Cannes Week - Direct goes political

Building on its recent trend of rewarding social projects as much as advertising, the Direct Grand Prix went to a political movement from India.

JWT India won for a full-page direct response ad that Bennett Coleman & Company's The Times of India ran in its paper, urging the educated middle class to stop complaining about the country and do something about it. It asked people to sign up by e-mail.

From the 34,000 people who registered, eight were selected in a Pop Idol-style contest and a winner chosen. He has been awarded a study scholarship and, amazingly, is now expected to run for Prime Minister.

Two gold Lions and one silver went to the UK - to JWT ("anti-slavery for MTV Foundation"), The Communications Agency ("give a few Bob" for The Prostate Cancer Research Foundation) and Ogilvy ("ashtray to vase" for Cancer Research UK).

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