March 2008
The 11th Asia Pacific Advertising Festival (ADFEST), held at PEACH, the Royal Cliff Beach Resort in Pattaya Thailand wrapped its four-day event by hosting a gala dinner for 1592 delegates and announced the winners of the Outdoor, Cyber, TV, 360 and INNOVA Lotus Awards at the end of ADFEST 2008.
POSTER LOTUS
941 entries were received by ADFEST for the Poster Lotus Awards. A total of 57 awards were presented, including Best of Show, 8 Gold, 27 Silver and 21 Bronze awards. The Campaign for Thai SPCA “Pet Adoption”, entered for the Public & Private Services category was created by Saatchi & Saatchi Singapore and won 2 Golds and Best of Show. The agency also won 2 further Gold awards for its work on Wonderbra 3D.
Golds were distributed to TBWA/China from Shanghai for adidas “Olympic Launch”, Dentsu Thailand from Bangkok for Canon IXUS 75 “Cheetah”, JWT Singapore for Gibson “Making Out” and Ogilvy & Mather Thailand from Bangkok for WWF “Tree”.
Silver awards were split between Bangkok (15 awards) and Singapore (14 awards) with a smattering of Silver metal heading towards Beijing, Jakarta, Shanghai, Kuala Lumpur and Petaling Jaya.
OUTDOOR LOTUS
Out of 495 entries for Outdoor Lotus, 21 awards were presented including one Gold, eight Silvers and 12 Bronzes. This year, work was not selected for the Outdoor Lotus Best of Show award.
DDB owned the Street Furniture category this year. The only Gold trophy in Outdoor was awarded to DDB Sydney for its work entitled “Gum By Numbers-Marilyn” for Hubba Bubba Gum. The agency also won a silver award for the same client and DDB Worldwide Hong Kong won a bronze trophy for Donation Scheme “Ribbon”.
Above the streets in the Three Dimensional Large/Highway Billboards category, DDB New Zealand won two Silver Lotus Awards and a Bronze for its campaign for SKY Television (Discovery Channel). It also won a Bronze in Two Dimensional Large/Highway Billboards for work from the same campaign.
In Ambient/Guerilla/Live Theatre, two Silver awards went to Hakuhodo Kettle from Tokyo for Bravia “Color Tokyo!” and BBDO Proximity Malaysia from Kuala Lumpur for Anti-Drink & Drive Campaign “Wheelchair”.
Leo Burnett Solutions Colombo won Silver for its work entitled “Harry Potter Magic Cup” for Odel Books in Point of Purchase (POP) Display.
The Outdoor Lotus judging panel also awarded two more Silver trophies; one to Dentsu Tokyo for its campaign for Subway Station Stadium Project “TOEI Station Stadium” in Transit Media and the other to Ogilvy & Mather Beijing for WWF “Target Practice” in External/Street Signs.
In addition to the two Bronze awards already mentioned, a further ten Bronze Lotus awards were picked up by agencies from Bangkok, Colombo, Jakarta, Kuala Lumpur, Mumbai, Shanghai, Sydney and Tokyo in categories for Mobile Bill board/Wrap-Around, External/Street Signs, Ambient/Guerilla/Live Theatre,Point of Purchase (POP) Display as well as Two- and Three- Dimensional Large/Highway Billboards.
CYBER LOTUS
Compared to the previous year, entries for Cyber Lotus Awards grew by almost fifty per cent to 449 entries in 2008. In addition to the 3 Gold and Best of Show awards, the Cyber Lotus jury panel rewarded elected work with 13 Bronze and 7 Silvers. Agencies from Tokyo were the big winners taking all 3 Golds, 6 Silvers and 10 Bronze awards. OgilvyOne Hong Kong took home the only other Silver for South China Morning Post “2 Billion readers Campaign” and agencies from Sydney, Singapore and Bangkok each took one Bronze home.
GT Inc Tokyo won Best of Cyber and a Gold Lotus Award for Sony Walkman “Rec You” in the Integrated Cyber Campaign category. The other 2 Gold awards were picked up by 777interactive from Tokyo for Sony Bravia “Color Tokyo!” in Website: Consumer and Hakuhodo Inc. Tokyo for Tyrant Habanero “The Desperate Entry Exam” in the category of Games: Online/Mobile Online/Mobile Game.
Tokyo agencies’ tally comprised Bascule Inc, who snatched 2 Silvers and a Bronze, Dentsu Inc and Projector Inc, who both took home 1 Silver and 2 Bronze awards each. Silver was presented to both ADK Tokyo and 777Interactive. Ogilvy & Mather Japan won 3 Bronze Lotus Awards and Hakuhodo i-studio and Frontier International won one each.
TV LOTUS
Out of 761 TV entries received, 25 awards were given out, including 2 Golds, 12 Silver awards and 11 Bronze. This year, the Best of Show award was not given for TV Lotus.
In the category of Communication Media and Publications, ADK Tokyo won Gold for its Maxell DVD campaign “For ever and ever” and Dentsu Tokyo was awarded Gold for Rikunavi “Ms. Yuko Yumada Looks for her First Job”.
Dentsu Tokyo and Ogilvy and Mather Japan from Tokyo were each awarded a Silvers and along with 3 Bronzes, this completed the Tokyo tally.
Bangkok picked up the bulk of the rest of the TV Lotus metal won, winning 7 Silvvers and 5 Bronze awards. Creative Juice/G1 (TBWA) won 3 Silvers for its work on D7 Coffee in the Non-Alcoholic Beverage (including dairy products) category. The agency also won a silver award in the category of Best of Social Engagements. Ongoing Bangkok was awarded two Silvers and one Bronze in the category of Health and Personal Care. Jeh United picked up a Silver award for its work on Smooth E White Babyface Scrub in Fashion and Cosmetics. BBDO Bangkok received two Bronzes for HomePro Sale in the category of Best of Retail. JWT Bangkok was awarded two Bronze trophies for its work on Muang Thai Card in the Financial category.
Other agencies that collected Silver TV Lotus Awards included Clemenger BBDO Melbourne, JWT Hong Kong and Leo Burnett Kuala Lumpur.
No awards were given in the categories of Best of Electronics, Best of Travel, Tourism and Transport, Best of Household, Business Appliances, Furnishing & Accessories.
360 LOTUS
This year, ADFEST received 67 entries and three 360 Lotus Awards were presented (Bronze, Silver and Gold awards are not given in this category). 360 Lotus Awards went to Drill Inc. Tokyo for Yurakucho Marui New Department Store “Fashion Therapy”, ground Tokyo for Nissin Cup Noodle “Freedom project” and TBWA/WHYBIN Auckland for adidas All Blacks Rugby Apparel.
There was no Grande 360 Lotus given this year.
INNOVA LOTUS
ADFEST’s INNOVA Lotus Award is given for outstanding innovation ideas for communication. Out of 53 entries received, the Grande INNOVA Lotus and one INNOVA Lotus award went to 360 Lotus winner ‘ground Tokyo’ for its work entitled “Freedom Project” for Nissin Cup Noodle. The judging panel also presented three INNOVA Lotus awards to Projector Inc. Tokyo for Casual Wear “Uniqlock”, Leo Burnett Sydney for Earth Hour “Earth Hour” and Hakuhodo Kettle Tokyo for Sony Bravia “Color Tokyo!”
ADFEST 2008 SPECIAL AWARDS
For this year’s festival, ADFEST has re-introduced its Special Awards, which aims to recognize outstanding contributions at the ADFEST LOTUS Awards from agencies, production companies and advertisers.
Film Production Company of the Year was awarded to Phenomena Bangkok and Advertiser of the Year was presented to adidas.
Awards were given to Bascule Inc. Tokyo as Interactive Agency of the Year, Leo Burnett Sydney as Direct Agency of the Year and Saatchi & Saatchi Singapore as Agency of the Year. Network Agency of the Year was awarded to JWT.
SPEAKER SESSIONS
The final day of speaker sessions kicked off in the morning with a panel from the inaugural New Director Lotus Short Film category, entitled “The Fabulous Four +” seminar, moderated by ADFEST President Mr Jimmy Lam. The session featured five new directors who were shortlisted from a total of 14 scripts submitted for the competition. They were selected by the New Director Lotus jury panel and included Daisuke Izumi and Yuriko Taki from Dentsutec Inc. Osaka, Kazuhito Nakae from SUN-AD Tokyo, Maria Ancheta from Industria Productions Manila and Takeshi Kushida from PyramidFilm Inc. The objective of this newly established category at ADFEST is to act as a platform for exposure and recognition of talented new directors in the region.
In the post-lunch slot, Alex Burnard, Creative Director of Crispin Porter + Bogusky, Miami, delivered a seminar entitled “The Thing”, reminding delegates that great advertising is simply finding ‘one thing’ to say.
After the coffee break, Tony Davidson, Executive Creative Director of Weiden + Kennedy London, gave a presentation entitled “Walk in Stupid”, giving his view that ideas and fluid application are far more valuable to communication than the complexities of the technology revolution that we are all caught up in.
In the evening, ADFEST held its annual awards gala dinner to present all trophies to the winners in the Poster, Outdoor Lotus, Cyber Lotus, TV Lotus, 360 Lotus and INNOVA Lotus. This year, 1,592 delegates (1,274 international and 318 local) from 77 cities attended the festival. The top five cities were Tokyo (436 delegates), Bangkok (317 delegates), Seoul (103 delegates), Singapore (80 delegates) and Jakarta (69 delegates). The Working Committee of ADFEST received 5148 entries to the ADFEST Lotus Awards, making this year’s event the largest yet.
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