The Promo & Activation Grand Prix and the Direct Grand Prix were awarded to Crispin Porter + Bogusky's 'Small Business Gets an Official Day' for American Express. In the PR category, JWT San Juan took home Puerto Rico's first ever Grand Prix for 'The Most Popular Song' for Banco Popular de Puerto Rico.
Of the 2,667 entries submitted in the Promo & Activation category, a 26 per cent increase versus last year, 251 were shortlisted, from which 86 were selected as winners by the international jury led by Nick Worthington, Creative Chairman, Colenso BBDO New Zealand. Along with the Grand Prix, a further 17 Gold, 26 Silver and 42 Bronze Lions were also awarded.
2,357 entries were submitted into the Direct Lions category, an increase of 27 per cent as compared to 2011. 227 went on to make the shortlist, of which 15 Gold, 25 Silver and 44 Bronze Lions were awarded. Gideon Amichay, Former Chief Creative Officer, Joint Managing Partner of Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, presided over the Direct Lions jury.
The PR category received 1,130 entries, up 38 per cent from last year. The jury, chaired by Gail Heimann, Vice Chair of Weber Shandwick, shortlisted 134 entries and went on to award 20 Gold, 22 Silver and 26 Bronze Lions, bringing the total number of winners in the category to 69.
The prestigious Direct Agency of the Year award was won by Serviceplan Munich, with Wieden+Kennedy Portland coming in second, and DDB Brasil São Paulo taking third.