MindShare was the media agency on the brief but, as was the case in half of the record 2,000 entries, it was the non-media outfit that entered the work into the festival.
The Grand Prix-winning campaign, "MMS" for AMF Pension, was one of a few that stood out in a batch of disappointing entries, the jury president, Dominic Proctor, the worldwide chief executive at MindShare London, said.
Only Bartle Bogle Hegarty (with a silver for "get in there" for Unilever's Lynx FX) and Nitro/MindShare (a bronze for "interactive cinema gaming" for the Volvo XC70) represented the UK.
That was despite the UK entering 150 ads, the third-highest number, after Germany with 300 and the US with 210.
"The quality clearly didn't match up," Proctor said.