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Leading UK creative agency win Gold at Cannes Lions International Festival of Creativity

FreeState win global award for design with a living landmark - the future of advertising

London based creative agency FreeState today received one of the world’s leading design prizes at the Cannes Lions International Festival of Creativity 2013. Awarded for their Dune Grass sculptures on Blackpool’s promenade, which are the world’s largest kinetic sculptures, FreeState beat entries from China, The Philippines, Belgium and France.

The annual awards received over 36,500 entries from 92 countries this year, with FreeState being the only UK entry short-listed in the ‘Design in Public Spaces’ category (C06).

Made from glass-fibre and commissioned by Blackpool City Council as an icon to help refresh perceptions of the city, Dune Grass was installed in April 2012. Standing as tall as a ten-storey building, with heads the size of a transit van, the design presents five giant blades of grass blowing in the wind. The sculptures have since achieved cult status in the city, sparking thousands of online conversations.

Adam Scott, co-founder and creative director at Freestate said: “This Cannes Lions Award is the greatest accolade the team could hope to receive. But maybe more importantly, it honours an extraordinary new trend in how the most sophisticated branding uses our whole environment to tell stories. And in this case it is a living landmark unique to Blackpool that will continue to tell its stories for many generations to come. Now you can't say that about traditional media!
“Widely recognised as a living icon, Dune Grass is one of many initiatives that is helping to redefine Blackpool. With an annual audience of over 10 million visitors, it truly engages people walking past, connecting at a deep human level in a totally open and public place,” added Scott.

The project was led by FreeState and the design team was a collaboration between LDA, who are responsible for People's Playground Masterplan, Atelier One, the structural engineers, and City University.

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Notes to editors

About FreeState,
FreeState is an independent creative agency led by a team of experiential architects, designers and provocateurs who create big, popular projects for select global clients. Clients include Sony, for whom FreeState created the largest booth at the world’s largest electronics faire, IFA, as well as MTV and Calvin Klein. They are based in London with studios in Singapore

Adam’s blog at

60th Cannes Lions International Festival of Creativity, 16-22 June 2013, Cannes, France
The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.

As the most prestigious international annual advertising and communications awards, over 36,500 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy, a global benchmark of creative excellence, for Film, Print, Outdoor, Interactive, Radio, Design, Promo & Activation, Film Craft, Mobile, Branded Content & Entertainment and Integrated advertising, as well as the best Media, Direct, PR, Titanium and Creative Effectiveness ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Close to 12,000 delegates from 95 countries attend a week-long programme of exhibitions, screenings and talks by worldwide thought leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communications.
Lions Festivals
Lions Festivals is the organiser of Cannes Lions International Festival of Creativity and Eurobest as well as co-organisers, with its joint venture partners, of Dubai Lynx International Festival of Creativity, Spikes Asia Festival of Creativity, Festival of Asian Marketing Effectiveness, and the Digital Asia Festival. 
Lions Festivals is powered by Top Right Group.

- Cannes Lions award image can be downloaded here:

- Dune Grass images can be downloaded here:

For more information, please contact:
Vicki Hughes
Fugu PR
T: +44 (0) 1273 327 514
M: +44 (0) 7775 513541