Leo Burnett Hong Kong and Hakuhodo Tokyo score Gold Lions in Direct at Cannes
Leo Burnett Hong Kong and Hakuhodo Tokyo were Asia’s only Gold Lion winners in the Direct Lions held a few hours ago in Cannes.
Burnett’s were awarded for their Hidden Sound campaign for Zoo Records. The campaign took 14 indie bands and embedded their songs into 14 different QR codes that were posted as animals around the city of Hong Kong.
Hakuhodo Tokyo’s Gold Lion was for “Smash” a guitar that is designed by K’s Japan to be destroyed. Hakuhodo built a campaign around this guitar designed to be destroyed including rock events where rock bands had to smash SMASH during their performance.
Both “Hidden Sounds” and “Smash” also picked up Silver Lions in addition to their Gold Lions.
Bronze Lions also were awarded to O&M Taiwan and Dentsu Tokyo.
New Zealand took out the Direct Grand Prix – for the Orcon Broadband ‘Orcon + Iggy’ campaign via Special, Auckland. View the Grand Prix winning idea here.
ASIA’S GOLD LION WINNERS.
HIDDEN SOUND CAMPAIGN
ZOO RECORDS
LEO BURNETT Hong Kong
SMASH
K’S JAPAN GUITAR COMPANY
HAKUHODO Tokyo
SILVER LION WINNERS
HIDDEN SOUND CAMPAIGN
ZOO RECORDS
LEO BURNETT Hong Kong
SMASH
K’S JAPAN GUITAR COMPANY
HAKUHODO Tokyo
BRONZE LION WINNERS
LURE THE OTAKU!
KINREI CORPORATION
SENGOKU UDON NOODLES
DENTSU Tokyo
SEE THE LOVE
FRANZ CHINA COLLECTION
OGILVY & MATHER TAIWAN