This year, there were 53 countries participating and the panel of 100 plus top creatives selected 233 ads, campaigns and interactive entries.
There were twelve major competitions - TV/Cinema/Online Film; Integrated Campaigns; Press; Interactive; Outdoor; Design; Promotions & Incentives; Radio; Crafts; Direct Marketing; Branded Entertainment and Ambient Media. The juries were held in seven cities - Beirut, Bratislava, Caracas, Copenhagen, Hamburg, Lisbon and New York. In addition, a separate pre-selection jury (22 jury members from 11 countries) was conducted for Interactive entries.
All winners were then chosen by Cresta’s International Grand Jury of 84 leading creative professionals from 44 countries. Of those, 13 countries made the final cut with a total of 74 winning ads (12 TV/Cinema/Online Film; three Press; eight Outdoor; four Integrated Campaigns; three Ambient Media; five Direct Marketing; one Radio; five Design; 14 Crafts; three Promotions & Incentives; eight Branded Entertainment and eight Interactive entries). Selection criteria were originality of the creative idea and the quality of its execution. In addition to the eight Grand Prix’s awarded, the remaining breakdown of ‘Statue Levels’ include 17 Gold, 14 Silver and 35 Bronze Awards.
To select the Agency and Network of the Year, Cresta uses a point system for all ‘Winning Statue Levels’ as well as points for finalist status. Point breakdown: Grand Prix: 10 points; Gold: seven points; Silver: five points; Bronze: three points and Finalist: one point.
The Agency of the Year for the fourth year in a row, winning six awards (and 59 points) is Forsman & Bodenfors, Gothenburg. Its winning entries include three Grand Prix’s (Direct Marketing, Integrated Campaigns and Interactive) for their client, IF Insurance, titled, “Slow Down GPS”. Client Volvo Trucks, titled “Look Who’s Driving” won the Grand Prix for Branded Entertainment as well as a Gold award in the Television/Cinema/Online Film competition. To round off its tally, a Bronze award in the TV/Cinema/Online Film competition was won for client H&M, titled “Close the Loop”.
Out of the twelve Cresta competitions, entries in eight competitions scored high enough to be awarded the Grand Prix. Continuing this list of Grand Prix winners is Rosapark, Paris who won the Outdoor as well as the Design (Best Offline Digital Design) Grand Prix for their client Thalys Train Network, titled “Sounds of the City”. An additional Gold award was captured for “Sounds of the City” in the Crafts competition for Best Art Direction.
Tangrystan, Oslo won the Grand Prix for its client, Care Norway, titled “Dear Daddy” in the TV/Cinema/Online Film competition and also in the Crafts competition for Best Copywriting. An additional Gold award was received for “Dear Daddy” in the Branded Entertainment competition.
McCann Worldgroup became Network of the Year. In all, three entrants from the network combined to win a total of 47 points. They represent New York, Frankfurt and Birmingham. Following close behind was BBDO Worldwide with 46 points and Havas Worldwide with 43 points.
McCann New York received Seven Awards and scored a solid 45 points. Office Depot Office Max, titled “The Co-Workers Collection”, won a Gold in the Integrated Campaigns competition. A Silver statue was achieved for New York Lottery, titled “#JackpotDrumroll”, in the Outdoor competition. Three additional Bronze awards were received for New York Lottery: "Is This You?" scored in the Outdoor competition as well as in the Crafts competition for Best Humour, and “Rich Person Field Guide” won in the Crafts competition for Best Copywriting. To round off their tally, two additional Bronze statues were received for clients: Tommee Tippee, titled “Advice Wipes”, in the Promotions & Incentives competition and Microsoft, “Peace on 5th”, in the Integrated Campaigns competition.
On a single agency basis, winning six awards and scoring 29 points is Åkestam Holst, Stockholm: one Radio, one Direct Marketing and one Promotions & Incentives for ‘Refugee Phones’, one Ambient Media and one Outdoor for ‘The Swedish Peace and Arbitration Society’, and one Press for ‘Pressbyran’.
Scoring 29 points and winning five awards is Leo Burnett Germany, Frankfurt: one Design (Packaging Design) for ‘Oh!-Saft, two Direct Marketing for ‘Frankfurt Zoo’ and ‘McDonald’s’, one Ambient Media for ‘Fiat Park Assist’, and one Press for ‘McDonald’s’. The McDonald’s winners were produced in conjunction with the agency Thjnk.
Agencies with four awards are: BETC, Paris (one TV/Cinema/Online Film, two Interactive and one Crafts); and HEIMAT, Berlin (three Crafts and one Outdoor).
The ‘winners gallery’ has been released in the form of a micro-site designed for all mobile devices. All the winning entries, including film clips and still images, will be included on the site along with full credits.
