AMV BBDO the only UK winner in Promo & Activation Lions

The agency picked up the awards for its 'Sandwich' work for Walkers Crisps, which saw the brand hold a celebrity-filled event in the quiet Kent town of Sandwich, in an effort to show just how much more exciting a sandwich can be with Walkers.

AMV BBDO was the only UK agency to win in the category, which overall saw 55 Lions handed out, including eight Golds.

The winner of the Grand Prix was the US agency TBWA\Chiat\Day Los Angeles, which scooped the overall prize for its 'Replay' campaign for Gatorade.

The campaign, which also won a Gold, aimed to encourage adults over the age of 30 to exercise, by challenging them to reunite with their high school teams and replay some of their most intense and exciting school games.

"It's a unique idea that created a movement," Tina Manikas, the global retail & promotions officer at DraftFCB and president of the judging panel, said. "It was utterly inspiring and something that's going to grow and grow."

Among the other agencies to win Gold was BBDO New York, which won one for its 'Imagine' campaign for HBO, and Jung Von Matt Hamburg, which picked up one for its work for NBC Universal.

JWT Italia Milan won two Gold Lions for its 'Auditorium' campaign for Heineken, while Saatchi & Saatchi Sydney also won two Gold Lions for its 'Nothing Soft Gets In' work for Toyota.

The remaining Gold went to the Swedish agency Ester, which impressed the judges with its 'safe-sex awareness' campaign for The Stockholm County Aids Prevention.

This article was first published on campaignlive.co.uk