In 2009, ADFEST introduced a new Lotus Awards category called Lotus Roots, which celebrates ideas that are uniquely inspired by local cultures.
 

Lotus Roots is now one of the most prestigious of all awards at ADFEST, and it differentiates ADFEST as a festival that’s passionate about nurturing ideas that are ‘Made in Asia’.
 

So far, there have been 7 winners of the “Grande of Lotus Roots” trophy. They’re all incredibly diverse and inspiring ideas, so we thought we’d take you on a trip down memory lane to remember which agencies won:
 
2010: Beacon Communications (Tokyo)
Yubari City Project 2009
 
When Yubari City was declared bankrupt in 2007, Beacon Communications was given the daunting task of helping make the city economically viable once more. The agency realised Yubari has the lowest divorce rate in the whole of Japan, and created the charming idea, "Yubari, no money but love".
 
2011: Hakuhodo Inc.
Peace Shadow for Hiroshima Peace Memorial Museum
 
‘Peace shadows’ are a troubling reminder of the bombing of Hiroshima in 1945, so Hakuhodo Inc. developed a series of ‘peace shadows’ for Hiroshima Peace Memorial Museum to remind younger generations never to forget this terrible tragedy. Watch the case study here
 
2012: Hakuhodo Kettle
Dear Japan Project
 
Hakuhodo Kettle had the heart-warming idea of filming messages of support from the victims of the 2004 Phuket tsunami to share with the victims of Japan’s 2011 tsunami. Originally screened at ADFEST, thanks to the support of 15 sponsors, the video ended up being broadcast as a TV commercial on networks in the three affected Japanese prefectures.
 
Watch it here
 
2013: Taproot India
‘I am Mumbai’ for Mumbai Mirror
 
This incredible campaign for Mumbai Mirror focuses not on people who love the newspaper – but on those who hate it. It’s an incredible film, well worth re-watching here
 
2014: Ace Saatchi & Saatchi Manila
‘Family Remeet’ for Cebuana Lhuillier
 
This touching campaign for money transferring service Cebuana Lhuillier shows its customers – men and women who have been away from their families for years – giving a surprise visit to their families.

Watch the case study here
 
2015: Hakuhodo Inc
‘Hibiki Glass’ for Suntory Whisky Hibiki
 
Hakuhodo Inc.developed the world’s first interactive whisky glass to express the harmony of Suntory HIBIKI’s blended flavors. See the work here
 
2016: BBDO India
‘Touch the pickle’ campaign for Whisper
 
In India, all women understand the phrase “don’t touch the pickle”. This myth-busting campaign for Whisper challenges taboos. Watch the case study film here.
 
 
We’re looking forward to seeing which agencies win trophies in the Lotus Roots category this year!
 

* Note: Entries to the ADFEST 2017 Lotus Awards closed on 20^th January. For queries regarding deadline extensions, please contact Nat@ADFEST.com