The Grand Prix Media Lion at this years Cannes Advertising Festival was last night (Wednesday) awarded to the Sydney office of Universal McCann.

The award lauds The Seven Deadly Sins – Give Into It, the shop’s mixed media campaign for Unilever icecream brand Magnum. This, the agency reports, hiked the brand’s sales by a blistering 400% above sales target.

Jury president John Perriss (day job: ceo of Zenith Optimedia) said that the judging process had been primarily concerned with results. “We are not looking for work that is innovative for its own sake,” he stressed, “we are looking for great ideas that work.”

But according to insiders, there was dissent as to the final decision, some jurists rooting for Fallon’s – a site that has already won awards and was described as “brilliant” by one jurist, Dene Callas of MediaCom US. But according to other judges it did not qualify as a ‘media strategy’.

Said Gordon Muller, managing director of Media Direction at OMD Johannesburg: “It was entered as a web campaign. If it had been entered as a campaign in its totality, it would have been treated differently.” The site was impossible to categorise because it was “so pioneering”, agreed Starcom MediaVest’s Nick Brien.

Data sourced from: BrandRepublic (UK); additional content by WARC staff