Outdoor, Digital Craft, Design, PR & More

In the third awards show of the week, winners of the Creative Effectiveness, Design, Outdoor and PR Lions were announced, alongside Product Design and the newly created Digital Craft Lions category.

Digital Craft

Of the 1,148 entries in the brand new Digital Craft category - which celebrates the skill and artistry in omni-channel digital creativity, from desktop to mobile to virtual reality - 50 Lions were awarded.

The inaugural Grand Prix went to Paris boutique agency 84.Paris for Because Recollection for Because Music - work which jury president Wesley ter Haar, founder & COO, MediaMonks, described as a perfect way to launch the Lion.

Gold Lions were also awarded to German agency Jung von Matt Hamburg for Falter Inferno and to Google New York for its Chrome Music Lab.

Creative Effectiveness

From 109 entries in the category, 13 Lions were awarded and the Grand Prix went to adam&eveDDB for John Lewis' Monty’s Christmas, featuring everyone's favourite CGI penguin. “The winner epitomises the very best of creative effectiveness. It’s heartwarming work that uses creativity to drive exceptional results and profit growth,” said jury president Andrew Robertson, global CEO, BBDO.

Outdoor

In the Outdoor category, Colenso BBDO's Brewtroleum for Heineken New Zealand continued its run of success by picking up the Grand Prix, with jury president, Ricardo John, CCO of J. Walter Thompson, saying the campaign "proved that outdoor has no boundaries. To make gas out of beer? That's unbelievable! It proves that agencies are going deeper and solving clients’ business problems with creativity.”

McCann London's Survival Billboard for XBox UK [below] was one of 54 gold Lions awarded in the category, though DDB Auckland's hotly-tipped tableaux vivant for Sky Television New Zealand, Forgotten Soldiers, only secured a silver. In total, 129 Lions were awarded from 5,367 entries.

For expert insight on the Outdoor category, see our interview with DDB's Alexander Kalchev.

PR

Despite a total of 84 Lions being awarded, yet again a dedicated PR agency failed to scoop the top prize in the category. Instead the Grand Prix went to Forsman & Bodenfors for The Organic Effect for Swedish supermarket chain Coop. “We wanted to find a winner that truly earned attention and was social by design - one that was driven by a simple but powerful idea and delivered stellar results,” said jury president, John Clinton, chair, Canada, North American head of creative and content, Edelman.

Design

With 104 Lions awarded from a total of 2,856 entries, top honours in the Design category went to Panasonic Life is Electric by DENTSU INC Tokyo, selected for its "creative bravery".

Product Design

Finally, out of only 11 Lions awarded in the Product Design category, Google Creative Lab London scooped the Grand Prix with its Jacquard project, below.