Crime pays at Cannes

RBC's 'Crime Doesn't Pay' campaign gets two nods on the Direct short list.


advertiser: RBC
agency: Proximity Canada

The short list for the first rounds of Cannes Lions are out today, and Canada made every list except Promo. In all, we have 41 in contention, including nine that made it to the Media Lions short list.

Breaking Through the Boundaries for Johnnie Walker out of Starcom, Toronto is one, as is the shop’s integrated Big Brain Academy deal with Are You Smarter Than a Fifth Grader? for Nintendo Canada’s Wii, which took a sponsorship nod.

Cossette has several shots at medalling. The Montreal media team’s Pop Your Art exhibits for Perfetti Van Melle’s Mentos gum got Mixed Media standing, and the campaign’s Real Gum Fresco stunts also got a Live Advertising slot.

In the Best Use of TV category, Due North Communications spots for the Dairy Farmers of Canada made the grade, as did the Rogers Grammy work for MP3 Phones, out of Mediacom Toronto. JWT Toronto’s Elevator campaign for Purell Hand Sanitizer was one of two campaigns to make the Small Scale

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Ambient short list.

In the Charities, Public Awareness category, DDB Toronto’s 3 Lives work for Canadian Blood Services made the list, as did Sid Lee Montreal’s Black campaign for Quebec Foundation for the Blind.

Canada’s other Cannes contenders include 4 Direct, 5 Outdoor, 7 Radio and 16 Press short list mentions.

Direct judges liked RBC’s Crime Doesn’t Pay efforts by BBDO Proximity enough to put it through to the final round, in the Best Integrated Campaign category, as well as financial products, for its studen banking packages. Wunderman’s ‘Video’s Back?’ work for MSN also made the list, and Leo Burnett’s The Score annual report got

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a corporate information nod.

‘Cake’ and ‘Cake Jumper’ made the Outdoor short list, giving Ogilvy and Mather two Hot Wheels shots for a win with Mattel Canada. In the Ambient category, the Transit short list included Travel Alberta’s Chairlift effort out of Venture Communications, Toronto, and in the Stunts & Live Advertising nods, Kerrisdale Equipment’s STIHL Chainsaw billboard out of Rethink, Vancouver made the list, as did Rapunzel, for Procter & Gamble’s Pantene, by Grey Canada, Toronto.

The Radio jury put through Sun-Rype work out of DDB Vancouver and Wave Sound Productions,Vancouver. DDB Toronto also got two spots on the short list for Philips Canada ‘s Bodygroom Electric Shaver spots, done by Pirate Radio & Television Toronto.

In the Radio retail short list, Sid Lee got a nod for ‘What’s New?’ for Jean Lacasse Antiquare, out of Boogie Studio, Montreal, as did Zig’s ‘Low Voice’ work for Ikea, by RMW Music, Toronto. Two spots for Science World by Rethink and Wave Sound Productions, Vancouver, ‘Bacteria’ and ‘Two Seconds,’ also made the radio short list.

The Press short listers liked BBDO’s Jeep Wrangler work for Chrysler, specifically ‘Fat Bear,’ and ‘Cheers’ for Fedex also put BBDO in Lions contention.

The press jury gave four nods to the call for entry posters Taxi Toronto did for the Young Guns International Advertising Awards, and Taxi work for Covenant House also made the Press short list.

‘Poop,’ ‘Nuts’ and ‘Crotch’ for Timmie Dog Outfitters by DDB Toronto also pleased the jury, as did DDB’s ’18 Lives’ and ’3 Lives’ for Canadian Blood Services.

‘Jog’ and ‘Worship,’ part of the new Toronto Humane Society efforts out of Leo Burnett Toronto, have two shots at Press Lion glory. And the jury also gave two shots to make the podium to Sid Lee’s ‘Paint’ and ‘Thermostat’ ads for Reno-Depot. MM.