Traktor, the Swedish collective who've starred on shots with more regularity than any other in the past year, threw a party in Cannes on Saturday night, just hours after they won advertising's highest accolade, the Cannes Lions Grand Prix.
The Swedish team won the prize with dream ticket collaborators, American agency Cliff Freeman and Partners New York and brilliant client Fox Sports. Copy on the campaign runs: "Sports news from the only region you care about. Yours." The four spots, India, Russia, Turkey, and China, are filmed on lo-fi video and feature obscure fictional sports broadcast in far-flung corners of the world. Copywriter was Dan Morales, art director Rossana Bardales. (See our latest issue shots 65 for all the major winners).
Leo Burnett's Bear for John West's Salmon, widely tipped by our creative directors survey to win the big prize, won a Gold Lion. Some observers believe that the panel was reluctant to give the Grand Prix to a single film, instead wanting to reward a campaign.
Cliff Freeman's further work for Fox Sports, Utah, San Antonio, LA and New York, directed by Propaganda Satellite directors Kuntz and Maguire (profiled shots 65) also won gold for the campaign.
Fred & Farid's work for their former agency home CLM/BBDO Issy les Moulineaux for client Brandt won gold.
Also winning gold (in clothing category and for best use of music) was Gorgeous director Frank Budgen's Twist for Levi's Engineered Jeans (Bartle Bogle Hegarty). The director also picked up a gold for Hero's Return for Stella Artois beer (Lowe Lintas). Hungry Man's Emergency spot for Dr Pepper from London agency Mother won the London agency a prize.
Volkswagen's agencies scooped a hattrick of Gold Lions: Barcelona-based agency Tandem Campmany Guasch DDB for Amnesia for the Golf GTI, Boston agency Arnold Worldwide for Ransom for the Passat and BMP DDB London for Driving Test for Passat.
Jung von Matt Munich picked up a Gold for Magic Car for BMW motorbikes, directed by Paul Arden of Arden Sutherland Dodd. Leo Burnett won Gold for a campaign for McDonald's, Estate Agent, Plumber and Hansen, directed by Jeff Stark.
Further Gold Lion winners were Seal for Arcor's Macucas Biscuits from Diesel, Argentina (Agulla & Baccetti Buenos Aires), Different for the Special Olympics from H3O Films (J Walter Thompson London) - which was also awarded a special jury award by president Bob Isherwood as the spot, as a charity ad, was not eligible for the Grand Prix ), Borders for Medecins Sans Frontieres from Propaganda/Satellite (Advico Young & Rubicam Zurich), the Baseball Team campaign for the LA Dodgers from the A+R Group Los Angeles (Wongdoody Los Angeles), Neighbourhood and Cops for Pacific Bell from Independent Santa Monica (Goodby Silverstein & Partners San Francisco), Tool Shop and Formula 1 for Interflora Denmark from Bullet Productions (Robert/Boisen & Likeminded, Copenhagen), Braking for Pirelli from Oruga Films (Young & Rubicam Buenos Aires), Quick for Heinz from Blink Productions (Leo Burnett London), Doctor for Jack in the Box from @radical.media (Secret Weapon Marketing Santa Monica), Yawn for Telecom Argentina from Argentina Cine (Agulla & Baccetti), Prison for the Pedestrian Council of Australia from Silverscreen (Saatchi & Saatchi Sydney), and 100 People for the United Nations from Bonkers (TBWA/Campaign Company Amsterdam).
