WPP's latest fishing expedition to Cannes yielded enough Lions to give us a fourth successive Holding Company of the Year Award. So it seems strangely apt that our Integrated Crème de la Crème should go to a campaign about Lionfish.
Entitled "The Lionfish Invasion. Terribly Delicious," it's a joint effort from Geometry Global Colombia and Ogilvy & Mather Colombia for Ministerio de Ambiente y Desarrollo Sostenible.
Appropriately enough, it's actually all about another mouthful. Because it was designed to make the Lionfish - an invasive and destructive newcomer to Colombia - into a national dish.
The people, the President, even the Catholic Church all got behind it.
Good news for many endangered species, and the coral reef: bad news for the Lionfish.
It's a deliciously simple idea, if you'll excuse the pun, but it's in good company. Because here you'll find great work from across the group, and indeed across the globe, to admire.
I think all really big ideas have the potential to be brilliant integrated campaigns. I'd like to see more. But in the meantime please have a look at the wonderful campaigns here.
Oh, and if you're ever in or around Colombia, do try the Lionfish!