The campaign, which included TV spots in Sex and the City and Friends, claims to have achieved 400 per cent above Magnum's sales target.
John Perriss, the chief executive of Zenith Optimedia Group and the jury president, revealed that the Media Lions judges had been encouraged to think about results. "We are not looking for work that is innovative for its own sake; we are looking for great ideas that work, he said.
Naked won the Best use of Internet/New-Media Lion for its Warholiser campaign, conceived by Pete Lien and Ben Milligan, highlighting the Andy Warhol exhibition at Tate Modern. The campaign featured uploaded pictures from the public which had been scanned on to the site and reproduced online in Warhol's bright and recognisable style.
OMD London won the special event/stunt category with a stunt for Duracell Ultra M3, devised by Sharn Prime, the agency's international business director, in which the chimneys of Battersea power station were wrapped in the black and gold Duracell battery livery.
Despite agreement on the Grand Prix, there was some discontent over the decision not to award Fallon's BMWfilms.com. The site recently won a gold in the integrated branding category at New York's One Show festival. Dene Callas, the MediaCom US co-managing director and chief strategic officer, felt that it should be awarded, describing it as "brilliant".
Yet other judges felt that it wasn't a media strategy. The managing director of Media Direction - OMD Johannesburg, Gordon Muller, said: "It was entered as a web campaign. If it had been entered as a campaign in its totality, it would have been treated differently."
However, Nick Brien, the president of corporate business development at Starcom MediaVest Group, described it as impossible to categorise as it was "so pioneering".