Matthew Miller
Jun 24, 2015

Cannes Media: Gold Lion for missing-children campaign in China

CANNES - The Media category generated one Gold Lion for the region, which went to TBWA/Being Shanghai for work that turned the search for free WiFi into a search for missing children.

Cannes Media: Gold Lion for missing-children campaign in China

Follow Campaign Asia-Pacific's Cannes coverage at campaignasia.com/cannes2015 and coverage by the entire Campaign global team at cannes.campaignlive.co.uk.

Altogether, APAC agencies hauled in one Gold Lion, four Silver Lions and nine Bronze Lions in the media category, for a total of 14 of the category's 80 awards (see table below for details).

The Gold Lion, for work on behalf of Baobeihuijia.com, presented information about missing children every time someone searched for the company's free WiFi hotspots. The campaign exposed more then 400 million people to missing-child information, and more than 37 million shared the data on social networks, resulting in an unspecified number of reunions.

wide player in 16:9 format. Used on article page for Campaign.

 

Cheil Worldwide won two Silver Lions for distributing Burger King-branded sleep masks that asked fellow Seoul commuters to wake the wearer at a specific train station. UM Sydney and Ogilvy & Mather Sydney shared credit for a Silver Lion based on work for Coca-Cola. The TBWA/Being team also won a SIlver Lion for the free WiFi campaign. 

The category yielded a Grand Prix for Y&R Team Red Istanbul for work on behalf of Vodaphone.

APAC MEDIA WINNERS

Title Advertiser Product Entrant / Agency Country Prize
SEARCH FOR FREE WIFI SEARCH FOR MISSING CHILDREN BAOBEIHUIJIA BAOBEIHUIJIA TBWA/BEING Shanghai CHINA Gold Lion
MORNING LIKE A KING BURGER KING BURGER KING CHEIL WORLDWIDE Seoul SOUTH KOREA Silver  Lion
#COLOURYOURSUMMER COCA-COLA SOUTH PACIFIC COCA-COLA UM Sydney / OGILVY & MATHER Sydney AUSTRALIA Silver  Lion
MORNING LIKE A KING BURGER KING BURGER KING CHEIL WORLDWIDE Seoul SOUTH KOREA Silver  Lion
SEARCH FOR FREE WIFI SEARCH FOR MISSING CHILDREN BAOBEIHUIJIA BAOBEIHUIJIA TBWA/BEING Shanghai CHINA Silver  Lion
JOHNNIE WALKER BLUE LABEL - THE GENTLEMAN'S WAGER DIAGEO JOHNNIE WALKER BLUE LABEL PHD SINGAPORE  / ANOMALY New York SINGAPORE Bronze Lion
PLAY WITH YOURSELF THE BLUE BALL FOUNDATION TESTICULAR CANCER AWARENESS M&C SAATCHI Sydney / BANG PR Sydney AUSTRALIA Bronze Lion
MELANOMA LIKES ME MELANOMA PATIENTS AUSTRALIA MELANOMA PREVENTION GPY&R Brisbane AUSTRALIA Bronze Lion
VISUAL DICTIONARY BRITISH COUNCIL PRIVATE EDUCATION GREY GROUP Singapore SINGAPORE Bronze Lion
CLEVER BUOY OPTUS OPTUS NETWORK M&C SAATCHI Sydney AUSTRALIA Bronze Lion
SHINE CANON CANON CAMERAS LEO BURNETT SYDNEY  AUSTRALIA Bronze Lion
BREATHE AGAIN XIAO ZHU AIR PURIFIER Y&R SHANGHAI  CHINA Bronze Lion
DON'T TRADE ME PAW JUSTICE ANTI AUCTIONS DDB GROUP NEW ZEALAND Auckland NEW ZEALAND Bronze Lion
TOUCH THE PICKLE PROCTER & GAMBLE INDIA WHISPER SANITARY NAPKINS BBDO INDIA Mumbai INDIA Bronze Lion

 

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