After selecting a shortlist of 133 from a record 1103 entries submitted in the Promo Lions categories, a total of 49 winners were chosen by the international jury. The Promo Grand Prix went to BBDO New York, USA, for the HBO entry titled Voyeur Integrated Campaign. A total of 17 Gold, 13 Silver and 18 Bronze Lions were also awarded. South Africa had two Direct Lion and two Promo entries shortlisted.
| Section | Category | Title | Advertiser | Product | Entrant |
|---|---|---|---|---|---|
| Direct Lions | A03 Other Consumer Products (Including Durable Goods) | Postbox Polaroids | Bosch | CCTV Security System | DDB South Africa Johannesburg |
| Direct Lions | A09 Publications & Media | Fossil Regeneration Unit | 8 Ink Media | National Geographic Kids magazine | FOXP2 Cape Town |
| Promo Lions | A14 Charities, Public Health & Safety, Public Awareness Messages | I'm Fine To Drive | Arrive Alive | Anti-drink driving | The Jupiter Drawing Room South Africa Johannesburg |
| Promo Lions | B02 Alternative Media | I'm Fine To Drive | Arrive Alive | Anti-drink driving | The Jupiter Drawing Room South Africa Johannesburg |
The Direct Lions Grand Prix was awarded to JWT India, Mumbai, for the Times of India Newspaper entry Lead India'. Seven Gold, 13 Silver and 17 Bronze trophies were given from a total of 1697 entries, of which 183 were shortlisted.
Direct Agency of the Year was won by Shackleton, Madrid (see www.canneslions.com/winners/special/?medium=DIRECT.
Armin Jorchum, chief creative officer, BBDO Stuttgart & Berlin, Stuttgart, Germany, led the Promo Jury and Marcio Salem, president and creative director, Salem, Sao Paolo, Brazil, was Direct Jury oresident.
The Direct and Promo winners, along with their credits, can be viewed online at www.canneslions.com/winners/direct/ and www.canneslions.com/winners/promo/. The Direct and Promo shortlists may be viewed at www.canneslions.com/winners/direct/?award=99 and www.canneslions.com/winners/promo/?award=99. For more information, go to www.canneslions.com.
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