London - Saatchi & Saatchi London flew the flag for Britain at the 2009 Cannes Lions International Advertising Festival, as it outperformed all other UK agencies.
The agency won a total of six Lions for T-Mobile ‘Dance’, the first piece of work in the ‘Life’s for Sharing’ campaign, which saw 350 dancers break into a ‘flash mob’ style dance routine in London’s Liverpool Street Station.
Taking home two Gold, two Silver and two Bronze Awards (and accumulating 30 points* from wins), the agency won more Lions than any other UK-based agency. Saatchi & Saatchi was also the only UK agency to win more than one Gold Lion.
The agency won the following Lions:
Direct: Gold in the ‘Commercial Public Services’ category
Film: Gold in the ‘Consumer Product’ category
Media: Silver for ‘Best Use of Special Events and Stunts’
Film: Bronze for ‘Music’
"The whole ‘Life’s for Sharing’ campaign for T-Mobile has really tapped into the feeling of the nation and this is what lies at the heart of ‘Dance’s’ success,” says Paul Silburn, Creative Partner, Saatchi & Saatchi, London.
“Winning in such a broad selection of categories also highlights the true quality of this campaign for T-Mobile,” he adds.
What’s more, for both Direct and Titanium/Integrated, Saatchi & Saatchi was the only UK agency to take home Lions of any kind. In fact, in the Titanium/Integrated category, Saatchi & Saatchi was the only UK agency to even make the short-list.
In addition to the above awards won via Saatchi & Saatchi entries, T-Mobile ‘Dance’ also took home two more Lions in Media – a Silver for ‘Commercial Public Services’ and a Bronze for ‘Use of Mixed Media’ - having been entered into these categories by MediaCom. As a result, T-Mobile ‘Dance’ was the UK’s most awarded campaign this year.
* For each award, agencies gain 10 points for a Grand Prix, 7 points for Gold, 5 points for Silver and 3 points for Bronze.