Amsterdam scores well in the first three Cannes categories. Three golden Lions went to LG Thief, stealing the thinnest TV ever on a security cam, by Y&R (Promo/Best use of social media), ALS ‘I have already died’ by Publicis (Direct/Charity), and Hema mega push-up bra by Doom & Dickson (PR). The push-up bra – a male model showing how the bra makes something out of nothing – also won Silver in Promo/Product Launch. Lemz won Silver with their firework task-force. Bronze went to Kumpany for ‘Britt’s telephone’ for Microsoft – a concept that allowed the crowd to browse through a Dutch celeb’s entire phone online.