Earlier this week, Ogilvy France was awarded this year’s Outdoor Lions Grand Prix award at the Cannes Lions International Festival of Creativity, for its work on IBM’s ‘People for Smarter Cities’ campaign. The campaign fused traditional outdoor and interactive advertising, creating billboards which doubled up as street ‘furniture’ for passers-by.
Other big winners who scooped Gold Lions for their work in the Outdoor Lions category – sponsored for the fourth consecutive year by Clear Channel Outdoor (NYSE: CCO) - include: BETC Paris for Evian, JWT Ogilvy & Mather London for Expedia; Duval Guillame Modem Belgium for Turner Broadcasting,; MayoDraftFCB Lima for the Portable Water Generator; McCann Melbourne for Metro Trains, McCann WorldGroup for L’Oréal; Marcel Paris for Ray-Ban; DraftFCB Chicago for Sharpie; Ogilvy Brasil for Sport Club Recife; Leo Burnett Tailor Made São Paulo for Hemoba / Esporte Clube Vitória; Saatchi & Saatchi LA for Toyota; Leo Burnett Schweiz for Swiss Life; and Publicis Brussels for STIHL.
"This year’s Grand Prix Outdoor Lions winner Ogilvy France’s IBM campaign demonstrates how the most simple of ideas, executed in an innovative way, can lead to an interactive and brilliantly original campaign,” said William Eccleshare, CEO, Clear Channel Outdoor. “While outdoor presents almost limitless possibilities for creativity, this campaign shows how engaging people in the most personal of ways can lead to the most exciting results. Through its creative approach, it also offered the public a whole new perspective on outdoor advertising, demonstrating how it can become part of the fabric and identity of a city.”
President of the Outdoor Lions jury Tony Granger, global chief creative officer, Young & Rubicam, praised the IBM campaign as “classic outdoor.”“We’d like to give the Grand Prix to work that could only live in outdoor," said Granger. “The campaign brings IBM’s smarter cities strategy to life, and the design is great.”