Bram Tervoort, Chester de Vries (holding the Grand Prix for Good), Mark Woerde and Niels Pel.

As expected, Lemz last night won the Grand Prix for Good with Sweetie. The bold and truly creative case also won its 13th Gold (Branded Content & Entertainment) and the agency became the second independent agency of the year – after Forsman & Bodenfors (scoring big with Jean Claude van Damme’s Epic Split for Volvo) and before W+K Portland. In film Wieden+Kennedy Amsterdam won Silver with ‘The Odyssey’ for Heineken and 180 won Bronze with ‘The Last of Us’ for Sony’s Playstation. Unfortunately Amsterdam didn’t win any other prizes in Film, Craft, Integrated and Innovation.

In film two Grand Prix went to the aforementioned ‘Epic Split’ by Forsman & Bodenfors (which rightly deserves the term epic) and ‘Sorry, I spent it on myself’ for Harvey Nichols by Adam&EveDDB. The latter was a bit of a surprise to us, since it’s not so much the film that is Grand-Prix-worthy, as it is the entire case. Which is actually why the case also won the Integrated Grand Prix – the fourth Grand Prix for this idea (!). The Titanium Lion – probably the most prestigious Lion, awarding ideas that are truly outstanding – went to ‘Sound of Honda’ by Dentsu Tokyo. This idea captured the sound of Ayrton Senna’s fastest lap with hundreds of networked speakers and LED lights, while he was qualifying for the Grand Prix on the Suzuka circuit in 1989.

Apart from Lemz’ mega score, Amsterdam didn’t do so well this year. Partly this might be due to the economical crisis that has paralyzed clients in daring to stand out. However, Lemz’ case shows that it primarily takes a good idea (and secondarily lots of drive), to break through the clutter. As Mark Woerde explained to us just before the Cannes Lions festival, “if only our industry puts its minds to it, we can change the world.” And now we think of it, maybe this is especially true when your client has the budget of a local Terre des Hommes.