Philips Scoops Another Grand Prix at the Cannes Lions Advertising Awards

By Philips, PRNE
Monday, June 28, 2010

AMSTERDAM, June 29, 2010 - 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.


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

'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
, 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

    For more information, please contact:
    Wander Bruijel
    Director, Global Product Public Relations
    Philips Consumer Lifestyle
    Tel: +31(0)20-5978847
    Mob: +31(0)6-12337779

For more information, please contact: Wander Bruijel, Director, Global Product Public Relations, Philips Consumer Lifestyle, Tel: +31(0)20-5978847, Mob: +31(0)6-12337779, E-mail: wander.bruijel at

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