The work, which showed people taking on foolish stunts, picked up the top prize due to its willingness to take risks and get people talking, according to Tay Guan Hin, the president of the jury.
The second Grand Prix went to the Argentinean agency Del Campo/Nazca Saatchi & Saatchi, for its Andes Teletransporter campaign for Cerveza Andes Beer, which allowed men to spend longer in the pub by helping them convince their girlfriends that they were tied up somewhere else.
There was also some success in the category for UK agencies, with JWT London scooping two Gold Lions, the first for its Yes/No campaign for Kleenex, and the second for its Snow Stamp work to promote Nestle’s Polo brand.
Saatchi & Saatchi London also won Gold, triumphing thanks to its Singalong campaign for T-Mobile.
The remaining UK agencies to see success were Rainey Kelly Campbell Roalfe/Y&R, which won silver for its work for the clothing store Shock and Soul, and M&C Saatchi, which picked up a Bronze for its Sandals campaign for Dixons.co.uk.
Despite overall entries being down, the quality of work this year was extremely high, Guan Hin said.
"We looked for work that used great, simple ideas that demonstrated that the brand understood its consumers."
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