It is the category few magazines cover – the Cannes Promo & Activation Lions – yet one that UK agencies often excel at, although this year the Brits have secured 12 finalists – 13 if a Chinese campaign for Nike counts – compared to 22 last year.
Ad agencies lead the way, plus ça change as the say on the Côte d’Azur, with Grey London, picking up three finalists for Volvo’s Life Paint campaign. Next up, TBWA London bagged two for Adidas Predator instinct: The Game.
DM agencies did at least muscle in on the shortlist, with OgilvyOne bagging two (one for BA Routes & Destinations, the other for Battersea Dogs Home) while the rest went to adland: Publicis London with Depaul UK, Leo Burnett London for Suffocation, Rainey Kelly and Royal British Legion, Adam & Eve DDB London for Harvey Nicholas and Don’t Panic London for Greenpeace. AKQA London gets an honourable mention too for a campaign it devised with its sister Shanghai office for Nike Basketball China.
If any of them are successful, they may just get a passing mention in the press, but don’t count on it. The results will be published tomorrow.
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UK bags 12 on @Cannes_Lions promo list but plus ça change most are ad agencies http://t.co/PlukqWKnlB #directmarketing #Promotions