The campaign, which included TV spots in 'Sex and the City' and 'Friends', claims to have achieved 400% above Magnum's sales target.
John Perriss, chief executive of The Zenith Optimedia Group and jury president, revealed the Media Lions judges had been encouraged to think about results. He said: "We are not looking for work that is innovative for its own sake, we are looking for great ideas that work."
From the UK, Naked Communications picked up the best use of internet/new-media Lion for Tate Modern's Warholiser, and OMD London won the special events/stunts category for Duracell's Ultra M3.
Despite agreement on the Grand Prix, there was some discontent over the decision not to award Fallon’s BMWfilms.com. The site recently won best in show and best interactive campaign at New York's One Show festival. Dene Callas, co-managing director and chief strategic officer of MediaCom US, felt it should be awarded, describing it as "brilliant".
Yet other judges felt it was not a media strategy. Gordon Muller, managing director of Media Direction at OMD Johannesburg, said: "It was entered as a web campaign. If it had been entered as a campaign in its totality, it would have been treated differently." However, Nick Brien, president of corporate business development at Starcom MediaVest Group, described the site as impossible to categorise because it was "so pioneering".
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