Cannes highlight – Grand Prix for JWT Shanghai

JWT Shanghai has picked up the Grand Prix Lion for Press at this year’s Cannes Lions International Festival of Creativity. The honor recognizes JWT Shanghai for Samsonite’s “Heaven and Hell” print ad and marks the first-ever Grand Prix award for Mainland China.

“I am so proud of JWT Shanghai for this truly phenomenal achievement. A Grand Prix is undoubtedly our industry’s highest accolade and it marks an historic milestone for the agency, Samsonite and for Mainland China,” stated Bob Jeffrey, JWT Worldwide Chairman and CEO.

“This is fantastic news. Of course we are thrilled with bringing home Mainland China’s very first Grand Prix. We feel particularly privileged that our partnership with Samsonite, one of the world’s most noble and enduring brands, was what made this honor possible,” stated Tom Doctoroff, North Asia Area Director and Greater China CEO, JWT.

The Lions didn’t stop there for JWT Shanghai and Samsonite, though. “Heaven and Hell” swept the Press category winning a further Gold and Silver Lion. On top of that, the work received two Gold Lions in the Outdoor category, which was announced Tuesday night.

The “Heaven and Hell” campaign included a print ad and outdoor communication for The Samsonite Cosmolite suitcase. The ad stresses the ultra-durability of Samsonite’s product by displaying a vivid contrast between how “heavenly” it is in first class for the passenger but “hellish” down below where the suitcase is being handled. And yet, the suitcase emerges sparkling after the torture.

The JWT Shanghai team of Yang Yeo (pictured holding the award above on the left), Chief Creative Officer and Elvis Chau, ECD along with SheungYan Lo, JWT China Chairman and Northeast Asia ECD went up on stage to accept the Grand Prix.