(Marketingmagazine.com.my) – Winners of the Interactive, Mobile, Print Craft, Design, Direct, Press, Outdoor, New Director and Film Craft Lotus were announced at the end of the third day at the 19th ADFEST, held at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand.
Grand Jury President of ADFEST 2016 Jeremy Craigen, Global Chief Creative Officer of Innocean Worldwide, Seoul applauded this year’s entry work by saying “overall I was really pleased with the standard of work here at ADFEST. From traditional media like print and film through to the INNOVA lotus category, the work continued to amaze and surprise me. The real highlight for me, however, was judging for the Lotus Roots. Here, I thought the work was exceptional and totally unique to this part of the world.”
This year there were 181 entries for Interactive Lotus.
Interactive and Mobile Jury President Valerie Cheng, Head of Creative Shop of Facebook South East Asia, Singapore said “Great work and brands move not just the minds but also the hearts. The big winners of this year have demonstrated how complex technology can be applied so effortlessly to be useful yet entertaining at the same time. I am extremely excited for our region and the future it holds.”
29 awards were announced, including 11 Bronze, 10 Silver and 7 Gold. The Grande Lotus was awarded to McCann Melbourne for Melbourne International Film Festival’s ‘The Emotional Trailer’, taking away 2 Golds in the same Category.
The 5 Golds were won by Iris Worldwide Indonesia for Tokopedia’s ‘BuyLight, The Instant Buy Banner’ ; M&C Saatchi Sydney’s ‘Game of Balls’ for Testicular Cancer Awareness; Geek Pictures Inc.,Tokyo ‘A Kind Drone’ for Buyma; BBDO Bangkok’s ‘Samsung Memory Recaller’ for Samsung Galaxy; and Hakuhoko Dy Media Partners Inc., Tokyo’s Playful Sound Shoes “Fumm”.
Mobile Lotus received 50 entries. There were 12 awards given in the category, including 3 Bronze, 5 Silver and 3 Gold Lotus awards.
The Grande Lotus is Colenso BBDO Auckland’s ‘Pedigree Found’ for Pedigree. Gold awards were given to BBDO Bangkok ‘Samsung Memory Recaller’ for Samsung Galaxy; Leo Burnett Sydney ‘Celebrity Tantrum’ for Samsung Galaxy Tab S2; and ‘￥10 Tale of Forgotten Veterans’ for Tencent Charity by J. Walter Thompson Beijing.
PRINT CRAFT LOTUS
The Print Craft category attracted 159 entries in 2016. 16 awards were given out in total, which included 9 Bronze, 4 Silver and 3 Gold Lotus awards. There is no Grande award given out for the Print Craft category.
The Print Craft categories where the three Gold awards were given were:
• Taproot Dentsu, Mumbai for Indian Outdoor Advertising Association ‘Radio Works Best in Outdoor’
• Hakuhodo Inc., Tokyo for Hibiki Janpanese Harmony ‘Japanese Harmony 1-5’ and
• Illusion, Bangkok for Bishopp Outdoor Advertising ‘Sharni-Lee’
Design Lotus received 239 entries. There were 29 awards given in the category, including 4 Gold, 9 Silver and 15 Bronze. Design & Print Craft Jury President, Yoshihiro Yagi, Creative Director of Dentsu Inc., Tokyo said “Overall, I think that the design in Asia is not only cool and smart, but also gives you warm and human-like feeling.”
The Grande Lotus was presented to Hakuhodo Inc,. Tokyo’s ‘Japanese Harmony’ for Hibiki Japanese Harmony in Poster.
Four Gold trophies were awarded to :
• Dentsu Inc., Tokyo’s ‘Pure Design’ and ‘Creation.’ for D&AD Awards 2015 Exhibition in Japan
• ‘Slice of Heartland’ for Heartland Beer also by Dentsu Inc., Tokyo and
• Leo Burnett Sydney in Best Integrated Design Campaign ‘Just’ for WWF Australia
Direct Lotus received 213 entries. There were 35 awards given in this category, including 15 Bronze, 13 Silver and 6 Gold, plus a Grande Lotus award.
The Grande Direct Lotus goes to Hakuhodo Kettle Inc., Tokyo ‘Shell We Move?’ for Suumo in Field Marketing.
The six Golds went to:
• Tow Co., Ltd. Tokyo for Audi A3 ‘Showroom Home Delivery’ in Flat Mail & Print
• BBDO Bangkok for Duang Prateep Foundation ‘Moto Repellent’ in Direct Ambient: Small Scale
• ADK Japan, Tokyo for Toyota Hybrid ‘Toyota Barista’ also in Direct Ambient: Large Scale
• Tokyu Agency Inc., Tokyo for Van Houten Cocoa ‘Mamametal’ in Online
• Dentsu Inc., Tokyo for Kagawa Prefecture ‘Noodle Cradle’ in Mobile Marketing and
• Leo Burnett Sydney’s ‘Fuel the Fire’ for GIO Insurance in Best Use of Social Media
Direct Jury President, Chief Creative Officer & China Network Creative Consultant, ADK Taiwan Richard Yu commented, “The judging process was like a creative idea exchanging seminar for Asian countries , everybody was actively expressing their own opinions while respecting those of others. It was a wonderful judging experience.”
From 226 entries in the Press category, there were 17 Lotus trophies awarded including 4 Bronze, 12 Silver and 1 Gold. There were no Grande Lotus given out for this category for ADFEST 2016.
Outdoor & Press Jury President, Chee Keong (CK) Tan, Group Executive Creative Director of Ogilvy & Mather Malaysia, Kuala Lumpur said “Press is a tough category, and I wished there were more breakthrough ideas. However, The craft has been amazing as usual. I believe we have the talent to push this category forward.”
The only Gold trophy is awarded to ‘A Cream that Gives You Wrinkles’ by Colenso BBDO, Auckland for Breast Cream in Public Services & Cause Appeals.
329 entries in the Outdoor category make it the second largest awards category at ADFEST 2016. There were 25 Lotus trophies awarded including 9 Bronze, 14 Silver and 1 Gold.
The Grande Lotus for the Outdoor category went to Hakuhodo Kettle Inc., Tokyo’s ‘Shell We Move?’ for Suumo in Ambient: Small Scale.
The one and only Gold is awarded to Hakuhodo Inc., Tokyo for Guerrilla Marketing work ‘Wearable Tomato’ for Tomato. Outdoor & Press Jury President CK Tan explains “The quality of the entries were good across Asia. There were some impressive outdoor work from Japan. The work coming out from China were also commendable. Good show overall.”
NEW DIRECTOR LOTUS
There were 13 entries received for New Director Lotus including Fabulous Four this year.
Jury President of Film Craft Lotus & New Director Lotus, Sihabutr Xoomsai, Film Director of Triton Film, Bangkok said “We were a little disappointed by the small amount of works that was summited but not by the quality of the young director’s work. There are definitely rooms for improvement on how to encourage and engage directors to voice their own work at an important award like ADFEST. ”
Two Bronze Awards were given out to:
• Hakuhodo Inc., Tokyo for NTT Docomo, Inc. ‘Samurai Smartphone Parade’ and
• Short Fi
lm ‘A Drop’ by The Post Bangkok Co., Ltd for their own branding
FILM CRAFT LOTUS
Topping with biggest entry category Film Craft Lotus is 441 entries, there were 27 winners in the category, including 8 Bronze, 14 Silver and 5 Gold Lotus Awards.
No Grande Lotus is awarded for the Film Craft category.
Film Craft & New Director Jury President, Sihabutr Xoomsai states “Seeing work from around the region and how each culture is crafted into each film is very exciting. Its interesting to see how each country used their unique resource and embedded itself into their work.”
Two of the Gold Lotus were awarded to Finch, Sydney ‘Deng Adut’ for Western Sydney University, and the other three of Gold awards were picked up by:
• The Leo Burnett Group Thailand, Bangkok ‘Taxi’ for Tesco Lotus
• Nitto, Tokyo ‘Firefly Man’ for Ocendel
• Rumble Studios, Sydney ‘Tourism Tasmania 2015’ for Tourism Tasmania
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