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Cannes Lions PR Award Winners 2013

18th June 2013


As we all know, the boundaries between PR and other marketing communications disciplines are coming down. I'm very much of the view that the market is coming the way of public relations, time will tell whether this is an opportunity or a threat for most PR agencies. Within this context, the winners (and losers) of the annual PR Lions makes interesting reading. To their credit, the jury managed to resist the temptation to bang PR agencies over the head about the the quality of their work this year. The jury seemed to agree that there was a trend of good evaluation practice within the PR agency entries, but that often the creativity of the ad agencies was more advanced than their PR agency equivilents. The judges reckoned that the winning campaigns showed an excellent strategic approach and that a major difference between the winning entries and everyone else was the importance of long term business objectives, as opposed to a "flash in the pan" approach. The jury commended the winners on their craftmenship of amplification, without relying on paid media. They also suggested that the best campigns incorprorated real human insight and that the best and most sharable content tended to be the most fun. That said, perhaps the biggest issue here is that most of the PR entries incorporated consumer work, there's very little volume of corporate and internal communications work entered. What constitues a pure PR agency is becoming less distinct, but, by my reckoning, about 17 out of the 90-odd Gold, Silver and Bronze PR Lions came from recognisable PR agencies. So clearly PR agencies are still not entering Cannes in large volumes, relative to the ad agencies. I caught up with the PR Lions jury president, Ketchum's David Gallagher and he gave me his thoughts on this year's entries: http://youtu.be/Yx1RmhFIDGk Congratulations should go to those agencies in the UK who won. Namely: Clarion, Brooklyn Brothers, Weber Shadwick, Once Voice, Golden Goose PR and Edelman And here are the winners of the Cannes PR Lions 2013:
Title Client Entrant / Agency Country Prize 
DUMB WAYS TO DIE METRO TRAINS McCANN MELBOURNE  AUSTRALIA Grand Prix 
MY MATTRESS SAVINGS BANK DES´S VCCP Madrid / EUROPAPRESS Madrid SPAIN Gold Lion
OREO DAILY TWIST MONDELEZ INTERNATIONAL DRAFTFCB New York USA Gold Lion
TUNDRA SPACE SHUTTLE ENDEAVOUR CAMPAIGN TOYOTA SAATCHI & SAATCHI LA  USA Gold Lion
METROPOLE TWEETPHONY METROPOLE ORKEST HAVAS WORLDWIDE AMSTERDAM  THE NETHERLANDS Gold Lion
SAME SEX MARRIAGE GOOGLE/TOUS UNIS POUR L'EGALITE OGILVY FRANCE Paris FRANCE Gold Lion
TREE CONCERT FRIENDS OF THE EARTH KETCHUM PLEON Berlin / BBDO GERMANY Düsseldorf GERMANY Gold Lion
IMMORTAL FANS SPORT CLUB RECIFE OGILVY BRASIL São Paulo BRAZIL Gold Lion
NO MEANS NO AMNESTY INTERNATIONAL NORWAY TRY/APT ADVERTISING AGENCY Oslo NORWAY Gold Lion
THE CANDIDATE HEINEKEN INTERNATIONAL PUBLICIS ITALY Milan ITALY Gold Lion
MAKE THE POLITICIANS WORK URA.RU CITY WEBSITE VOSKHOD Yekaterinburg RUSSIA Gold Lion
TOXIC TOURS GREENPEACE MEXICO CIRCUS DF Mexico City MEXICO Gold Lion
WE BELIEVE IN D&T - AVERTING A CRISIS THE DESIGN AND TECHNOLOGY ASSOCIATION WEBER SHANDWICK London UNITED KINGDOM Gold Lion
DUMB WAYS TO DIE METRO TRAINS McCANN MELBOURNE  AUSTRALIA Gold Lion
REAL BEAUTY SKETCHES UNILEVER OGILVY BRASIL São Paulo BRAZIL Gold Lion
MAKE THE POLITICIANS WORK URA.RU CITY WEBSITE VOSKHOD Yekaterinburg RUSSIA Gold Lion
AMAZING MINDREADER FEBELFIN DUVAL GUILLAUME MODEM Antwerp BELGIUM Gold Lion
WE ARE DAVID BAILEY SAMSUNG CHEIL UK  UNITED KINGDOM Gold Lion
PUTTING SEA CONTAINERS ON THE MAP THE DEERBROOK GROUP GOLDEN GOOSE PR Surrey UNITED KINGDOM Gold Lion
TUNDRA SPACE SHUTTLE ENDEAVOUR CAMPAIGN TOYOTA SAATCHI & SAATCHI LA  USA Gold Lion
REAL BEAUTY SKETCHES UNILEVER OGILVY BRASIL São Paulo BRAZIL Gold Lion
AXE MORNING AFTER PILLOW UNILEVER DDB LATINA PUERTO RICO San Juan PUERTO RICO Silver  Lion
DUREXPERIMENT FUNDAWEAR RECKITT BENCKISER HAVAS WORLDWIDE AUSTRALIA North Sydney / FRANK PR SYDNEY  AUSTRALIA Silver  Lion
ADOPT A POTHOLE PROJECT APOLLO TYRES PUBLICIS COMMUNICATIONS Gurgaon INDIA Silver  Lion
SOLAR CHARGING DUMMIES SPIES TRAVELS ROBERT/BOISEN & LIKE-MINDED Copenhagen DENMARK Silver  Lion
BRIDGE OF LIFE SAMSUNG LIFE INSURANCE CHEIL WORLDWIDE Seoul SOUTH KOREA Silver  Lion
EXPERIENCE: HALO FOR HALO 4 MICROSOFT EDELMAN London UNITED KINGDOM Silver  Lion
WAITING. FOR SEVEN YEARS. FOUNDATION “FOR LIFE – FOR ORGAN DONATION” OGILVY GERMANY Frankfurt GERMANY Silver  Lion
DRIVING DOGS SPCA NEW ZEALAND DRAFTFCB NEW ZEALAND Auckland NEW ZEALAND Silver  Lion
THE MOST POWERFUL ARM EVER INVENTED SAVE OUR SONS & DUCHENNE FOUNDATION RED AGENCY Sydney AUSTRALIA Silver  Lion
DAYS OF HOPE DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIALWERKE PFARRER SIEBER, POLSKI CZERWONY KRZYZ SAATCHI & SAATCHI  Berlin GERMANY Silver  Lion
A BOY AND HIS ATOM: THE WORLD’S SMALLEST MOVIE IBM OGILVY NEW YORK  USA Silver  Lion
NO NAME MATCH UNICEF ONIRIA/TBWA Asuncion PARAGUAY Silver  Lion
FOLLOW2UNFOLLOW PUERTO RICO GOVERNMENT STARCOM MEDIAVEST GROUP San Juan PUERTO RICO Silver  Lion
SMOKING KID THAI HEALTH PROMOTION FOUNDATION OGILVY & MATHER Bangkok THAILAND Silver  Lion
MY BLOOD IS RED AND BLACK HEMOBA / ESPORTE CLUBE VITÓRIA LEO BURNETT TAILOR MADE São Paulo BRAZIL Silver  Lion
DONATE YOUR FACEBOOK TIMELINE ALZHEIMER'S DISEASE INTERNATIONAL OGILVY GROUP Brussels BELGIUM Silver  Lion
CIVIL RIGHTS CIVIL RIGHTS DEFENDERS PRIME Stockholm SWEDEN Silver  Lion
CENSORED TWEET AMNESTY INTERNATIONAL DDB BRASIL São Paulo BRAZIL Silver  Lion
WAITING. FOR SEVEN YEARS. FOUNDATION “FOR LIFE – FOR ORGAN DONATION” OGILVY GERMANY Frankfurt GERMANY Silver  Lion
UPPER CLASS PARK BENCH VIRGIN ATLANTIC AIRWAYS Y&R New York USA Silver  Lion
FAIR GO BRO VIRGIN MOBILE AUSTRALIA ONE GREEN BEAN Sydney / HAVAS WORLDWIDE AUSTRALIA North Sydney AUSTRALIA Silver  Lion
DEFORESTED FIELD WWF GREY 141 GROUP São Paulo BRAZIL Silver  Lion
DAYS OF HOPE DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIALWERKE PFARRER SIEBER, POLSKI CZERWONY KRZYZ SAATCHI & SAATCHI  Berlin GERMANY Silver  Lion
INMESSIONANTE PEPSICO ARGENTINA ADVERPR Buenos Aires / BBDO ARGENTINA Buenos Aires ARGENTINA Silver  Lion
MY MATTRESS SAVINGS BANK DES´S VCCP Madrid / EUROPAPRESS Madrid SPAIN Silver  Lion
EXPERIENCE: HALO FOR HALO 4 MICROSOFT EDELMAN London UNITED KINGDOM Silver  Lion
THE BREAD OF MEMORY AMIA OGILVY & MATHER ARGENTINA Buenos Aires ARGENTINA Silver  Lion
MAKE IT TO MUSE STUDIO BRUSSELS MORTIERBRIGADE Brussels / VRT Brussels BELGIUM Silver  Lion
DAYS OF HOPE DIAKONIE FRANKFURT & PARTNERS, SAMUSOCIAL, SPRAVEDLIVAYA POMOSCH, SHELTER, SOZIALWERKE PFARRER SIEBER, POLSKI CZERWONY KRZYZ SAATCHI & SAATCHI  Berlin GERMANY Silver  Lion
NATIONAL NIGHT PERFETTI VAN MELLE BBH ASIA PACIFIC Singapore SINGAPORE Bronze Lion
TOASTIE KNIFE WARBURTONS CLARION COMMUNICATIONS London UNITED KINGDOM Bronze Lion
VOICE DRIVER NISSAN TBWAHAKUHODO Tokyo JAPAN Bronze Lion
THE AUDIOGUIDE PROJECT TOCHKA G Y&R RUSSIA Moscow RUSSIA Bronze Lion
ICELAND BY ANOTHER NAME PROMOTE ICELAND THE BROOKLYN BROTHERS London UNITED KINGDOM Bronze Lion
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