FCB triumphs in close race at Cannes Lions Press award

by Joanne Oatts, Brand Republic 22-Jun-06, 09:00

LONDON - FCB Johannesburg has won the Cannes Lions Press Grand Prix for its 'Periscope' campaign for Lego, in a close finish against JWT India.

The South African agency's winning entry was a simple execution showing a small white periscope-shaped Lego piece appearing from what appears to be a blue Lego sea, with the strapline: "Imagine..."

Jury president David Droga of droga5 said the Lego ad "brought alive the DNA of the brand, which is imagination".

He said: "It explores and exploits the real essence of the brand and despite being simple it has such depth to it, and it was as strong for the jury as for the target audience of children."

The decision to award FCB the top prize came after a voting deadlock was reached and Droga had to step in to use his casting vote.

Lego's rival for the Grand Prix was a campaign for Levi Strauss & Co by JWT India showing a series of stick figures with a signature red "Levi's" tab stuck to their legs, with the copy reading: "Slim Jeans."

UK agencies did not perform as well as in previous years, winning only four Silver and three Bronze Lions.

DDB London was the most successful, taking home Silver awards for Volkswagen and Unilever's Marmite Squeezy, and a Bronze for department store Harvey Nichols.

Ogilvy & Mather took Silver for its "To do list" campaign for Lucozade and its "Stitch that" British tailoring ads for Harrods.

Jeremy Craigen, executive creative director of DDB London and Cannes judge, said to Advertising Age: "Press wasn't that strong in the UK this year and the good work that we did do didn't have international appeal."

Droga noted his agreement and said: "This was not the greatest print year ever. We handed out less Golds and more Bronzes than usual. But that shouldn't detract from the winners."

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