Cannes Lions: Direct, Promo and Activation Grand Prix Winners

A breakdown of the Grand Prix winners announced last night in the categories of Direct, Promo and Activation. Click on the category to see the full list of Gold, Silver and Bronze winners.

Direct: Orcon Broadband, "Orcon + Iggy Pop," Special Group Auckland. Users were invited to create video auditions, then post them on a dedicated Orcon site, for the chance to play live with Iggy Pop.

Here's one of the winning auditions (8 band members were chosen in total).

What we understand as "Direct" has changed significantly in the last handful of years. Online auditions aren't out of the ordinary anymore, but I like the idea that it's recognized as the natural extension of a segment with such an old soul.

PR/Promo and Activation (two Grands Prix for the price of one!): Gatorade, "Replay," TBWA\Chiat\Day LA. Energetic work that revitalized the youth and competitive spirit among middle-aged dads in a small city. Also served as a convenient product demonstration.

Solid and inspiring work that brings sleeping dreams back to life and creates new ones for a targeted group of people - something advertising should aspire to do. Glad it scored big.