10 Big Winners Sparkle at AdFest 2016
As the top advertising gala in APAC, AdFest 2016 witnessed the most outstanding campaign works across the world. With the theme of 'Creative Intelligence', winners from Adfest 2016 mainly focus on producing creative ideas that disrupts the boundaries of innovative technologies and makes an excellence of launching cross-platforms strategies in the digital time. Among all these excellent entries, ten of them catch special attention from the jury and win more than one lotus in AdFest, they are in the following lists.
INNOVA GRANDE / DIRECT GRANDE / OUTDOOR GRANDE /GOLD MEDIA
ENTERING TITLE: SHALL WE MOVE?
BRAND: SUUMO
COMPANY ENTERING: HAKUHODO KETTLE .INC
AREA: TOKYO
Japan is an island country which owns a seashore animal called hermit crab who always grabs other marine mollusks shells for home. Japanese Estate Agency SUUMO together with other oceanographers design a shell house for hermit crabs which are made of organic environment-friendly materials. New houses are more spacious than normal seashells and hermit crabs are very satisfies with their new houses. It wins several grande and gold awards for its creative ideas conveying clear brand's value and appeals.
MEDIA GRANDE/GOLD BRANDED CONTENT&ENTERTAINMENT
ENTERING TITLE: KEEP THE FLAME ALIVE
BRAND: JOHNNIE WALKER
COMPANY ENTERING: LEO BURNETT BEIRUT
AREA:LEBANON
In 2014, Lebanon experienced huge traumatic and depressed situation all over the whole nation. On this background, Johnnie Walker launched a turning campaign named #KEEP FLAME ALIVE# which awakened Lebanese to regain faith in the country. The campaign was like a true fire that lit up Lebanon's hope about the future of this country and the encouraging message was spread across both online and offline. A nation's biggest hope is its people. Best campaign plants brand in people's heart. Johnnie Walker wins both of them.
INTERACTIVE GRANDE
ENTERING TITLE: THE EMOTIONAL TRAILER
BRAND: MELBOURNE INTERNATIONAL FILM FESTIVAL
COMPANY ENTERING: MCCANN MELBOURNE, MELBOURNE
AREA: MELBOURNE
MIFF(Melbourne International Film Festival) creates a custom made Emotion Simulator to for audience to feel the emotions of each film. Biometric sensors are built in the simulator that recognize audience's emotions which condensed into a 1 minute emotional trailer. Trailers can be shared by viewers on social, cinema, outdoor and other media platforms and it can also be used to book tickets for the film. The creative invention prompts audience engaging into the films and makes 2016 MIFF receive most attention in the past 65 years.
MOBILE GRANDE
ENTERING TITLE: PEDIGREE FOUND
BRAND: GOOGLE
COMPANY ENTERING: COLENSO BBDO
AREA: AUCKLAND
Google invents an APP-Found for dog owners to search for their missing dogs. Dog owners can release a message about their missing dog's information and the latest walking area, then other Google users near the location can offer help to find the dog or provide clues about missing dog. It is a practical use of mobile combining with LBS technology.
GOLD MEDIA
ENTERING TITLE: TOUCH THE PICKLE
BRAND: WHISPER
COMPANY ENTERING: BBDO INDIA
AREA:MUMBAI
In India, women's period is treated like a bad word. Indian women are regarded impure when they are in periods while despised by other people. They are forbidden to do many things in the periods. The most ridiculous one is 'Don't touch the pickle.' Whisper decided to break this superstition and launch the campaign #TOUCH THE PICKLE#. The campaign publicly encouraged Indian women to challenge period taboos and aroused huge reflection across the whole nation.
GOLD DESIGN
ENTERING TITLE: JUST
BRAND: WWF AUSTRALIA
COMPANY ENTERING: LEO BURNETT, SYDNEY
AREA: SYDNEY
With more and more pollutions produced by plastics and chemicals, the environment becomes worse day by day. WWF(Word Wildlife Fund) thinks an idea that replaces those cleaning product with fruits wrapped by boxes writing relevant cleaning functions which helps a lot in reducing the chemicals 'pollution, and it's much safer using natural cleaning stuff.
GOLD DIRECT
ENTERING TITLE: NOODLE CRADLE
BRAND: KAGAWA
COMPANY ENTERING:DENTSU INC.
AREA: TOKYO
Kagawa Prefecture near Tokyo is famous for udon noodles. There is an interesting finding that when hearing the sound of slurping udon babies stop crying miraculously. It is discovered that the slurped sound of slurping udon is similar to the sound of the womb which can create a peaceful feeling to ease babies' nerves and help them sleep. A perfect new discovery of udon value makes Kagawa become the ideal place to cultivate babies and definitely produces a miracle brand communication.
EFFECTIVE GRANDE
ENTERING TITLE: MY FAMILY CAN
BRAND: SPC CANNED FRUITS AND VEGETABLES
COMPANY ENTERING: LEO BURNETT MELBOURNE
AREA: MELBOURNE
As cheap, contaminated imports brought about a menace to Australia, people paid much attention to food's safety. SPC is the premium fruit and vegetable supplier, and wants to illustrate to consumers their fruit and vegetables are essential Australian-ness. Leo Burnett Sydney help SPC launched this integrated campaign by telling the story of the Goldwill farming family. The authentic story was released on package redesign, TV, print, online ads and social media initiative topic # MyFamilyCan#, which increased the consumers' interact with SPC and confidence about food safety.
FILM GRANDE
ENTERING TITLE: FIREFLY MAN
BRAND: OCEDEL
COMPANY ENTERING: NITTO
AREA: TOKYO
OCEDEL tells a story that a family who can't afford light and the father comes up with an idea of catching fireflies to become a firefly man. The firefly father keeps bringing surprises to his wife ,daughter and son. But, firefly can't live long enough for lighting. The best choice for them is to change a LED for lighting. It's quite a funny commercial with fabulous imagination.
OUTDOOR GRANDE
ENTERING TITLE: WEARABLE TOMATO
BRAND: KAGOME TOMATO
COMPANY ENTERING: HAKUHODO INC.
AREA:TOKYO
Japanese company Kagome has invented a wearable robot that can feed people with tomatoes while they run. The major purpose of this invention is to provide nutrition to marathon runners to combat fatigue. Since its first appearing in front of the public, the wearable tomato robot has been reported by media across the world. The fantastic robot must be a shining scene in marathon race.
There are also some other outstanding campaigns such as Shiseido’s Products ‘High School Girl?’ and Bangkok for Tesco Lotus ‘Taxi’ .
More information about the cases,please click ‘High School Girl?’and ‘Taxi’.
