Hasta La Creative!

At the end of the Cannes Lions International Festival of Creativity, McCann Melbourne’s “Dumb Ways to Die” picked up a total of five Grand Prix awards, including the integrated category, and Ogilvy Brasil’s Dove “Sketches” won the titanium Grand Prix, considered the festival’s highest honor. For Ogilvy it was a triumph to pick up the award after netting several Gold Lions in other categories but no Grand Prix awards.

The Jury: “I don’t really like judging,” said Dan Wieden, chairman of Wieden & Kennedy and president of the titanium and integrated jury, noting that this will be his last time as a judge at Cannes. The two categories are judged together, with separate winners. More than half the 10 judges were from the U.S.

“‘Dumb Ways to Die” is an Australian train-safety themed music video that went viral and inspired karaoke-style parodies; was sold on iTunes; and featured various digital components (including a mobile game), to get people to interact with the campaign. The song climbed the music charts in more than 20 countries and, more importantly, client Metro Trains reported a 21% drop in accidents and deaths on public transit compared to the same period last year.

Continue reading at AdAge.com