Adfest Winners in Interactive, Mobile, Print Craft, Design, Direct, Press, Outdoor and New Director + Film Craft
The winners of the Interactive, Mobile, Print Craft, Design, Direct, Press, Outdoor, New Director and Film Craft Lotus were announced at the end of the second day at the 18th ADFEST, held at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand.
Interactive Lotus
This year there were 193 entries for Interactive Lotus.
Interactive and Mobile Jury President Rei Inamoto, Worldwide Chief Creative Officer of AKQA, New York & Global said, “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?’”
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 3 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’.
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.
Rei Inamoto, Worldwide Chief Creative Officer for AKQA, New York & Global was chairing the Jury this category.
He said, “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.
Design & Print Craft Jury President, Pum Lefebure, Co-Founder & Chief Creative Officer of Design Army, Washington DC said, “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 Print Craft categories where the 4 Gold awards were given were:
• 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, including 1 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’
Jury President, Pum Lefebure, Co-Founder & Chief Creative Officer of Design Army, Washington DC said, “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,” she says.
“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\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
Direct Jury president, Sonal Dabral, Chairman & Chief Creative Officer of DDB Mudra Group, Mumbai said, “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’ in Best of Communication Media & Publications.
Outdoor & Press Jury President, Norman Tan, North Asia Chief Creative Officer & China Chairman for JWT, Shanghai explained, “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.
Outdoor & Press Jury President, Norman Tan, North Asia Chief Creative Officer & China Chairman for JWT, Shanghai explained, “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, Executive Producer for FINCH, Auckland & Sydney was chairing the Juries for the New Director and Film Craft Lotus categories. He said, “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.
Film Craft & New Director Jury President, Michael Hilliard, Executive Producer of FINCH, Auckland & Sydney said, “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.”
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.
