The ad, which questions distorted notions of beauty, won the viral Grand Prix. The two other Grands Prix were scooped by Nike+ from R/GA, New York, which took the top prize for online advertising and Farfar Stockholm's "Heidi's 15MB of fame" for Diesel, which claimed the Grand Prix in the website and interactive campaigns sub-sector.
Profero was the only UK agency to bag one of the ten golds, for Mini "follow the white rabbit". Mini was also the client in the UK's only silver-winning campaign, "tug" by glue London.
Glue London was the most-awarded UK agency, picking up an additional two bronzes, for the Royal Navy "Get the message" and Coca-Cola "Boyband".
JWT, with "idiots" for MTV/Autotrader, and Preloaded, with "CDX" for BBC History, were the other UK-based bronze winners.