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WINNERS : EFFECTIVE LOTUS, INTEGRATED LOTUS, DESIGN LOTUS, PRINT CRAFT LOTUS & BRAND EXPERIENCE & ENGAGEMENT LOTUS
THE WINNERS: EFFECTIVE LOTUS
3 Bronze, 1 Silver and 1 Gold trophy were awarded, but no Grande. Sour Bangkok won Gold for GMM Grammy ‘Girl From Nowhere’. The series tells the story of Nanno, a mysterious schoolgirl who takes the audience on an extraordinary tale of revenge. Powered by women to empower women, the IP is co-owned by the agency and client.
“The agency created a new business model by turning themselves, ‘the creative agency for women’, into an insightful content creator. The series created incredible social impact,” stated Jury President, Mark Tutssel. Executive Chairman and Global Chief Creative Officer at Leo Burnett Worldwide, Chicago.
THE WINNERS: INTEGRATED LOTUS
2 Bronze and 1 Silver Lotuses were awarded, but no Grande in this category.
The standout idea in the Integrated category was created by Leo Burnett, Melbourne for Goulburn Valley. ‘Goulburn Valley Food Tours’ won Silver. The brand is pushing for full transparency by creating a labeling system that uses GPS to show consumers the exact location where food is grown.
“Now more than ever people want to know where the food that fuels them comes from. People are smart, they want to know more. This innovative idea created human value, empowering consumers like never before, and integrated the brand into the fabric of life,” commented Jury President, Mark Tutssel, Executive Chairman and Global Chief Creative Officer at Leo Burnett Worldwide, Chicago.
THE WINNERS: DESIGN LOTUS
There were 12 Bronze, 10 Silver, 6 Gold and 1 Grande Lotus awards. The Grande Design Lotus was awarded to Innocean Worldwide, Seoul for Hyundai Motor Company ‘2018 Pyeongchang Winter Olympic, Paralympic Hyundai Pavilion’.
“Innocean’s campaign for Hyundai is a really fantastic piece of design, executed at a huge scale. We were very impressed with this category overall – one thing I love about Asian award shows is that you see different local cultures embedded in the work. In some sub-categories in particular, such as Posters, we saw incredible amounts of excellent, very diverse work,” stated Design and Print Craft Jury President Ali Rez, Regional Creative Director, Impact BBDO Middle East & Pakistan, Dubai & Lahore.
Barbara Humphries, Creative Director at The Monkeys, Sydney and judge of the Design and Print Craft Lotus categories, added, “I thought the quality of the work overall was of a really high standard, and there were many outstanding pieces. Print is a wonderfully tactile medium and that plays a huge role in how we view and experience the design itself. Continually seeing design and communication online, it’s easy to forget how fundamental our senses are in appreciating craft on a physical and human level.”
She added: “For us it came down to the integration of the idea through the physical experience of the work, the chosen visual language, and the impact of the design itself. It was a really moving piece of work.”
Six Gold awards in Design were awarded to TBWA\Hakuhodo Inc., Tokyo for AIG Japan Holdings ‘Pride Jersey’, TBWA\India, Mumbai for Neurogen Brain and Spine Institute ‘Blink to Speak’, Dentsu Inc., Tokyo for Kanazawa High School Sumo Wrestling Tournament ‘72 Posters for School Teams participating in the High School Sumo Tournament – Project to increase Sumo Wrestlers’ , Dentsu Inc., Tokyo / Que Corporation for Ofurobu ‘Find a new face of ‘Ofuro’, The Brand Agency, Perth for Foodbank WA ‘Hungry Puffs’ and TBWA\Santiago Mangada Puno, Manila for Pacific Paint (Boysen) Philippines Inc. ‘This is a tree’.
THE WINNERS: PRINT CRAFT LOTUS
There were 4 Bronze, 7 Silver, 4 Gold and 1 Grande Lotus awards. The Grande Lotus for Print Craft was awarded to Ogilvy Hong Kong for KFC Hong Kong ‘Hot & Spicy campaign’.
“This is fantastic work from its conceptual design to the craft, which is awesome – but it’s also a client’s dream because the product is so large. They did it so well, it’s just a really beautiful piece of work,” said Design and Print Craft Jury President Ali Rez, Regional Creative Director, Impact BBDO Middle East & Pakistan, Dubai & Lahore.
Print Craft judge, Barbara Humphries, Creative Director at The Monkeys, Sydney added “This one was a bit of a no brainer, as it was so strong in so many of the sub-categories. A very humbling example of a simple idea executed faultlessly.”
Gold awards in Print Craft were also awarded to Ogilvy Hong Kong for KFC Hong Kong ‘Dragster’, Ogilvy Hong Kong for KFC Hong Kong ‘Hot & Spicy Campaign’, Illusion Co., Ltd., Bangkok and Ogilvy Group Thailand, Bangkok for Freeland ‘Kill one, Kill all’ and Cheil Worldwide, Hong Kong for JBL (ITECT Ltd) ‘Block out the Chaos Campaign’.
THE WINNERS: BRAND EXPERIENCE & ENGAGEMENT LOTUS
The Brand Experience & Engagement Lotus was formerly called the Promo Lotus category. From 230 entries, there were 6 Bronze, 9 Silver, 5 Gold and 1 Grande Lotus awards. The Grande Lotus was awarded to Dentsu Inc., Tokyo for Chicken Ramen ‘Akuma No Kimura (Demonically Spicy Ramen)’.
“The Grande winner is full of fun and happy energy. This devilish campaign showed the boldness of transforming Chicken Ramen's lovely character Hiyoko-chan into a monster chicken full of evil energy. It's a great idea to celebrate the 60th anniversary of the world's oldest ramen, and it's a powerful animation and witty story that's going to spread through social networks. It completely captivated the judges, and most of all, it was a perfect fit for the category.
“The overall level of entries in this category was very high. We laughed or cried during the judging because there was a lot of empathy shown in the ideas, which actually drive the market and create a lot of repercussions at a fraction of the cost,” noted Kate Hyewon Oh, Chief Creative Officer at Cheil Worldwide, Seoul and this year’s Brand Experience & Engagement and Direct Jury President.
The Gold Lotus winners were: Dentsu Inc., Tokyo for SOH ‘Play with your food’, TBWA\Hakuhodo Inc., Tokyo for AIG Japan Holdings, ‘Pride Jersey’, BBDO Bangkok for Mercedes-Benz Vans ‘The Universal Language of Pain’, Hakuhodo Kettle Inc., Tokyo for Y!Mobile ‘720 Hours of Youth’ and Hakuhodo Kettle Inc., Tokyo for Takasaki City ‘Red Restaurants List’.
Follow this year’s winners via #ADFEST2019 and #TMRRWTDAY on Facebook, Twitter, Instagram and LinkedIn (linkedin.com/company/adfest-official).
24 March, 2019
