The Tourism Queensland drive, in conjunction with ad agency CumminsNitro Brisbane, was rated the outstanding campaign by the PR Lions jury, out of a total of 431 entries.
‘It's an absolutely classic campaign', said PR Lions jury president and Chime Communications chairman Lord Bell. ‘It is very simple, captured the imagination of the world's media, uses online and offline and is highly contemporary.'
17 PR Lions were handed out, including two for UK entries: Sportech's ‘Beautiful Game' campaign by Resonate, which promoted the new football pools, and Bpex's ‘Pigs are Worth it' campaign, driven jointly by Weber Shandwick, Good Relations, HD Communications and DDB, which successfully raised prices for British pork.
The UK's two Lions came out of 56 entries, although Lord Bell denied this amounted to a disappointing performance. ‘I actually think country of origin is irrelevant,' said Lord Bell. ‘If you try to draw a conclusion, you will probably make a mistake. There weren't enough entries across the board.'
Other countries represented among the category's winners included the USA, which scored four Lions, Japan, Lebanon, Portugal, Brazil and Costa Rica.
Lord Bell added that the UK's entries tended towards more ‘commercial and branded work to do with selling products', rather than ‘selling ideas or influencing social behaviour.' Another famous PR Lion winner, for example, was the World Wildlife Fund for Nature's Earth Hour campaign, which has been heavily awarded at advertising awards shows in recent years.
At least nine of the 17 PR Lions, meanwhile, were entered by advertising agencies. While Lord Bell admitted he would have preferred more PR agency winners, he called for greater awareness of the Cannes Lions festival among the PR community. ‘They didn't know what it is, and it wasn't very well promoted,' he said. ‘It will get better - people will boast about their Lions and other people will want them.'