The Grand Prix, however, went to Young & Rubicam Sydney for its work for Jim Beam. Publicis Dialog picked up two gold Lions for its work for the homeless charity the Depaul Trust. The campaign, called "choices", won in the non-profit organisation category and alternative media category.
Harrison Troughton Wunderman picked up a gold award for its "ambient event" for Xerox in the alternative media category. The agency also scooped a silver award for its IBM Financial Times mailer and a bronze for its M&G Investments campaign.
Another gold, this time in the financial products and services category, went to TBWA/GTT for its "plan from the Pru" campaign for the Prudential.
Craik Jones Watson Mitchell Voelkel was awarded a gold for its Gordon's Gin loyalty scheme and it also picked up a bronze Lion for its "don't be a local" work for Young Person's Railcard.
The awards were dominated by work from the UK, Germany and Spain, which altogether accounted for almost 50 per cent of the entries.
Daniel Morel, Wunderman's chairman and chief executive and chairman of the Direct jury, said of the Grand Prix winner: "Our industry is known for performance but it needs to demonstrate that we have a human touch. That campaign shows you don't have to be boring in direct marketing. It was full of humour and human connection."