Philips Scoops Another Grand Prix at the Cannes Lions Advertising Awards

Jun 29, 2010, 13:13 ET from Philips

AMSTERDAM, June 29, 2010 /PRNewswire-FirstCall/ -- Today, Philips is delighted to announce that its global Parallel Lines campaign for Philips TVs has received the inaugural Gold Film Craft Lion at the Cannes Lions International Advertising Festival in Cannes. Parallel Lines also received a Grand Prix for Direction, marking the second consecutive year a Philips campaign has received the jury's highest accolade, and the first back-to-back awarding of a Lions Grand Prix to a brand.

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The brand-new Film Craft Lion (Special Effects) was awarded for the short film 'The Gift' by Ridley Scott Associates (RSA) director Carl Erik Rinsch. Rinsch's science fiction thriller was one of five thematically linked short films commissioned and produced by Philips for its global Parallel Lines campaign, which launched in April of this year. The campaign, created in association with DDB UK and Tribal DDB Amsterdam, challenged directors from RSA to respond to a single dialogue to demonstrate that whatever content is watched, only Philips TVs' Ambilight technology, award-winning picture quality and superior sound, can recreate the best cinematic viewing experience at home.

To establish the 'Film Craft' category the jury declared they felt duty bound to recognize something that set the standard for others to follow, and the 'The Gift' was an exceptional example. Rinsch's 'The Gift' and the other four short Parallel Lines films are available to watch online at

'To have been awarded a Grand Prix for the second year in a row is a tremendous honor and recognizes the strength of our partnership with our agencies, as well as how Philips has transformed into a marketing power-house in just a few years' time,' said Gary Raucher, Vice President and Head of Integrated Marketing Communications at Philips. 'A few years ago, we wouldn't have been contending at Cannes. Now, Philips campaigns have won a Cannes Lion four years running and have been crowned with two successive Grand Prix awards.'

'I am beyond grateful for this highly prestigious award. Anything of this scale would not have been possible without the support of a wonderful production company, a dedicated agency, and a courageous client. Our collective goal was to create a 'cinematic experience' that reflected the nature of Philips televisions. And I think we have succeeded,' said Carl Erik Rinsch, director of 'The Gift'

Neil Dawson, Chief Creative Officer, DDB Worldwide added: 'I'm delighted we've won the first Film Craft Grand Prix. Our whole raison d'etre was to demonstrate Philips' credentials in cinematic viewing at home. To prove that we needed to produce content of the highest quality, so this award is extra special for us.'

Kai-Lu Hsiung, Managing Director, Ridley Scott Associates (RSA) said: 'The Parallel Lines brief was exceptional when we received it from DDB, but to now see the fruition of this unique creative process unfold before our eyes, in April when the website went live, to now, receiving this accolade is more than we could hope for. May creativity and clients like Philips flourish as the delivery of brilliant content is surely the future of advertising.'

Last year, the International Advertising Festival at Cannes awarded the top prize, the 2009 Film Grand Prix to Philips and Tribal DDB Worldwide for "Carousel", created for the debut of Philips' Cinema 21:9 television.

Notes to Editors:

The Gift - Carl Erik Rinsch

In this sci-fi thriller, Podarok introduces us to a dystopian future. It's a winter's day in Moscow, but the familiar landscape is not all it seems. The traditional backdrop is balanced by the technological hints to the future on show. An experienced KGB Agent is on his way to deliver a special gift. Expressionless and giving the aura of emptiness the lone man makes his way across the city. As the secret of the gift is unveiled to the receiver, the desire for the object becomes evident. The agent must have it. Even at the cost of a man's life. A high-octane chase through Moscow ensues as the dead man's robotic butler tries to rescue the precious gift. It must not be left in the wrong hands.

Carl Erik Rinsch cleverly uses the pacing of this short to evoke and speak out to our emotions. We feel the bleakness of this post apocalyptic future, the gloomy life of an empty man, the desperation of the chased and climatically, hope.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people's lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of "sense and simplicity". Headquartered in the Netherlands, Philips employs approximately 116,000 employees in more than 60 countries worldwide. With sales of EUR 23 billion in 2009, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at

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