A re occurring theme this year with the Lions, was the integration of new technology into campaigns. Of particular note was the use of DNA, the Grand Prix Promo Lion Bonded by Blood. Adidas released a poster every year of the All Blacks team. This year they used the blood of the people.
A winner of the Bronze Direct Lion was Tooheys Extra Dry Human Testing Program. Which also used DNA testing, asking for people to send in some form of DNA to test if they could be apart of the program.
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