McCann Melbourne’s Metro Trains ‘Dumb Ways to Die’ campaign scores TV + Integrated Grand Prix at 21st Cresta International Advertising Awards
McCann, Melbourne’s ‘Dumb Ways to Die’ campaign for Metro Trains scored the Grand Prix for Television as well as the Grand Prix for Integrated at the 21st annual Cresta International Advertising Awards.
The awards honour creative excellence in eleven major competitions: TV/Cinema/Online Film; Integrated Campaigns; Press; Interactive; Outdoor; Design; Promotions & Incentives; Radio; Crafts; Direct Marketing and Ambient Media.
And the winners are:
- McCann, Melbourne cscores the Grand Prix for Television and Integrated Campaigns
- Forsman & Bodenfors, Gothenburg Wins Four Awards including the Grand Prix for Interactive, One Gold and Two Silvers to ‘Top’ the List and become Agency of the Year
- Havas Worldwide, London Achieves the Crafts Grand Prix Plus One Additional Gold Award
- Publicis, Amstelveen Captures the Direct Marketing Grand Prix Plus One Additional Gold Award
- Leo Burnett Schweiz, Zürich Secures the Press Grand Prix Plus One Additional Bronze Award
- Family Business, Stockholm Wins the Design Grand Prix
- Havas Worldwide becomes Network of the Year
The Cresta Awards, launched in 1993 by Creative Standards International, counted the participation of 51 countries in this year’s competition. A total of 274 ads, campaigns and interactive entries were chosen by approximately 100 top creatives for finalist honors. The juries were held in 8 cities – Beirut, Berlin, Budapest, Caracas, Oslo, Prague, São Paulo and Tokyo. In addition, a separate pre-selection jury (21 jury members from 15 countries) was conducted for Interactive entries.
All winners were then chosen by Cresta’s International Grand Jury of 76 leading creative professionals from 42 countries. Of those, 22 countries made the final cut with a total of 81 winning ads (13 TV/Cinema/Online Film; 8 Press; 9 Outdoor; 7 Integrated Campaigns; 6 Ambient Media; 3 Direct Marketing; 7 Design; 14 Crafts; 7 Promotions & Incentives and 7 Interactive entries – see attached winners’ list). Selection criteria were originality of the creative idea and the quality of its execution. In addition to the 7 Grand Prix’s awarded, the remaining breakdown of ‘Statue Levels’ include 15 GOLD; 23 SILVER and 36 BRONZE Awards.
Out of the eleven Cresta competitions, entries in seven competitions scored high enough to be awarded the Grand Prix. Continuing this list of Grand Prix winners is McCann, Melbourne who won two Grand Prix’s for their client Melbourne Metro Trains, titled, “Dumb Ways To Die”. The TV entry won the Grand Prix in the TV/Cinema/Online Film Competition, while the complete integrated campaign won the Grand Prix in the Integrated Campaigns Competition.
To select the Agency and Network of the Year, Cresta uses a point system for all ‘Winning Statue Levels’ as well as points for finalist status. Point breakdown: Grand Prix: 10 points; Gold: 7 points; Silver: 5 points; Bronze: 3 points and Finalist: 1 point.
The Agency of the Year, winning 4 awards (and 33 points) is Forsman & Bodenfors, Gothenburg, Sweden. Their winning entries include the Interactive Grand Prix for client, Faktum Hotels. This winning website also won a Gold in the Design Competition (Online Digital Design). Rounding off the agency’s tally, two Silver awards were won in the Interactive Competition for E.ON Energy, titled, “Sweden’s Largest Energy Experiment”, and SR Plus, titled, “SR Plus”.
Havas Worldwide, London won the Grand Prix in the Crafts Competition (Art Direction) for client Credit Suisse, titled, “Metamorphosis”. “Metamorphosis” also won a Gold in the Crafts Competition (Cinematography).
Publicis, Amstelveen won the Grand Prix in the Direct Marketing Competition for its submission for client, ALS, titled, “I Have Already Died”. The complete integrated campaign won a GOLD in the Integrated Campaigns Competition.
Leo Burnett Schweiz, Zürich won the Grand Prix in the Press Competition for their campaign submission for Swiss Life, titled, “Life’s Turn In a Sentence”. The agency also won a Bronze in the Press Competition for their magazine campaign for Victorinox Swiss Army Knives, titled, “Fan Letters”.
Family Business, Stockholm won the Grand Prix in the Design Competition (Packaging Design) for its client Absolut Vodka, titled, “Absolut Unique”.
Havas Worldwide was named Network of the Year. In all, 12 agencies from the network combined to win a total of 74 points. They represent the following cities: Amsterdam, Düsseldorf, Helsinki, Paris (BETC & Havas), London, Madrid, Montreal, Prague, Singapore, Sydney and USA (Arnold). Following 2nd was McCann Erickson with a total of 68 points representing 9 agencies.
On a single agency basis, winning five awards is: McCann New York (2 Design (Online Digital Design & Publication Design), 1 Ambient Media, 1 Crafts (Interface & Navigation) and 1 Interactive). Agencies with four awards are: Abbott Mead Vickers BBDO, London (2 TV/Cinema/Online Film, 1 Crafts (Illustration) and 1 Interactive); BBDO Proximity, Berlin (1 TV/Cinema/Online Film, 1 Press, 1 Crafts (Editing) and 1 Ambient Media); Leo Burnett France, Saint Denis (1 TV/Cinema/Online Film, 1 Direct Marketing, 1 Outdoor and 1 Promotions & Incentives); Publicis Conseil, Paris (2 Press, 1 Crafts (Use of Music) and 1 TV/Cinema/Online Film) and SMFB, Oslo (2 Interactive, 1 Crafts (Interface & Navigation) and 1 Integrated Campaigns).
Cresta’s ‘winners showcase’ has just been released in the form of a micro-site designed for all mobile devices. All the winning entries, including film clips and still images, will be included on the site along with full credits.