Cheil China Named Most Awarded Chinese Agency at LIA 2017
Cheil China was the most awarded Chinese agency at the London International Awards (LIA) this year, boasting a haul of wins including a Gold, a Silver and three Bronze statues at the recent awards presentation ceremony in Shanghai.
The event honoured Cheil Worldwide Hong Kong, which was crowned Asian Regional Agency of the Year.
In the Pharmaceuticals category, Cheil WW China scooped Gold for its campaign for Gangtai Anti-Hemorrhoids Patches, for its series of short animations entitled ‘Butty & Belly’.
The 30 films entitled ‘Pain in the Butt’, ‘Hot Pot Hero’, ‘Bloody Butt’ and ‘Toilet Pyscho’ show a navel personified as ‘Belly’ and a butt as ‘Butty’, with the 3D animated characters successfully and humorously conveying the way the anti-hemorrhoid patches work.
Cheil WW China also won a separate Silver award for the ‘Hot Pot Hero’ animation, while ‘Toilet Pyscho’ won Bronze, in the Health and Wellness Craft and the Pharmaceuticals Craft categories respectively.
The cinematography devised and executed for international medical charity, Operation Smile, and entitled ‘The Girl in the Mask’, won Cheil WW its third Bronze award. Operation Smile provides free surgery for children in developing countries who are born with facial deformities such as cleft lip and cleft palate. This short film highlights the fact that every 25 minutes a child is born in China with a cleft condition.
"2017 was an amazing year with some exceptional work," said Barbara Levy, President of LIA. "Our highly esteemed juries worked diligently, they visited and revisited each piece of shortlisted work again and again. Kudos to all the winners for producing some of the finest work released in the world this year."