Print advertising - the Grand Prix and Gold Bashny.Net

Grand Prix Wrangler in print advertising was a surprise to many. As well as very short for the Press Lions shortlist list.Strannaya campaign "We are animals" for the Wrangler, set up an agency Fred & Farid, did not appear at other festivals, except for a modest debut of one of the prints at Meribel in 2008, it was not flattered in professional journals , it was not in any of the Cannes forecast of those that we have seen.

However, in practice psychiatric digging in human nature has made a favorable impression on the jury, headed by David Lübars, BBDO New York. And the campaign Wrangler recognized as the best of 5048 applications and 290 finalists.

Lübars describes this work as "staggering and emotional": "We chose it because it is a step ahead of others. It is the DNA of the brand in the wild, primitive, reductionist way. Previously, Wrangler perceived as jeans for cowboys, middle-aged, but this campaign repozitsioniruet brand as a welcome to young people ».

Press-jury awarded 10 gold lions campaigns, 23 - silver and 36 - bronze.

David Lübars also explained why this year's short list was much shorter than usual - only 290 jobs: "We think so, because print advertising around the world is now bending over backwards, and we should include in the short list only samye- best work. So, the only really outstanding work put into it ».

25 countries received 80 Cannes Lions in this nomination. Interestingly, the work of States, have long switched to the festival on the Internet and other non-traditional media, it has been observed only twice. Tangible benefits no country has received, the most awards - seven - won Brazil, six from France, Great Britain and Argentina.

In general, "non-European and non-North American" advantage in the prints have long been obvious. South America and Asia-Pacific more lay claim to the best print ad in the world. Of the 25 countries 14 are just to these areas. And these 14 countries, including Colombia, Indonesia and other exotic advertising, account for 37 awards of 80.

See also the winners in the categories: Outdoor, Media, Direct, Promo, PR

GRAND PRIX