Paris, France, 23 June 2014 — In 2012, Ogilvy was the first French agency to receive the coveted Lions in the newly introduced Branded Content category at the Cannes Lions Festival of Creativity for its memorable Branded Content work for The Coca Cola Company “A Step from Zero” and its viral phenomenon for Tic Tac, "Worst Breath in the World". In 2013, the Cannes Lions Festival introduced the Mobile category and Ogilvy was the first French agency to win the Mobile Lion (Gold for Scrabble “WiFi”). At this year’s 61stInternational Cannes Lions, Ogilvy Paris accelerates its transformation of the agency model winning the 1st French Lion in Innovation (Gold for "BabolatPlay").
"This year, Ogilvy Paris continues its momentum with new victories in Mobile, Branded Content and in inventing the multi-expertise model of tomorrow. In total, Ogilvy Paris was awarded 6 Cannes Lions across the expertise of the Ogilvy group such as: Lab, Data, Brand Content, Search or Social for large national and International brands, "explains Natalie Rastoin, General Director Ogilvy Group France.
Innovation Gold Lion: BabolatPlay, world’s first connected tennis racket. "The innovation of BabolatPlay brings together all the expertise of OgilvyOne from data and analytics to creation, through to the 'mobile technologies' in the Ogilvy Paris Lab directed by David Raichman. It is a privilege to be associated and working with Babolat and partners as Movea, French startup specializing in capture motion”, says Reza Ghaem-Maghami, President of OgilvyOne Paris. “This project is strategic for the agency, illustrating our new positioning in the development of high value-added services for brands."
Ogilvy Paris won six Lions:
- One Gold Innovation Lion for BabolatPlay
- Two Silver Mobile Lions for BabolatPlay for its creation and design of the dedicated application
- One Silver Branded Content Lion for Allianz “Real Life” and One Bronze Branded Content Lion for Ford “On the Road Again”
- One Bronze Media Lion for Allianz “Real Life”
Allianz “Real Life” awarded 1 Silver Brand Content & Entertainment Lion and 1 Bronze Media Lion recognized for its use and integration of Social media. With a rich catalog of services, Allianz wanted to present its insurance product offerings in an original, simple and everyday way to people. Allianz and Ogilvy Paris used Google Street View to find many scenes of everyday life; as well as, many unusual images to illustrate the various situations where Allianz products can benefit.
Ford “On the Road Again” awarded 1 Bronze Brand Entertainment Lion. To instill the reputation of the new Ford urban SUV and to recruit a new, younger target for the Brand, Ford and Ogilvy Paris, through Blue Hive--the integrated agency dedicated to Ford, opted for a new advertising format for Ford: Branded Entertainment. The innovation of this campaign is in its creative targeted approach that interconnects all points of media contact with the consumer. For instance: radio was strategically used to make a daily update on the "status" of the operation, TV relayed the storytelling in a short program, and Social networks amplified the experience.
These 6 new awards are in addition to the distinction the agency has already received this year at the Webby Awards as Agency of the Year and at D&AD as Most Awarded Advertising Agency.
"These achievements are testament to our vision to offer our local French and International Clients Borderless Creativity that transcends geography, channel and culture," says Philip Heimann, General Director, Ogilvy& Mather Paris.
The Ogilvy & Mather network was named Network of the Year at this year’s Cannes Lions, retaining its title for the third consecutive year.
In total, the network won 110 Lions including:
- 2 Creative Effectiveness Lions
- 1st Radio Grand Prix, for Lucozade 'Give Me Strength'
- Direct Grand Prix and 5 Golds for British Airways 'Magic of Flying'
- Titanium and 4 Golds for UN Women 'Autocomplete Truth'
- Product Design Lion for Amnesty International 'Freedom Candles'
About Ogilvy Group France
Ogilvy is the 5th largest communication group in France with 600 people. Ogilvy France is now one of the Ogilvy network centers capable of orchestrating international brand communications around the world and supporting these brands in their local development from Jakarta to Los Angeles. Ogilvy France advertising (Ogilvy & Mather), operational marketing and events (Ogilvy Action), Web and CRM (OgilvyOne), health communication (Ogilvy CommonHealth), communication influence (Ogilvy Public Relations) and design (CB'a). Ogilvy is part of WPP, the No.1 communication group in the world.