"Cops" was part of the Polo "small but tough" campaign. Piyush Pandey, the jury president and the executive chairman and national creative director of Ogilvy & Mather India, said: "There were three contenders for the Press Grand Prix; what we looked at in the end was pure simplicity."
The Press and Outdoor jury awarded the Grand Prix in the outdoor category to J. Walter Thompson Kuala Lumpur for an ambient campaign for Malaysian television's new broadcaster, Channel Nine.
JWT's "missile car", featured a truck which trailed three missile-shaped balloons behind it, seemingly chasing the vehicle.
The juror Gavin Kellet, the head of copy at Publicis London, said: "It's the freshest idea I've ever seen for a news channel. It was a wry look at the way news reports are given to us these days and a fresh way of dealing with what would have been a very difficult brief."
The campaign narrowly beat TBWA\Tokyo's "vertical football" execution for Adidas, which won a gold Lion in the Outdoor awards.
DDB London was the only UK agency to win gold in the Press and Outdoor awards, also taking a gold for the outdoor execution of "cops".
Lowe London's print work for Nestle Quality Street and Saatchi & Saatchi London's executions for the erotic retailer Coco de Mer, both hotly tipped for gold awards, had to make do with silvers.
Abbott Mead Vickers BBDO's Snickers print campaign and Rainey Kelly Campbell Roalfe/Y&R's work for Dualit were given bronze awards.
The Cyber Lions jury confounded Grand Prix predictions by passing over the Viral Factory's "Trojan Games" and Crispin Porter & Bogusky's "subservient chicken" website for Burger King.
It awarded the Grand Prix to NEC Ecotonoha Project by NEC Media Products for NEC Corporation, Japan, and San Silvestre Vallecana by Doubleyou for American Nike.
"Trojan Games" and "subservient chicken" both picked up golds, however.