Volkswagen scooped up the awards at the world’s most prestigious creative advertising festival, the 58th “International Festival of Creativity” in Cannes: Europe’s largest automaker came away with a total of 34 of the coveted “Lions” in Gold, Silver and Bronze – more than ever before. Volkswagen won a “Titanium Lion” for the campaign on the “Think Blue.” environmental and sustainability initiative. “The Force”, the extremely successful TV ad for the Passat, won three awards alone – two Gold and one Bronze. “This is an incredible success and we are very proud of it because the awards acknowledge our work. These 34 ‘Lions’ are the direct result of our commitment to innovation and creativity in all fields,” Luca de Meo, Head of Group Marketing and Head of Marketing at Volkswagen Passenger Cars, said.
In addition to the “Titanium Lion”, a total of eight “Golden Lions” and 14 awards in Silver went to Volkswagen. The advertising experts honored the automaker with eleven “Bronze Lions”. Volkswagen’s creative work all over the world was acknowledged. Campaigns from the USA, Australia and New Zealand were honored, as were those from Germany, Netherlands, Sweden, Norway, England, China, Argentina and Brazil. De Meo commented: “This shows Volkswagen enjoys global success and sets very high standards. That can, of course, only happen with strong partners, so my thanks go to all the agencies who have done a brilliant job in realizing our ideas.”
Particularly outstanding campaigns were the “The Speed Camera Lottery” from Sweden about the Volkswagen “Think Blue.” initiative, which won the “Titanium Lion” awarded for the first time this year, and “The Force”, a TV ad for the Passat created in the USA. The film starring the mini Darth Vader, which has already been viewed over 40 million times on YouTube, won two Gold and one Bronze Lion in three categories.