'Heaven and hell' also won a gold and silver Lion, adding to the two gold Lions it picked up in the Outdoor category earlier in the week.
The campaign involved print ad and outdoor executions for the Samsonite Cosmolite suitcase. The concept highlights the ultra-durability of the suitcase through a sharp contrast between the heavenly environment of first class and the 'hellish' scene below where the suitcase is being handled.
Asia took home three other Press gold Lions. Euro RSCG Bangkok picked up gold for its 'Chameleon' and 'Frog' work for Reckitt Benckiser, Ogilvy Malaysia won for its campaign for Mattel's Pictionary board game, and Leo Burnett Hong Kong took home the prize for its campaign for Greenpeace.
Leo Burnett also brought home a gold in the Design category, this time for its Shanghai office's work for Yang Ai. Other Asia-Pacific gold winners in Design included Ogilvy Shanghai for its campaign to raise public awareness against spitting, JWT Melbourne for its work with the Melbourne Writer's Festival, Creative Juice Thailand for its 'Tamiya calendar', and Ogilvy & Mather Tokyo for 'Chemical reaction'.
In the Cyber Category, Japan dominated the list of Asia-Pacific winners, including two Gold Lions courtesy of Dentsu Tokyo's 'Lucky line' campaign for Uniqlo and DRILL Tokyo/Dentus's 'Xylophone' work for NTT Docomo.
