It was a category dominated by American agencies, which picked up 49 of the 96 awards given out. The Grand Prix, though, was awarded jointly to agencies from outside the Anglosphere: J Walter Thompson Amsterdam and Leo Burnett Madrid.
JWT Amsterdam won the joint top prize for "The next Rembrandt", the campaign for ING that attempted to use software to replicate the style of the Dutch master painter.
Leo Burnett Madrid was recognised for its animated ad for Spain’s Christmas Lottery, which drew comparisons to Pixar film Up.
CHI & Partners was joined by a further six UK winners. McCann London won a silver Lion for "Squadvertiser", a website for Xbox game Halo 5, as did Saatchi & Saatchi, for "Sea hero quest", a game it created for Deutsche Telekom.
Bronze Lions went to DigitasLBi for "Pigeon air patrol" from Plume Labs; Cheil London for its Android app "Re:Shakespeare" for Samsung and the Royal Shakespeare Company; Engine, for National Blood Week’s "Missing type" campaign; and Havas Worldwide for the Ballantine’s "Space glass", for Pernod Ricard.
The 49 awards won by US agencies included one gold Lion Campaign for 180LA (Santa Monica), and nine individual gold Lions, for Grey San Francisco, BBDO New York, McCann New York, MTV (New York), VML (Kansas City), Wieden & Kennedy (Portland), Leo Burnett Chicago, and San Francisco’s Goodby Silverstein & Partners, which took separate golds for its work for The Dali Museum, and public service message group AdCouncil.