Lowe Bull Johannesburg has won three trophies at the Cannes Lions International Advertising Festival, for the popular Axe “Get a Girlfriend” campaign. It won two Gold Lions, one in the radio category and one in the press category, as well as a Bronze Lion in the press category for the print campaign. The three television commercials, "Magician", "Goldfish" and "Bokdrolspoeg", were also shortlisted in the film category. "We're incredibly proud of this campaign, for once again featuring so prominently at Cannes," say Lowe Bull's Joburg MD, Ivan Moroke. "It's a huge achievement for any campaign to be recognised, but to be recognised two years on the trot is phenomenal." In an unusual approach to a television campaign, each spot was produced and directed by a different production company: - "Magician" was directed by Clive Will, from Sanga Films - "Goldfish" was directed by Brent Harris, from Rabbit/Egg Films - "Bokdrolspoeg" was directed by Slim, from Freshwater Films "The creative team wanted to bring a different style and feel to each spot, to get a really authentic 'home/youtube' video style," explains Moroke. Each spot was also shot in a different country – "Magician" in Malaysia, "Goldfish" in the USA and "Bokdrolspoeg" in South Africa – in a bid to give the campaign a global feel.