Australia and New Zealand bomb in Radio Lions

Australia and New Zealand bombed at the Radio Lions, pickingup just one Bronze Lion for Saatchi & Saatchi’s Auckland Toyota Priuscampaign, ‘Billboard’, ‘Newspaper Ad’ and ‘Direct Mail’. New Zealand had 11 shortlisted entries comparedto Australia’s five. Australia had 53 entries and New Zealand 26.

It was a tough jury with only one Gold Lion and two Silver Lions handedout in the 33 Lions awarded. Last year 48 Radio Lions were awarded.

The Grand Prix was awarded to Net#work BBDO, Johannesburg forVirgin Atlantic’s Upper Class ‘Dancer’, ‘Dog’ and ‘Ferret’ campaign, a seriesof promotional spots promoting first class fares at business class prices.

Gold went to Devito/Verdi New York for Horse Racing Events”Puppies’, “Dance Club’ and ‘Oktoberfest’ and ‘Son’. The long-running Bud LightBeer campaign, which won the Grand Prix in 2005 and again in 2006 was givensilver for one spot, ‘Mr Golf Tournament Quiet Sign Holder’.

Jury president Matthew Bull, CCO Lowe Worldwide, SouthAfrica, said it was a tough, but very fair jury. He said the Grand Prix was anengaging and entertaining piece that was fabulously written and in the jury’sopinion it took an exceptionally brave client to have the vision to buy thework.

New Zealand juror James Mok, ECD of DraftFCB New Zealand,said he was really impressed with the some of the shortlisted work fromAustralia and New Zealand, particularly Whybin\TBWA Sydney/Tequila’s campaignfor Adults Surviving Child Abuse, which he was disappointed didn’t win metal,but conceded it was a tough jury.

 “This is a medium that has been around for a long time andonly uses really once sense, which is audio, so you are really limited in thenumber of ways you can use that, to a certain degree,” said Mok. “When we heardhow many metal were handed out last year we were shocked, it seemsextraordinarily generous. If you are awarding true creativity you have torecognise something that is fresh, original, brave or incredibly well done towin something. Just because it is good doesn’t mean it should win metal, whichis why being shortlisted should be an honour because to have made it to theshortlist is a great achievement.”

Mok added that the jury was hypercritical of the Bud Lightcampaign because it has been around for the past five years. In the end onlyone spot in the campaign was deemed to have the same level in its quality ofhumour as the work awarded in previous years.

BRONZE LION

Saatchi & Saatchi Auckland

Toyota Prius

‘Billboard’, ‘Newspaper Ad’, ‘Direct Mail’.