Look at your ad. Now, back to me. Now back at your ad. Now, back to me.
And on Old Spice “The Man Your Man Could Smell Like” is where the eyes of the Film Lions jury stayed. The cheeky spot had already bowled over millions of Super Bowl and YouTube viewers; how could it not win over the Film Lions jury?
Men and old-school filmmaking were the themes prevalent in this year’s Film Lions. According to Wieden+Kennedy, its ad was one long tracking shot; almost every transition was done in-camera, requiring three days and 57 takes to get everything right. Only the diamonds magically pouring out of his hand were finessed in post-production.
Mark Tutssel, jury president, pointed out that the Johnnie Walker “The Man who Walked around the World” was also done in one take. “You hang on every single word and every section. Beautifully-crafted piece and the story telling was of the highest order.”
He also praised Gatorade’s “Replay”, saying it was where the industry was headed. “You get hooked to the story. It pushes the industry forward and unites people. It has strong emotional content.”
However they gravitated towards Old Spice. “As a jury, we are always looking for the big idea. Crafted to perfection. The winning work was perfect film that woke up an old sleeping brand. The brand felt new, modern, and infectious. It is a game changer for the brand. And it is for a big brand.”
Among the winners in the Film Lions were two Gold Lions given to campaigns from the USA:
- Puma “Hardchorus”, “Hardchorus Italy” by DROGA5 New York
- Vonage “Karen”, “Rattle”, “Dinner Plans” by TBWAChiatDay New York
Eleven Gold Lions for single entries were also awarded to the USA, France, Canada, Australia, and Argentina.
- General Mills/Fruit by The Foot “Replacement” by Saatchi & Saatchi New York
- Forster’s “Regulars” by DROGA5 Australia Sydney
- Pepsico “Artic Sun” by BBDO Canada Toronto
- Car One “Inheritance” by Leo Burnett Argentina Buenos Aires
- Consulate General of Argentina in Los Angeles “Crying” by Conill Saatchi & Saatchi Torrance
- CANAL+ “Closet” by BETC Euro RSCG Paris
- WWF “Monkey” by Leo Burnett Sydney
- The Topsy Foundation “Selinah” by Ogilvy Johannesburg
- Johnnie Walker “The Man Who Walked Around the World” by BBH London
- Gatorade “Replay” by TBWAChiatDay LA
- NBC Universal Global Networks “Last Call” by Jung von Matt Hamburg
Despite a very promising performance in the previous year, Asian agencies were relegated to also-rans. Ogilvy & Mather Mumbai won a Silver Lion for Breakthrough Trust campaign against domestic violence (“Software Engineer” and “Bus Driver”). JWT Bangkok took home one Silver Lion for Muang Thai Life “Bridge”, while Wieden+Kennedy Tokyo received a Bronze Lion for Nike Japan “Nike Music Shoe”.
Now, back at your ad. Then back to the Grand Prix….
