The prizes were a reflection of the two countries' dominance of the awards. Brazil picked up 23 Lions in total, including the Grand Prix for DDB Brasil's work on Henkel's Super Bonder instant glue. US agencies shared 20 Lions between them, including Crispin Porter & Bogusky's award for the beauty brand Method.
The 2005 Interactive Agency of the Year award was won by DDB Brasil. Crispin Porter & Bogusky took second prize, followed by Brazil's Euro RSCG 4D.
The only UK agency to take home a Gold Cyber Lion was Great Guns for the Appeal Now viral marketing videos campaign.
Other winning agencies from the UK were Ogilvy & Mather, for its Ford Fiesta email marketing campaign; and 20:20 London's "CSI: NY Killer" campaign for the Five forensics cop show. Both agencies won Silver.
20:20 was one of two UK agencies to win twice, also picking up a Bronze Cyber Lion for another viral video, this time promoting the 'Fifa Street Football' game for Electronic Arts.
Euro RSCG Interaction also took home two Lions, one for a Peugeot 1007 campaign and the other for pet hotel The Paw Seasons.
Agency.com won Bronze for its Dulux "escape" campaign; Glue London was recognised for its Pot Noodle "kernoodling" work; AKQA won for the Peperami Firestick "Too Hot for TV" campaign'; Unit 9 Creative Production was awarded a prize for the Honda "Grrr" game; and Bloc Media won for its work promoting PlayStation.com in "head space".
On the charity side, Christian Aid's in-house campaign "mail order chickens" also won bronze.
"Some of our opinions about what's happening in our market have changed; others have been confirmed," PJ Pereira, president of the jury and a Brazilian himself, said. "But I think we all have a different view of our industry from when we started." He noted that he also has a more complete perspective of the global nature of the web, having spent a week closeted with jurists from around the world.
Pereira said that the process had been exacting, with the jury staying up until 2am to decide on winners and a 12-hour debate being held over one of the Gold Lion awards.
"We juries are not here to patronise, or to say what's right and what's wrong. We're here to help the whole industry to find a new way forward," he said.
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