Product placement gets nod at Cannes

06/22/2005 | Advertising Age (tiered subscription model)

Procter & Gamble Co. won the Media Lions Grand Prix at this year's Cannes Lion's International Advertising Festival for its launch of Biomat brand laundry detergent in Israel -- a campaign that eschewed traditional media in favor of a washing-machine roadshow. General Motors' media-planning agency, Publicis Groupe's GM Planworks, won a Media Lion for its giveaway of 200 Pontiac G6 model cars on the Oprah Winfrey Show.

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