CANNES: The Grand Prix for the prestigious film category at this year's Cannes Lions advertising festival was shared between Cadbury's Gorilla campaign – which mainly ran in the UK – and an online effort for the Halo 3 video game for the Microsoft Xbox.

The Gorilla creative for Cadbury's Dairy Milk chocolate – as shown below – was produced by Fallon London, and was broadcast on primetime TV, as well as gaining a considerable degree of popularity through viral spread.

The McCann World Group and T.A.G were responsible for the Halo 3 communications, which ran on TV (as below), online and in cinemas, and also won an Integrated Grand Prix for multimedia and a Gold Lion for the TV ad.

Craig Davis, the head of the film jury and global chief creative officer for JWT London, said: "It was fantastic work in both spaces, and it seemed a little unfair to push one through the gate at the expense of the other."

This year marked the first time that online video could be entered against TV and cinema ads, and the two winners were selected from some 4,500 entrants. In all, the film jury handed out 21 Golds, 33 Silvers and 52 Bronzes.

Among the other main winners from Cannes were: 

  • Procter & Gamble took Gold, Silver and Bronze Lions in the film category for ads for Crest and Old Spice.
  • BBDO was named agency of the year after winning ten awards, including two Grand Prix prizes for HBO's Voyeur Project and Film Gold for an AT&T cinema ad in which Martin Scorsese reminded the audience to turn off their cellphones (see below).

  • Coca-Cola won a Silver Lion for its ad from the Super Bowl with cartoon characters battling for a giant bottle of Coke.
  • TBWA/Chiat/Day's Candy Kicks ad (below)for Skittles, which won a Gold Lion for TV.

  • Projector Tokyo won the Titanium Grand Prix for best new idea and a Grand Prix for online ads for the Uniqlok', a digital widget designed for Japanese clothing retailer Uniqlo featuring dancers moving in time with a clock.

Data sourced from USA; additional content by WARC staff