Jury member and joint chief creative officer of Grey London, Vicky Maguire further described how the Grand Prix had been '28 years in the making'.
In a category notable for both brand experience and branded experiences, Gold awards also went to:
Exclusive the Rainbow / DDB Chicago
Scary Clown Night / LOLA MullenLowe, Madrid
Black Supermarket / Marcel, Paris
Universal Love / McCann, New York
A/R Jordan / R/GA, Portland
Live Looper / BBDO, New York
Intel Drone Light Show at The Olympics / Intel Corp
Xbox Design Lab Originals: The Fanchise Model / McCann, London
Deisel - Go With The Fake / Publicis, Italy + Publicis, New York
Save Our Species / BETC, Paris
Palau Pledge / Host/Havas, Sydney
Describing how the jury defined the category, Reilly said 'We had a new challenge with a new category, which is a bit of an old category too. It replaces a bit of Promo and Activation, and replaces a bit of integrated. But I think the Grand Prix really defines what a brand experience can be.'
