GLOBAL – November 5, 2013 – McCann Melbourne led the 2013 winners and finalists of the London International Awards, winning three Grand LIAs in Digital, Non-traditional and Integration for the Metro Trains – "Dumb Ways to Die" Campaign. McCann Melbourne was also awarded Agency of the Year at the 2013 LIA, which was held in Las Vegas.
The winning campaign combines cute animated visuals with an infectious original song to drive home its message of being cautious around trains.
The campaign has been a success on the global awards circuit, picking up several top awards, including the Grand Prix for Radio and five Gold Lions at Cannes.
Other 2013 Grand LIA Winners were:
• Wieden+Kennedy New York – TV/Cinema/Online Film for Southern Comfort
titled "Whatever’s Comfortable – Beach"
• ShootMedia, London – TV/Cinema/Online Film – Production | Post-Production
for ChildLine titled "It Follows Me Around"
• serviceplan, Munich – Design for Auchan titled "The Selfscan Report"
• Memac Ogilvy & Mather, Dubai -Radio for Sawa Mninjah – Rescue Radio –
"The Rescue Continues Campaign"
‘Of The Year Awards’
Meanwhile, LIA awarded five of the coveted ‘Of The Year Awards’, which were decided based on the outstanding work chosen by the Juries across all media.
Network of the Year: Ogilvy
Agency of the Year: McCann Melbourne, Melbourne
Design and Package Design Company: serviceplan, Munich
Radio and Audio: Eardrum Australia, Sydney
Music and Sound Design Company: Song Zu
"The Juries, led by their respective Jury Presidents, viewed and scored every entry within their Medium ensuring that all the work was judging equally. They concluded with final discussions to determine Grand LIAs, Statue Winners and Finalists," LIA said in a press release.
Three agencies from the Philippines brought home awards, with DM9JaymeSyfu/di9it winning two gold statues for the Smart "TXTBKS" campaign.
Of the 15,881 submissions, from 77 countries, less than 6 percent (5.5 percent) attained Shortlist status.
Of those elite selections, only 0.7 percent won Gold Statues; 1.2 percent Silver Statues; 1.4 percent Bronze Statues and 1.7 percent Finalist.
"The vast number of submissions reflects the prestige and explosive growth of the London International Awards since its inception in 1986 when only 2,600 submissions were entered," LIA said.
LIA released the list of 2013 winners and finalists on November 4.
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