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Halo 3 Takes Advertising Prizes in Cannes
>> From adweek.com:
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CANNES, FRANCE - Four Grand Prix Lions were awarded at the final prize ceremony at the 55th International Advertising Festival here tonight, with two top honors given by the Film jury and two by the Titanium & Integrated jury.
The top Film winners were Cadbury's "Gorilla" by Fallon, London, and Xbox Halo 3's "Believe" by T.A.G./McCann Worldgroup, San Francisco.
The Titanium Grand Prix went to Uniqlo's "Uniqlock" from Projector Tokyo, which also won the Cyber Grand Prix earlier this week.
The Integrated Grand Prix was awarded to the Xbox Halo 3 effort.
In Integration, Xbox Halo 3 "stood head and shoulders above the rest" of the contenders, said Tutssel. "The variety of the work they produced was so surprising and so new and so engaging," he added. "It is breathtakingly beautiful in its craft, thinking, its execution and the way it connected with people. It's game-changing in its thinking."
The winning Halo 3 campaign, from T.A.G/McCann Worldgroup, San Francisco, included three-minute online executions -- "Enemy Weapon," "Gravesite," "John 117/Monument" and "Combat" -- that delved into the story of the legendary battle between humanity and aliens using documentary-style interviews set 500 years in the future. Another commercial in the campaign, "Diorama," also received a gold and a bronze Lion. The jury praised its unique approach in the category and the deep level of the storytelling. "You became quite emotional about the pieces as you are moving through the touch points," said South African juror Paul Warner, founder and executive creative director of MetropolitanRepublic.
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Full Story: adweek.com
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