The campaign was praised by judges for its insight into orthodox Jewish culture and for reaching a wide audience in a country where 15% of the population does not watch television. It encouraged people to donate spare clothes that were washed using Biomat in mobile washing machines mounted on lorries.
In the end the top media prize came down to MediaCom Tel Aviv and Austrian agency Wien Nord Pilz, for its work on the Liechtenstein Museum.
Other successes were General Motor's giveaway of 276 Pontiacs on 'The Oprah Winfrey Show', which garnered worldwide headlines for the company, along with a Gold Lion for Publicis Groupe-owned media agency GM Networks. It was the only US win.
Among UK agencies, ZenithOptimedia scooped a Media Lion, winning in the Best Use of Sponsorship category for work on HP's Discovery Channel sponsorship, which saw the company's imaging products used to help dramatise events from World War II.
No country dominated the event, with Japan's four winners making it the most awarded nation.
Colombia scored two Media Lions: one for a campaign for Axe, where magazine readers could remove a model's top; and another for Clorox washing detergent, which saw the colour drain from a television ad.
Mark Stewart, executive vice-president and chief strategy officer of Universal McCann and media jury president, said: "The scope of the winning work represents the absolute best of the industry from the expanded universe of media.
"As a result of the quality of the entries, we awarded 20 Lions, four more than last year."
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