The big winners were Adam & Eve/DDB, predominantly for the Harvey Nichols "sorry, I spent it on myself" Christmas work, and OgilvyOne, for its "magic of flying" campaign for British Airways. "Magic of flying" was a product of the creative technology account OgilvyOne retained when BA’s customer-loyalty business moved to Bartle Bogle Hegarty in March.
The UK has continued to perform well in Creative Effectiveness, picking up three of the seven Lions. However, in Radio, the UK only received two nominations, down from 12 in 2013 and 21 in 2012. Publicis London, meanwhile, has already won six Lions for its "fuck the poor" ad for The Pilion Trust.
Creative Effectiveness
The three UK agencies that won Creative Effectiveness Lions were Wieden & Kennedy, Ogilvy & Mather and Publicis London. They were honoured for their work on Arla Foods’ Lurpak, Expedia and the charity Depaul UK respectively.
Direct
OgilvyOne won the Direct Lion Grand Prix for "magic of flying". Adam & Eve/DDB’s "sorry, I spent it on myself" also caught the eye of the judging panel, winning a gold.AIS London received a silver for "I wish my son had cancer" for Harrison’s Fund. Publicis London’s "fuck the poor" won silver and bronze Lions, while Leo Burnett scooped two bronzes for "second chance" for Business in the Community.
Media
PHD and OgilvyOne triumphed in Media, each winning two gold Lions. PHD received both for its Lego ad break for The Lego Movie; OgilvyOne’s were for "magic of flying". R/GA London also bagged a gold for "the Beats pills" for Beats By Dr Dre.Publicis London claimed a silver for "fuck the poor", while Ogilvy & Mather London picked up a pair of bronzes for "travel your Tweet interesting" for Expedia. Another UK bronze went to OMD UK for "the book that made me" for Waterstones.
Mobile
McCann London won the UK’s only silver Mobile Lion, for its "friend compass" work for the travel comparison site Momondo. Two bronze awards went to R/GA for "Beats Music" and JWT London for "Android KitKat".
Outdoor
Adam & Eve/DDB captured an impressive nine Outdoor golds: six for Harvey Nichols and three for Marmite. OgilvyOne and TBWA\London also picked up a gold Lion apiece, for "magic of flying" and Adidas "jump store" respectively. TBWA won a further two silvers and a bronze for other executions for the sports brand. The judges awarded OMD UK, Talon Outdoor and Abbott Mead Vickers BBDO a bronze Lion for "unbelievable" for Pepsi Max. AMV BBDO also landed a trio of bronzes for Guinness.
PR
The UK received three PR Lions, including silvers for TBWA\London’s "jump store" and JWT London’s "Android KitKat". HSBC London was presented with a bronze for the "HSBC Now" web TV series. The Grand Prix went to Chipotle for "the scarecrow".
Promo & Activation
Adam & Eve/DDB picked up the Grand Prix as well as two golds for "sorry, I spent it on myself". As well as traditional advertising, the campaign included a range of budget products, such as elastic bands, that people could buy as presents in Harvey Nichols stores. The agency also netted a bronze Lion for "front row" for Google+. OgilvyOne’s "magic of flying" won one gold and two bronze Lions, while Publicis London’s "fuck the poor" landed two silvers.
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