Cannes: Leo Burnett Sydney wins Media Grand Prix for 'Photochains'

Leo Burnett Sydney returned the highest scores in the Media Lions category to take home the Media Agency of the Year honour.

The agency has won six Lions plus the Grand Prix for its social media campaign 'Photochains' developed for the Canon EOS SLR camera. The campaign, which launched in May 2009, links people together through photos as one person's image inspires the next in the chain.

The chain would start with a photo on any subject from which one small element like a feather or a moustache would be identified. The next photographer would upload their photo defining the chosen subject to make the next link. The photochain grew to become its own social media platform and to date over 20,000 photos have been uploaded from all across Australia. The Canon EOS SLR camera also increased its market share to a record 67 per cent.

The 'Photochains' campaign won a silver Lion in the PR category, one gold, a silver and two bronze Lions in the Direct category and a silver Lion in the Promo & Activation category.

In further wins for the region, Colenso BBDO Auckland won gold for 'Yellow chocolate' for Yellow Pages. George Patterson Y&R also took home a gold Lion for its 'It's no picnic' work for Cadbury.

Australia pulled in a further two silver Lions thanks to Starcom Melbourne with 'Pedigree adoption drive' promoting a dog resue programme for Mars.

New Zealand and India won a further three bronze Lions. JWT Auckland and Starcom Auckland won a bronze each for 'Kit Kat chairs' for Nestle and 'Real stories' for TVNZ, respectively. Completing the tally for bronze Lions is Leo Burnett Mumbai for its 'Tide magttraction' campaign for Procter & Gamble.

Click here for more news from Cannes 2010.