Metro Trains, Toshiba/Intel Win Most Grands Prix Awards During Cannes
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San Francisco agency Pereira & O’Dell has picked up two more Grands Prix on the last day of the Cannes Lions International Festival of Creativity, winning the top prize in both branded content and the film categories. Earlier this week it also took the big Lion in the cyber category. It’s the surprise hit of this year’s festival, while McCann Melbourne’s superhit “Dumb Ways to Die,” was its favorite. The film added to its collection of Grand Prix when it picked up the other top film honor. The last time the film jury awarded double Grands Prix was in 2008, when Cadbury’s “Gorilla,” from Fallon London and Xbox 360/Halo 3’s “Enemy Weapon,” from the “Believe” campaign via T.A.G. San Francisco/McCann, shared the honor.
What it is
“Dumb Ways to Die” is the popular animated film by McCann Melbourne for Metro Trains that showed cute characters shuffling off this mortal coil in spectacularly stupid ways. It featured animation from John Frost and a catchy track written by agency executive creative director John Mescall, performed by the fictitious band “Tangerine Kitty” that hit the top 10 rankings on iTunes in various countries. The effort was a global viral sensation and a festival darling, picking up a total of five Grands Prix this year. The others were in PR, direct, radio and integrated.
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