Our reporters on the ground in Cannes, DGC’s Samantha DiGennaro, Erin Donahue and Megan McIlroy, attended the PR Lions last night, and 2013 is the year that PR agencies walked away with more Gold and Silver awards than ever. Ketchum, Ogilvy PR, Weber Shandwick, Edelman and Havas PR all took home Lions, and PR Week has the full list of winners.
Even though PR firms made good headway this year compared to years past, the PR Grand Prix went to Melbourne ad agency McCann for their “Dumb Ways to Die” campaign for Metro Trains, in addition to picking up the Direct Grand Prix.
What made it so good? JWT CCO Matt McDonald tells Adweek why he wishes he made it.
PR Lions Jury President, Ketchum CEO David Gallagher said of the campaign, “It wasn’t that long ago when most of our content was centered around a press release and we were pretty happy when a press release was distributed and received and maybe even used by journalists to engage and amplify a message to the public. Those days are behind us. What we need now is content like this, based on real human insight that understands safety isn’t a fun message, that the way to reach children in particular needs to be fun, engaging and imminently sharable, and it needs to bring about real change.”
Wise words for our industry. Check out the campaign video (sitting at a cool 49 million views on Youtube):