TBWA show their mettle at Cannes

The two Silver Lions were awarded to the Enterprise (Tiger Brands) outdoor and print campaign 'Mother's Favourites'. Two Radio Bronze Lions were won for the Doom (Tiger Brands) 'Things Change' campaign and one Press Bronze Lion for City Lodge's campaign 'Not Much Happens When You're Asleep'.

Matthew Brink, one of the agency's two newly-appointed executive creative directors (ECD), found the competition tough this year, making the wins all that more poignant. "It's great to win, but what's really gratifying is the fact that we won awards on real clients and real briefs. We have reached a place where our clients trust us enough to follow creative routes, and it's paid off."

Having only been with the agency a few months, both ECDs are pleased with the showing at Cannes. "It's really cool to win. We're surrounded by great people and great teams, this work must be credited to the hard work and talent of TBWA," said Brink. "We're just happy to be building on the legacy of Hunts, being associated with the great people and work this iconic agency has produced over the years."

The Enterprise polony 'Mother's Favourites' campaign, by Shelley Smoler and Raphael Basckin, centred around the promotion of extra 200g packs. The Print and Outdoor campaign used the shape of the packaging to frame a typically South African family moment, with the polony 'slices', depicted as lines, broader over the favoured character in the image, with the headline "Thicker slices for the ones you love."

Reg Lascaris, regional president for TBWA Africa\Middle East and co-founder of Hunt Lascaris, was impressed by the creative executions the campaigns managed while delivering on client expectations. "All three adhered totally to the strategic briefs ensuring our client's key messages beat the clutter in these intensely competitive sectors."

"In today's challenging economic environment, competition among brands has never been fiercer," said Lascaris. "It's therefore deeply satisfying that in all instances the work achieved serious impact in the market."

TBWA\Hunt\Lascaris\Johannesburg will now be looking to the South African Loerie Awards in September to extend their successes.