Written by on Jun 20, 2012. Posted in On Location

BBH wins Grand Prix prize at Cannes Lions 2012 and YDA announces shortlist

London-based agency BBH has won a Grand Prix prize at the Cannes Lions advertising festival for its Axe Excite spot Even Angels Will Fall, while the Young Directors Award has announced its shortlist.

BBH won the Creative Effectiveness Grand Prix prize as it was judged to have the greatest consistency between the objective, the creative idea and the end result. The Axe campaign features angels – played by a collection of supermodels - falling from the heavens into a small town and discarding their halos when they find the young stud using Axe body spray.

Nigel Bogle is Chairman of BBH: “It is great to see 18 years of the ‘Axe Effect’ being recognised by such an important award.”

It is great to see 18 years of the ‘Axe Effect’ being recognised by such an important award.

Nigel Bogle, BBH

The spot itself was filmed on location in Split, Croatia, which doubled for an Italian town. Production company MJZ filmed during the summertime, with servicing from Mainframe Film Production. They faced some challenges keeping a closed set at the height of the tourist season, but the historic look of Croatia’s second city was worth the effort. For more details about the shoot, click here.

In other Cannes Lions news the Young Director Award has announced the shortlists for its competition, which are divided into European and non-European entries. The winners will be announced tomorrow (June 21st 2012) at the Espace Miramar in Cannes.