Overall there were Grand Prix winners from Belgium, Germany, Italy, Kazakhstan, the UK and the United States. Here are the full details.
GRAND PRIX
• RESPONSIBILITY: “Call Glenn”, VML, Child Focus (Belgium)
“Rights Against the Right”, Jung von Matt AG, Laut gegen Nazis e.V. (Germany)
• PR: “The Beko Inheritance”, VML UK, Beko (UK)
• INNOVATION: “Animal Alerts”, Serviceplan Germany, PetPace (Germany)
• DESIGN: “Orchestra Sinfonica di Milano”, Landor s.r.l. (Italy)
• MEDIA: “The 100th Edition”, Scholz & Friends Berlin, Frankfurter Allgemeine Zeitung (Germany)
“The National Sport of Kazakhstan”, GForce/Grey, Ruh Fighting (Kazakhstan)
• DIGITAL: “The Co-Worker”, Mother London, IKEA (UK)
• PRINT: “Capa vs. War”, Innocean Berlin, Robert Capa Contemporary Photography Center (Germany)
• FILM: “Museum Worthy”, BBDO New York, AICP (US)
• NETWORK OF THE YEAR: VML
• AGENCY OF THE YEAR: Serviceplan Germany
The Grand Prix debate took place in Paris. The President of the jury was Claire Atkinson, the author of “The Media Mix” newsletter and a prominent media journalist.
The Responsibility Grand Prix – celebrating work for good causes – was awarded to two different campaigns.
VML in Belgium won for “Call Glenn” for Child Focus. People could “sign” a petition demanding online protection for minors by calling a phone number that belonged to Glenn, a 15-year-old who took his own life after nude photos of him were shared online without his permission.
Jung von Matt AG in Germany was awarded for “Rights Against the Right”, an operation for an anti-Nazi organisation. It involves buying the rights to visual codes used by Nazis, which prevents them being used on pro-Nazi merchandise.
There were also two Media Grand Prix winners. The first went to Scholz & Friends Berlin and the Frankfurter Allgemeine Zeitung newspaper for “The 100th Edition”. A long-running print campaign features notable figures reading the newspaper. This time it showed Holocaust survivor Margot Friedländer and supported the fight against extremism.
The second Media Grand Prix went to GForce/Grey in Kazakhstan for “The National Sport of Kazakhstan”. Popular mixed martial arts broadcaster Ruh Fighting advertised bouts between men and women for the first time – but it was a lure to draw attention to domestic violence.
The PR Grand Prix went to VML UK for “The Beko Inheritance”, a fun campaign in which the domestic appliance maker gave customers a document enabling them to officially leave their appliances to loved ones in their will.
The Design Grand Prix went to Landor in Italy for its striking rebranding of the Orchestra Sinfonica di Milano, which rejuvenated the orchestra’s image and boosted box office takings.
The Digital Grand Prix was awarded to Mother London for “The Co-Worker”, a recruitment campaign allowing Roblox players to show off their skills and earn money at a virtual IKEA store.
The agency commented: “Journalists see every piece of work from our industry, so it feels like they’re uniquely qualified to pick out the great from the good. Winning this Grand Prix with IKEA is a special moment for everyone on the team.”
The Innovation Grand Prix went to Serviceplan Germany and PetPace for “Animal Alerts”. Research showed that dogs instinctively detect earthquakes in advance, so special collars transformed them into a collective early warning system.
The Print Grand Prix was awarded to “Capa vs. War” from Innocean Berlin. For a museum devoted to legendary war photographer Robert Capa (1913-1954), his photos were placed in today’s context to ask why war continues, decades later.
Finally, the Film Grand Prix was won by BBDO New York for “Museum Worthy”. Promoting a commercial production prize – the AICP – the vivid, funny and well-acted film imagines iconic artists facing the challenges of today’s creative environment.