Saatchi & Saatchi won at the International Advertising Festival for its risque campaign for 18-30, managing to edge out cdp-travissully's work for Hamlet Miniatures Cigars, which secured a Gold Lion.
The Club 18-30 work also picked up a gold in the travel and leisure category. Further Saatchis golds were for its Multiple Sclerosis campaign and its work for the sex shop Coco de Mer, which won in the retail category.
Olivier Altmann, chief creative officer of France's BDDP & Fils, explained the jury's decision to award Club 18-30. "They were fresh, enjoyable and enthusiastic. You can stay in front of them for 10 minutes and have a deep relationship with each ad," he said.
Dave Droga, executive creative director of Saatchi & Saatchi, said of the Club 18-30 win: "It shows that everybody on the jury has a wicked side. It's appropriate to win here where it's all about the sun and the beach."
For the first year, the festival organisers introduced a second Grand Prix to the press and poster awards in the special outdoor category. The award went to Leo Burnett Oslo for its work for the Oslo Piercing Studio. Franz Prenner, chief executive of the Advertising Festival, said the second Grand Prix category was formed on the recommendation of JCDecaux. He explained: "There's a big difference in the creative solution of an outdoor ad and a press ad."
Other UK winners were Abbott Mead Vickers BBDO for its work for The Economist, which picked up a Silver Lion. D'Arcy won a Gold Lion for its social work recruitment campaign for COI Communications, while M&C Saatchi's campaign for Thomas Pink secured a bronze award.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.