The agency won the top prize in the Direct Lions for "Google Home of the Whopper", its ad containing a message designed to activate Google’s voice personal assistant, Home. The campaign also picked up a gold and a silver.
The stunt generated some controversy after Burger King edited its own Wikipedia entry so that any activated Home devices would read a predetermined script. But the move appeared to backfire after users of the site made their own, less favourable edits.
The award comes a day after David and Burger King picked up the Print & Publishing Grand Prix for "Flame-grilled since 1954". The brand is also this year’s Cannes Lions Creative Marketer of the Year.
There were four other golds for US agencies: two for McCann New York, for "Fearless girl"; one for Alma DDB, for the "Spanish Lessons" campaign for Netflix show Narcos; and one for CP&B Boulder, for Kraft Macaroni Cheese, "New and not improved".
Four other US agencies won a silver each: FCB Chicago, McCann New York, Saatchi & Saatchi New York and 180LA.
But just one of the 76 total awards went to a UK agency. Grey London picked up a bronze Lion for its "Swear jar" for Comic Relief.
Caution: contains many bad words
2017 Cannes Lions winners (UK agencies/companies)
Healthcare Lions (UK winners)
PR Lions (UK winners)
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