MSLGroup, advancing a concept created by Leo Burnett Toronto for client Procter & Gamble, won the Grand Prix award for PR at the Cannes Lions festival in France June 24 for the #LikeAGirl campaign.

"This is a campaign that marries a brand promise with brand purpose and commercial pursuit," said FleishmanHillard senior partner and Asia Pacific president Lynne Anne Davis, who led the PR Lions jury.

The campaign for P&G's Always feminine products brand centered on an ad aimed to foster confidence in women, but the spot and its #LikeAGirl hashtag went viral. The top PR award was given to both MSLGroup and Leo Burnett. MSLGroup also took home a PRSA Silver Anvil earlier this month for the LikeAGirl campaign.

Seventy-nine entries won Lions at the festival with about half coming from PR firms, the festival pointed out, possibly blunting criticism that many top PR awards went to ad agencies in past years.

Edelman and CAA won the top PR Lion last year for workon behalf of Chipotle. TBWA Chiat/Day won the PR award in 2010, when it partnered with FleishmanHillard, but that came before the festival changed its rules to allow for more than one agency to win. Both Edelman (Adobe) and FH (Dallas office for General Motors) were Gold winners this year, as well.

Other Gold winners included Ogilvy PR (Visit Britain), Waggener Edstrom and Grey New York (Volvo), Alison Brod PR and David (Burger King), and Porter Novelli (ALS Association), among others.