Adam & Eve/DDB wins Grand Prix for Creative Effectiveness at Cannes

US agencies nabbed four of the 13 prizes awarded Tuesday night

Adam & Eve/DDB has won the Grand Prix for Creative Effectiveness at Cannes Lions for its 2014 John Lewis Christmas campaign.

"Monty’s Christmas," the touching film where a boy gets a pal for his lonely penguin, took the category’s top prize at the International Festival of Creativity.

Out of 13 prizes awarded Tuesday, US agencies took home four: Wieden & Kennedy Portland (gold) for Old Space’s "Smellcome to Manhood"; Droga5 New York (silver) for Under Armour’s "Under Armour, I Will What I Want"; MullenLowe Boston (bronze) for American Greetings’ "The World’s Toughest Job"; and Heat San Francisco (bronze) for EA Sports’ "Madden NFL 15."

Like Adam & Eve/DDB, Abbott Mead Vickers BBDO also benefited from a successful Christmas campaign and was one of three UK agencies — all Omnicom — to pick up a Creative Effectiveness gong.

AMV won a silver Lion for Sainsburys’ "Christmas is for sharing – 1914: a Christmas truce" (above), a depiction of Germany and British troops playing football on Christmas Day during the First World War.

Proximity London won a Gold Lion for The Economist’s "Raising eyebrows and subscriptions" campaign, which used provocative headlines to demonstrate the brand’s content and grow its subscriber base. The Economist campaign (below) had taken the Grand Prix at the DMA Awards last year.

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