Budweiser's "Whassup" campaign/cultural meme out of DDB Chicago, directed by Charles Stone III of C&C/Storm Films New York was a decisive winner of the Cannes show's Grand Prix. In fact the only thing you heard more than "Whassup" (rendered in dozens of accents) in France during the week of Cannes were the words "c'est impossible" from friendly waiters and airline staff.

A total of 5757 spots were entered in this year's Film contest, an increase of 1000 commercials over last year's total. Marcello Serpa, co-CEO and creative director of Brazil's Almap/BBDO presided over a jury of 21 judges from Argentina, Australia, Brazil, Canada, France, Germany, Great Britain, India, Italy, Japan, Korea, the Netherlands, Norway, South Africa, Spain, Sweden and the USA. Despite the sizable shortlist presented by the jury prior to the awards, the number of actual Lions handed out (133 Gold, Silver and Bronze Lions in total) did not reflect the increased number of ads entered. In many categories, Gold Lions were not presented at all. In the wake of its marathon judging duties, the jury also noted that the dot-com efforts were among the more disappointing creative categories (perhaps because they have more money than sense, suggested one juror). There were too many entries that should have never seen the golden light of day in Cannes, one juror noted, citing the importance of entering work that met the standards of the show rather than entering for its own sake.

Serpa said he was looking at entries for the idea, not the production value or a catchy technique. "With advertising, you can reach peoples' heads," said Serpa. "With creativity you can reach the hearts of people for a long time."

The US accounted for 26 Lions, including 10 Golds. Among the US Gold Lion winning efforts were campaigns for Budget, Fox Sports Net, MTV, Alta Vista, Stamps.com and spots for Nike. The UK ad community was awarded seven Gold Lions, including car spots for Volkswagen Polo and Land Rover and spots for Nike, the British Army and Church's Fried Chicken. Canada walked away with four Lions, including a Gold Lion for Toyota Dealers through Radke Films.

Almap/BBDO took the Agency of the Year prize, largely on the strength of its print work, with South America dominating the press and poster component of the show. Wieden & Kennedy and Fallon were second and third, respectively.

The Palme d'Or for top production company went to US bicoastal Propaganda/Satellite whose winning efforts included the Gold Lion campaign for Budget Car Rental, and Gold and Silver winning work for Nike and Cheese. Partizan was next, responsible for the Gold Lion Jukka Brothers campaign for MTV and winning work for Levi's, Cnet.com and Nike. The remaining top 10 production shops were: London's Gorgeous; LA-based Pytka; bicoastal hungry man and @radical.media; France's Les Producers; and Outsider, Godman and Harry Nash from London.

The week-long event was filled with commercial screenings, seminars, meetings, and, perhaps most saliently, parties, hosted by production and creative entities throughout the world.