Foto: Jurado categoría Direct deliberando / Getty Images
El jurado de la categoría “Direct” de Cannes Lions 2014 se decidió por 75 trabajos que fueron premiados durante la noche del lunes 16. El Gran Prix fue para Reino Unido por “Magic of Flying” desarrollado por Ogilvy One London para British Airways.
Argentina también tuvo una importante participación en esta categoría obteniendo varios oros. Otros países de nuestro continente que lograron estar en la lista de ganadores fueron Brasil, Colombia, Guatemala, Perú y Ecuador con la agencia De Maruri que obtuvo también un bronce en esta categoría.
Reproducimos a continuación la lista completa de ganadores:
| Pieza | Anunciante | Agencia | País | Premio |
| MAGIC OF FLYING | BRITISH AIRWAYS | OGILVYONE LONDON | UNITED KINGDOM | Grand Prix |
| ALMOST IDENTICAL | MONDELEZ INTERNATIONAL | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Gold Lion |
| SORRY I SPENT IT ON MYSELF | HARVEY NICHOLS | ADAM&EVEDDB London | UNITED KINGDOM | Gold Lion |
| FIFA 14 | MICROSOFT | Y&R COLOMBIA Bogotá / WUNDERMAN COLOMBIA Bogotá | COLOMBIA | Gold Lion |
| BOB DYLAN LIKE A ROLLING STONE | SONY MUSIC | INTERLUDE New York | USA | Gold Lion |
| SWEETIE | TERRE DES HOMMES NETHERLANDS | LEMZ Amsterdam | THE NETHERLANDS | Gold Lion |
| SPEAKING EXCHANGE | CNA | FCB BRASIL São Paulo | BRAZIL | Gold Lion |
| DEAR FUTURE MOM | COORDOWN ONLUS | SAATCHI & SAATCHI Milan | ITALY | Gold Lion |
| INGLORIOUS FRUITS AND VEGETABLES | INTERMARCHÉ | MARCEL Paris | FRANCE | Gold Lion |
| ALMOST IDENTICAL | MONDELEZ INTERNATIONAL | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Gold Lion |
| MILKA LAST SQUARE | MONDELEZ INTERNATIONAL | BUZZMAN Paris | FRANCE | Gold Lion |
| SOUND OF HONDA / AYRTON SENNA 1989 | HONDA MOTOR CO. | DENTSU Tokyo | JAPAN | Gold Lion |
| LIVE TEST SERIES | VOLVO TRUCKS | FORSMAN & BODENFORS Gothenburg | SWEDEN | Gold Lion |
| INGLORIOUS FRUITS AND VEGETABLES | INTERMARCHÉ | MARCEL Paris | FRANCE | Gold Lion |
| VROOM RING BOOM | CLARO | OGILVY GUATEMALA | GUATEMALA | Gold Lion |
| SWEETIE | TERRE DES HOMMES NETHERLANDS | LEMZ Amsterdam | THE NETHERLANDS | Gold Lion |
| RAISING VOICES | COLEGIO LAS LOMAS ORAL | OGILVY & MATHER ARGENTINA Buenos Aires | ARGENTINA | Gold Lion |
| DEAR FUTURE MOM | COORDOWN ONLUS | SAATCHI & SAATCHI Milan | ITALY | Gold Lion |
| WE WERE THERE | BNP PARIBAS | SID LEE Paris | FRANCE | Gold Lion |
| AUDI TEST DRIVE CUBE | AUDI | PHILIPP UND KEUNTJE Hamburg | GERMANY | Silver Lion |
| PENNY THE PIRATE | LUXOTTICA | SAATCHI & SAATCHI Sydney | AUSTRALIA | Silver Lion |
| INGLORIOUS FRUITS AND VEGETABLES | INTERMARCHÉ | MARCEL Paris | FRANCE | Silver Lion |
| SHARE MY DABBA | HAPPY LIFE WELFARE & DABBAWALA FOUNDATION | McCANN WORLDGROUP INDIA Mumbai | INDIA | Silver Lion |
| SOUND OF HONDA / AYRTON SENNA 1989 | HONDA MOTOR CO. | DENTSU Tokyo | JAPAN | Silver Lion |
| WE WERE THERE | BNP PARIBAS | SID LEE Paris | FRANCE | Silver Lion |
| PHUBBING | MACQUARIE | McCANN MELBOURNE | AUSTRALIA | Silver Lion |
| AUDI TEST DRIVE CUBE | AUDI | PHILIPP UND KEUNTJE Hamburg | GERMANY | Silver Lion |
| DEAR FUTURE MOM | COORDOWN ONLUS | SAATCHI & SAATCHI Milan | ITALY | Silver Lion |
| I WISH MY SON HAD CANCER | HARRISON’S FUND | AIS London | UNITED KINGDOM | Silver Lion |
| FUCK THE POOR | THE PILION TRUST | PUBLICIS LONDON | UNITED KINGDOM | Silver Lion |
| MY HOME IS AN OVEN | BGH | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Silver Lion |
| SPEAKING EXCHANGE | CNA | FCB BRASIL São Paulo | BRAZIL | Silver Lion |
| TRANSAVIA – EBAY | TRANSAVIA.COM | LES GAULOIS Puteaux | FRANCE | Silver Lion |
| PHUBBING | MACQUARIE | McCANN MELBOURNE | AUSTRALIA | Silver Lion |
| SHARE MY DABBA | HAPPY LIFE WELFARE & DABBAWALA FOUNDATION | McCANN WORLDGROUP INDIA Mumbai | INDIA | Silver Lion |
| MILKA LAST SQUARE | MONDELEZ INTERNATIONAL | BUZZMAN Paris | FRANCE | Silver Lion |
| JC DECAUX STREET VIEW UNPAID BILLS | JC DECAUX | BBDO BELGIUM Brussels | BELGIUM | Bronze Lion |
| THE BARBECUE BIBLE | TRAMONTINA | JWT BRAZIL São Paulo | BRAZIL | Bronze Lion |
| ALL EYES ON S4. | SWISSCOM | HEIMAT Berlin | GERMANY | Bronze Lion |
| ANZ GAYTMS | ANZ | WHYBIN\TBWA GROUP MELBOURNE | AUSTRALIA | Bronze Lion |
| ABORTIONTRAVEL | CELEM (EUROPEAN WOMEN’S LOBBY) | DDB SPAIN Madrid | SPAIN | Bronze Lion |
| THE LEGENDARY POSTERS | HEINEKEN | WIEDEN+KENNEDY AMSTERDAM | THE NETHERLANDS | Bronze Lion |
| 3D ON THE ROCKS | SUNTORY HOLDINGS LIMITED | TBWA\HAKUHODO Tokyo | JAPAN | Bronze Lion |
| HAVING A GOOD MEMORY HAS ITS BENEFITS | NATURE´S GARDEN | MARURI GREY Guayaquil | ECUADOR | Bronze Lion |
| 1200 TREES-LIKE PURIFYING BILLBOARD | THE UNIVERSITY OF ENGINEERING AND TECHNOLOGY | FCB MAYO Lima | PERU | Bronze Lion |
| MY HOME IS AN OVEN | BGH | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Bronze Lion |
| SECOND CHANCE | BUSINESS IN THE COMMUNITY | LEO BURNETT LONDON | UNITED KINGDOM | Bronze Lion |
| TRANSAVIA – EBAY | TRANSAVIA.COM | LES GAULOIS Puteaux | FRANCE | Bronze Lion |
| PAY PER LAUGH | TEATRE NEU | THE CYRANOS McCANN WORLDGROUP EUROPE Barcelona | SPAIN | Bronze Lion |
| SAMSUNG MAESTROS ACADEMY | SAMSUNG ELECTRONICS ITALY | LEO BURNETT Milan | ITALY | Bronze Lion |
| MINUTE OF SILENCE | RSL AUSTRALIA | DDB GROUP MELBOURNE | AUSTRALIA | Bronze Lion |
| BENTLEY BURIAL | ABTO – BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION | LEO BURNETT TAILOR MADE São Paulo | BRAZIL | Bronze Lion |
| UNSELFIE | BBDO Guerrero/TYPHOON YOLANDA APPEAL | BBDO GUERRERO Makati City | THE PHILIPPINES | Bronze Lion |
| KOMBI LAST WISHES | VOLKSWAGEN DO BRASIL | ALMAPBBDO São Paulo | BRAZIL | Bronze Lion |
| PENNY THE PIRATE | LUXOTTICA | SAATCHI & SAATCHI Sydney | AUSTRALIA | Bronze Lion |
| PAY PER LAUGH | TEATRE NEU | THE CYRANOS McCANN WORLDGROUP EUROPE Barcelona | SPAIN | Bronze Lion |
| DACIA SPONSOR DAY | RENAULT ITALIA | PUBLICIS ITALY Milan | ITALY | Bronze Lion |
| JC DECAUX STREET VIEW UNPAID BILLS | JC DECAUX | BBDO BELGIUM Brussels | BELGIUM | Bronze Lion |
| SPEAKING EXCHANGE | CNA | FCB BRASIL São Paulo | BRAZIL | Bronze Lion |
| PHUBBING | MACQUARIE | McCANN MELBOURNE | AUSTRALIA | Bronze Lion |
| SEARCHING FOR HEARTS | PERUVIAN CANCER FOUNDATION | FCB MAYO Lima | PERU | Bronze Lion |
| NOT A BUG SPLAT | REPRIEVE / FOUNDATION FOR FUNDAMENTAL RIGHTS | BBDO PAKISTAN Lahore | PAKISTAN | Bronze Lion |
| THE LEGENDARY POSTERS | HEINEKEN | WIEDEN+KENNEDY AMSTERDAM | THE NETHERLANDS | Bronze Lion |
| KOMBI LAST WISHES | VOLKSWAGEN DO BRASIL | ALMAPBBDO São Paulo | BRAZIL | Bronze Lion |
| ANZ GAYTMS | ANZ | WHYBIN\TBWA GROUP MELBOURNE | AUSTRALIA | Bronze Lion |
| PAY PER LAUGH | TEATRE NEU | THE CYRANOS McCANN WORLDGROUP EUROPE Barcelona | SPAIN | Bronze Lion |
| A TRIP OUT TO SEA | GUY COTTEN | CLM BBDO Boulogne-Billancourt | FRANCE | Bronze Lion |
| THE SOCIAL SWIPE | BISCHÖFLICHES HILFSWERK MISEREOR | KOLLE REBBE Hamburg | GERMANY | Bronze Lion |
| FUCK THE POOR | THE PILION TRUST | PUBLICIS LONDON | UNITED KINGDOM | Bronze Lion |
| BENTLEY BURIAL | ABTO – BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION | LEO BURNETT TAILOR MADE São Paulo | BRAZIL | Bronze Lion |
| GIFT BOX | THE SALVATION ARMY, CROWN RELOCATIONS | LEO BURNETT HONG KONG | HONG KONG | Bronze Lion |
| ABORTIONTRAVEL | CELEM (EUROPEAN WOMEN’S LOBBY) | DDB SPAIN Madrid | SPAIN | Bronze Lion |
| SECOND CHANCE | BUSINESS IN THE COMMUNITY | LEO BURNETT LONDON | UNITED KINGDOM | Bronze Lion |
| YOU ARE MY SON | MINISTRY OF DEFENSE | LOWE-SSP3 Bogotá | COLOMBIA | Bronze Lion |
| MEMORY EDITION | FUNDACIÓN REINA SOFÍA | SRA. RUSHMORE Madrid | SPAIN | Bronze Lion |