Two double Grand Prix – in Film and Responsibility – reflect a year of high-quality entries. South Korea wins its first Epica Grand Prix.
GRAND PRIX
• FILM: “No Project Without Drama”, HeimatTBWA\ Berlin, Hornbach (Germany)
+ “We Need to Talk About Eli”, Morgenstern, Maxbo (Norway)
• RESPONSIBILITY: “AXA – 3 Words”, Publicis Conseil, AXA (France)
+ “Miniatur Warmland”, Grabarz & Partner, Deutsche Telecom (Germany)
• INNOVATION: “Night Fishing”, INNOCEAN, IONIQ (Republic of Korea)
• PR: “The Final Copy of Ilon Specht”, McCann Paris, L’Oréal Paris (France)
• DIGITAL: “Camdom: The First Digital Condom”, INNOCEAN, Billy Boy (Germany)
• PRINT: “IKEA – Made For Life” campaign, TRY, IKEA (Norway)
• NETWORK OF THE YEAR: Publicis
• AGENCY OF THE YEAR: TRY (Norway)
• INDEPENDENT AGENCY OF THE YEAR: TRY (Norway)
It was a year of doubles as the jury decided to award two Grand Prix in a pair of closely-fought categories. In Film, which continues to shine in an era of multiple media platforms, two very different films for home improvement brands won big prizes.
The Film Grand Prix “No Project Without Drama”, from HeimatTBWA\ Berlin for long-running client Hornbach, transforms advertising into theatre with handcrafted sets and choreography that turn a leaky pipe into a “plumbing opera”.
The second Film Grand Prix went to “We Need to Talk About Eli”, by Morgenstern for Maxbo in Norway. It hilariously portrays a little girl who’s picked up some seriously bad language from Dad. The jury felt that it was pure entertainment, perfectly pitched.
The Responsibility Grand Prix – celebrating work for good causes – was also awarded to two different projects. “AXA – 3 Words” from Publicis Conseil in France takes victims of domestic violence into protection as part of a groundbreaking new insurance coverage.
Meanwhile, “Miniatur Warmland” from Grabarz & Partner, for Deutsche Telecom, combined technology with the world’s largest model railway, in Hamburg, to demonstate the potential impact of global warming to a young audience.
There was a first Epica Awards Grand Prix for South Korea, thanks to INNOCEAN, which won the Innovation prize for the film “Night Fishing”, shot entirely on the cameras of the Hyundai IONIQ car.
The PR Grand Prix went to McCann Paris and L’Oréal Paris for “The Final Copy of Ilon Specht”. At the campaign’s core was a documentary about the copywriter behind the iconic line “Because I’m worth it.” But the agency used the film’s launch on International Women’s Day to provoke a far wider conversation about the ability of that single line to empower women and its importance in the battle for equality.
The Digital Grand Prix was awarded to “Camdom: The First Digital Condom”, from INNOCEAN for condom brand Billy Boy in Germany. The unique application for mobile phones blocks the device, and all those nearby, from filming intimate encounters and the results potentially being used as “revenge porn”.
The Print Grand Prix was awarded to the “IKEA – Made For Life” campaign, from TRY in Norway. The classic and beautiful print ads link two different IKEA products with a line of touching or humorous narrative. They combine copywriting and art direction to sublime effect.
This year there were no Design or Media Grand Prix, as the jury felt that the candidates had equal merit and decided not to single out an individual project.
The Grand Prix debate took place in Paris. The President of the jury was Claire Bridges, founder of the Now Go Create consultancy, who hosts a podcast of the same name and is the author of the book In Your Creative Element.
Entries by Country
The highest number of entries overall this year came from Canada (138), followed by Germany (120) and France (101).
Results by Country
Canada was top in the country rankings with 51 prizes including 1 Gold, 17 silvers and 33 bronzes, followed by Germany with 42 prizes, including 3 Grand Prix, 10 golds, 18 silvers and 11 bronzes, and France with two Grand Prix, 15 Golds, 13 silvers and 11 bronzes.
You will find full details of all the winners on our website at www.epica-awards.com