The final round of Adfest 2017 winners has been announced.
Close to 1200 delegates from 69 cities attended the advertising creativity festival, with its international speaker sessions, breakout workshops, networking events and exhibition of 3,011 entries across 18 awards categories.
Jimmy Lam, President of ADFEST commented, “We are very fortunate this year to have an extremely diligent group of Juries judging the ADFEST Lotus Awards. Every individual, but especially the Super Eight panel of Jury Presidents committed their time and really went the extra mile to ensure that the award results were fair and the outcome was something they could be proud of. We truly appreciate their efforts and their commitment to making ADFEST a respected festival of note on the world stage.”
The winners are:
RADIO LOTUS
Just 1 Gold Lotus award was awarded:
- McCann Worldgroup India, Mumbai for Johnson’s Baby, Sweet Dreams, in Fast Moving Consumer Goods.
6 awards were announced, including 4 Bronze, 1 Silver and 1 Gold Lotus.
This year there were 76 entries for Radio Lotus. Film & Radio Lotus Jury President Wain Choi, Senior Vice President & Chief Creative Officer of Cheil Worldwide, Inc., Seoul said, “Ten or 15 years ago, everyone thought radio would be obsolete, but it’s still alive. Not enough agencies and advertisers are creating radio campaigns. My advice to creative directors is that as an industry, we should do more radio because there’s so much potential in this category.”
FILM LOTUS
Australia won 1 of the 3 Golds awarded. Japan won the other two.
The 3 Gold awards were won by:
- Dentsu Inc./ Tohokushinsha Film Corporation, Tokyo for The World’s First Kawaii (Cute) Miso Soup, in Food
- J Walter Thompson Sydney for Parkinson’s NSW, The Lucky Ones, in Internet Film: Public Services & Cause Appeals
- TBWA/Hakuhodo Inc., Tokyo for Lyrical School, Native Mobile Music Video, in the Viral Film category.
There were 366 entries submitted for Film Lotus, the largest awards category at ADFEST this year. 25 Film Lotus awards were awarded, including 15 Bronze, 7 Silver and 3 Gold. No Grande Lotus was awarded in Film Lotus this year.
Film & Radio Lotus Jury President Wain Choi, senior vice president & chief creative officer of Cheil Worldwide, Inc., Seoul commented, “There is a transformation occurring within the Film category, which is moving away from 30-second TV commercials towards longer formats – but we haven’t got it right yet. We as creators need to edit ourselves, we should still have discipline and make our stories tight. I think we need to get back to the purity of film, and get back to the basics: originality, relevance to the product or brand, and execution. None of the basics have changed.
“The Gold winners were all very good, including a music video made especially for a vertical mobile format. I don’t think I’ve seen anything like that, it’s very original and groundbreaking. We also loved an Australian campaign raising awareness of Parkinson’s – the way it is filmed is very shocking. It gets to you, and it’s an interesting way of seeing a public service. We also awarded Miso Soup Kawaii because the delivery is so original and the execution is designed to make a younger crowd see the product in a different way.”
EFFECTIVENESS LOTUS
Australia won 1 Effectiveness Lotus.
7 trophies were awarded, which included 6 Effective and 1 Grande Lotus awards.
The Grande Effective Lotus was presented to Dentsu Inc. Osaka and Garigarikun Production Co.Ltd., Tokyo for Ice Pops, Garigarikun Ojigi in Effective Lotus – Campaign Success.
The Effective Lotus awards went to:
- DO (Dentsu & Beacon)/Leo Burnett and Beacon Communications KK, Tokyo for McDonald’s Name It Burger in Effective Lotus – Campaign Success
The other five Effective Lotus awards were given to work in the Effective Lotus: Small budget category. The winners were:
- Publicis China, Guangzhou for Tencent Charity/Xihan Action, Pocket with Love
- McCann Melbourne, for Seeing Eye Dogs Australia, Free Puppies Forever
- I&S BBDO, Tokyo for Hiroshima Tourism, Cat Street View
- Dentsu Inc., Tokyo for Organ Transplant, Second Life Toys
- The Leo Burnett Group Thailand, Bangkok for Uhmpang Hospital Foundation, Forward the Cure
Jury President of Media Lotus and Effective Lotus Victor Manggunio, chief creative officer from Leo Burnett China, Shanghai, commented, “We felt this category had the least understanding amongst the entrants. More often than not, the results didn’t match the setup of the campaigns. From objective to strategy to results, Effective Lotus entries need to be much better packaged.
“However, it was a unanimous vote for the Grande Lotus: A Japanese popsicle brand where the company CEO and staff apologised and bowed in a very Japanese way for increasing the price by 10 cents. In the end, it actually improved sales! It was savvy to do this because normally, the CEO was apologising for something that almost no one would apologise for. There was a cleverness to it.”
The Effective Lotus had increased to gain popularity and attracted 54 entries for ADFEST 2017. Entries must show results achieved against the strategy as well as the creative work and are judged on all three criteria. 7 new trophies were given out in total, which included 6 Effective and 1 Grande Lotus awards.
MEDIA LOTUS
New Zealand won 1 Media Lotus. Australia won 2.
The Grande Lotus was won by CJ WORX, Bangkok for AP (Thailand) Public Company Limited, The Unusual Football Field, in Best Use of Ambient: Large Scale.
The 10 Gold awards were presented to:
- Cheil India, Gurgaon for Samsung Televisions, Spread the Joy, in the Best Use of Screens & Displays
- J Walter Thompson Japan, Tokyo for New Music Promotion for Shinichi Osawa, Singing Nature, in Best Use of Audio
- Tokyu Agency Inc., Tokyo for Services for Travelers, Toilet Paper for Smart Phones, in Best Use of Outdoor & Transit
- Cheil Worldwide, Seoul for Heat Tech, Heat Tech Window, in Best Use of Ambient: Small Scale
- McCann Erickson Japan, Tokyo for End ALS, Still Life, in Best Use of Events
- McCann Worldgroup India, Mumbai for Dettol, Dettol Germbusters, in Best Use of Guerilla Marketing
- Colenso BBDO, Auckland for World Day Against Cyber Censorship, Amnesty Unblocker, in Best Use of Digital
Colenso BBDO gets AdBlock to help Amnesty International support freedom of speech
- Saatchi & Saatchi Sydney for Toyota, Landcruiser Emergency Network, in Best Use of Mobile
- Leo Burnett Melbourne for Reword, Reword, in Best Use of Technology
- BBDO Bangkok for Missing Person Center, The Missing Look-Alike, in Best Integrated Media Campaign
Media Lotus received 250 entries. There were 35 awards given in the category, including 1 Grande, 10 Gold, 15 Silver and 9 Bronze.
Jury President of Media Lotus and Effective Lotus Victor Manggunio, chief creative officer from Leo Burnett China, Shanghai said, “In Media, we saw more brave work coming out of regions. Some regions seemed to be much more comfortable with their ideas. A good majority of the Japanese work felt very strong in advertising.”
BRANDED CONTENT & ENTERTAINMENT LOTUS
Australia won 2 Branded Content Lotus awards. New Zealand won 1.
The Grande Branded Content Lotus went to Dentsu Taiwan Inc., Taipei for The Glenlivet, Single Belief, in the Best Use of Sports category.
The Branded Content Lotus winners were:
- Dentsu Inc./Dentsu Public Relations Inc., Tokyo, Chikin Ramen, for Instant Buzz/SamuraiDroneCatIdolSuperhumanRubeGoldbergViewerWarningTooExplosiveHighStreetGirl
- Leo Burnett Thailand, Bangkok, Thank You For Sharing, for Dtac
- Leo Burnett Sydney, Pocket Patrol, for Samsung
- McCann Erickson Japan, Still Life, for End ALS
- TBWA\Hakuhodo Tokyo, Giga Selfie, for Australia
- TBWA\Hakuhodo Tokyo, Native Mobile Music Video, for Lyrical School
- Leo Burnett Melbourne, Reword, for Reword
- BBDO Bangkok, The Missing Look-Alike, for Missing Person Center
- Colenso BBDO Auckland, A Dog’s Story, for Pedigree
- CJ Worx Bangkok, The Unusual Football Field, for AP (Thailand) Public Company Limited
Branded Content and Entertainment Lotus and Grand Jury president, Ted Royer, chief creative officer of Droga5, New York stated, “It was a nearly unanimous vote for the Grande Lotus winner. Our industry begs for attention: we make deals, offer giveaways, repeat ourselves over again. It’s pretty desperate. This film for [The Glenlivet] is so brave and uncomfortable, I think a lot of people aren’t going to like it. It shows the brand’s confidence, and reminds us to move at our own pace. We hadn’t seen anything like it before.”
There were 154 entries for 2017 and 11 awards in the category, including ten Branded Content Lotus awards and one Grande Branded Content Lotus.
INTEGRATED LOTUS
The Integrated Lotus award went to Taproot Dentsu, Mumbai for Adidas, Adidas Odds.
Work submitted for Integrated Lotus Awards must work across at least three different media and take advantage of each medium’s strengths to enhance the core creative idea.
There were 24 entries.
Grand Jury President, Ted Royer, Chief Creative Officer of Droga5, New York explained, “We didn’t award a Grande Lotus in this category. There weren’t a lot of ideas that held together as a great campaign consisting of dozens of separate elements, although perhaps these campaigns are harder to create in markets that may have smaller advertising budgets.”
INNOVA LOTUS
Australia has won both of the Innova Lotus awards for 2017. Japan won the Grande Innova Lotus.
ADFEST’s INNOVA Lotus Award is given for world-class concepts that have made a dramatic impact on the marketplace and are judged on their level of genuine innovation, talk-value and results. The category received 36 entries this year.
There were three awards given out, including the Grande Innova Lotus, which was presented to Dentsu Inc. Tokyo for Toyota I-Road, Smile Lock Outlet.
Grand Jury President, Ted Royer, says: “We judged a lot of fun work in this category, but there were two or three clear leaders. Reword is a great idea for kids who haven’t yet developed a sense of empathy. We loved Toyota Landcruiser’s idea of turning Landcruisers into Wi-Fi hotspots in the Australian outback, and [Toyota I-Road]’s solution for recharging electric cars. These are all ideas that we’re really happy exist in the world now.”
The two INNOVA Lotus awards were presented to:
- Saatchi & Saatchi Sydney for Toyota Landcruiser Emergency Network
- Leo Burnett Melbourne for Reword Reword
LOTUS ROOTS
The Lotus Roots category represents the heart of ADFEST and is the inspiration for this year’s theme, 20 Years of Diversity. The category applauds and encourages great ideas inspired by local beliefs and values and by the diversity of cultures represented at ADFEST every year.
From 162 entries, there was 1 Grande and 3 Lotus Roots awards.
The Grande Lotus went to TBWA/Santiago Mangada Puno, for Campaign Against The Return of the Marcoses to Malacañang (CARMMA), Correcting History. This was submitted as Best Use of Social in the Direct Lotus category.
The three Lotus Roots Awards were won by:
- J Walter Thompson Shanghai for Elevit, Heart to Heart: All for that First Hello, in the Innova Lotus
- Leo Burnett Beirut for KAFA Woman’s Rights NGO, Legally Bride, in the Branded Content & Entertainment Lotus
- BBDO Hong Kong, for Society for Community Organisation, Wardrobe Apartment, in the Media Lotus
Ted Royer, Grand Jury President and Jury President of Integrated Lotus, INNOVA Lotus and Lotus Roots was particularly pleased with this year’s Lotus Roots entries and said, “I love the intention behind this category and it’s a really fun one to judge. I love ideas that emerge from local conditions that we might see everyday, but although these ideas are local they can be appreciated all over the world. We saw a uniquely Chinese idea that allows fathers to experience the heartbeats of newborns, and a campaign from the Philippines to raise awareness of the Marcos regime among millennials, which floored some of the judges.”
View the Silver and Bronze winners here.
Find the first half of Adfest 2017 winners here.
Adfest: Who made the shortlists in Effective, Interactive, Mobile & Radio
Adfest: Australia tops the Film finalists. Finalists in Film Craft & New Director announced
Adfest: Japan dominates its 3rd shortlist, Design. Finalists in Outdoor, Print Craft, Press & Media
