nitro in Brisbane: "It is almost the perfect direct campaign because it started with the simplest and most basic DM ad of all – a want ad. Basic best practice relationship management."

The category saw its entries down by almost 20% compared with this time last year and the jurors said that they had noticed a distinct lack of entries in flat mailers and direct response press.

Sable said he thought that this was down to agencies being almost embarrassed to put them in, in case they "look old-fashioned". Darren Kay, the joint executive creative director of TMW, said that the bread and butter media "were being replaced because everyone was intent on creating digital, digital, digital".

However, Sable pointed out that campaigns that looked to have digital bolted on, or direct added on to a digital campaign as an afterthought, were dismissed.

Read more from Campaign in Cannes

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published