NZ agency triumphs in Direct

CANNES: New Zealand-based agency Special Group has triumphed at Cannes, taking home the Direct Grand Prix, for its campaign for Orcon Broadbrand.

The award, which is awarded to the best of the Gold winners, recognised a campaign in which Orcon teamed up with punk icon Iggy Pop to record a new version of the singer's hit single "The Passenger".

Prior to the campaign launch, Orcon was an unknown broadband service in New Zealand, so to boost awareness the Auckland-based agency set out find eight New Zealanders to record a song with Iggy Pop.

The song was recorded using musicians based in New Zealand, who worked with Iggy Pop virtually via Orcon's service.

According to Brand Republic, Pablo Alzugaray, the president of the Direct jury, said: "The campaign got the Grand Prix from the first time that we saw it. It's a very smart and powerful idea.

"It's one of the best uses of celebrity we've ever seen, and on a basic level, it's also an excellent product demo."

In total, six Golds were handed to Australian agencies, with three of them going to Saatchi & Saatchi Sydney. Clemenger BBDO Melbourne also won for its 'Support Scent' for Guide Dogs Australia campaign.

Story by AdNews.

Results sourced by Campaign Brief.

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