BBDO Bangkok and Y&R New Zealand have both won Grand Prix of the Year, and US$10,000 apiece in prize money, at the 9th annual Ad Stars award ceremony.
Colenso BBDO won 4 Grands Prix and 3 Gold trophies for Brewtroleum for DB Breweries
BBDO Bangkok won Grand Prix of the Year for MOTO Repellent: saving lives one ride at a time, for the Duang Prateep Foundation, a device that turns exhaust fumes from motorbikes into mosquito repellent. Instead of omitting pollutants, the device kills mosquitos and tackles malaria.
Jeremy Craigen, global chief creative officer at Innocean Worldwide and one of five Ad Star executive judges, commented, “It’s a brilliant, modern use of the outdoor medium, and it’s one of those campaigns that has its roots in Thailand but could become a powerful global idea.”
Y&R New Zealand won Grand Prix of the Year for Burger King’s Peace One Day campaign, that challenged McDonald’s to end its battle with Burger King by creating one unified burger, the McWhopper.
Tim Doherty, chief creative officer at Isobar China and executive judge, commented, “I think what’s special about both this year’s Grand Prix winners is they break new ground. MOTO Repellent is not just an advertisement but a public service that addresses a real problem. And in regards to McWhopper, the idea of giving two battling brands the chance to make peace on Peace Day is a big, big idea.”
The Grand Prix of the Year winners were chosen from a shortlist of 1,680 finalists from 42 countries. Overall, Ad Stars received 18,063 entries from 61 countries this year, which were judged by a panel of 196 jurors globally, with 30 jurors travelling to Korea to select the Grand Prix, Gold, Silver and Bronze trophy winners.
Ad Stars has grown rapidly from 3,105 pieces entered into the 1st awards program in 2008, from 29 countries. Eui-Ja Lee, co-chairperson of Ad Stars’ executive committee, believes there are two secrets to this, “Anyone can enter the Ad Stars Awards free of charge in the spirit of openness and sharing, which has led to a rapid increase in entries year-on-year. Secondly, Ad Stars accepts entries on and offline, 365 days per year, which makes it easy for anyone to submit their entries.”
Below are the winners by category:
- Outdoor
3 Gold trophies were awarded.
The Grand Prix went to Colenso BBDO’s Brewtroleum for DB Breweries
Gold trophies were awarded to:
- Colenso BBDO, Brewtroleum for DB Breweries
- P4 Ogilvy Panama, The Tweeting Pothole for MEDCOM
- BBDO Bangkok, MOTO Repellent, saving lives one ride at a time, for Duang Prateep Foundation.
Jeremy Craigen, who oversaw, oversaw the Outdoor, PSA, Diverse Insights and Place Brand categories, commented, “This was one of the most fascinating categories to judge because the entries were so diverse, which shows that as a medium, Outdoor is alive and kicking. When we first judged Colenso BBDO’s Brewtroleum campaign, we weren’t sure if it was suited to this category until we realized the agency rebranded around 60 petrol stations for DB Breweries – that’s a great piece of outdoor communication.”
2. Public Service Advertising
11 trophies were awarded – 1 Grand Prix, 2 Golds, 4 Silvers and 4 Bronzes.
The Grand Prix went to AKQA Brazil, Don’t Look Away, for Usher.
Gold trophies were awarded to:
- Publicis China, Missing Children, for OPPO
- DDB Group Singapore, Do you see that doggie in the shelter, for Prevention of Cruelty to Animals.
“We loved DDB Group Singapore’s campaign because it modernised an old song and made it relevant to a young generation to teach them about looking after dogs. Publicis China’s campaign utilized blank screens on mobile phones to feature missing children – they were using dormant ad space for a good cause. It’s not always appropriate for brands to crossover from advertising their products to promoting a good cause, but this is a good example of how to cross those boundaries,” says Craigen.
3. Diverse Insights
The Diverse Insights category celebrates local cultural insights that inspire memorable advertising ideas.
1 Gold was awarded to:
Grey Group Hong Kong, First Photo, Last Photo, campaign for Joy of Life Ltd.
4. Place Brand
1 Gold and 2 Bronze trophies were awarded in the Place Brand category, which rewards the best advertising campaigns promoting destinations and places.
1 Gold was awarded to:
- BBDO Guerrero, Photofails, for the Philippine Department of Tourism.
5. Print
3 Golds, 2 Silvers and 1 Bronze trophies awarded
Gold trophies were awarded to:
- Y&R New Zealand, Peace One Day for Burger King
- Dentsu Inc. Japan, Life is Electric for Panasonic
- TBWA Thailand, Loving the Night 1 for McDonald’s.
6. Design
1 Grand Prix and 2 Gold trophies awarded.
Dentsu Inc. Japan won the Grand Prix for Life is Electric, Panasonic.
Gold trophies were awarded to:
- Dentsu Inc. Japan, Green Name for Kirin
- Go Mangada Puno Phillippines, Girls for ABS CBN Foundation
7. Direct
One Gold, 4 Silvers and 5 Bronze trophies.
The Gold trophy was awarded to:
- Cheil Worldwide, KT Life-Saving TV, for for Korea Telecom
“This campaign uses technology to alert social workers whenever their patients turn on their TV, so they know they’re alive. If they don’t turn on the television, it alerts a trigger system. It has a very clear call to action and response mechanism; it’s a highly unusual way to look at the Direct category,” commented Leigh Reyes, president and chief creative officer at MullenLowe Philippines, who oversaw the Direct, Media, Promotion, PR categories as an executive judge.
“Overall this year we saw a lot more brand experiences – brands that are not just creating advertising to explain who they are or what they mean, but behaving like services, or as a portal for experiences. This is a clear global trend where brands and agencies are coming up with ideas that make people experience or feel something, whether that’s through virtual reality or something tangible that can be touched.”
8. Media
The Grand Prix was awarded to Colenso BBDO, Brewtroleum for DB Breweries.
Three Golds were awarded:
- Colenso BBDO, Brewtroleum for DB Breweries
- Y&R New Zealand, Peace One Day for Burger King
- Publicis China, Missing Children for OPPO
9. Promotion
1 Grand Prix, 1 Gold, 6 Silvers and 9 Bronze trophies were awarded.
The Grand Prix was awarded to Colenso BBDO, Brewtroleum for DB Breweries.
The Gold trophy was awarded to:
- BBDO Guerrero, Don’t Drive Hungry for Mars Philippines Inc.
10. PR
4 Golds, 2 Silvers and 11 Bronze trophies were awarded.
Gold trophies were awarded to:
- Colenso BBDO, Brewtroleum for DB Breweries’
- TBWA Hakuhodo Japan, Intelligent Parking Chair for Nissan Motor Co. Ltd
- Dentsu Japan, Life is Electric for Panasonic
- Publicis China, Missing Children for OPPO
“We awarded the most medals in PR, which goes to show that so many ideas are now built to generate talkability and PR. One campaign that stood out for me is the Intelligent Parking Chair by TBWA Hakuhodo, which is essentially an innovation stunt that also increased brand awareness and did all the jobs PR is supposed to do,” Reyes commented.
11. Integrated
The Grand Prix was awarded to Colenso BBDO Brewtroleum for DB Breweries.
The Gold trophy was awarded to:
- GMP Advertising in Romania, Misspellings on sale for DOMO
12. Interactive
3 Golds, 7 Silvers and 4 Bronzes were also awarded.
The Grand Prix was awarded to Y&R New Zealand, Peace One Day for Burger King.
Gold trophies were awarded to:
- TBWA Hakuhodo Japan, Intelligent Parking Chair for Nissan Motor Co. Ltd
- TBWA Hakuhodo GIGA Selfie for Tourism Australia
- Zimmerman Advertising USA for Jamba Juice
13. Innovation
The Grand Prix was awarded to Colenso BBDO, Brewtroleum for DB Breweries.
Gold trophies were awarded to:
- Y&R New Zealand, Peace One Day for Burger King.
- Engine Film Japan, Yaskawa Bushido Project for Yaskawa Electric Corporation
- Cheil Worldwide, KT Life-Saving TV for Korea Telecom
14. Mobile
1 Gold, 5 Silvers and 3 Bronze trophies were awarded
The Gold trophy was awarded to:
- TBWA Hakuhodo Japan, GIGA Selfie for Tourism Australia.
15. Radio
4 Silvers and 1 Bronze were awarded.
“There were really only around a dozen pieces of work that were worthy of contention in this category. Radio represents a big category for creative growth, and I’d encourage any agency to focus more on radio. When you think of the popularity of podcasts and WeChat’s audio function, it seems there could be many new ways to innovate with audio in future,” noted Tim Doherty, chief creative officer at Isobar China, who oversaw the Interactive, Integrated, Innovation, Mobile and Radio categories as executive judge.
16. Film
1 Grand Prix, 1 Gold, 9 Silvers and 6 Bronze trophies awarded.
The Grand Prix went to Ogilvy & Mather Japan GK, Lights, for Adot
The Gold trophy was awarded to:
- Tohokushinsha Film Corporation, World’s First Kawaii Miso Soup, for Marukome.
17. Film Craft
The Grand Prix was awarded to Tohokushinsha Film Corporation, World’s First Kawaii Miso Soup, campaign for Marukome.
The Gold trophy was awarded to:
- TBWA Singapore for its animated film, A Different Paris, for Airbnb
18. Video Stars
2 Grands Prix were awarded this year. TBWA Hakuhodo in Japan won a Grand Prix for its Native Mobile Music Video for King Records. Japan GK won for Adot’s Lights.
Gold trophies were awarded to:
- Dentsu Inc. Japan, Pasta not approved by Italians for Nissin Foods Holdings Co. Ltd.
- Colenso BBDO in New Zealand, New World Little Kitchen for Foodstuffs
- Ogilvy & Mather Singapore, Mums and Maids for Transient Works Count Too (TWC2).
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