Direct Lions yields more awards for McCann, Adam & Eve/DDB and AMV BBDO

McCann London picked up the UK's only gold in the Direct Lions at Cannes for "Xbox design lab originals: the fanchise model".

The same campaign won the Grand Prix for the IPG agency last night in the Creative eCommerce category.

There were two silver winners from the UK: Adam & Eve/DDB for Marmite’s "Gene project", and Stink Studios (with Google Milan) for Yoox, "The most exclusive collection".

Both campaigns also won a bronze, while Adam & Eve/DDB got a second bronze for "Fifa 18: more than a game" for Electronic Arts. Abbott Mead Vickers BBDO also won a bronze for "Trash Isles", for Plastic Oceans and Lad Bible.

The Direct Grand Prix went to Sydney’s Host/Havas for "Palau pledge" for Palau Legacy Project.

From the US, Saatchi & Saatchi New York and Procter & Gamble won a gold and a silver for "It’s a Tide ad campaign", with McCann New York picking up the only other US gold for March for Our Lives – Parkland Students, "Price on our lives".

Area 23 won a silver and a bronze, as did DDB Chicago. Mother USA won a silver, while Barton F Graf and Fitzco/McCann each won a bronze.