The document provides information about winners of the 2012 Cannes Lions International Festival of Creativity. It lists winners in categories such as Branded Content & Entertainment Lions, Creative Effectiveness Lions, Cyber Lions, Design Lions, Direct Lions, and Film Craft Lions. The US had the most total awards of any country with 182, including 8 Grand Prix awards. Winners such as Chipotle, American Express, Nike, and Google are highlighted for their creative and effective advertising campaigns.

1. 2012 CANNES LIONS
59th International
Festival of Creativity
Journal presented by

2. Table of Contents
I. Intro
II. Branded Content & Entertainment Lions
III. Creative Effectiveness Lions
IV. Cyber Lions
V. Design Lions
VI. Direct Lions
VII. Film Craft Lions
VIII. Film Lions
VIV. Grand Prix for Good
X. Media Lions
XI. Mobile Lions
XII. Outdoor Lions
XIII. PR Lions
XIV. Press Lions
XV. Promo & Activation Lions
XVI. Radio Lions
XVII. Titanium & Integrated Lions
XVIII. U.S. Young Lions Program
Presented by USA TODAY 2

3. Congratulations!
On behalf of the entire team at USA TODAY, we would
like to congratulate the winners from the 2012
Cannes Lions International Festival of Creativity.
The Festival is the world’s leading celebration of creativity and
is internationally recognized as the most prestigious annual
advertising and communications awards. USA TODAY is proud to
serve as the official U.S. representative to the Festival, a partnership
we have enjoyed since 2000. Inspiring creativity is at the heart
of Cannes Lions and we are honored to celebrate and further
insightful discussions with creative leaders across the U.S.
Cannes Lions sets the benchmark for excellence in creative
communications and we recognize the winners’ hard work,
dedication and innovative brainpower.
2012 was a record year at the Cannes Lions International Festival
of Creativity with more than 9,000 delegates attending, and
34,300 entries from 87 countries. This year, the U.S. continued to
bring home the most awards of any country – 182 total. Those
included 8 Grand Prix, 32 Gold, 57 Silver, 81 Bronze, 2 Titanium, and
2 Effectiveness Lions.
USA TODAY is thrilled to have the opportunity to recognize and
showcase some of the leading creative work that was produced in
the U.S. and honored at this year’s Festival.
Congratulations again to all of the Festival winners, and we invite
you to join us as we celebrate by looking back on the winning work.
Sandra Micek
Senior Vice President of Marketing
Mary Murcko
President of Sales
Presented by USA TODAY 3

4. Branded Content
& Entertainment Lions
Grand Prix
Cultivate Campaign
Advertiser: Chipotle
Product: Fast Food
Agency: Creative Artists Agency
Los Angeles
Gold Lion Winners
Great Paper Airplane Project
Advertiser: Pima Air And Space Museum
Product: Non-Profit Museum/Entertainment & Education
Agency: Bbdo San Francisco / BeCore Los Angeles
GT Academy USA
Advertiser: Nissan / PlayStation
Product: Nissan / GT-R / Gran Turismo 5
Agency: TbwaChiatDay Los Angeles /
Omd Los Angeles
Mfceo
Advertiser: K-Swiss
Product: Footwear
Agency: 72andSunny Los Angeles
Presented by USA TODAY 4

5. Gold Lion Winners Branded Content
& Entertainment
Lions continued
Nature Valley Trail View
Advertiser: General Mills
Product: General Mills
Agency: McCann Erickson New York
New York Writes Itself
Advertiser: Village Voice / New York Types
Product: Village Voice Newspaper
Agency: Leo Burnett New York
Pom Wonderful Presents:
The Greatest Movie Ever Sold
Advertiser: Pom Wonderful, Hyatt, JetBlue
Product: Feature Film
Agency: Warrior Poets New York
Snoop Dogg’s Smokable Book
Advertiser: Snoop Dogg
Product: King Size Slim Rolling Paper
Agency: Pereira & O’Dell San Francisco
Wheat Thins & Colbert
Advertiser: Kraft
Product: Wheat Thins
Agency: Starcom MediaVest Group New
Presented by USA TODAY 5

6. Silver Lion Winners Branded Content
& Entertainment
Lions continued
24 Hours Of Reality Everything To Prove
Advertiser: The Climate Reality Project Advertiser: Gatorade
Product: Climate Change Awareness Product: Sports Drinks
Agency: m ss ng p eces / Fearless Revolution Agency: Vml Kansas City / Fleishman-Hillard
Brooklyn / Electric Pulp Sioux Falls Chicago / Nfl Films Mount Laurel
Call Of Duty Xp 2011 Gt Academy USA
Advertiser: Activision Publishing Advertiser: Nissan / PlayStation
Product: Call Of Duty: Modern Warfare 3 Product: Nissan / Gt-R / Gran Turismo 5
Agency: NCompass International West Hollywood Agency: TBWACHIATDAY Los Angeles /
Omd Los Angeles
The Creators Project
Advertiser: Intel
Project Imagin8ion
Advertiser: Canon USA
Product: Intel
Product: Digital Slr Cameras
Agency: Vice Media Brooklyn
Agency: Grey New York / Alliance New York /
Mediacom New York
Bronze Lion Winners
Always Open Re: Generation
Advertiser: Denny’s Music Project
Product: Denny’s Restaurant Advertiser: Hyundai Motor America
Agency: Gotham New York / Dumbdumb Product: Hyundai Veloster
Productions West Hollywood Agency: GreenLight Media and Marketing /
Innocean USA Huntington Beach / Rsa Films
Centennial Films Los Angeles
Advertiser: IBM
Product: IBM
True Origins Of Pizza
Agency: Ogilvy New York
Advertiser: Mr. Pizza
Product: Pizza Restaurant
Coca-Cola Polar Bowl Agency: Ss+K New York / Addict Media Films
Advertiser: The Coca-Cola Company Seoul
Product: Coca-Cola Classic
Agency: Wieden+Kennedy Portland
World Gone Sour
Advertiser: Kraft
The Explosive Game Product: Sour Patch Kids
Advertiser: Jordan Agency: Mother New York New York
Product: Carmelo Anthony’s M8 Nyc Flight
Shoe
The X Factor USA
Agency: Wieden+Kennedy New York /
Klip Collective Philadelphia
Digital Ecosystem
Advertiser: Pepsi
Product: Pepsi / Verizon Phones & Services /
Mlb Fan Cave Sony Electronics
Advertiser: Major League Baseball
Agency: Sony Music New York / SYCO
Product: Mlb Fan Cave
/ Fremantle Media Beverly Hills / Fox
Agency: Hill Holliday Boston
Broadcasting Corporation Los Angeles
Presented by USA TODAY 6

7. Product:
Creative effectiveness
Lions
Creative Effectiveness Winners
Breathe Happy Born of Fire
Advertiser: P&G Advertiser: Chrysler
Product: Febreze Product: 200
Entrant Company: Grey New York Entrant Company: Wieden+Kennedy Portland
Presented by USA TODAY 7

8. Cyber Lions
Grand Prix
Nike+ FuelBrand
Advertiser: Nike+
Product: Nike+ Fuelband
Agency: R/GA New York
Gold Lion Winner
Small Business Gets
An Official Day
Advertiser: American Express
Product: American Express
Agency: Crispin Porter + Bogusky
Boulder / Digitas New York
Silver Lion Winners
Back To The Start Project Re: Brief
Advertiser: Chipotle Advertiser: Google
Product: Fast Food Product: Display Advertising
Agency: Creative Artists Agency Agency: Fi New York / Google New York
Los Angeles
Small Business
Hilltop Re-Imagined Gets An Official Day
For Coca-Cola Advertiser: American Express
Advertiser: Google Product: American Express
Product: Display Advertising Agency: Crispin Porter + Bogusky Boulder /
Agency: Grow Interactive Norfolk / Digitas New York
Johannes Leonardo New York
Mfceo
Advertiser: K-Swiss
Product: Footwear
Agency: 72andSunny Los Angeles
Presented by USA TODAY 8

9. Bronze Lion Winners Cyber Lions continued
Chevy Sonic Integrated Mano A Mano In El Bãno
Advertiser: Chevrolet Advertiser: Old Spice
Product: Chevrolet Sonic Product: Old Spice
Agency: Goodby Silverstein & Partners San Francisco Agency: Wieden+Kennedy Portland
Chip It! Manta Claus
Advertiser: Sherwin-Williams Advertiser: Old Spice
Product: Paint Product: Old Spice Fiji Bodywash and
Agency: McKinney Durham Deodorant
Agency: Wieden+Kennedy Portland
Devastating Explosions
Advertiser: Old Spice One Copy Song
Product: Old Spice Advertiser: Adam Tensta
Agency: Wieden+Kennedy Portland Product: Adam Tensta
Agency: R/GA New York
Dig Deeper
Advertiser: Hbo Slavery Footprint
Product: True Blood Advertiser: Call + Response / US State
Agency: BBDO New York Department
Product: Human Rights
Agency: Muh-Tay-Zik | Hof-Fer San Francisco /
Unit 9 London
Presented by USA TODAY 9

10. Design Lions
Gold Lion Winners
Google Display Logo
Advertiser: Google
Product: Display Advertising
Entrant Company: Johannes Leonardo New York
Agency: Johannes Leonardo New York
Think
Advertiser: IBM
Product: IBM
Entrant Company: Ogilvy New York
Agency: Ogilvy New York
Silver Lion Winner
15th Anniversary Posters
Advertiser: Expedia
Product: Travel Website
Entrant Company: Creature Seattle
Agency: Creature Seattle
Presented by USA TODAY 10

11. Bronze Lion Winners Design Lions continued
Silver Lion Winners
Bardot Icons Of Progress
Advertiser: Advanced Ice Cream Technologies Advertiser: Ibm
Product: Frozen Confections Product: Ibm
Interactive Norfolk
Entrant Company: Ogilvy New York
Project Re: Brief Associates
Entrant Company: Landor
Agency: Ogilvy New York
San Francisco
Advertiser: Google
Agency: Display Associates San Francisco Hilltop Re-Imagined For
Product: Landor Advertising
Agency: Fi New York / Google New York
Progress On Powell Street
Coca-Cola
Coca-Cola Summer Advertiser: Audi Of America
Advertiser: Google
Product: A7 Display Advertising
Product:
2011 Packaging
Project Re: Brief Entrant Company:InteractiveBell & Partners
Agency: Grow Venables Norfolk /
Advertiser: The Coca-Cola Company North
Advertiser: Google
San Johannes Leonardo New York
Francisco
America
Product: Display Advertising
Agency: Venables Bell & Partners San
Product: Coca-Cola
Agency: Johannes Leonardo New York / Grow
Francisco / Hood Design San Francisco
Entrant Company: Turner Duckworth San
Francisco
Agency: Turner Duckworth San Francisco / Unicef: Good Shirts
Turner Duckworth London Advertiser: Unicef
Product: Unicef
Bronze Lion Winners
Entrant Company: Bbh New York
Agency: Bbh New York
Small Business Gets An Official Advertiser: Old Spice
Product: Old Spice
Day Agency: Wieden+Kennedy Portland
Advertiser: American Express
Product: American Express
Agency: Crispin Porter + Bogusky Boulder / Digitas Slavery Footprint
New York Advertiser: Call + Response / Us State
Department
Product: Human Rights
Back To The Start Agency: Muh-Tay-Zik | Hof-Fer San Francisco /
Advertiser: Chipotle
Unit 9 London
Product: Fast Food
Agency: Creative Artists Agency Los Angeles
Chevy Sonic Integrated
Advertiser: Chevrolet
Mfceo Product: Chevrolet Sonic
Advertiser: K-Swiss
Agency: Goodby Silverstein & Partners San
Product: Footwear
Francisco
Agency: 72andsunny Los Angeles
Small Business Gets An Official Manta Claus
Advertiser: Old Spice
Day Product: Old Spice Fiji Bodywash And
Advertiser: American Express Deodorant
Product: American Express Agency: Wieden+Kennedy Portland
Agency: Crispin Porter + Bogusky Boulder / Digitas
New York
Mano A Mano In El Bãno
Advertiser: Old Spice
Product: Old Spice
Devastating Explosions Agency: Wieden+Kennedy Portland
Get Your Edge Back
Advertiser: Wrangler Emea
Product: Clothing
Agency: Stinkdigital New York
Devastating Explosions
Advertiser: Old Spice
Product: Old Spice
Agency: Wieden+Kennedy Portland
Chip It!
Advertiser: Sherwin-Williams Presented by USA TODAY 11
Product: Paint
Agency: Mckinney Durham

12. Direct Lions
Grand Prix
Small Business Gets An Official Day
Advertiser: American Express
Product: American Express
Agency: Crispin Porter + Bogusky Boulder /
Digitas New York
Gold Lion Winners
Book Burning Party
Advertiser: Leo Burnett Detroit / Troy Public Library
Product: Troy Public Library
Agency: Leo Burnett Detroit
Coca-Cola Polar Bowl
Advertiser: The Coca-Cola Company
Product: Coca-Cola Classic
Agency: Wieden+Kennedy Portland
Help I Want To Save A Life
Advertiser: Help Remedies
Product: Bandages
Agency: Droga5 New York
Presented by USA TODAY 12

13. Silver Lion Winners Direct Lions continued
Cable Effects Good Shirts
Advertiser: DirecTV Advertiser: Unicef
Product: Telecommunications Product: Unicef
Agency: Grey New York Agency: BBH New York
Chaos In Your Town Small Business Gets
Advertiser: State Farm An Official Day
Product: Insurance Advertiser: American Express
Agency: DDB Chicago Product: American Express
Agency: Crispin Porter + Bogusky Boulder
Bronze Lion Winners
Back 4 The Future New York Writes Itself
Advertiser: Nike Advertiser: Village Voice
Product: Nike Product: Village Voice Newspaper
Agency: Wieden+Kennedy Portland Agency: Leo Burnett New York
Book Burning Party You’ve Got A Case
Advertiser: Leo Burnett Detroit / Advertiser: At&T
Troy Public Library Product: Phone and Cell Services
Product: Troy Public Library Agency: Bbdo New York
Agency: Leo Burnett Detroit
Coca-Cola Polar Bowl
Advertiser: The Coca-Cola Company
Product: Coca-Cola Classic
Agency: Wieden+Kennedy Portland
Presented by USA TODAY 13

14. Film Craft Lions
Gold Lion Winners
Back to the Start
Advertiser: Chipotle
Product: Fast Food
Agency: Creative Artists Agency Los Angeles
Production Company: Nexus Productions London
Best Job
Advertiser: Proctor & Gamble
Product: Proctor & Gamble
Agency: Wieden+Kennedy Portland
Production Company: Anonymous Content Culver City
Silver Lion Winners
Back To The Start History Made
Advertiser: Chipotle And In The Making
Product: Fast Food Advertiser: Converse
Agency: Creative Artists Agency Product: Converse
Los Angeles Agency: Anomaly New York
Production Company: Nexus Productions Production Company: Smuggler Hollywood
London
Manny
Best Job Advertiser: Lvmh
Advertiser: Procter & Gamble Product: Hennessy
Product: Procter & Gamble Agency: Droga5 New York
Agency: Wieden+Kennedy Portland Production Company: Hungry Man New York
Production Company: Anonymous Content
Culver City
Presented by USA TODAY 14

15. Bronze Lion Winners Film Craft Lions
continued
The Bark Side Kentucky
Advertiser: Volkswagen Advertiser: Toyota
Product: Vw Beetle Product: Toyota
Agency: Deutsch Los Angeles Agency: Saatchi & Saatchi La
Production Company: Caviar Los Angeles Production Company: Smuggler Hollywood
Gas Powered Everything Legacy
Advertiser: Nissan Advertiser: Levi Strauss & Co.
Product: Leaf Product: Levi Strauss & Co.
Agency: TbwaChiatDay Los Angeles Agency: Wieden+Kennedy Portland
Production Company: Mjz Los Angeles Production Company: @Radical.Media
New York
I Would Run To You
Advertiser: Nike The Name
Product: Nike Free Run+ Advertiser: Espn
Agency: Wieden+Kennedy Portland Product: Espn
Production Company: Rattling Stick Agency: Wieden+Kennedy New York
Los Angeles Production Company: Biscuit Filmworks
Los Angeles
Introducing Google Play
Advertiser: Google Ok Go
Product: Google Play Advertiser: Chevrolet
Agency: Google Studio G Mountain View Product: Chevy Sonic
Production Company: Google Studio G Agency: Goodby Silverstein & Partners San Francisco
Mountain View / Camp Creative Berkeley Production Company: Caviar Los Angeles
Jumprope Platoon
Advertiser: Nike Advertiser: DirecTV
Product: Nike Surfwear Product: Telecommunications
Production Company: Harvest Santa Monica Agency: Grey New York
Production Company: Mjz Los Angeles
Presented by USA TODAY 15

16. Film Lions
Grand Prix
Back to the Start
Advertiser: Chipotle
Product: Fast Food
Agency: Creative Artists Agency
Los Angeles
Gold Lion Winners
Best Job
Advertiser: Procter & Gamble
Product: Procter & Gamble
Entrant Company: Wieden+Kennedy Portland
Agency: Wieden+Kennedy Portland
Production Company: Anonymous Content
Culver City
Dog Collar, House, Platoon,
Roadside Ditch, Stray Animal,
Wig Shop
Advertiser: Directv
Product: Telecommunications
Entrant Company: Grey New York
Agency: Grey New York
Production Company: Mjz Los Angeles
Presented by USA TODAY 16

17. Silver Lion Winners Film Lions continued
Aaaa Auto Repair It’s Halftime In America
Advertiser: FedEx Advertiser: Chrysler Group
Product: FedEx Product: Chrysler Brand
Entrant Company: Bbdo New York Entrant Company: Wieden+Kennedy Portland
Agency: Bbdo New York Agency: Wieden+Kennedy Portland
Production Company: O Positive Films New York Production Company: Chelsea Pictures New York
Brain Surgery Mfceo
Advertiser: Kayak.Com Advertiser: K-Swiss
Product: Travel Search Engine Product: Footwear
Entrant Company: Barton F. Graf 9000 Entrant Company: 72andSunny Los Angeles
New York Agency: 72andSunny Los Angeles
Agency: Barton F. Graf 9000 New York Production Company: Caviar Los Angeles
Production Company: Station Film New York
Michael
Forgive Your Son, Release the Advertiser: Sony Computer Entertainment America
Product: PlayStation 3
Smoke, Sing Your Favorite
Entrant Company: Deutsch Los Angeles
Word, Tell Us Why You Love Agency: Deutsch Los Angeles
Your Dog Production Company: Imperial Woodpecker
Advertiser: Kayak.Com Santa Monica
Product: Travel Search Engine
Entrant Company: Barton F. Graf 9000
Pommel Horse, Sword Fight
New York
Advertiser: Heineken
Agency: Barton F. Graf 9000 New York
Product: Dos Equis
Production Company: Driver Digital New York
Entrant Company: Euro Rscg New York
Agency: Euro Rscg New York
Google Chrome: Dear Production Company: @Radical.Media New York
Sophie
Advertiser: Google Shake On It
Product: Google Chrome Advertiser: Espn
Entrant Company: Bbh New York Product: Espn
Agency: Bbh New York / Google Creative Lab Entrant Company: Wieden+Kennedy New York
New York Agency: Wieden+Kennedy New York
Production Company: Moxie Pictures New York Production Company: Biscuit Filmworks Los Angeles
Presented by USA TODAY 17

18. Bronze Lion Winners Film Lions continued
Bounce Miners
Advertiser: Procter & Gamble Advertiser: Heineken
Product: Old Spice Red Zone Body Spray Product: Newcastle
Collection Entrant Company: Droga5 New York
Entrant Company: Wieden+Kennedy Agency: Droga5 New York
Portland Production Company: Smuggler New York
Agency: Wieden+Kennedy Portland
Production Company: Absolutely Productions Motorcycle
New York Advertiser: Procter & Gamble
Product: Old Spice Swagger
Coca-Cola Polar Bowl Entrant Company: Wieden+Kennedy Portland
Advertiser: The Coca-Cola Company Agency: Wieden + Kennedy São Paulo /
Product: Coca-Cola Classic Wieden+Kennedy Portland
Entrant Company: Wieden+Kennedy Production Company: Mjz Los Angeles
Portland
Agency: Wieden+Kennedy Portland The Name
Production Company: Animal Logic Sydney / Advertiser: Espn
Framestore New York / Blitz Games Product: Espn
Leamington Spa Entrant Company: Wieden+Kennedy New York
Agency: Wieden+Kennedy New York
Cocoon Production Company: Biscuit Filmworks Los Angeles
Advertiser: General Mills
Product: Fruit Rollups The Offer
Entrant Company: Saatchi & Saatchi Advertiser: FedEx
New York Product: FedEx
Agency: Saatchi & Saatchi New York Entrant Company: Bbdo New York
Production Company: Biscuit Filmworks Agency: Bbdo New York
Los Angeles Production Company: O Positive Films New York
Google Chrome: It Gets Project Re: Brief, A Film
Better About Re-Imagining
Advertiser: Google Advertiser: Google
Product: Google Chrome Product: Display Advertising
Entrant Company: Bbh New York Entrant Company: Johannes Leonardo New York
Agency: Bbh New York / Google Creative Lab Agency: Johannes Leonardo New York / Google
New York New York
Production Company: Oil Factory Los Angeles
Locker Room
Advertiser: Planet Fitness What I See
Product: Gym Advertiser: Procter & Gamble
Entrant Company: Mullen Boston Product: Procter & Gamble
Agency: Mullen Boston Entrant Company: Wieden+Kennedy Portland
Production Company: Station Film New York Agency: Wieden+Kennedy Portland
Production Company: Anonymous Content
Love The Game Culver City
Advertiser: Jordan
Product: Jordan Brand
Entrant Company: Wieden+Kennedy
New York
Agency: Wieden+Kennedy New York
Production Company: Hsi Productions
Los Angeles
Presented by USA TODAY 18

19. Grand Prix For Good
Grand Prix
Help I Want To Save A Life
Advertiser: Help Remedies
Product: Bandages
Agency: Droga5 New York
Presented by USA TODAY 19

20. Media Lions
Gold Lion Winners
Project Imagin8ion
Advertiser: Canon USA
Product: Digital Slr Cameras
Entrant Company: MediaCom New York
Media Company: MediaCom New York
Silver Lion Winners
Coca-Cola Polar Bowl Kre-O Transform Your World
Advertiser: The Coca-Cola Company Advertiser: Hasbro
Product: Coca-Cola Classic Product: Kre-O Transformers
Entrant Company: Wieden+Kennedy Portland Entrant Company: Initiative New York
Media Company: Starcom MediaVest Group Media Company: Initiative New York
New York
Bronze Lion Winners
Aquafresh Presents Forgot Your Password?
The Nurdles Advertiser: Alzheimer’s Association Us
Advertiser: GlaxoSmithKline Product: Alzheimer’s Association
Product: Toothpaste Entrant Company: Grupo Gallegos
Entrant Company: Phd New York Huntington Beach
Media Company: Phd New York
Gt Academy Usa
Book Burning Party Advertiser: Nissan & PlayStation
Advertiser: Troy Public Library Product: Nissan 370z, Gt-R Vehicles &
Product: Troy Public Library Gran Turismo 5
Entrant Company: Leo Burnett Detroit Entrant Company: TbwaChiatDay
Los Angeles
Fair Tweets Media Company: Omd Los Angeles
Advertiser: Ben & Jerry’s
Product: World Fair Trade Day Live Young
Entrant Company: Amalgamated New York Advertiser: Dannon
Product: Bottled Water
Entrant Company: Mpg New York
Media Company: Mpg New York
Presented by USA TODAY 20

21. Bronze Lion Winners Media Lions continued
One Copy Song Pepsi’s Game Changing
Advertiser: Adam Tensta X Factor Partnership
Product: Adam Tensta Advertiser: Pepsico Beverage Company
Entrant Company: R/Ga New York Product: Carbonated Soft Drink
Entrant Company: Omd Usa New York
Media Company: Omd Usa New York
Presented by USA TODAY 21

22. Mobile Lions
Grand Prix
Hilltop Re-Imagined for Coca-Cola
Advertiser: Google
Product: Display Advertising
Agency: Grow Interactive Norfolk /
Johannes Leonardo New York
Gold Lion Winners
Band-Aid Magic Vision
Advertiser: Johnson & Johnson
Product: Band-Aid
Agency: Jwt New York
Chevy Game Time
Advertiser: Chevrolet
Product: Chevrolet
Agency: Goodby Silverstein & Partners San Francisco
Presented by USA TODAY 22

23. Silver Lion Winners Mobile Lions
continued
Cnn iReport Nike+ FuelBand
Advertiser: Nokia Advertiser: Nike
Product: Cnn Windows App - iReport Product: Nike+ FuelBand
Agency: Turner Broadcasting System Atlanta Agency: R/Ga New York
The Escape Iad Sting 25
Advertiser: Intel Advertiser: Ksm
Product: 2nd Generation Intel Product: Sting 25
Core Processors Agency: @Radical.Media New York
Agency: Ansible Mobile New York /
Omd New York Tori 500
Advertiser: Lexus
Gagosian Product: Lexus Gs
Advertiser: Gagosian Gallery Agency: Team One El Segundo
Product: Gagosian
Agency: @Radical.Media New York
Bronze Lion Winners
Captains Conquest Hilltop Re-Imagined
Advertiser: Diageo For Coca-Cola
Product: Captain Morgan Original Spiced Rum Advertiser: Google
Agency: Anomaly New York Product: Display Advertising
Agency: Grow Interactive Norfolk / Johannes
Drive It Like You Hate It Leonardo New York
Re-Imagined
Advertiser: Google Real Life With Virtual Wallet
Product: Display Advertising Advertiser: PNC Bank
Agency: Grow Interactive Norfolk / Johannes Product: Virtual Wallet
Leonardo New York Agency: Deutsch Inc. New York
Presented by USA TODAY 23

24. Outdoor Lions
Silver Lion Winners
Run With Ryan
Advertiser: Asics
Product: Asics
Entrant Company: Vitro San Diego
Agency: Vitro San Diego
Bronze Lion Winners
Dice Outdoor Campaign Snoop Dogg’s Smokable Book
Advertiser: Dice Holding Company Advertiser: Snoop Dogg
Product: Dice.Com Product: King Size Slim Rolling Papers
Entrant Company: Barkley Kansas City Entrant Company: Pereira & O’Dell San Francisco
Agency: Barkley Kansas City Agency: Pereira & O’Dell San Francisco
Fry Lights
Advertiser: McDonald’s
Product: McDonald’s Fries
Entrant Company: Leo Burnett Chicago
Agency: Leo Burnett Chicago
Presented by USA TODAY 24

25. PR Lions
Gold Lion Winners
Book Burning Party
Advertiser: Troy Public Library
Product: Troy Public Library
Entrant Company: Leo Burnett Detroit
One Copy Song
Advertiser: Adam Tensta
Product: Facebook App
Entrant Company: R/Ga New York
Silver Lion Winners
Book Burning Party #Millionhoodies For Trayvon
Advertiser: Troy Public Library Martin
Product: Troy Public Library Advertiser: The Parks & Crump Law Firm
Entrant Company: Leo Burnett Detroit Product: Public Awareness Message
Entrant Company: McCann Erickson New York
Presented by USA TODAY 25

26. Bronze Winners PR Lions continued
Ged Pep Talk Center Project Imagin8ion
Advertiser: Ad Council/Dollar General Advertiser: Canon Usa
Literacy Product: Digital Slr Cameras
Product: Free Ged Classes Entrant Company: Grey New York
Entrant Company: Ddb Chicago
Small Business Gets
Madrid An Official Day
Advertiser: Ibm
Advertiser: American Express
Product: Ibm
Product: American Express
Entrant Company: Ogilvy New York
Entrant Company: Crispin Porter + Bogusky Boulder
New York Writes Itself
Advertiser: Village Voice
Product: Village Voice Newspaper
Entrant Company: Leo Burnett New York
Presented by USA TODAY 26

27. PRess Lions
Silver Lion Winners
Dry Armpit Affair, Dry Action Hero, Rocker
Armpit Bluff, Dry Armpit Advertiser: P&G
Product: Old Spice Swagger
Informant
Entrant Company: Wieden+Kennedy Portland
Advertiser: P&G
Agency: Wieden+Kennedy Portland
Product: Gillette Odor Shield Anti-Perspirant
Entrant Company: Bbdo New York
Agency: Bbdo New York
Bronze Lion Winners
Blue Brick
Advertiser: M.Cassab
Product: Lego
Entrant Company: Pereira & O’dell San Francisco
Agency: Pereira & O’Dell San Francisco
Presented by USA TODAY 27

28. Promo & Activation
Lions
Grand Prix
Small Business Gets An Official Day
Advertiser: American Express
Product: American Express
Entrant Company: Crispin Porter +
Bogusky Boulder
Agency: Crispin Porter + Bogusky Boulder
/ DIGITAS New York
Gold Lion Winners
Help I Want To Save A Life
Advertiser: Help Remedies
Product: Bandages
Entrant Company: Droga5 New York
Agency: Droga5 New York
Silver Lion Winners
Great Paper Airplane The Human Preservation Project
Project Advertiser: Wrigley
Advertiser: Pima Air & Space Museum Product: 5 Gum
Product: Pima Air & Space Museum Entrant Company: 42 Entertainment Burbank
Entrant Company: Bbdo San Francisco Agency: 42 Entertainment Burbank
Agency: Bbdo San Francisco
Small Business Gets
Hot Wheels For Real An Official Day
Advertiser: Mattel Advertiser: American Express
Product: Hot Wheels Product: American Express
Entrant Company: Mistress Venice Entrant Company: Crispin Porter + Bogusky Boulder
Agency: Mistress Venice Agency: Crispin Porter + Bogusky Boulder / Crispin
Porter Bugusky + DIGITAS Boulder
Presented by USA TODAY 28

29. Bronze Lion Winners Promo and
Activation Lions
continued
Book Burning Party The Official Sponsorship
Advertiser: Troy Public Library of the Azerbaijani
Product: Troy Public Library
Olympic Wrestlers
Entrant Company: Leo Burnett Detroit
Advertiser: P&G
Agency: Leo Burnett Detroit
Product: Febreze
Entrant Company: Grey New York
Agency: Grey New York
Presented by USA TODAY 29

30. RAdio Lions
Gold Lion Winners
Action, Adult, Epic Look
Advertiser: Cine Las Americas Advertiser: Old Spice
Product: International Film Festival Product: Old Spice Fresh Collection
Entrant Company: LatinWorks Austin Entrant Company: Wieden+Kennedy
Agency: LatinWorks Austin Portland
Production Company: Personal Music Agency: Wieden+Kennedy Portland
Miami Production Company: Digital One Portland
Cinco, Good Side
Advertiser: Heineken
Product: Dos Equis Beer
Entrant Company: Euro Rscg New York
Agency: Euro Rscg New York
Production Company: Berwyn Editorial
New York
Silver Lion Winners
Dorm, Knock Knock, Poetry Stork
Advertiser: Campbell’s Soup Advertiser: Procter & Gamble
Product: Soup Product: Clearblue Easy Digital
Entrant Company: Y&R New York Pregnancy Test
Production Company: Phantom Audio New York Entrant Company: Lapiz Chicago
Production Company: Earhole Studios
Heart Tokens, Windows Down, Chicago
Moods Up
Advertiser: Old Spice
Product: Old Spice Fresh Collection
Entrant Company: Wieden+Kennedy Portland
Production Company: Wieden+Kennedy Portland
Digital One Portland
Bronze Lion Winners
Company Outing, Grand Canyon, Fox, Maradona,
Picture Day Miss Panama
Advertiser: Leica Advertiser: Cine Las Americas
Product: V-Lux 20 Camera Product: International Film Festival
Entrant Company: The Bravo Group New York Entrant Company: LatinWorks Austin
Agency: The Bravo Group New York Agency: LatinWorks Austin
Production Company: audioEngine New York Production Company: Personal Music Miami
Presented by USA TODAY 30

31. Titanium &
Integrated Lions
Grand Prix
Nike+ FuelBand
Advertiser: Nike
Product: Nike+ FuelBand
Entrant Company: R/GA New York
Agency: R/GA New York
Titanium Lion Winners
Ted Williams Fight Hunger
Advertiser: Kraft
Product: Kraft
Entrant Company: Crispin Porter + Bogusky Boulder
Agency: Crispin Porter + Bogusky Boulder
Virtual 2Pac For Coachella
Advertiser: Dr. Dre
Product: 2Pac Album Sales
Entrant Company: Chronic Touring
Agency: Chronic Touring
Presented by USA TODAY 31

32. Gold Lion Winners Titanium &
Integrated Lions
continued
Day One
Advertiser: Prudential
Product: Prudential Financial
Entrant Company: Droga5 New York
Agency: Droga5 New York
Nike+ FuelBand
Advertiser: Nike
Product: Nike+ FuelBand
Entrant Company: R/Ga New York
Agency: R/Ga New York
Silver Lion Winners
Mano A Mano In El Bãno Small Business Gets
Advertiser: Procter & Gamble An Official Day
Product: Old Spice Fresh Collection Advertiser: American Express
Entrant Company: Wieden+Kennedy Portland Product: American Express
Agency: Wieden+Kennedy Portland Entrant Company: Crispin Porter + Bogusky Boulder
Agency: Crispin Porter + Bogusky Boulder / Digitas
New York
Bronze Lion Winners
Little Marina
Advertiser: Target
Product: Missoni For Target
Entrant Company: Mother New York
Agency: Mother New York
Presented by USA TODAY 32

33. U.S. Young LIons
Program
Creative teams were asked to develop print, cyber and film ads, and media teams executed
a media plan—all to drive awareness for the non-profit organization, First Book.
With nearly 400 teams registering, this year’s Young Lions Program included teams from
agencies across the U.S. Only four winning teams were selected to compete in Cannes as
“Team USA.” Special thanks to our 2012 Judges and Sponsors.
Cyber Competition
Sponsor:
Winners:
Justin Berg, Sr. Designer, SapientNitro
Alice Shin, Sr. Copywriter, SapientNitro
Film Competition
Sponsor:
Winners:
Maxwell Riesberg, Partner, CNCNTRTE
David Solorzano, Director/Cinematographer,
CNCNTRTE
Media Competition
Sponsor:
Winners:
Erin Hauswirth, Project Manager, OMD
Peter Pelberg, Associate Project Mgr, OMD
Presented by USA TODAY 33

34. Print Competition U.S. Young
Lions Program
continued
Sponsor:
Winners:
Gong Liu, Copywriter, DOJO San Francisco
Suzanna Yeranosyan, Art Director,
RPA: Rubin Postaer and Associates
In 2013, USA TODAY will administer four Young Lions
competitions – Cyber, Film, Media and Print. The competitions
are open to teams of two advertising professionals under
the age of 28 working in the advertising or communications
industry. The competitions will run January through May.
Registration opens January 15th. For more information please
contact YoungLions@usatoday.com.
The winning teams will be sponsored to attend the Cannes
Lions Festival in June 2013 to participate in the global Young
Lions competitions against teams from across the world.
Presented by USA TODAY 34