PRESS RELEASE
WINNERS: PRESS, OUTDOOR, DIRECT, PROMO, NEW DIRECTOR AND FILM CRAFT WINNERS ANNOUNCED ON DAY TWO AT ADFEST 2012
PATTAYA, 19 March 2012: The winners of the Press, Outdoor, Direct, Promo, New Director and Film Craft Lotus were announced at the end of the second day at the 15th Asia Pacific Advertising Festival (ADFEST), held at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand.


Press Lotus

From 335 entries in the Press category, there were 46 Lotus trophies awarded including one Best of Show, 24 Bronzes and 20 Silvers – but only 1 Gold Award. Best of Show for the Press category went to JWT Shanghai for Samsonite ‘Heaven and Hell’ in the Fashion and Cosmetics category. The only Gold Lotus was awarded to Ogilvy Malaysia, Kuala Lumpur for Pictionary ‘Quick Draw Wins’ campaign in ‘Entertainment, Recreation and Leisure’ category.


Chairman and CEO of McCann Worldgroup India in Mumbai, Prasoon Joshi, Jury President for Press commented, “For this year’s Press Lotus category entries, a recurring trend was the use of illustration and a return to this craft-driven medium.” He also noted, “With the continual advent of new technology, we are today witnessing many press ads that include visual effects and manipulated imagery that once were not possible, allowing creatives’ imagination to run free like never before.”


OUTDOOR LOTUS

This year, out of 592 entries for Outdoor Lotus (which is the largest category as this year it has absorbed the Poster Category), 53 awards were presented including 5 Gold, 19 Silvers and 29 Bronzes, plus one Best of Show.


For the second year in a row, DDB China Group, Shanghai scooped the Outdoor Lotus Best of Show. This year it was for Family Care for Grassroots Community ‘The Keyboard of Isolation’.


Merlee Jayme, Chairman & Chief Creative Officer at DM9 JaymeSyfu, Manila, Jury President of Outdoor explained, “We chose the winner of Best in Show because it was a very very relevant insight.  It talks about how in the age of technology with all these laptops, actually we have isolated ourselves from each other.  The irony of it was that we have mobile phones to connect, but for example during dinner time, people are on their phones not minding the real people around them, and are increasingly isolated without knowing or being conscious about it.  These technologies have actually moved us away from the warmth of our family and home.”  


5 Gold trophies were handed out in the Outdoor category to McCann Worldgroup India, Mumbai for Hard Rock Café ‘Blind Car’, Leo Burnett Group Thailand, Bangkok for its campaign for Canon Corporate Branding entitled, ‘Photofighters #1/#2/#3/#4’, JWT Shanghai for Samsonite ‘Heaven and Hell’, Ogilvy Malaysia, Kuala Lumpur for ‘Lego’ and DDB Group Hong Kong for its campaign for Westone ‘ ‘Mozart/Beethoven/Tchaikovsky’.


Direct Lotus

Out of 233 entries for the Direct Lotus, a total of 32 Lotus Awards were presented.These included 14 Bronze, 14 Silver, and 4 Gold, plus Best of Show.


Best of Show was won by Clemenger BBDO, Melbourne for its work for National Australia Bank called ‘Break Up’ in the category for Retention/Loyalty: Business-to-Consumer.


Direct Lotus & Promotion Lotus Jury President, Yukio Nakayama, Executive Creative Director, Dentsu Inc. Tokyo spoke for the Jury Panel when he said, “For our team judging Best in Show for Direct Lotus, we found the winner unique, especially as it has changed people’s beliefs. National Australia Bank had already changed to a new way of working two years previously, but consumers still believed it was working in the old way. The campaign has been successful in changing that belief and in showing what one bank can do differently.”


Two Gold awards were won by Hakuhodo Products Tokyo for ‘Instant Pet House’ Dimensional Mail, firstly to Business-to-Business and secondly to Business-to-Consumer.


The other two Gold awards were captured by Leo Burnett Melbourne for Scope ‘See the Person’ and Slurpee’s ‘Bring Your Own Cup Day’.


Promo Lotus

ADFEST introduced the Promo category to the Lotus Awards last year. This year it received 262 entries for the category.


Overall, 25 Lotus Awards were awarded including Best of Show, which was won by DDB Auckland for its work on Steinlager ‘Believe’.
Three Golds were awarded. Clemenger BBDO Proximity Melbourne picked up two Gold Awards for Carlton Draught ‘Slo Lights’ and National Australia Bank ‘Break Up’. The third Gold Award was presented to Dentsu Inc. Tokyo for Kyushu Shinkansen (Kyushu Bullet train) ‘The 250Km Wave’.


In addition, ADFEST gave out 15 Bronze, 7 Silver Lotus Awards for the Promo category.


Yukio Nakayama, Executive Creative Director for Dentsu Inc. Tokyo is Jury President for Direct and Promo Lotus and said, “There were lots of entries but we enjoyed the stories which were about belief of product, brands and companies. This was a deciding factor in se lecting the metal awards.”


Film Craft Lotus

George Mackenzie, Regional Managing Director – Asia Pacific/MENA for The Sweet Shop in Auckland, was Jury President of this year’s Film Craft and New Director Lotus categories.


From 110 entries, there were 3 Gold, 10 Silvers and 10 Bronze Lotus Awards given out in the Film Craft category. No Best of Show is awarded for Craft categories.


The Gold Lotus winners were Addict Media Films Seoul for Mr Pizza PR ‘The True Origins of Pizza’, Drill Inc. Tokyo for Touchwood ‘Xylophone’ and ALT.VFX Brisbane for Tooheys Extra Dry ‘The Nocturnal Migration’.


Giving his comments for Film Craft Lotus, George Mackenzie summed up the views of the Jury panel. “I think this year we found some good stuff and we gave out some medals but the good entries really stuck out compared to the others. There were quite a few longer format films entered, and I haven't seen this before. One film ran for one hour as it was a three short film series and it was tough to judge because it was in Korean and didn't have subtitles. My recommendation would be to make the work more accessible to everyone on the panel. We are starting to see longer format films come into the craft section.”


NEW DIRECTOR LOTUS

This year, there were 9 entries to the New Director category, from which only 2 bronze and 1 commendation were se lected by the Jury Panel this year.


 “There wasn't much work entered and nothing that really stood out for me [in the New Director category].” says Mackenzie. “There weren't as many entries submitted from Sydney or Auckland this year as there was in 2010 and I think this is a reflection of tightening marketing budgets - it's been a tough year financially for the industry in this region.”


Fab Four

The commendation in the New Director category went to Fab Four Director, Keisuki Hakomori Tokyo for his work on the ADFEST 2012 Theme, Fast Forward, entitled ‘Time Spent Together’.


Mackenzie commented on the Fab Four work saying, “It was good. I watched all four films and they were an eclectic and diverse mix. The film that won was a simple story with lots of attention to detail, it was well told and was beautifully crafted. My advice to young filmmakers who have a limited budget is to not stretch themselves too far or make it too complex, just tell simple, well told stories.”


Congratulations To this year’s Young Lotus Winners

ADFEST would like to congratulate copywriter Graeme Clarke and art director Lachlan Palmer-Hubbard, from Colenso BBDO in Auckland, this year’s winning Young Lotus team and runner-up teams from Mumbai and Singapore. The Auckland duo received their trophy last night at the first of three Awards Presentations taking place at ADFEST this week.They also won the ADFEST Delegate’s Choice award, as voted by delegates following the ‘Young Lotus 2012 Showdown’ yesterday at noon. The winners were announced by Tay Guan Hin, Regional ECD, JWT Southeast Asia and Global ECD of Lux, Unilever, who chaired the Young Lotus Workshop with his team from 15-17 March 2012.


Speaker and Breakout Sessions

On Day Two of ADFEST 2012, Akira Kagami of Dentsu and Ryo Shimizu presented “The Zen of Communication Architecture, A.K.A. Game”, followed by Eric Cruz of Leo Burnett, whose session was entitled, “Reinvention: A decade of History and Change”. After lunch Ramesh Sathiah of Song Zu presented “The Alchemy of Music”. ADFEST delegates were then entertained by an interview with Kirsten “Kiwi” Smith, a scriptwriter, director and producer direct from Hollywood, who’s hit movies include, “Legally Blonde” and “10 Things I Hate about You”. She was followed by Robin Shenfield’s session, “Convincing the Sceptical!”, who is Co-Founder and CEO of The Mill in London.


For the first time this year, ADFEST has organised additional breakout sessions to run concurrently with its speaker programme. Today’s breakout sessions included Cirkus’ Animation Workshop entitled, “Get Creative with your Mind & Money.  Play the Cirkus Animation Game”, which was scheduled in the morning.


In the afternoon, the first Asia Pacific Chapter of the World Producers Summit was held at ADFEST to raise and discuss issues in the production industry and provide local production companies with access to global contacts.





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