This year’s Cannes International Advertising Festival culminated Friday with the awarding of the Film Grand Prix and Agency of the Year accolades – respectively to Portland, Oregon's Wieden & Kennedy; and Saatchi & Saatchi in London

W&K hit the jackpot with Tag, a commercial for Nike that branded the concept of play. It “moves beyond just professional sports”, said juror Paul Briginshaw (of Miles Calcraft Briginshaw Duffy in London). “It was a very clever new direction for Nike … somebody very smart back at Wieden said, ‘Let's take this into play’.”

Tag outran some stiff competition, notably from two efforts by London’s Bartle Bogle Hegarty: Champagne for Microsoft's Xbox, and Odyssey for Levi-Strauss.

Jury president Jeff Goodby (of Goodby Silverstein & Partners, San Francisco ) was eulogistic: “The top three spots were all better than seven out of the last ten Grand Prix,” he effused. “I think Odyssey and Champagne are better than every Grand Prix of the last ten years.

Saatchi & Saatchi, London received the accolade Agency of the Year for its tally of a Grand Prix, five Gold Lions, two Silvers and a Bronze.

Data sourced from:; additional content by WARC staff