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McCann Melbourne’s ‘Dumb Ways to Die’ wins Integrated Grand Prix

APAC has one more reason to cheer this year with Cheil Worldwide’s winning a Titanium Lion for its entry ‘Bridge of Life’ for Samsung Life Insurance. In all there were four agencies from Asia Pacific companies, and according to the Titanium and Integrated Jury, this was reflective of some good work coming from the region.

After having scored three Grand Prix already, it was not very surprising to see ‘Dumb Ways to Die’ to end up with the Integrated Grand Prix as well. For the jury, this was one of the most special works they had seen because of the quality of execution across all platforms that it was present in. One of the biggest winning points of the work was also its sound track that had done well on various music charts.

The Titanium Grand Prix went to Ogilvy’s ‘Real Beauty Sketches’ for Unilever’s Dove Mastermind. According to the jury, one of the things that stood out about the campaign was that people who were sharing and forwarding it were not doing so because of great advertising, but because of the message that resonated with the audiences. Dove was able to re-establish a connection of ‘Real Beauty’ with its consumers with this work.

‘Bridge of Life’ from Cheil Worldwide’s Seoul office has been awarded a Titanium Lion. The jury was of the opinion that sometimes agencies had the tendency to take over every space. But it was important to be intelligent in choosing the plan depending on the idea. The work was an example of how great communication could be done when the creators understood the importance of not doing something new for the sake of it.