To promote the Art Institute of Chicago’s 2016 van Gogh exhibit, Leo Burnett built a full-scale model of the Dutch master’s The bedroom and listed it on Airbnb as a place for people to stay the night.
The room was built as a physical version of van Gogh’s famous bedroom in Arles and featured the tagline "Let yourself in".
"Van Gogh's bedrooms: let yourself in" was also awarded a silver Lion.
Adam & Eve/DDB picked up two of the three Lions given to UK agencies this year, including a silver for John Lewis’ 2015 Christmas ad, "The man on the moon", in which a girl sends a telescope into space to cheer up a lonely old man.
The Omnicom agency was also awarded a bronze for "Tiny dancer" (above), its cute spot for John Lewis Insurance in which a young girl dances around the house.
Engine picked up a bronze too for "Missing type", its multi-channel campaign created by WCRS in which brands agreed to drop letters from their logos in order to encourage people to give blood for NHS Blood and Transplant.
Other Lion-winning US agencies were Johannes Leonardo, which picked up a bronze for Adidas Original’ "Your future is not mine" , and Energy BBDO which also won bronze for Wrigleys Extra’s "Sarah & Juan".