Look at how you approach film says Hegarty

Look at how you approach film says Hegarty
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The success of Dumb Ways to Die should make creatives look at their approach to the film medium according to Sir John Hegarty. 

McCann Melbourne's campaign took the Grand Prix, along with Intel's Beauty Inside pieces, and a Gold as did Clemenger BBDO's epic Beer Chase ad.

Sir John (pictured right), a founder of BBH, describe Dumb Way as "rather long" adding: "This work sets a new way of advertising on TV. 

"Instead of relying on conventional spots create something they have created something truly imaginative that's captures people's imagination."

He said they and decided to award two Grand Prixto recognise the diversity in the medium, with more in-depth long form branded content than ever before sitting alongside the shorter spots, drawing the standards from other film festivals rather than advertising festivals.  

When asked what had caused the strong showing from Australia, with agencies taking a record haul of gongs home, judge Ant Keogh said it was just a "coincidence",

Keogh, who is the ECD of Clemenger Melbourne said he was "delighted" with the Gold Lion, and that it ha been recognised by the jury.

Last year Australia picked up just two Lions in the same category.

Australian winners in Film Lions:

Grand Prix: 

Dumb Ways to Die, Metro Trains, McCann Melbourne

Gold: 

Dumb Ways to Die, Metro Trains, McCann Melbourne

Beer Chase, Carlton & United Breweries, Clemenger BBDO Melbourne

Silver: 

Coincidence, Carlton & United Breweries, Clemenger BBDO Melbourne

Bronze:

Sunshine Bubbles, Murray Goulburn & Co-operative (Devondale). DDB Melbourne

 

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