GLOBAL – UNITED STATES, MAY 9, 2013 – Asia failed to convert a shortlist haul of more than 140 entries into metal at the 2013 New York Festivals, leaving a trio of regional markets, led by Australia, to fly the flag at the early May creative competition.
Australia topped the regional leaderboard with 5 Gold awards as McCann Melbourne’s wonderfully quirky PSA, ‘Dumb Ways to Die’, again captured jurors’ hearts to land one of two Grand Trophies.
Most of the other major awards, however, went elsewhere. R/GA New York’s activity tracker ‘Nike+ FuelBand’ continued its seemingly unstoppable run. On top of this year’s Grandy, Clio wins and D&AD nominations, the entry earned the festival’s coveted World’s Best Idea Award in the integrated category for client Nike.
R/GA’s triumph was made sweeter when Nike netted the 2013 Advertiser of the Year Award for its commitment to creativity and innovation. Nike earned 5 Gold, 3 Silver and 4 Bronze awards from agencies around the globe.
BBDO emerged as Network of the Year with the show’s largest awards haul – its offices across the world earned 5 Gold World Medals, 14 Silver World Medals, 28 Bronze, and 129 finalist certificates. In addition, the agency was honored with both UNDPI Gold and Silver World Medals for PSA work from its German and New York offices respectively.
Grand Trophies were awarded to Leo Burnett Tailor Made, Brazil for ‘My Blood is Red and Black’ and ‘Dumb Ways to Die’ from McCann for Metro Rail.
Burnett’s work won in outdoor for client Hemoba/Esporte Clube Vitoria – Institutional, which raised awareness for blood bank donations and helped combat a blood shortage.
McCann’s latest win with a PSA hidden in an animated three-minute video complete with catchy tune to engage young people comes on the back of multiple honors at Clio and the Webby Awards and record D&AD nominations.
“The Grand Award from New York Festivals has long been one of the awards you really want to win. It’s always an honor when a great jury selects your work, and we’re absolutely thrilled to be selected for the Grand Award for Film. It’s also worth mentioning that it’s a rather impressive-looking trophy too, which certainly never hurts,” McCann Australia ECD John Mescall said.
Australia’s remaining wins came in the film and digital categories. The three winning films were: Revolver/Will O’Rouke’ ‘Thursday Arvo’ for the Transport Accident Commission, Exit Films’ ‘For a Hard Earned Thirst’ for Victoria Bitter and Clemenger BBDO Melbourne’s ‘Beer Chase’ for Carlton Draught. The sole digital winner was the highly awarded ‘Mobile Medic’ app from George Patterson Y&R/VML.
Malaysia had the next biggest haul for Asia Pacific. Both its Gold wins came from Y&R’s ‘More Than Just the Classics’ for client Penguin Books for art direction and illustration in the design category.
Country Rankings
Country Gold Awards
US 16
France 7
Australia 5
Argentina/UK 4
Belgium/Brazil
Germany = 3
Malaysia 2
Czech Republic/
Egypt/New Zealand = 1
