Promo Lions at Cannes 2009

The 56th Cannes International Advertising Festival has honoured the art of sales promotion with the Promo Lions. Sales promotion for the purpose of Cannes Lions is activity designed to create immediate activation and/or offer for the sales of a product or service. This may be effected using sampling, tie-ins, competitions, events, in-store advertising (display/point-of-purchase material), PR, exhibitions, direct marketing and other promotional marketing methods in ways that build/create brand equity with consumers and customers, are sustainable and distinctive. Promo Lions are awarded to the freshest creative ideas that are intrinsically linked to brands and achieve measurable results.

Grand Prix this year went to Yubari Resort’s promotions, developed by Beacon Communications, Tokyo, Japan. Yubari resort went broke in 2007. Beacon’s PR strategy focused on the tag line, Yubari, no money but love, pointing to the fact that Yubari boasted the lowest divorce rate in the whole of Japan. They created a couple of loveable, yet slightly ironic characters called ‘Yubari Fusai’. “Fusai” means both “debt” and “married couple” in Japanese.

Gold Promo Lions

• Portuguese Red Cross, Hope Store Sells Hope, Leo Burnett, Lisbon, Portugal
• Four’n Twenty Pies, Magic Salad Plate (2), Clemenger BBDO Melbourne, Australia
• Adidas NZ/NZ Rugby Union Adithread, TBWA\Whybin\Tequila, New Zealand
• Pascall, When Will the Fruit Burst? (2), DDB New Zealand, Auckland, New Zealand
• OVK/Parents of Child Road Victims, Let It Ring, Happiness, Brussels, Belgium
• Lion Nathan TED696 Project, BMF Sydney, Australia
• Dodge, Baby Made On Board, Proximity BBDO, Brussels, Belgium
• Zuji Beans, Happy Soldiers, Australia

Silver Promo Lions

• Lion Nathan TED696 Project, BMF Sydney, Australia
• Nokia Game of Death, JWT Beijing, China
• Portuguese Red Cross, Hope Store Sells Hope, Leo Burnett, Lisbon, Portugal
• Film Theatre De Uitkijk, Upload Cinema, Lowe/DraftFCB, Amsterdam, The Netherlands
• Conect, Village Where Nothing Ever Happens (2), Shackleton, Madrid, Spain
• Oxford Fajar, Save The Words, Y&R Singapore
• Korea Heart Foundation, Listen, Creativia, Seoul, South Korea
• Dodge, Baby Made on Board, Proximity BBDO, Brussels, Belgium

Bronze Promo Lions

• Carlton Draught Plastic Cup, Clemenger BBDO Melbourne, Australia
• Korea Heart Foundation, Listen, Creativia, Seoul, South Korea
• Foster’s Group, Carlton Draught Drop the Bomb (2), Clemenger BBDO, Australia
• Suzuki Gas Station, Robert/Boisen & Like Minded, Copenhagen, Denmark
• Diageo Portugal, World’s 1st Ephemeral Museum, Leo Burnett, Lisbon, Portugal
• Gerolsteiner, Change Your Name in Gerolsteiner, Mortierbrigade, Brussels, Belgium
• Conect Village Where Nothing Ever Happens, Shackleton Madrid, Spain
• MyToys.de, Lego, Lukas Lindemann, Rosinski, Hamburg, germany
• NHK Enterprises, Desktop Invader, Hakuhodo Tokyo, Japan
• SKCIN, Computertan, McCann Erickson, London, UK
• Atrapalo.com, Trappers, DoubleYou, Barcelona, Spain
• Procter & Gamble, Stainbroidery, Leo Burnett India, Mumbai, India
• Carlton Draught Plastic Cup, Clemenger BBDO Melbourne, Australia
• Lion Nathan, Carb Relief for Tooheys New White Stag Beer, Saatchi & Saatchi Sydney, Australia
• Nokia, Game of Death, JWT Beijing, China
• Yellow, Treehouse Restaurant, Colenso BBDO, Auckland, New Zealand
• Ruiz Nicoli Lineas, Corporate Image, Ruiz Nicoli Lineas, Madrid, Spain
• Supersonics CPH, Saatchi & Saatchi, Copenhagen, Denmark
• Special Olympics Japan, Message Relay, Shigaya-Gumi, Tokyo, Japan
• SKCIN Computertan, McCann Erickson London, UK
• Zuji Bean, Happy Soldiers, Sydney, Australia
• IFK Goteborg, ANR.BBDO, Gothenburg, Sweden
• Portuguese Red Cross, Store That Sells Hope, Leo Burnett, Lisbon, Portugal