JWT Shanghai picked up the Grand Prix for its "heaven & hell" campaign for luggage brand Samsonite.
The work demonstrated how a Samsonite suitcase can withstand the "hellish" strain forced upon it during a flight, an ordeal its owner is unaware of as he relaxes in First Class.
Tony Granger, the global chief creative officer of Y&R and president of the Press Jury, said: "Not only was the idea for the Samsonite campaign terrific, it was executed beautifully too."
RKCR/Y&R won a Press Silver Lions for the second year running, this time for its "passport stamps" ad for Land Rover.
DDB's bronze was awarded for its "summer sale" campaign for Harvey Nichols, a brand that regularly features among the awards in this category.
Overall, 99 Press Lions were handed out, including 10 Golds and 36 Silvers. For the second year running, it was the South American work that really stood out, with Brazil being the most-awarded country and scooping 20 Lions.
Following close behind was Argentina, with Germany carrying the flag for Europe in third place.
The UK's performance is all the more disappointing considering its strong showing in the category last year.
That time around, M&C Saatchi, Bartle Bogle Hegarty and DDB UK all won Golds, while RKCR/Y&R, JWT London and Abbott Mead Vickers BBDO also picked up Lions.