The 17th Asia Pacific Advertising Festival (ADFEST) wrapped up this year's three-day Festival with an Awards Presentation at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand on Saturday 8th March 2014.
Leo Burnett, Sydney took out the Outdoor Grand Lotus for Coca-Cola 'Small World Machines' and Whybiin\TBWA won the only Effectiveness Lotus awarded on the night, for the NRMA 'Car Creation' campaign.
McCann
Melbourne won an Integrated Lotus for Macquarie Dictionary's
'Phubbing'. INNOVA
Lotuses were awarded to JWT Sydney for RAC's 'RAC Attention Powered
Car' and Leo Burnett Sydney for Coke's 'Small World Machines'. Colenso BBDO, Auckland won two Gold Lotus awards in the Media category, both for Samsung.
1,095 delegates from 53 cities in total attended the event, and 3,253 entries were received across 17 awards categories.
Tor Myhren, President & Worldwide Chief Creative Officer at Grey New
York, was presiding as Grand Jury President as well as Jury President
for Film and Radio.
"There were some very good pieces in both the
Film and Radio categories this year. I'd say that the best pieces
weren't just the best I've seen in Asia, but also in the world. However,
I think the region could do with a little bit more consistency. While
there were really good pieces in both categories, on the other end of
the spectrum we saw some very poor pieces. Hopefully, the overall
quality of the entries will improve over the next few years," says
Myhren.
"The work needs to be fresh from all aspects. It needs to have a fresh
idea, a fresh script and a fresh technique. The cream that rose to the
top in these categories managed to do all these successfully."
Outdoor Lotus
A Grande Outdoor Lotus was awarded to Leo Burnett Sydney for Coke's 'Small World Machines' which also won a Gold Lotus. The agency also won Silver for Coca-Cola 'Small Faces'. Innocean Sydney won a Bronze Lotus for Kia Cerato 'Pick of the Day' and JWT Sydney won Bronze for Banlice 'Cable Car' and 'Bridge'.
There were also 5 Gold, 12 Silver and 21 Bronze Lotuses awarded in Outdoor, as well as 16 Finalists.
"For
the Grande and Gold Lotus awards, it was pretty much unanimous all the
way through on the Outdoor Jury. There was debate around the Bronze and
Finalists, which means we all agreed on what is excellent, and what is
merely good," says Shahir Zag, Jury President of Outdoor Lotus, and
Chief Creative Officer Y&R MENA Dubai.
"The Outdoor category
has become more digital than digital. It is not only hijacking digital
technology but inventing new technology. Leo Burnett's 'Small World
Machine's won Grande because it's future-proofed, breathtakingly fresh
and reminds us what it is to be human. It's got everything," says Zag.
VIEW THE OUTDOOR WINNERS LIST
Film Lotus
There
were 1 Grande, 2 Gold, 10 Silver and 22 Bronze Lotuses awarded in the
Film category, as well as 9 Finalists. The Grande Film Lotus was awarded
to Tohokushinsha Film Corporation for CupNoodle's 'Globalization'.
"This
piece is a good example of when idea, insight and execution fuses well
together. The spot was based on a brilliant idea, it leveraged on an
amazing cultural insight, and it was perfectly executed," says Myhren.
Two
Gold Lotuses were awarded to JWT India Mumbai for Nike's 'Parallel
Journeys' and ADK Japan for Eyesight's 'Minicar Light Stream'. GPY&R Melbourne won Silver for Schweppes 'Tumble'.
VIEW THE FILM WINNERS LIST
Radio Lotus
There were 2 Gold, 5 Silver and 4 Bronze Lotuses awarded in the Radio Lotus category, as well as 1 Finalist.
The
two Gold Lotuses awarded in this category went to Publicis Indonesia
for Nescafe Ready to Drink's 'Philosophy' and McCann Worldgroup
Philippines for Philippines Cancer Society's 'Press'.
Says
Myhren: "'Philosophy' stood out for being so memorable. We heard it at
least five times, yet we still laughed each time. As for McCann's
'Press', the idea was simple yet impactful, despite being a short radio
spot."
VIEW THE RADIO WINNERS LIST
Media Lotus
There were 1 Grande, 6 Gold, 5 Silver and 8 Bronze winners in the inaugural Media Lotus category, as well as 12 Finalists.
Leo Burnett, Sydney won Silver and two Bronze for Coca-Cola 'Small World Machines', plus Bronze for Bundaberg Rum 'Road to Recovery'.
"This
was a really exciting category, the overall standard was very high and
there was a huge amount of diversity of ideas and media solutions in
there. It was very invigorating to see how the industry is using media
in fresh and creative ways to grow brands and businesses and change
behavior," says Jury President Andy Wilson, who is Head of Strategy,
Asia BBDO & Proximity Singapore.
"Ace Saatchi & Saatchi
Manila's campaign for Pampers Diapers, called ZZZ Radio (which won Gold)
found a way to completely reinvent how radio is used. We saw newspapers
taking its news off newspapers and onto plastic water bottles to make
the news far more accessible to younger audiences. Screens are being
reinvented with technology to become connecting devices that can
physically connect people in different places."
VIEW THE MEDIA WINNERS LIST
Effective Lotus
Now
in its second year, there was 1 Effective Lotus awarded this year, and
three finalists. The Effective Lotus was awarded to Whybin\TBWA Group
Sydney for NRMA Insurance's 'Car Creation'.
Finalists were
awarded to Yahoo Japan Corporation for Disaster Alert App's 'Saving your
Future'; BBDO Singapore for SingTel's 'Hawker Heroes'; and Whybin\TBWA
Group Sydney for M.J. Bale's 'Grazed on Greatnesss'.
Wilson was
also Jury President of the Effective Lotus category: "I don't know why
there weren't more good entries in this category. Whilst ADFEST is
undoubtedly a festival that celebrates creativity, I think it needs to
encourage agencies to demonstrate the results and sustainable
effectiveness of that creativity in more robust and rigorous ways."
"The ideas that we did acknowledge were ideas that changed behavior, created new business models and revenue streams," he says.
Regarding
this year's sole Effective Lotus, he says: "This campaign was very good
in that it made insurance, which is an invisible product, highly
visible with a powerful insight built around a product truth."
VIEW THE EFFECTIVE WINNERS LIST
Integrated Lotus
In
the Integrated Lotus category, there was one Grande, two Integrated
Lotuses and two Finalists. The Grande Integrated Lotus was awarded to
Dentsu Inc. for Internavi's 'Sound of Honda / Ayrton Senna 1989'.
"What
excited me about this idea was it forced me to reconsider Honda as a
performance brand. It's actually my favorite idea of ADFEST 2014. To be
able to recreate the most famous lap in Formula One history is
incredibly emotional and it forces you to reconsider Honda's
credentials," says Tor Myhren, Grand Jury President, and President and
Worldwide Chief Creative Officer at Grey New York.
McCann
Melbourne also won an Integrated Lotus for Macquarie Dictionary's
'Phubbing', as did Ogilvy Beijing for PETA's 'Fur Hurts'.
VIEW THE INTEGRATED WINNERS LIST
INNOVA Lotus
ADFEST's
INNOVA Lotus Award is given for outstanding innovation ideas for
communication. The winner of the Grande INNOVA Lotus is Hakuhodo Inc.
for Kirin Ichiban's 'The Photogenic Beer'.
"The Photogenic Beer
is truly a new product, and product innovation absolutely does propel
our industry forward. It is a perfectly simple idea where they take
Kirin beer and add foam on top to seal in the coldness for 30 minutes,
and it had huge impact in the market," says Myhren.
Three INNOVA
Lotuses were awarded to: JWT Sydney for RAC's 'RAC Attention Powered
Car'; Leo Burnett Sydney for Coke's 'Small World Machines'; and Dentsu
Inc. for Internavi's 'Sound of Honda/Ayrton Senna 1989'.
VIEW THE INNOVA WINNERS LIST
Lotus Roots
ADFEST
introduced the Lotus Roots category to recognize ideas inspired by
local cultures. This year's Grande Lotus Roots was awarded to Ace
Saatchi & Saatchi Manila for Cebuana Lhuillier's 'Family Remeet'.
"This
was an almost unanimous decision for the Jury. At the heart of this
campaign is an incredible cultural insight: that in the Philippines a
lot of people go away to work and send money home. There are many
beautiful stories in this campaign, and really genuine emotions that get
to the heart of the product. It's executed in a way that's so real, and
it immediately changes your perception of that bank and the humanity
behind that bank," says Myhren.
There were also six Lotus Root Lotuses awarded, and 30 Finalists.
VIEW THE LOTS ROOTS WINNERS LIST
Grande for Humanity
ADFEST
Grand Jury Presidents awarded a Grande Lotus for Humanity to Publicis
Singapore for Crisis Relief's 'Liking isn't helping:
War/Earthquake/Flood'.
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