Cannes: TBWA wins Press Grand Prix for Apple iPad campaign boosting magazines

We haven’t been exactly bowled over by some of TBWA Media Arts Lab’s recent offerings for Apple but the agency has redeemed itself with a campaign for iPad which has won the Cannes Lions Press Grand Prix.

In a welcome return to simplicity, the ads show a number of famous magazines on an iPad – and that’s it.

Ogilvy, which has been having a storming festival, produced the two nearest challengers – the well-regarded Dove ‘Sketches’ campaign from Brazil and one for Beijing Sports Radio. The two Cyber Grand Prix went to San Francisco’s Pereira & O’Dell for Intel+Toshiba and DraftFCB New York for Oreo’s ‘Daily Twist’ campaign (below).

Serviceplan Munich won the Design Grand Prix for Auchan’s ‘Selfscan Report’ while McCann Melbourne somehow won the Radio Grand Prix for its celebrated ‘Dumb Ways To Die’ campaign for Metro Trains – the third it’s won so far and the Film and Integrated awards haven’t been given yet.

It’s a great campaign but hardly radio, even though it’s been extended to radio with a three-minute version of the catchy song. Methinks there’s a case of lemming-itis among the Cannes Jurors.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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