WINNERS: ADFEST 2021 LOTUS AWARDS: WINNERS REVEALED! | |
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ADFEST
is pleased to unveil the winners of the ADFEST 2021 Lotus Awards, announced at
today’s online ceremony on Thursday 8th April 2021, 12:00pm
(UTC+7). With 62 jurors, the judging process was guided by Grand Jury President
Judy John, Global Chief Creative Officer at Edelman, Toronto.
Jimmy
Lam, President of ADFEST, said: “We would
like to thank everyone who entered ADFEST 2021 in spite of the challenges we
faced as an industry last year. We thank you for sharing your ideas with the
world and for showing how in dark times, the most innovative creative ideas shine
bright.”
ADFEST’s
highest accolade is the ‘Grande’ trophy, with 4 Grande winners at ADFEST 2021: ·
Direct Lotus Grande: Wunderman
Thompson Thailand, Bangkok for Thai Airways’ ‘Stay Home Miles Exchange’ · Film
Lotus Grande: Wolf BKK, Bangkok for Central Midnight Sale ‘Shop Unfriend’, with
production by Factory01, Bangkok ·
Media
Lotus Grande: TBWA, Sydney for ‘Play NZ’ created for Tourism New Zealand with
Mindshare, Sydney ·
Grande
for Humanity: ‘Bonds Out Now’ for Bonds, by Leo Burnett Melbourne
John
Koay, Executive Creative Director at Ogilvy Hong Kong,
judged Design Lotus and Print & Outdoor Craft Lotus. He said: “2021
was hard for everyone and not just people in the creative industry. However,
these winning pieces of work remind us that no matter how difficult it is,
design and creativity can defy all odds and inspire us to have fun and do
things differently with a twist in our everyday lives.”
Abhinav Tripathi, Executive Creative Director at McCann Worldgroup India, joined the Audio Lotus, Film Lotus, Outdoor Lotus
& Press Lotus jury. He adds: “I think one of
things we celebrated along with creativity was resilience. We were all amazed
by the quality of the work we were seeing. Which really is a testament to our
industry’s hard work and determination.”
AUDIO LOTUS There
are no Grande, Gold, Silver or Bronze awarded in the Audio Lotus category.
BRAND
EXPERIENCE LOTUS There
are 1 Gold, 4 Silver and 5 Bronze Lotus winners in the Brand Experience
category.
Congratulations
to Wunderman Thompson Thailand, Bangkok which has won Gold for the Thai
Airways ‘Stay Home Miles Exchange’ campaign.
The
four Silver Lotus trophies go to: ·
Ogilvy Malaysia, Kuala Lumpur:
Coca-Cola ‘The Galactic Bottles’ won two Silver trophies ·
Beijing Creative & Interactive Digital Technology Company
Limited, Beijing and CIG Beijing: Huawei
Device Co., Ltd. ‘Half Piano’ ·
ADK Creative One, Tokyo:
NTT DOCOMO ‘Memories Forever’
BRANDED
ENTERTAINMENT LOTUS In Branded Entertainment Lotus, there are 3 Silver and 5 Bronze Lotus winners,
plus two finalists.
Congratulations to the following Silver-winners: ·
Edelman Singapore:
Causes for Animals Singapore ‘The Perfect Voiceovers’ ·
Leo Burnett,
Melbourne: Bonds ‘Bonds Unplugged’ ·
United Communication Group / Uni-Surf Digital Marketing,
Taipei: Heng
Leong Hang Co. Ltd (Braun) ‘‘Braun X Formosa Chang’
“‘The Perfect Voiceovers’ was a brilliant idea to change people’s
perceptions of shelter animals, and help these animals to be seen as desirable
rather than leftover. With zero dollars spent on media, adoption enquiries
increased by 21%. As for ‘Braun X Formosa Chang’, this unusual campaign aimed
to change the traditional image of Braun and it caught young people’s
attention. I love the beautiful art direction as well,” said Baris Gencel,
Creative Director, Brand Consultant & Creative Digital & Technology, Shanghai.
DESIGN LOTUS There
are 1 Gold, 2 Silver and 1 Bronze winners in the Design Lotus category.
Congratulations
to Gold winner Dentsu Inc., Tokyo for Ezaki Glico Co., Ltd.’s ‘Pocky the
Gift’.
“Everyone
knows and loves Pocky. It’s an iconic product.
And it’s very difficult to redesign the packaging of something that’s so
well recognized. But Pocky was able to create a new look that was minimalist,
modern, and playful yet still 100% Pocky.
Plus, the new packaging is just cute AF,” said Jameilee Que, Creative
Director at BBDO Guerrero, Manila.
Two
Silver trophies are also awarded to: ·
Dentsu Inc., Tokyo: Ezaki Glico Co., Ltd.’s ‘Pocky the Gift’ · SIX
Inc., Hakuhodo Inc., and HAKUHODO Kettle Inc., Tokyo: Code Sony Music Labels / Reissue Records for artist
Kenshi Yonezu, ‘A Ciphered Release Of Music Video: Stray Sheep’
John
Koay, Executive Creative Director at Ogilvy Hong Kong,
said: “‘A Ciphered Release of Music Video: Stray Sheep’ was a
very interesting way to grab people's attention online. Using an unconventional
design language, it was fresh in the category – that's why it was deserving of
a Silver Lotus.”
DIGITAL CRAFT LOTUS This
year, there are no Gold or Silver winners, only 4
Bronze winners in Digital Craft Lotus.
DIGITAL LOTUS There
are 2 Gold, 1 Silver and 2 Bronze Lotus award winners in Digital Lotus.
Congratulations to the following Gold winners: ·
Taproot
Dentsu, Mumbai: Facebook
‘Pooja Didi’ ·
Innocean
Worldwide, Seoul: Young
Chemical / Facebook Korea, ‘The Cheering Bandage’. This campaign also won 1
Silver trophy in this category
“Both
of these campaigns showed us that in such a difficult period, people’s desire
to do good for others was more effective and heart-warming,” says Kalpesh
Patankar, Chief Creative Officer MENA, VMLY&R Dubai and Jury
President of Digital Lotus, Digital Craft Lotus & Mobile Lotus.
“As
a group, we were looking for ideas that sympathize with what we all face as
humanity together. The winning campaigns use empathy, diversity and
human-centric technology, showing us that creativity can really help people and
also that bold ideas can make the power of the brand even more powerful.”
DIRECT LOTUS There are 1 Grande, 1 Gold
and 1 Bronze in the Direct Lotus category.
Congratulations
to Wunderman Thompson Thailand, Bangkok, which won the Grande trophy for
Thai Airways’ ‘Stay Home Miles Exchange’ along with one Gold trophy. This
campaign was entered into the ‘Resilience in Creativity’ sub-category, which celebrates
ideas that demonstrate the strength of the human spirit in the face of the
Covid-19 pandemic. eCOMMERCE LOTUS Congratulation
to 2 Silver Lotus winners: ·
Dentsu
Inc., Tokyo: Kura Sushi,
Inc. ‘Tuna Scope 2020’ ·
Wunderman Thompson
Thailand, Bangkok: Thai Airways International ‘Destination Menu’
EFFECTIVE LOTUS There are 3 Gold awards, 1 Silver and 1 Bronze in
Effective Lotus.
Congratulations
to Gold winners: ·
Grey Malaysia, Kuala Lumpur:
WWF, ‘Your Plastic Diet’, which won 2 Golds ·
Dentsu Inc., Tokyo:
Kura Sushi, Inc., ‘Tuna Scope 2020’
“By showing people how
much plastic we eat, it compelled them to sign one of the fastest and largest
petitions ever created in WWF history. Tuna Scope goes beyond clicks and likes
– it was an amazing piece of work where innovation combined with creativity
delivered simple yet brilliant work that still and will be used for years to
help businesses,” said Baris Gencel, Creative Director, Brand Consultant,
Creative Digital & Technology, Shanghai.
FILM CRAFT LOTUS This
year, there are 3 Gold, 3 Silver, 15 Bronze awards in Film Craft Lotus.
Congratulations
to the following Gold winners: ·
Wolf BKK, Bangkok:
Central
Midnight Sale ‘Shop Unfriend’, with production by Factory01, Bangkok ·
Taiyo Kikaku Co., Ltd., Tokyo:
Toagosei Co. Ltd.’s Aron Alpha ‘Too Short for TV Ads campaign’ created for
Yomiko Advertising Inc., Tokyo ·
Squeak E. Clean
Studios, Sydney: Facebook ‘Facebook Kazoo’ for Wieden
+ Kennedy Portland
“All winners show that taking smart humor to the next level, even if it borders on something somewhat absurd, actually helps a great deal to stand out and get a message across. A great creative concept is one thing, but to push it to its extremes in its craft and execution, makes all the difference,” said Diederik van Middelkoop, Executive Creative Director at Amp.Amsterdam.
“My
absolute favourite was the ‘Too Short for TV Ads campaign’. I feel they are
like a breath of fresh air amidst a lot of serious and long-format content. The
ads that make up the campaign are original, short, daring, unexpected,
delightful and mildly absurd. They are perfect, really.”
FILM LOTUS In the Film Lotus category, there were 1 Grande, 1
Gold, 2 Silver, 3 Bronze awarded.
Congratulations to Grande winner Wolf BKK, Bangkok for Central Midnight Sale ‘Shop Unfriend’, with
production by Factory01, Bangkok.
“We often use the word ‘clutter-breaking’ in our
industry. But I feel this time, this film truly deserves that title. It stands
out in so many ways. It’s either a fashion film that uses humor really well, or
it’s a funny film that’s incredibly fashionable. Either ways, it breaks
multiple stereotypes while being able to deliver its message very effectively,”
said Abhinav Tripathi, Executive Creative Director at McCann Worldgroup
India.
Brandie Tan, Executive Creative Director at
Wunderman Thompson Philippines, Manila, agrees: “’Shop Unfriend’ was probably the freshest
story out of all the films we saw. When the friend drives away with half of the
car you think it’s the end of the story but, it’s not. This makes the film
unexpected, funny and worth watching over and over.”
The Sour Bangkok Co. Ltd., Bangkok won Gold for ‘Maepranom’, created for Phiboonchai
Maepranom Thai Chilli Paste Co., Ltd., with production by Phenomena Co., Ltd.,
Bangkok.
INNOVA LOTUS The “Magnificent Seven” Jury Presidents, headed by Judy John, Global Chief Creative Officer
at Edelman, Toronto, judged the INNOVA Lotus, Lotus Roots, and Grande
for Humanity. The INNOVA Lotus category rewards genuine
innovation, talk-value and results. Congratulations to Cheil Worldwide,
Seoul for Emart’s
‘Light Saver’. Cheil Worldwide is the sole INNOVA Lotus winner at ADFEST 2021. LOTUS ROOTS Unique to ADFEST, the Lotus Roots category
celebrates ideas that embody local values whether in terms of culture,
religion, beliefs, traditions, or language.
There
were 2 Lotus Roots winners at ADFEST 2021: ·
Fact, Tokyo: ‘Pillows are for fighting’ – Ito City’s City
Promotion ·
FINCH, Sydney: Spark’s ‘Kupu Tell Your Story’ created
for Colenso BBDO Auckland
MEDIA LOTUS In
the Media Lotus category, there were 1 Grande, 2 Gold, 4 Silver, and 2 Bronze awarded.
Congratulations
to Grande winner TBWA, Sydney for ‘Play NZ’ created for Tourism New
Zealand with Mindshare, Sydney.
Congratulations
to Gold winners: ·
Leo Burnett, Melbourne :
Bonds ‘Bonds Out Now’ with media by OMD Sydney · United Communciation Group/Uni-Surf Digital Marketing,
Taipei: Heng Leong
Hang Co. Ltd (Braun) ‘Braun X Formosa Chang’.
MOBILE LOTUS In
Mobile Lotus, there are 1 Gold, 1 Silver and 2 Bronze awards.
Congratulations
to this year’s Gold winner, Wunderman Thompson Thailand, Bangkok, for
Thai Airways, ‘Stay Home Miles Exchange’. The agency also won 1 Silver award
for the same campaign.
“Thai
Airways helped reinforce the brand at a time when nobody was flying. It showed
how something negative can become a strength by rewarding people for staying
home. Creativity when applied right inspires and moves us all,” explains Jury
President Kalpesh Patankar, Chief Creative Officer MENA, VMLY&R Dubai.
NEW DIRECTOR LOTUS In the New Director Lotus
category, there is 1 Silver award, and 1
Bronze award.
The
Silver trophy is awarded to Graph Studio Sdn Bhd, Kuala Lumpur for a
short film titled ‘Setting Moon’, created for the Kancil Awards 2019, hosted by
the 4AS (Association Of Accredited Advertising Agencies) Malaysia.
“This
unusually spiritual and mystical topic choice is especially unexpected for a
young director. We were impressed by the sincerity of the subject, and the love
and care director Chan Teik Quan has put into the film. We all eventually say
goodbye to our loved ones, and this film is a highly original depiction of an
imagined road to farewell,” explains Diederik van Middelkoop, Executive
Creative Director at Amp.Amsterdam.
OUTDOOR LOTUS In the Outdoor Lotus category, there were 1 Gold, 4
Silver and 3 Bronze awards.
Leo
Burnett, Melbourne picked up a Gold
trophy for the Bonds ‘Bonds Out Now’ campaign.
Brandie
Tan, Executive Creative Director at Wunderman Thompson Philippines, Manila,
said: “‘Bonds Out Now’ was a true Outdoor campaign. It communicated from afar
with big bold letters, a short headline and beautiful portraits of real
people. It looks and feels authentic the
second you see it.”
Congratulations
to the following Silver winners: ·
Daiko & DAIKO WEDO, Tokyo: Burger King Japan, ‘True King
Listens’ · United Communication Group / Uni-Surf Digital Marketing,
Taipei: Heng Leong
Hang Co. Ltd (Braun) ‘Braun X Formosa Chang’ ·
Hakuhodo Indonesia, Jakarta: Sushi Sei’s ‘Flavour of Home’. ·
Leo Burnett Sydney, Sydney: Bonds ‘Bonds Out Now’
PR LOTUS In PR Lotus, there were 3 Gold,
4 Silver and 7 Bronze awarded.
Congratulations to all Gold PR
winners: ·
IRIS, Singapore : Warner Music Asia, ‘Unsung’ ·
Leo Burnett, Melbourne: Bonds ‘Bonds Out Now’ ·
TBWA,Sydney: Tourism New Zealand, ‘Play NZ’.
PRESS LOTUS In the Press Lotus category, there
were 1 Silver and 1 Bronze winners.
TBWA\Thailand,
Bangkok has won Silver for McThai Co. Ltd.’s
(McDonald’s) ‘Burger & Me’ campaign with print production by Le Photographe
Co. Ltd., Bangkok and Visionary Bangkok.
“‘Burger
& Me’ stood out for its quick wit — its cleverness. There is a truth about
how people love McDonald’s burgers and the agency was able to show this in a
fresh new way. I’m not the first to say this: the best ads don’t look like they
belong in their category and this places QSR in another mindspace,” says Brandie
Tan, Executive Creative Director at Wunderman Thompson Philippines, Manila.
PRINT & OUTDOOR CRAFT LOTUS In
the Print & Outdoor Craft Lotus category, there were 1 Silver and 1 Bronze
winners.
Congratulations
to Silver winner: ·
Le Photographe Co. Ltd., Bangkok: McThai Co.
Ltd.’s (McDonald’s) ‘Kiss 1’ created for TBWA\Thailand, Bangkok, with print
production also by Visionary Bangkok.
“A
burger is convenient. It’s quick, it’s easy, you can eat it with one hand. It’s a very unfussy food. To see it depicted as a love interest, a sex
object even, genuinely made me laugh. In a good way. I can honestly say I’ve never seen a burger
that way,” said Jameilee Que, Creative Director at BBDO Guerrero in Manila.
John
Koay, Executive Creative Director at Ogilvy Hong Kong, agrees:
“This piece of work is a fine example of a classic print ad done well. You
look at it, then it hits you with the 'ah-ha' moment when you realise you're
looking at something else, the product. Nice one.”
GRANDE FOR HUMANITY The Grande for Humanity, which recognizes excellence in Corporate Social
Responsibility or Public Services & Cause Appeals, goes to Leo Burnett Melbourne
for ‘Bonds
Out Now’, created for Bonds.
“It’s
very hard to balance capitalism with a social point-of-view. I think we all
loved how effortlessly this campaign managed to do that. It uses well established
formats of advertising to proudly celebrate and encourage the LGBTQ community.
For a big brand, that was a pretty bold move and it was executed with class,”
says Abhinav Tripathi, Executive Creative Director at McCann Worldgroup
India.
Founded
in 1998, ADFEST is Asia’s longest-running and most celebrated regional creative
festival. ADFEST is included in the WARC Rankings, successor to The Gunn
Report, which combine the winners' lists from the world's most important awards
to establish the annual worldwide league tables for the global advertising
industry.
For the complete list
of ADFEST 2021 Grande, Gold, Silver and Bronze winners, click here.
Ends
HEAD
OF PR Ms.
Sara Fielding Email: Sara@ADFEST.com
EDITOR Ms.
Barbara Messer Email: Barbara@ADFEST.com |
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