Digital agency Boondoggle won five Gold Lions at Cannes this year. They decided to find out exactly what the trophies were worth.

Armed with a video camera, some of Boondoggle’s creatives took the awards round dealers in the Pelikaanstraat in Antwerp, Belgium, the world’s biggest centre for the diamond and gold trade. They soon found out that all that glitters might just be yellow copper. “We wanted to let people know we won five Gold Lions, but without taking ourselves too seriously,” says Boondoggle’s Jorrit Hermans. With Cannes charging €900 for a replica Gold Cyber Lion trophy and €1999 for a replica Grand Prix, entrants might want to reflect on the fact that the agency couldn’t even get someone to offer €5 for one of theirs…

via Creative Review