And the jury was impressed with the variety of the work on show: "The canvas in outdoor was once flat, but now outdoor is life itself," Jon Williams, the chief digital officer of Grey EMEA, said.
"We’re moving into different and unchartered territories, which makes it very exciting. It’s where digital meets life and we’re seeing some great work because of that."
One of the campaigns to scoop the top prize was Anomaly New York’s Be Stupid work for Diesel. The result made all the more intriguing following the news earlier this month that the agency had resigned the account.
"If you look at the Best Job in the World campaign, that won loads of Grand Prix last year and still the account changed agencies too," Tay Guan Hin, the president of the jury and JWT Asia regional executive creative director, pointed out.
"We’re judging on the impact of the campaign – that was really all that was important – and Diesel created a huge amount of talk all over the world."
Williams added: "As jurors you’ve just got to judge what’s in front of you. You can’t take things like new business reviews into account; you block that out and just look at whether the campaign meets the criteria."