CANNES - TBWA\London has won the Grand Prix for Best Film at this year's Cannes International Advertising Festival, for its Sony PlayStation2 ad 'mountain', showing a giant game of king of the castle that ends up with thousands of people in a huge human pile.
The ad, which ends with the tagline "fun, anyone?", was written by Paula Marcantonio and Tony McTear, who was also the art director on the spot. Creative director was Trevor Beattie, TBWA\London's illustrious chairman and executive creative director. It was directed by Frank Budgen, no stranger to Cannes Grands Prix, having won the 2002 award for Nike's "tag", created by Wieden & Kennedy.
It is the second Grand Prix taken home by a British agency, with DDB London winning the press prize for work on Volkswagen Polo.
Mother picked up a gold Lion for its much-loved "Don't let a mobile phone ruin your movie" cinema spots for Orange, starring Roy Scheider, Carrie Fisher and Spike Lee. However, its "I wish" spot for Coca-Cola, which has been screened in the UK and the US, missed out on a prize, despite having been shortlisted.
Other UK agencies to pick up golds at Cannes this year were Wieden & Kennedy for the Honda Civic ad "everyday", and Bartle Bogle Hegarty for the Lynx spot "getting dressed".
180 Amsterdam picked up a gold Lion for its Adidas campaign, which combined old footage of Muhammad Ali with athletes such as David Beckham and another spot where Ali spars in the ring with his daughter Laila, who is also a boxer. Its work on Adidas's Women's World Cup also won gold for the agency.
WCRS picked up a silver Lion for one of its 118 118 ads, "just works", while the Volkswagen diesel ad "bollocks", created by DDB London, also won silver.
Clemmow Hornby Inge won a campaign silver Lion for its three Typhoo spots, "water", "cockerel" and "drill sergeant" and Abbott Mead Vickers BBDO won a silver Lion for the Yellow Pages ad starring James Nesbitt, where he plays a hapless uncle who tries to save money by giving his niece a haircut.
Euro RSCG London was a double winner, taking home silver for its anti-smoking "clogged artery" spot for the British Heart Foundation and a bronze for the Peugeot 307 ad "envy".
Wieden & Kennedy added a bronze to its gold for a second Honda spot, called "sense".
The awards were handed out at a ceremony in Cannes over the weekend. The film jury was headed by Piyush Pandey, executive chairman and national creative director of Ogilvy & Mather in India.
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