As Saatchi & Saatchi Amsterdam has pointed out, the E18.5 million spent on submissions could have paid for 6,167 real lions. But if the pains of entry costs are being felt by UK agencies (which, at the time of writing, have yet to pick up a Grand Prix), McCann Melbourne, whose "dumb ways to die" campaign is proving a favourite, no doubt feels the sacrifices have been worthwhile.
AKQA London’s "Nike+ Kinect Training" campaign and Rubber Republic’s "the truth" spot for Bodyform won gold Lions in the Cyber category. Google Creative Lab London and AKQA each won a silver, while Wieden & Kennedy London picked up two of the five bronze Lions awarded to UK agencies.
Ogilvy & Mather London led the way for UK agencies in the Radio category, picking up a gold and four silvers for its work for Dove, as well as two silvers for Philips and another for the WWF. Adam & Eve/DDB won a bronze for its "mysteries of the universe" spot for Volkswagen and Bartle Bogle Hegarty landed a bronze for Weetabix. McCann Melbourne won the Grand Prix for its "dumb ways to die" spot for Metro Trains.
UK agencies were almost overlooked in the Press category. However, Bartle Bogle Hegarty’s "Maggiemite" ad for The Guardian won a silver Lion, while Adam & Eve/DDB picked up three bronze awards for its "city emer-gency break" campaign for Volkswagen.
Ogilvy & Mather London was the only UK agency to land golds in the Outdoor category, winning eight for its campaign for Expedia. Abbott Mead Vickers BBDO London secured three silvers for its Whiskas posters, while Adam & Eve/DDB captured two more for its Harvey Nichols work, as well as a pair of bronze Lions. Other UK agencies to win bronze Lions were The Assembly Network and DLKW Lowe. As a network, Ogilvy won golds for four separate campaigns and the Grand Prix.
UK agencies were ignored in the Innovation category. Only four awards were handed out, including the Grand Prix to The Barbarian Group.
UK agencies won one gold, one silver and one bronze in Mobile. SapientNitro picked up the gold for "Get Cash" for the Royal Bank of Scotland, Nimbletank London landed a silver for its own website and Grey London captured a bronze for "mini Vinnie" for the British Heart Foundation.
UK agencies scooped 12 of the 115 Lions in Media, but only took home one gold (Mindshare for "Kleenex catches colds"). Gravity Road, OMD UK, Maxus, UM London and Carat London each won a silver, while six bronzes were awarded to UK agencies.
UK agencies landed just one silver and one bronze in Direct, despite having 11 on the shortlist. AKQA London claimed a silver for "Nike+ Kinect Training" and Leo Burnett London captured a bronze for "Pantone Queen".
Cheil UK picked up a gold Lion in the PR category for its "we are David Bailey" campaign for Samsung. McCann Melbourne landed the Grand Prix for "dumb ways to die".
Promo & Activation
The UK brought home five Lions in the Promo & Activation category, mostly thanks to Bartle Bogle Hegarty, which collected a gold, silver and bronze for its work for Axe/Lynx. Ogilvy Group also won a gold for "the power of cute" for the Royal Borough of Greenwich and Stinkdigital London scooped a silver for Red Stripe "make music in the corner shop".
Adam & Eve/DDB and Manning Gottlieb OMD London (for John Lewis) and Grey London (for the British Heart Foundation) both won Lions.