Pinoys roar at Cannes Lions 2013

MANILA, Philippines – Pinoy pride fueled an overflow of creative juices as Filipinos took home the top awards in the 60th Cannes Lions International Festival of Creativity.

DM9JaymeSyfu, JWT Manila, Y&R Philippines, and Ace Saatchi & Saatchi took home a total of 8 Lions in different categories, with campaigns ranging from public service to ambient media.

Touted as the world’s biggest celebration of creativity in communications, the Cannes Lions is an annual gathering of advertisers and marketing professionals. Each year, tens of thousands of delegates from over 90 countries convene to celebrate their industry and compete to take home the coveted Lions.

Pinoy Lions

DM9’s campaign for Smart Communications was awarded the country’s first Mobile Lions Grand Prix, the highest distinction in the category, for its literacy campaign via mobile technology, “Smart TXTBKS.”

JWT Manila was awarded a Gold Lion in the Outdoor Lions category for its Energizer Schick Icons poster campaign. The campaign marketed the men’s razor brand through black and white graphics (the lead photo of this report) portraying such icons as Charlie Chaplin, Salvador Dali, the Guy Fawkes mask and Mr. T.

The jurors were impressed by the ad. In an interview with Adobo Magazine, Tony Granger, who presided over the Outdoor Lions category, said he found the image “striking and immediate” and “a solid Gold Lion.” 

A member of the JWT team, art director Danielle Lim, expressed elation over the news. She noted that the outdoor category is “one of the toughest” in the competition. 

Y&R Philippines‘ earned 3 Lions for Maynilad Water’s “Dengue Bottle” campaign – a silver in the media category and two Bronze Lions in the outdoor category and the promo and activation category.

Ace Saatchi & Saatchi‘s “Screen-Age Love Story,” a campaign for PLDT MyDSL presenting the personal side of digital communication, won a silver and a bronze in the media category, while its Ariel “Olympic Shirt Flag,” upholding nationalism and Pinoy Pride, was awarded a bronze.

Watch the highlights of the festival here:

– Rappler.com