McCann Australia scores prestigious Creative Effectiveness Grand Prix for V/Line’s ‘Guilt Trips’
McCann Australia has won the prestigious Creative Effectiveness Grand Prix in Cannes overnight, for the successful ‘Guilt Trips’ campaign for Victorian regional train operator V/Line.
DDB Sydney and Havas Worldwide Australia/One Green Bean/Starcom have scored a Creative Effectiveness Lion.
Guilt Trips, which used guilt to encourage city dwellers to catch the train back to their hometowns to visit friends and family, grew total off-peak monthly sales for V/Line by 15% and boosted call centre enquiries by 28%.
VIEW THE FULL LIST OF WINNERS – Creative Effectiveness Winners – Cannes Lions Winners.xlsx
The incredible honour follows McCann Australia’s record-breaking performance at the Cannes Festival of Creativity last, when the agency won the highest number of Lions ever – including the most awarded campaign in the history of the festival for Metro Train’s Dumb Ways to Die.
Says John Mescall, McCann Australia executive creative director: “I don’t think there’s ever a better feeling than putting a great idea into market, and having that idea be the impetus for business growth. It’s what we do and it’s why we’re here, so the Effectiveness GP is just so gratifying for us.”
Says Ben Lilley, chairman & CEO, McCann Australia: “We are humbled and honoured to have our work recognised with Grand Prix for two conductive years now. And to have been recognised for such different campaigns is a credit to our entire agency team and the breadth and depth of their offering.”
Says Patrick Baron, recently appointed executive creative director of McCann Melbourne: “Just to have four Australian campaigns, including two McCann campaigns, shortlisted for their Creative Effectiveness is remarkable. I couldn’t be more proud to be an Aussie creative right now. It’s brilliant to see our nation’s creative output recognised and celebrated on the world stage.”
Come To Mama director Damien Toogood directed the visual component of V/Line’s Guilt Trip.
Judges said it was a “brilliantly executed marketing idea that led to brand growth”.
13 Comments
Congrats to Matt and Tash
Yay Matt & Tash – what a win! Congrats to you both and the broader team – the World Cup of awards
Congratulations Natasha Wood and Matt Stoddart who created this campaign, they are no longer at MCCanns
Matt Stoddard. So hot right now!
Huge congrats to Tash and Matt and Ash – to all involved in the creative for this, totally awesome work. (Shame none are still at McCann though!).
Congrats, Annie! Oh, wait. You’re not in the pic….
Very South of France Pat, I’m betting there’s a slinky pair of loafers sans socks teamed with those fetching white pants. Congrats to you and all others.
well done matt, tash and annie. you’re the real genius behind a wonderful campaign
Great work McCann. And for all those that cried “One Trick Pony” go and eat your words.
On ya, Matt!
Congrats Pat and John!
Hard work…amazing talent…brilliant results…really exciting time to be in advertising, thanks guys!
nice one trist, matt and tash!
Amazing result Matt, Tash, Tristan and Annie – wish you guys had the chance to don some white capris and hop onstage! This is your win. Massive congrats.