Cliff Freeman & Partners took home the film Grand Prix from the International Advertising Festival in Cannes for its campaign for Fox Sports.

The jury – which on Friday whittled down the winners of the film Gold Lion awards to a shortlist of Cliff Freeman and Leo Burnett in London (for its Bear Fight ad for John West Foods) – bestowed the honour on the US agency by a two-thirds vote.

The triumphant campaign featured fake coverage of bizarre sporting contests in far-flung locations – such as cliff diving without water in Turkey – to emphasise how Fox only delivered sports news that matters.

The film jury handed out only seventy Lions this year, well below last year’s total of 101, and awarded 24 Gold Lions, one less than in 2000.

Top film honours were dominated by the US and the UK – although America took home the Grand Prix, its total of six Gold Lions trailed Britain’s tally of eight. The two nations gained a total of sixteen film awards each, in the UK’s case making up for a disappointing year in the press and poster category [WAMN: 21-Jun-01].

Elsewhere, three film golds went to Argentina, while Australia, Germany, Spain, France, Switzerland, the Netherlands and Denmark each received one.

The prize of agency of the year – based on Lion wins across the print, film, media and cyber categories – went to F/Nazca Saatchi & Saatchi in Sao Paolo, while New York’s took home the Palme d’Or (awarded to the production company laden with the most Lions).

News source: Advertising Age - Daily Deadline