After ten days of intense on-site judging by some of the leading figures in the industry, the London International Awards (LIA), one of the most prestigious international awards for innovation, is happy to announce the Winners & Finalists across 29 disciplines.
Every piece of work in its categories is viewed by every jury. The entries are not subject to prejudice. Before selecting the Winners, each jury met in their judgment room with their president to have a full discussion and debate. This guarantees that every piece of work was evaluated fairly through thorough consideration and lively debate.
According to LIA Chairman, Terry Savage: “As you approach the end of the awards, you reflect on what made 2024 such an outstanding year: The quality of the jurors, ensured rigorous debate was held but in an atmosphere that was totally collaborative and creatively focuses. The quality of the Creative LIAisons program was inspiring not just to those who attended but also to world-leading speakers who spoke to the delegates. It is so refreshing to see our industry leaders taking so much time and giving so much energy to help develop the next generation, whether in the Creative LIAisons program, during the Statue discussions, in the hallways, or at social functions. And that sums up the essence of LIA, where the focus is on improving the industry, we work in.”
This year, 45 different nations received 935 LIA Statues as awards. Along with honoring 270 Finalists, the winners and finalists announced showcases some of the best work in the world, including 29 Grand LIAs, 274 Gold, 300 Silver, and 332 Bronze Statues.
Continuing, once again, the US has performed exceptionally well, taking home the most awards at LIA 2024. Agencies from the United States earned an incredible 277 statues following the conclusion of the onsite judging in Las Vegas: 9 Grand LIAs, 93 Gold, 84 Silver, and 91 Bronze Statues, in addition to 72 Finalists. Three Grand LIAs for CeraVe Skincare “Michael CeraVe” in the categories of Creativity in PR, Health & Wellness, and Integration are awarded to Ogilvy PR, New York. IPG Health Company Area 23, located in New York, and Creative X, located in Menlo Park, each received two Grand LIAs; FCB NY and TBWA\Health Collective, located in New York, each received one Grand LIA.
President of the LIA Creativity in PR Jury and Global Chief Creative Officer of Weber Shandwick, Tom Beckman, had this to say: “There are award shows in all industries. They are all important to track development, identify trends and themes, and inspire better work. Being on the jury is important work. Our job is to be curators, carefully selecting the pieces that not only outshine the rest in terms of strategy, creativity, execution, and results but also represent our time. We had a long three days in the PR jury. But I think in the end, everyone in the group felt it was worth it. The ambition was to look after the integrity of the jury, the integrity of LIA, and the integrity of the PR discipline. And my feeling is that we got there. Everyone spoke their mind, all work was debated, and I didn’t experience any politics.”
Furthering towards the South of the border, Peru wins a Grand LIA for the first time in the show’s history. Circus Grey won the Design Grand LIA, marking the accomplishment of this landmark. However, MRM Brazil’s “Samsung ThrowBack Deals” won the Creative Use of Data Grand LIA, given to Brazil.
Adding, Oskar Lübeck, President of the LIA Design and Package Design Jury, Chief Creative Officer, Bold, Stockholm, disclosed: “We were quite unanimous actually when it came to the decision for the Grand LIA for Design. The work was so smart and beautifully executed. It was a great fusion of design, creativity, and social impact.”
Taiwan was given the first Grand LIA this year, which is another first for the Show. The Pharma & Medical Grand LIA for HPV Cancer Prevention was given to Ogilvy Taipei. Thailand and Japan both won a highly sought-after Grand LIA. The Branded Entertainment Grand LIA went to Wolf BKK in Bangkok, and the Transformative Business Impact Grand went to TBWA\Hakuhodo Inc. in Tokyo.
Till Diestel, Chief Creative Officer and Managing Director of Serviceplan Germany, Munich, and LIA Ambient & Activation, Print Jury President for Billboards and Posters, made the following remarks: “The criteria to award a Grand LIA in our jury was that the idea needs to be simple and create emotions, but also the craft needs to be exceptional on all levels. It’s like the piece that will be remembered in 5 years, 10 years time.”
Our northern neighbors truly excelled themselves, bringing four Grand LIAs and 75 other statues back to Canada. Two Grand LIAs were given to Klick Health in Toronto and Rethink in Toronto.
According to Jonathan Isaacs, Global Chief Creative Officer of TBWA\Health Collective, Craft Jury President for Pharma & Medical, and Craft Jury President for LIA Health & Wellness: “I think Health & Wellness always has a high level of craft. This year, in our jury, the Pharma & Medical side showed up strong. In the Health & Wellness – Craft category, we awarded the Grand LIA to a beautiful stop-motion piece. When you talk about craft, it doesn’t get any more crafted than that.”
Germany tops the European scoreboard with 85 statues, including 21 gold, 26 silver, and 38 bronze. SERVICEPLAN Germany, which received 32 statues; Jung von Matt, Hamburg, which received 19 statues; and Scholz & Friends, located in Berlin and Hamburg, which received 12 statues, all made contributions to this.
The United Kingdom did not want to be outdone and won 67 Statues. The Use of Social Media & Influencers Grand LIA for Sheba “Gravy Race” was won by AMVBBDO, London. Two of the coveted Grand LIAs went home to France. Marcel Paris deserves congratulations for winning both the Online Film Grand LIA and the Digital Grand LIA.
Italy did well, winning two Grand LIAs for Public Service/Charity/NGO among its 39 statues. The “Assume That I Can” by Indiana Productions won the Grand LIAs for both the Use of Social Media & Influencers and Health & Wellness Public Service/Charity/NGO categories.
For JCDecaux, DAVID Madrid received the Poster Grand LIA. A total of thirty-two statues were granted to Spain: twelve gold, eleven silver, and nine bronze. The Netherlands takes home an amazing 17 statues, including the Grand LIA for Creative Strategy, which was given to Amsterdam’s AKQA.
Australia won 33 statues, including two Grand LIAs, six Gold, seven Silver, and eighteen Bronze. They came in seventh place overall. Revolver, Sydney, won the Production & Post-Production Grand LIA, and The Monkeys, Part of Accenture Song, Sydney, won the Music & Sound Grand LIA.
President of the LIA Music & Sound Jury and managing director of Barking Owl in Los Angeles, Carol Dunn, said: “The Grand LIA was so big and bombastic you were impressed by it. You know someone hated it, but understood why it was being given the Grand LIA.”
14 statues, including the first-ever Direct Grand LIA for “Skinny Phone It In” and the Billboard Grand LIA for “Adoptable,” were brought to New Zealand by Colenso BBDO, Auckland. Through PEDIGREE.
LIA President, Barbara Levy stated: “This year, we have seen a lot of strong work in many categories. When you look at all the Grand LIAs and Gold that have been awarded, one thing stands out – only the best have won. Every jury has demonstrated that only work that moves the creative needle will be awarded. And many of the pieces of work that have won the Grand LIA will still be talked about in years to come. Congratulations to all our winners!”
BrandSpur digital news platform reports that for a list of all the winners and finalists, visit https://2024.liaentries.com/winners/ to view or download an Excel file.
On November 4th, the Of The Year Awards will be revealed.
29 Grand LIAs were given out this year, which are:
- The “Coors Light’s Out” Ambient & Activation Grand LIA for Coors Light was given to Rethink, Toronto.
- Siemens Healthineers’ “Magnetic Stories” Audio & Radio Grand LIA was given to Area 23, an IPG Health Company in New York.
- Billboard Grand LIA for PEDIGREE named “Adoptable” went to Colenso BBDO, Auckland. Through PEDIGREE.
- The Menlo Park-based Creative X won the Branded Content Grand LIA for WhatsApp’s “We Are Ayenda” campaign.
- “Uncle KFC’s Rice Bowl,” a Branded Entertainment Grand LIA for KFC Thailand, was given to Wolf BKK, Bangkok.
- The Creative Strategy Grand LIA for Pink Chip, entitled “The First Index To Put A Price On Bias,” was given to AKQA, Amsterdam.
- Samsung’s “Samsung ThrowBack Deals” Grand LIA for Creative Use of Data was given to MRM Brazil, São Paulo.
- The “Spreadbeats” Grand LIA for B2B creativity in Spotify was given to FCB NY, New York.
- The “Michael CeraVe” Creativity in PR Grand LIA for CeraVe Skincare was given to Ogilvy PR, New York.
- For the Transgender Day of Visibility, “In Transit,” Area 23, an IPG Health Company in New York, received the Creativity In PR – Public Service/Charity/NGO Grand LIA.
- The Design Grand LIA for UNACEM, entitled “Sightwalks,” was given to Circus Grey, Lima.
- The Digital Grand LIA for Orange, entitled “WoMen’s Football,” went to Marcel, Paris.
- The Direct Grand LIA for Skinny Mobile, titled “Skinny Phone It In,” was given to Colenso BBDO, Auckland.
- The Evolution Grand LIA for KVI Brave Fund, named “Voice 2 Diabetes,” was given to Klick Health, Toronto.
- The “Michael CeraVe” Health & Wellness Grand LIA for CeraVe Skincare was given to Ogilvy PR, New York.
- The Health & Wellness-Public Service/Charity/NGO Grand LIA for Coordown, titled “Assume That I Can,” was given to Indiana Production, Milan.
- The Health & Wellness-Craft Grand LIA for Café Joyeux, titled “47,” was given to Klick Health, Toronto.
- The “Michael CeraVe” Integration Grand LIA for CeraVe Skincare was given to Ogilvy PR, New York.
- “Play it Safe,” a song by Sydney’s Accenture called “The Monkeys,” won the Music & Sound Grand LIA for the Sydney Opera House.
- Rethink, Toronto won the “Coors Light’s Out” Non-Traditional Grand LIA for Coors Light.
- The Orange Online Film Grand LIA for “WoMen’s Football” went to Marcel, Paris.
- Ogilvy The Pharma & Medical Grand LIA for HPV Cancer Prevention – The Life Bureau, with the titles “Ep1. Freedom Hooray,” “Ep2. Love is Everything,” and “Ep3. Hope Descends,” was given to Taipei, Taiwan.
- “Ashe Versus,” the Pharma & Medical-Craft Grand LIA for Moderna, was given to TBWA\Health Collective, New York.
- DAVID The Poster Grand LIA for JCDecaux, “Meet Marina Prieto,” was given to Madrid, Spain.
- The Production & Post-Production Grand LIA for Telstra’s “Better on a Better Mobile Network” went to Revolver, Sydney.
- The Transformative Business Impact Grand LIA for McDonald’s Hiring, titled “No Smiles,” was given to TBWA\Hakuhodo Inc., Tokyo.
- Menlo Park’s Creative X won the TV & Cinema Grand LIA for WhatsApp’s “We Are Ayenda” campaign.
- The “Gravy Race” Grand LIA for Sheba, which recognizes the use of social media and influencers, went to AMVBBDO, London.
- Utilizing Social Media & Influencers – Public Service/Charity/NGO Grand LIA for Coordown’s “Assume That I Can” was given to Indiana Production, Milan. Compose MessageCompose Message
