SA wins Cannes Lion gold

2013-06-20 14:20

South African advertising has lifted its first gold at this year’s Cannes Lions International Festival of Creativity.

The Cannes Lions are arguably the highest international accolades for advertising.

Four golds have been lifted by Joburg agency Net#work BBDO in the radio category for two commercials, Nest and TMA.

Nest is a quirky Mercedes-Benz commercial involving an exotic spider.

In a pitch to buy certified preowned vehicles only from Mercedes-Benz, Nest tells the story of a man who is transporting a highly venomous Brazilian wandering spider from the pet shop in his Merc when the spider escapes. The next day he finds “the drained remains of a disturbingly large cricket hanging from the rear-view mirror”.

A few days later, he discovers “some 900 writhing spiderlings in the glove compartment” and sells the car privately.

TMA involves the sale of a Merc after its owner suffered from Trimethylaminuria, a rare sweat odour disorder.

Both radio spots also won gold for scriptwriting.

Nest script

South African agencies have, additionally, picked up numerous silver awards on the first three days of the Cannes knee-up.

In the category Best Use of Guerilla Marketing on day one, silver went to Y&R Cape Town for their Hope Soap campaign in Blikkiesdorp. By embedding toys in cakes of soap, children were encouraged to wash their hands and avoid germs.

Day two focused on outdoor advertising. Agency Joe Public picked up silver for Best Use of Outdoor Media with anti-rape posters that glow in the dark and offer women safety when walking home through rape hot spots at night.

TBWA/Hunt/Lascaris won silver for a billboard that is a “22 metre-high can of Doom made entirely out of real shoes”. Ogilvy & Mather Cape Town were awarded six silvers for the Volkswagen poster campaigns.

It was day three that yielded the most South African wins – and the first gold.

A notable campaign against rhino poaching sent more silver the way of TBWA/Hunt/Lascaris. For Stop Rhino Poaching the agency created postage stamps. Instead of showing glorious big five animals, the stamps depicted rhinos with their horns chopped off.

Another 23 silver awards were handed out to a range of South African agencies on day three.

The awards continue until Saturday.

» For all the Cannes results, go here.

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