Global Agency of the Year: Greys Work Sparked Conversations Worldwide Global Agency of the Year: Greys Work Sparked Conversations
And brought home a mountain of awards
przez David Gianatasio | grudnia 7, 2015
Grey celebrated its performance at the Cannes Lions in June with leather, whips and chains. The WPP Group agency hosted an S&M-themed "Fifty Shades" bash on the roof of the JW Marriott, high above the shimmering Mediterranean.
The party began late Thursday night and ended some time Friday morning. Dancers dressed as dominatrices undulated onstage to a pulsing electronic beat that echoed off the bustling Croisette below. Tipsy leaders from the advertising, entertainment and tech industries jostled one another to enter a photo booth to have their pictures taken—often with other partygoers in salacious group shots—on a four-poster bed fitted with black silk sheets. Those images were instantly beamed onto a giant screen above the outdoor dance floor. "The vibe was buzzing and the energy was off the charts," recalls Grey worldwide creative chief Tor Myhren.
When word began spreading that Grey had won more than 100 Lions at the festival, "Every single person on that roof was screaming, hugging and losing their minds," Myhren says.
The soiree was jammed with hundreds of revelers, filled well beyond capacity, and even Cannes CEO Philip Thomas was stuck downstairs, denied entry by the Marriott's security detail. Thomas texted Myhren, begging the CCO to intercede so he could join the rowdy fun. "At that moment, it struck me how huge this night was," says Myhren. "It was the night we put Grey's global creative reputation on the map. Not just in New York or London, but every corner of the world."