The press and poster jury at the 44th Cannes International Advertising
Festival has compensated for the lack of awards in 1995 by handing out
38 gold lions, as well as a Grand Prix this year.
The jury president, Michael Conrad, said: ‘We set out to overcome a bad
1995 and I am convinced we did it.’
Visually interesting ads won across the board, and Japan scooped the
Grand Prix for a Volvo ad by Dentsu Young and Rubicam, that shows a
safety pin bent into the outline of a car. The catchline reads: ‘Volvo -
a car you can rely on.’
The UK bagged eight of the 38 golds. Bartle Bogle Hegarty won for
Boddingtons, M&C Saatchi for the Independent on Saturday, and the Leith
Agency for Irn-Bru. Saatchi and Saatchi came away with three golds, for
the ‘brains’ anti-racism ad, the Joint Israel Appeal, and the
controversial ‘read this you piece of shit’ ad for anti-slavery.
Leagas Delaney walked away with a gold for its work on the British
Television Advertising Awards, while Collett Dickenson Pearce’s
‘mannequin’ and ‘frog’ ads for Hamlet cigars also picked up golds.
Ten of the 46 silvers went to UK agencies including Knight Leach Delaney
for Mates Condoms; BBH for Levi’s White Tab and Tooheys Beer; M&C
Saatchi for Silk Cut; and Euro RSCG Wnek Gosper for the Sci-Fi Channel.
Silvers also went to Ammirati Puris Lintas for Mini; BMP DDB for Golf;
Leagas Delaney for Hyundai; and J. Walter Thompson for Polo. The UK also
picked up 19 out of the 55 bronze lions, with Lowe Howard-Spink, Young
and Rubicam, Leo Burnett, McCann-Erickson and Bates Dorland making the
roll of honour.
The jury sat until 2am before agreeing on all the 120 awards, and this
late-night sitting has prompted calls for a change in the judging system
Michael Conrad demanded an extra day for the task, which this year meant
looking through 4,500 ads, but the festival president, Roger Hatchuel,
said that the answer was to cancel the judges’ afternoon off.
Alex Taylor, the UK press and poster juror, said: ‘The first two days
were disappointing and I thought there were no good ads around, but it
went from one extreme to the other. I was pleasantly surprised by the
shortlist as it featured lots of humorous and visually exciting work.’