The biggest winner in Cannes this year had to share the wealth in the Film category, as two Film Grand Prix were awarded for the first time in five years.
Metro Trains “Dumb Ways To Die”, which picked up Grand Prix in the PR, Direct Marketing, Radio and Integrated categories, now adds the Film Grand Prix to its vast collection of awards.
Meanwhile, Pereira & O’Dell follows its Cyber and Branded Content Grand Prix with a Film Grand Prix for its six-part film series for Intel & Toshiba, “The Beauty Inside”.
Film jury president Sir John Hegarty, worldwide creative director at Bartle Bogle Hegarty, praised the two “very different” pieces of work, which, he said, “captured the jury’s imagination”.
“Dumb Ways to Die”, the animated public service message that clocked up 70 million views online, was hailed by the jury president as work that “moved beyond advertising”.
Intel/Toshiba’s “The Beauty Inside”, the episodic series about a man who wakes up everyday looking like a different person, touches “a wonderful nerve” Hegarty said.
Hegarty noted that “The Beauty Inside”–along with two Film Gold Lion winners, Channel 4’s “Meet The Super Humans” and Dove “Real Beauty Sketches”–had a social element that “touches you as a person”.
“We’re seeing work engaging with fundamental issues as opposed to sloppy jingles, which to my mind is a great step forward, and long may it continue,” he said.
Hegarty stated that the jury was judging long-form work in the category against the best in cinema and TV drama, rather than advertising.
He explained that two Grand Prix were awarded because of the significant differences between the creation of TV campaigns and long-form online work.
“We are becoming a screen-based society, so to assume you can merge all screens into one award is nonsense,” he said. Hegarty said that as almost half of global ad expenditure is on TV advertising, it would seem “stupid” not to award TV work in the category.
Other Gold winners in the category included Axe “Susan Glen” by BBH New York, Wieden + Kennedy New York’s “Whatever’s Comfortable–Beach” for Southern Comfort and Grey New York’s Direct TV campaign.
The only other time the Film category awarded two Grand Prix in the festival’s 60-year history, was in 2008 was when long-form film was first introduced to the Film Lions.