BBC One’s "The supporting act," created by BBC Creative and produced by Blinkink, was the only UK campaign to win gold in the category. It also scooped a silver Lion.
The Film Craft Grand Prix went to the International Committee of the Red Cross for "Hope," created by Spanish agency Sra Rushmore and produced by Blur Productions. It was directed by James Rouse.
The US won five gold Lions in the category. Three of those golds went to Apple, with two nods for its "Barbers" ad directed by Dougal Wilson and one for "Welcome home" directed by Spike Jonze and starring FKA Twigs.
MPC in London also shared gold and silver Lions with Jung von Matt and MJZ for "Christmas 2117," the German supermarket Edeka’s 2017 festive film. MPC created the visual effects for the ad, which tells the story of a lonely robot who seeks connection at Christmas.
Adam & Eve/DDB won two silver Lions in the category for Marmite’s "Gene project," also directed by James Rouse and produced by Outsider.
Mother picked up a silver as well for its last ad for Moneysupermarket.com, "Epic Action Man." And Channel 4’s trailer for The Great British Bake Off, created by 4Creative and produced by Blinkink, also won a silver Lion.
Meanwhile, Bartle Bogle Hegarty London picked up three bronze Lions, despite parent Publicis Groupe's decision not to enter industry awards for a year in order to invest the money saved into its AI system, Marcel.
BBH was entered alongside client Audi and was awarded a bronze Lion for "Clowns", as well as two more bronze Lions "Audi Intelligent Technology", for which it shared the gongs with Rattling Stick and Audi Milton Keynes.