An obscure beer from Chile has picked up the top award in the media category at this year's Cannes International Advertising Festival.
Cristal Beer's agency, OMD Santiago, which is owned by Omnicom, took the Grand Prix for what the judges described as a campaign touched with "genius".
The awards, held last night, saw a strong performance from UK media agencies, which won three Media Lions - more than any other country.
American agencies managed to win just one Lion in an awards largely dominated by countries with less well-established advertising businesses, such as Thailand, Mexico, South Africa, Turkey and Brazil.
The UK winners were OMD International for its Ipod campaign for Apple, ZenithOptimedia International for its work with HSBC Bank, and WPP-owned Mediaedge:CIA for its Specsavers campaign.
OMD's Santiago took the top gong for managing to persuade Chile's broadcasters to allow Cristal Beer to be placed in scenes within a series of major movies. During Star Wars for example, Luke Skywalker was seen to produce a can of Cristal when he reached for his light saber - an idea that would break the rules on product placement in the UK.
Although only one US media agency picked up a gong, it was work by American-owned media agency networks for US brand owners, such as Apple, Procter & Gamble, Nike and Frito Lay, that dominated most of the Media Lion categories.
Including the Grand Prix, Omnicom agencies won six Media Lions, while Interpublic Group's Universal McCann picked up one.
The French advertising group, Publicis, won four. Publicis's Starcom network won four Lions for work in Thailand, Mexico, Japan and Lebanon, while ZenithOptimedia picked up one.
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