Lowe Vietnam makes history with country’s first ever Gold Cannes Lion in advertising Posted on

Advertising agency Lowe Vietnam has put the country on the global creativity map, winning Vietnam’s first ever Gold award at the Cannes Lions International Festival of Creativity, last week in France. ‘Cannes’ is arguably the world’s most significant advertising industry awards festival. Lowe’s print campaign with Unilever laundry brand OMO, titled ‘Versus’, scooped one of just four campaign Golds awarded to the Asia Pacific region in the highly competitive global Press category.

Lowe Vietnam has made no secret of its ambitions to become one of the top industry players in the country, and in the Asia Pacific region. The agency has seen top new hires and expansion over the past two years, led by Managing Director, Michel Borelli. This year’s performance at Cannes is proof of their resolve.

Michel Borelli comments: “We are so proud, ecstatic actually! We have long had belief in the power and creativity that Vietnam can offer on the world stage. This year we hired a new creative lead in Vietnam, Carlos Camacho, whose excellent ideas, supported by a top agency team, production and client in Ho Chi Minh, have really made this happen. All these people deserve the recognition for this international award.“

Rupen Desai, Regional President for Lowe Asia Pacific added: “Agencies in Asia are an increasingly powerful creative presence on the global advertising circuit. This award for Vietnam is just further proof of it. And we are so proud that it should be Lowe leading the way for the first Cannes Gold for Vietnam.”

The winning campaign ‘Versus’ illustrates the value of outdoor play for children, in an age where electronic devices are increasingly popular. It contrasts the iconography of console and computer commands with the social, physical and imaginative skills learned with outdoor play. And it encourages parents to reconsider their child’s play time. The over-arching message: children learn from freedom and play, including play where they and their clothes can get dirty; with Unilever detergent, Dirt is Good. The ‘Versus’ campaign also won a Bronze Cannes Lion in the Outdoor category.

The other Asian countries awarded Gold Lions in the Press category were India, and two campaigns from China. (One of which went to Lowe Vietnam’s sister, Lowe China.) Overall, there were 5007 global entries for this category in 2014.

For interviews or more press information, contact Miah Tolha, PR, Lowe Asia Pacific



Cannes Awards are known as ‘Lions’.

About Lowe Vietnam

Lowe Vietnam is the largest marketing and communications agency in the country. It offers complete Integrated Communication capabilities, partnering some of the premier marketers in the region such as: Bel, Cathay Pacific, Intel, Perfetti Van Melle, The Coca-Cola Company, and Unilever, to name a few. Lowe Vietnam is known to build leader brands; it has been the most awarded agency at the Festival of Asian Marketing Effectiveness for three years in a row, and won Campaign Asia’s Agency Of The Year in 2012.


Lowe Vietnam is part of Lowe and Partners, a network of advertising and communication agencies with presence in over 80 countries around the world. Lowe is part of the IPG group of companies, and has been present in Asia-Pacific for over 70 years and now covers 15 countries in the region.

About Cannes Lions International Festival of Creativity

Inspiring Creativity Since 1954: Cannes Lions is the world’s biggest celebration of creativity in communications. Benchmarking innovation in anything from mobile and billboards to design and branded content, it’s the home of the great ideas changing the ways brands interact with their customers. Our Awards champion the best work from the past year and the Festival’s inspirational learning programme points the way forward.


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