Apple Wins Press Grand Prix — With Campaign for Tablet
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Number of Lions awarded: The U.S. won the Grand Prix, but picked up only eight other press Lions (three Silver and five Bronze). Brazil won six of the 25 press Gold Lions, including one from an agency in northern Brazil’s Bahia, far from the Sao Paulo agencies that dominate the market. Brazil in general is having a phenomenal year at Cannes. Ogilvy Brazil alone had won 28 Lions by Wednesday, including 12 for its Dove “Sketches” campaign, which has been a Gold-winning contender for the Grand Prix in multiple categories.
Advice for next year: “We were questioning what print really does today,” said Steve Simpson, chief creative officer for North America at Ogilvy & Mather. “Print is threatened. We fight the temptation to turn print into a tactical vehicle. Print can do branding really well. Juries in the future ought to consider how we bring that exquisite craft into the future.”
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