why he won
According to Lam, the jury felt that “it was the only work that really stood out and cut through the mess. The fact that a publication decided not to publish anything made a very strong statement.
“Besides the power of the idea, we also keep thinking, ‘How can we make this category exciting for the next generation?'” she added. “We can reward good ideas, but then we can reward something that shows an innovative out-of-the-box solution for old-school media.”
Controversy or clear winner?
In terms of debate, Lam said, it was a close race between Dove’s “Reverse Selfies” by Ogilvy London and Election Edition. “Dove has set the bar so high in its mission that it is very different to surpass itself year after year. Comparing the two was a bit difficult as we are comparing apples and oranges. While one is very consistent with a brand mission, and it’s very strong work, the other is completely unexpected and really sheds new light on how to be innovative with one of the most veterans of our industry.
Pepsi and Alma DDB’s ‘Better With Pepsi’ was a strong contender in the Print and Display categories, winning three Gold Lions in Print and Publishing and three in Outdoor. The bold campaign challenged Coca-Cola’s dominance of the big burger chains with work that showed various fast feeder wrappers strategically crumpled – with the help of an origami artist – to form the Pepsi logo.
Lam described the work as “cheeky, fun and well done”. But when it came to who won, she said the judging panel had “debated a lot” about what makes a Grand Prix winner. and with Pepsi, it didn’t quite hit you in the gut the way our Grand Prix winner did.
Other competitors included Ikea’s “Trash Collection” campaign, Heinz’s “Draw Ketchup” campaign, and Burger King’s “Confused” campaign featuring photographs of meat-like plants.
Overall, Lam said the winning work shows that “if you think big, it doesn’t matter if the medium has been around for thousands of years.”
“Print is often reduced to a ‘key visual’ in campaigns,” she observed. “But it can communicate anything when used in the right way. You don’t need TikTok dances and a whole metaverse build to get the message across.”