O&M and the ‘Big Cheese’

Cannes - Ogilvy & Mather Singapore finished third in the Agency of the Year running on the last day of Cannes while Singapore's only nomination in the Film Lions category, Batey's ‘The Big Cheese' campaign promoting Guinness - fell short of winning any Lions.

The Agency of the Year prize is given to the agency in one country that obtains the highest scores in the Radio, Press, Outdoor and Film Lions sections - the final outcome was Saatchi & Saatchi New York, followed by DDB London, and then Ogilvy & Mather Singapore.

In the Film Lions category, the Grand Prix went to Ogilvy & Mather Toronto for its widely known ‘Evolution' Dove campaign which brought to light the continued manipulation of the female image in the media.

The shortlisted ‘Big Cheese' campaign was directed by Jay Soo, director for production house, Moving Bits and despite not winning any metal for the spot, Soo was "over the moon" at the nomination, adding that it "still stands out as the only nomination for a Film Lion from the Singapore market, which is traditionally a print powerhouse".

The campaign is a twist on the ‘Good things come to those who wait' Guinness campaigns and features a mouse cleverly waiting for another mouse to spring the mouse trap so it can get the piece of cheese, danger-free.