Cannes: Ogilvy Brazil wins Activation GP, Creative Effectiveness goes to W+K Amsterdam

Ogilvy Brazil has won the Promo/Activation Grand Prix for local football club Sport Club do Recife for a campaign inviting fans to become ‘immortal’ by becoming heart donors.

There seems to have been a degree of disagreement about this one as the decision by the jury was delayed.

You can see why: Brazil, football, heart donors – it’s hard to go wrong isn’t it?

Meanwhile Heineken International and Wieden+Kennedy Amsterdam has won the GP for Creative Effectiveness, Cannes Lions’ attempt to elbow its way onto Effie and IPA Effectiveness territory.

As far as I can recall this huge campaign, although it has its moments, hasn’t troubled the scorers too much in most awards schemes – so why does it get a GP with a supporting document and stats? Other winners in the category included the UK’s John Lewis from Adam&Eve/DDB and British Heart Foundation from Grey London.

So far, in the 2013 GP stakes, we’ve only had one commercial brand/regular advertiser (Heineken). Has it become the festival of good works?