Japan bags four Media Lions

Japan scooped four of the 20 Media Lions awarded at Cannes, making it the only Asian market to win Lions at the international award show. The Asian winners included TBWA\Japan for 'Impossible Sprint' for adidas, Hakuhodo's 'Frosty Window' for Ajinomoto's Knorr Soup brand, ADK's 'Time Lag' for Toshiba Corporation and Dentsu's 'Discover the Truth' for Kadokawa Shoten Publishing. Meanwhile, the Cannes' Media Grand Prix went to MediaCom Tel Aviv for a clothing donation drive created to bring Procter & Gamble's Biomat detergent brand to Israel's ultra-conservative set which eschews television, internet and other wireless media. The campaign featured washing machines mounted on trucks driven around town to reach the target audience, who were then urged to donate old clothes. The clothes were then washed on the spot using Biomat.