Despite a poorer showing than last year in terms of the number of nominations, the 10 Lions collected by Ogilvy & Mather London, Adam & Eve/DDB London and Bartle Bogle Hegarty London topped 2012's six award-winning entries.
However, it was McCann Melbourne's ubiquitous "dumb ways to die" that took the plaudits, carrying home its third top prize and extending the UK's wait for its first Grand Prix of this year's Cannes Festival.
O&M London's "auto tune", "big smacking kiss" and "smile" executions, from its campaign for Unilever's Dove brand, contributed five of its eight Lions, including a Gold Lion for "auto tune" and two silvers apiece for "big smacking kiss" and "smile".
Its three other Silver Lions included two for "soldier" and "cop" from its digital video monitor campaign for Philips and one for its "post mortem" work for WWF.
A&E/DDB and BBH both hit the mark with their single shortlisted entries, which were respectively "mysteries of the universe" for Volkswagen and "how many?" for Weetabix, both of which collected Bronze Lions.
Abbott Mead Vickers BBDO was the only shortlisted UK agency to miss out.
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