The Cannes PR Lions awards were dominated by ad agencies, with the Grand Prix going to WPP-owned JWT.
The top prize in the PR category - in its fourth year at Cannes - went to JWT San Juan for a campaign for Banco Popular de Puerto Rico entitled 'The Most Popular Song'.
The campaign saw the agency rewrite a well-known Puerto Rican song that celebrated not having a job, with help from the band behind the original. The new version espoused the merits of gainful employment and went on to become the most popular in the country.
Gail Heimann, the PR Lions jury president, described the Grand Prix winner as 'singularly spectacular'.
The only UK agency to win a Gold Lion in the PR category was Brooklyn Brothers for its Promote Iceland campaign 'Inspired by Iceland', which PRWeek featured on 4 May. In the campaign, Icelanders were inspired to open their homes to tourists. To encourage them, the President of Iceland, Olafur Ragnar Grimsson, kick-started the campaign with an online address to the nation in which he pledged his own invite and urged his fellow citizens to do the same. As tourists arrived in Iceland they were given an 'Honorary Icelander' passport.
Elsewhere, Ogilvy & Mather received a Silver Lion for its 'Dove ad makeover' work.