Tonight
the winners of the Interactive, Mobile, Print Craft, Design, Direct,
Press, Outdoor, New Director and Film Craft Lotus were announced at the
end of this second day at the 18th AdFest, held at PEACH, Royal Cliff
Hotels Group in Pattaya, Thailand.
Interactive Lotus
29 awards were announced, including 18 Bronze, 7 Silver and 3 Gold. The Grande Lotus was awarded to AKQA Shanghai for Nike's 'Nike House of Mamba'.
The three Golds were won by JWT India in Mumbai for Nike Cricket "Make Every
Yard Count'; TBWA Hakuhodo, Tokyo for Suntory Whisky '3D On the Rocks'
and JWT Sydney for Breast Cancer 'I Touch Myself Project'.
Says Interactive and
Mobile Jury President Rei Inamoto, Worldwide Chief Creative Officer of
AKQA, New York & Global: "The overall quality of Interactive
entries this year was very decent. From more than 400 entries, we
nominated around 30 or 40 finalists, from which we awarded four Golds.
It was a very close race, and the ultimate winners came down to asking:
'Which one had the biggest impact? What's the contribution these ideas
have to society? What is pushing the industry forward?'"
Mobile Lotus
Mobile Lotus received 65 entries. There were 9
awards given in the category, including 3 Silver and 6 Bronze awards.
All 3 Silver awards were won by agencies from Sydney, including Pollen
for 'Peter Gilmore App for iPad'; Saatchi & Saatchi for OPSM 'Penny
the Pirate' and Leo Burnett for Happy Meals 'Emlings'.
There were no Golds given for this category.
Says Inamoto: "With mobile being one of the major forces in Asia, we expected
to see more innovation in the Mobile category. As a jury we didn't think
there was a piece of work worthy of Gold or Grande. And we were not
being tough for the sake of it. It's a reflection of what's been
happening in this category over the past year. The irony is that in the
start-up world, mobile is where the innovation is happening. But after
looking at this year's Mobile entries, it was somewhat evident that
agencies and marketers are still seeing mobile as a last-minute add on.
The potential for this category is still untapped."
Print Craft Lotus
The
Print Craft category attracted 241 entries in 2015. 13 awards were
given out in total, which included 6 Bronze, 3 Silver and 4 Gold Lotus
awards. There is no Grande award given out for the Print Craft category.
Says Design
& Print Craft Jury President, Pum Lefebure (right), Co-Founder & Chief
Creative Officer of Design Army, Washington DC: "If this year's
Print Craft entries represent a whole year's work, I would have liked to
see more quality overall. There was some beautifully executed work in
the Print Craft category and it was very easy for the best work to rise
to the top, but overall I think the creative community needs to raise
the bar. We need to push ourselves and our teams a lot more."
The 4 Gold awards were won by:
Hakuhodo Tokyo for WWD Japan 'Cityscape 1-4' in Photography
Y&R Beijing for Audio Books 'MIC: Alice/ Moby Dick/ Frankenstein/ Don Quexote/ Dracula/ D-Day' in Illustration
Lowe China, Shanghai for Buick 'Speed limit/ No U-Turn/ No Left Turn' in Art Direction and
Illusion Co.,Ltd. Bangkok for WWF 'Shark/Tiger/Rhino' in Computer Generated Imagery.
Design Lotus
Design
Lotus received 227 entries. There were 31 awards given in the category,
including1 Grande, 8 Gold, 11 Silver and 11 Bronze.
The Grande
Lotus was presented to Dentsu Inc. Tokyo for Motor Show 2014-15 'Honda,
Beautiful Engines' in Books and Publications. The agency also won three
Golds. The first for The Mainichi Newspapers/Mitsui Fudosan Residential
Co.,Ltd. 'Donation Bottle', the second for Fencing 'Fencing Visualized'
and the third for Motor Show 2014-15 'Honda, Beautiful Engines' (Best
Integrated Design).
The other five Gold trophies were awarded to :
Leo Burnett Melbourne for Honda FCX Clarity 'Honda H2O'
Red Fuse Communications Hong Kong (Y&R) for Colgate 'Education in a Box'
Hakuhodo Tokyo for WWD Japan 'Cityscape'
Six Tokyo for Exobiotanica 'Exobiotanica'
Whybin/TBWA for ANZ Bank 'ANZ GAYTMS'
Says Lefebure: "This year's winning designs were not only pleasing to the eye,
they stimulated the mind by making you think, look twice or imagine.
That's what good design does. What's different about design and
advertising is that designers are not just fighting for attention, they
are designing to last. The best design idea might not be the loudest or
the coolest, but it should be the most memorable, and it should be built
to last. I think you will fail as a designer if you don't build to
last."
Direct Lotus
Direct Lotus received 213 entries.
There were 31 awards given in this category, including 9 Bronze, 13
Silver and 8 Gold, plus a Grande award.
The Grande Direct Lotus
went to Red Fuse Communication (Y&R) Hong Kong for Colgate
'Education in a Box (Campaign)' in Dimensional Mail.
Whybin/TBWA
won of three out of eight Gold awards: two for for ANZ Bank 'ANZ GAYTMS'
in Direct Ambient: Large Scale and Direct Campaign for
Retention/Loyalty, plus one for 3AW 'Your Call' in Best Use of Social
Media
The other five Golds went to:
Leo Burnett Hong Kong for The Salvation Army/Crown Relocations 'Gift Box' in Low Budget Mailer
Creative Juice&fxg;Bangkok for EM 'Effective Microorganisms Calendar' in Direct Ambient: Small Scale
Leo Burnett Jakarta for Bloodbook 'Bloodbook' in Online
Cheil Worldwide, Seoul for Samsung Electronics 'Look at Me' in Mobile Marketing
McCann Melbourne for Tiger Air 'Tiger Air - Infrequent Flyers Club' in Best Integrated Direct Campaign
Says Direct
Jury president, Sonal Dabral, Chairman & Chief Creative Officer of
DDB Mudra Group, Mumbai: "Decades ago, we used to be restricted to
direct mail media when it came to direct marketing. Now, direct
marketing has moved into new spheres, with a lot of new platforms and
technologies. This year, the best ideas that were awarded the Gold Lotus
and Grande Lotus stayed true to the category's principle. They focused
on developing ideas that were targeted, contextual and that evoked a
direct response, rather than simply trying to use the latest tool."
Press Lotus
From
286 entries in the Press category, there were 21 Lotus trophies awarded
including 1 Grande, 2 Golds, 6 Silvers and 12 Bronzes. Best of Show for
the Press category went to Y&R, Beijing for Audio Books 'MIC:
Alice/Moby Dick/Frankenstein/Don
Quexote/Dracula/Holmes/Prometheus/D-Day' (right) in Best of Communication Media
& Publications.
Says Outdoor & Press Jury President,
Norman Tan, North Asia Chief Creative Officer & China Chairman for
JWT, Shanghai: "Judging both Press and Outdoor Lotus
categories, we found that the Press entries weren't as outstanding as
the Outdoor entries. There was a lot of work that simply followed tried
and tested formulas. The few pieces that stood out were very different
in thinking and were well executed."
The two Gold trophies were
handed to Lowe Vietnam, Ho Chi Minh City for Omo 'Tablet vs.
Tree/Joystick vs. Ball/Mobile vs. Sand and Lowe China, Shanghai for
Buick 'Speed Limit.
Outdoor Lotus
392 entries in the
Outdoor category make it the second largest awards category at ADFEST
2015 under Film category. There were 34 Lotus trophies awarded including
1 Grande, 9 Golds, 9 Silvers and 15 Bronzes.
Best of Show for
the Outdoor category went to Red Fuse Communications (Y&R), Hong
Kong for its 'Education in a Box: Cavities Attack at Night/Good Food Bad
Food/Grandpa's Teeth/Smart Way to Brush/Your Digestive System' for its
client Colgate in Ambient: Small Scale.
The agency also won two
Golds for the same client and campaign work in Best of Health &
Personal Care and in Best of Corporate.
Says Outdoor & Press Jury
President, Norman Tan, North Asia Chief Creative Officer & China
Chairman for JWT, Shanghai: "The jury was very happy with what
we saw in the Outdoor category. Overall, there was a large volume of
work that was well executed but expected, so not many had good insights.
The most insightful pieces connected well with the audience and were
lauded by the jury. It goes to show that if you want to succeed in this
category, always start with a strong, unique insight."
Two
Gold Lotus awards were given to Hakuhodo Inc. Tokyo, one for Suntory
Whisky Hibiki 'Hibiki Glass' in Outdoor TV, Electronic Poster &
Video and the other for Hug Mart 'Talkable Vegetables' in Point Of
Purchase (POP) Display.
Whybin/TBWA Melbourne also picked
up two Golds, both for ANZ Bank 'ANZ GAYTMS' in Ambient: Large Scale
and in Guerilla Marketing.
The other three Gold Lotus awards were presented to:
Lowe
Vietnam, Ho Chi Minh City for Omo 'Tablet vs. Tree/Joystick vs.
Ball/Mobile vs. Sand in Best of Household Products & Maintenance
Lowe
China, Shanghai for Buick 'No left Turn/No U--Turn/Speed Limit/No
Entry/No Trucks/Traffic Light Ahead' in Best of Public Services and
Y&R
Beijing for Audio Books 'MIC: Alice/Moby Dick/Frankenstein/Don
Quexote/Dracula/Holmes/Prometheus/D-Day' in Best of Travel,
Entertainment & Communication Media
New Director Lotus
There were 9 entries received for New Director Lotus.
Michael
Hilliard (right), Executive Producer for Finch, Auckland & Sydney was
chairing the Juries for the New Director and Film Craft Lotus
categories. Says Hilliard: "The entries received for New Director were simply
outstanding. The jury found it hard to believe that some of these
entrants were not seasoned professionals. I have every confidence that
these winners will be scouted and snapped up after this event."
A bronze award was presented to Breakfast Film, Seoul for Samsung Electronics 'Look at Me' in Internet Film.
Tyo Camp Kaz, Tokyo, one of the entrants selected for the Fabulous Four was given a Commendation for ADFEST 2015 'Sweets Gang'.
Film Craft Lotus
With
329 entries for Film Craft Lotus, there were 37 winners in the
category, including 4 Gold, 12 Silvers and 21 Bronze Lotus Awards. No
Best of Show is awarded for Craft categories.
Says Film Craft
& New Director Jury President, Michael Hilliard: "Overall, the jury was impressed
by the outstanding level of work from the entrants. But what stood out
with the top entries was the exacting attention to detail. The Gold
Lotus winners not only managed to execute their films brilliantly, but
also push the envelope of film craft with unique methodologies."
"We
had a great jury with a broad range of technical experience and
nationalities. The trends in the category this year were tradition and
innovation. Really exceptional examples of new and old ways of capturing
the moving image and enhancing the storytelling. And clients and
agencies working to produce films for the internet that have the same
level of craft as a television campaign. We published a big list of
finalists because the judges wanted to recognize the good work
throughout the region while making sure we got the metal right."
Gold awards were picked up by:
FINCH Sydney for New Zealand Transport Agency 'Mistakes'
Exit Films Melbourne for Samsung 'Every Day is Day One'
TBWA Singapore for AirBNB 'Welcome to AirBNB' and
JWT Sydney for Breast Cancer 'I Touch Myself Project'
Speaker and Breakout Sessions
On
Day Two of ADFEST 2015, Dentsu Aegis Network, presented the finalists'
work from Young Lotus 2015: Fresh Blood and asked delegates to vote for
their favourite idea.
After lunch Katsuaki Hashida from
Hakuhodo Kettle, Tokyo and Takahiro Hosoda from TBWA Hakuhodo, Tokyo
presented 'You're a Hero, not a Target - The New Era of Storytelling'.
ADFEST
delegates were treated to 'Storytelling is the New Black', presented by
Jonathan Samway, Executive Producer at Moth Projects, Sydney.
The
last two speaker sessions for Day Two were 'Buckle Up! The Tidal Wave
of Transmedia is Overwhelming the Advertising Industry', presented by
Chung Chung Chan from Hong Kong design Institute, Hong Kong and 'Music
and Sound: The Anatomy of an Earworm', delivered by Justin Shave and
Charlton Hill, from Uncanny Valley, Sydney.
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