Film Grand Prix for Carousel
Philips' Carousel has conquered the Cannes Lions, scooping the Film Grand Prix.
Stink Digital and Tribal DDB Amsterdam were crowned Kings of Cannes at the Film, Titanium and Integrated award ceremony this evening, netting the coveted Grand Prix for Philips' online film Carousel.
"We got the call from the agency last night, but you're never really sure until you see it on paper," said Stink Digital EP Mark Pytlik. "Once the film launched online it spread so quickly and became something much bigger than we'd anticipated. We're really proud to have won a silver in the Cyber category too because for us it shows the importance of delivering innovative content online. It was an idea executed across film and digital and that's really what Tribal DDB and Philips wanted to do - show both sides of that equation."
For director Adam Berg, the win is just as much a recognition of a particular piece of work as it is proof that audiences will hunt down strong creative content. "Carousel is a different type of experience from a TV spot,” he said. “I think the success of the film goes to show that there's a new type of demand because online projects are so easy to miss. You have to give people something that will interest them, something they'll actively seek out. The internet offers so many opportunities and opens up a whole new creative spectrum for directors to engage and entertain people."
Jury president Dave Lubars said the Grand Prix was unanimously awarded to Carousel. "The film is quite brilliant and beautifully executed. It's what we call a magnet - it's one of those commercials that draws you in voluntarily. We were blown away and delighted by it."
The 22-strong jury awarded a total of 23 gold Lions, 55 silver Lions and 41 bronze Lions. Among the gold winners were Pure Waters for James Boag Draught, Love Distance for Sagami and Dogfish for VW. A Special Jury Commendation was awarded to Charles Stone's Wassup '08, as the unofficial PSA fell outside of the entry criteria for the Film category due to the fact it wasn't commissioned by the Obama camp.
The Agency of the Year rankings were dominated by South America, DDB Brazil netting first place, pipping Almap BBDO to the top and holding DDB&Co Istanbul to the third spot.
Network of the Year was awarded to DDB, and Phenomena beat Smuggler to the top to win the 2009 Palm D'Or.
See the full winners list