Cannes 2014 Grand Prix winners: Recap on the Creative Effectiveness, Promo and Activation, Direct and PR winners

V/Line used the power of guilt to encourage young Australians to visit their home in the country by using the train with 'The Guilt Trip', a pre-purchase ticket that a mother (for example) could send to her estranged child.

The Guilt Trip empowered parents. They benefited from the online films and Guilt Trip handbooks that offered tips on how to apply guilt. Social media was also used to pressure and shame family friends into coming home.

It resulted in a 12 per cent increase in off-peak sales and the campaign generated $4 million in additional revenue for V/Line.

Winning the Direct Grand Prix was Ogilvyone London which created the 'Magic Of Flying' campaign for British Airways. The campaign video is available here.

British Airways planes flying overhead interacted with innovative billboards. Using a special ADSB antenna, it read every BA aircraft’s transponder data within 200km.

The billboards displayed real flight data: the flight number and where the plane was flying from. Dynamic retail messaging was matched to each route too.

People were driven to the 'Look Up#' site where they could find out more about the poster and explore the destinations and even weather reports, and then book a flight.

Winning the PR Lions Grand Prix was Creative Artists Agency Los Angeles USA, which created ‘The Scarecrow’ campaign for the Chipotle Mexican Grill. Their campaign video is available here.

Shown was a scarecrow’s journey to bring wholesome food back to the people by providing an alternative to the processed food that dominates his world – across several media platforms

Firstly, there was ‘the Scarecrow’, an arcade-style game for iOS, which was released on the Apple store. After level completion, players were awarded with Chipotle food in the form of a mobile coupon.

Additionally, there was an animated short film. It featured the song ‘Pure Imagination’ from the 1971 film “Willy Wonka and the Chocolate Factory'. It debuted at 32 on Billboard’s Streaming Songs chart and had over 13,000 downloads on iTunes.

The campaign created a conversation about food, generating over 614 million media impressions. The Youtube video has 12.5 million views and over 650,000 people have downloaded the game.

Winning the Promo and Activation Lions was Adam&EveDDB London UK. They created the ‘Sorry I Spent it on Myself’ brand for the Christmas period. This range was sold in Harvey Nichols stores in the UK and online. That campaign video is available here.

The Sorry I Spent it on Myself Gift Collection was produced as a selfish indulgence for consumers in the festive period. It was supplemented by a range of budget presents which shoppers were encouraged to buy for others so they could spend less on others and more on themselves.

The range was announced to the public with a print campaign as well as a range film online. 26,000 sets sold out within three days and Harvey Nichols went on to have one of their best years to date.