The three executions -- "bar", "pool" and "beach" -- show, at first glance, young people enjoying themselves at these respective locations. However, on closer inspection, the figures in the ads are positioned so they appear to be groping each other or performing sexual acts.
As well as winning the top prize at the Press & Outdoor awards, Saatchi & Saatchi won three Gold Lions, one Silver and one Bronze, for work on the sex shop Coco de Mer and for the Multiple Sclerosis society.
When it came to claiming Gold Lions, the UK's advertising shops were leading the charge at the Press & Outdoor awards this year, winning a total of seven Gold Lions. Spain won four, and the US and Brazil each won three. However, US agencies picked up the most overall, with a total of 14 Lions making their way back to the States.
Other ads to win were J Walter Thompson New York's campaign for Malibu and Wieden & Kennedy's "Enjoy the weather" campaign for Nike.
The Club 18-30 spots have already won awards in the UK, including 北京赛车pk10's Best Press Advertising award.
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