How a near death experience scored at Cannes for – Japanese roofing tiles?

Apropos Cannes, who said creativity was dead?

Here’s a Silver Lion winner from Asatsu-DK for Tsuruya roofing tiles which undeniably has a certain impact (even it owes more than something to McCann’s ‘Survival Billboard’ for Xbox.)

We won’t give it a score because it’s bagged a Silver already. But you do wonder about those jurors sometimes…