Only two UK winners at inaugural PR Lions

By Suzanne Bidlake, campaignlive.co.uk, Monday, 22 June 2009 09:30PM

LONDON - A paltry 431 entries to the inaugural PR Lions were "disappointing" and largely due to a lack of awareness, according to the jury chairman Lord Tim Bell.

Bell ...Cannes PR Lions winners

Bell ...Cannes PR Lions winners

Just 56 submissions from the UK brought only two Lions – for Weber Shandwick, with "Pigs are worth it!" for BPEX pig industry prices, and for Resonate with "Beautiful game" for Sportech’s the new football pools. Resonate is a subsidiary of Chime Communications, of which Lord Bell is the chairman.

Read more from Campaign in Cannes

Tourism Queensland’s "best job in the world" campaign by CumminsNitro, Brisbane scooped the Grand Prix and two other PR Lions.

The stunt to promote the remote islands of the Great Barrier Reef by offering a job, complete with villa and plunge pool, was the best idea of any "by a long way" and an almost unanimous winner, Lord Bell said.

He added: "It’s an absolutely classic campaign. A single-minded idea that’s very simple and captured the world’s attention."

Almost 35,000 people from across the world applied for the job in 60 second videos posted to the Tourism Queensland website and the campaign is claimed to have generated the equivalent coverage to $150 million in media spend.

As this is the first year of PR Lions, there is no classification into Gold, Silver and Bronze prizes.

A notable feature of these awards was the broad reach of countries which entered, the jurors noted. A total of 48, including such places as the Lebanon, submitted work. Leo Burnett Beirut picked one of the 17 PR Lions awarded for "Khede Kasra", a women empowerment program for the Hariri Foundation.

Droga5’s "The Great Schlep" for the Jewish Council for Education and Research – recent winner of a D&AD Black Pencil – also bagged a PR Lion.

This article was first published on campaignlive.co.uk

Article tags:

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs