As this year’s ADFEST concludes, see all the 2018 Grande Lotus-winning campaigns here.
Interactive Lotus
Title: Making the List
Agency: CHE Proximity, Melbourne
Advertiser: Lego Australia
Lego is one of the world’s most loved toys, but new toy fads are taking the brand’s place on the wish lists of kids especially during Christmas. Lego and CHE Proximity, Melbourne partnered with retailers Target and eBAY to hack toy searches with a lego version of the most popular toys in 2017, proving that with the power of imagination, Lego can be any toy.
Mobile Lotus
Title: Pedigree Selfiestix
Agency: Colenso BBDO, Auckland
Advertiser: Pedigree
Instead of creating an ad to demonstrate the irresistibility of Pedigree Dentastix, Pedigree created a product — Pedigree Selfiestix — a specially designed phone accessory that attaches a Dentastix to any phone, so dog owners can capture the perfect dog selfie every time.
Design Lotus and INNOVA Lotus
Title: COGY Wheelchair
Agency: TBWA\HAKUHODO
Advertiser: COGY / TESS
For many immobile patients in Japan who undergo rehabilitation, wheelchairs are mere “support tools”. The COGY Wheelchair is the first one ever to allow users to pedal by harnessing and using their own legs. COGY allows users themselves to harness the reflexes in their legs to propel themselves.
Print Craft Lotus
Title: Sumo Girls
Agency: Dentsu Inc.
Advertiser: The 101st Kanazawa High School Sumo Wrestling Tournament
Kanazawa High School Sumo Wrestling is the oldest amateur sports tournament in Japan with a history of over 100 years. In 2017, the school held its 101st tournament. To mark its start for the next 100 years and to convey the fun of sumo to young generations who think Sumo is old-fashioned and uncool, Dentsu Inc. created “Sumo Girl”, with a concept of “the more we know the rules, the more we can enjoy the sport.”
Film Craft Lotus & Branded Content Lotus
Title: Gravity Cat
Agency: HAKUHODO, Inc.
Advertiser: Gravity Daze 2
Hakuhodo Inc.’s idea for Sony Interactive Entertainment Inc.’s “Gravity Daze 2” is to make a cat video in the new laws of gravity beyond Newton’s laws. To communicate the fun of gravity changes, the agency made live-action film featuring a girl and her cat freely running across the walls and ceiling in the real world.
Film Lotus
*See film here: http://www.adfest.com/winners2018_showcase.php?category=6
Title: Now or Never
Agency: FP7/CAI
Advertiser: Orange
Telco Orange Egypt and creative agency FP7/CAI pushed Egyptian football fans to cheer for the Egyptian national football team as their team took to the field for the 2017 World Cup Qualifiers. They did this through a music video that features several old but devout Egyptian football fans who through all their sicknesses still want to see their national team make it to the World Cup. The film is a dedication to the national team — a plea and a threat. The message? “It’s now or never.”
Direct Lotus
No Grande awarded.
Promo Lotus
No Grande awarded.
Press Lotus
No Grande awarded.
Outdoor Lotus
Title: Green Light Run
Agency: TBWA\HAKUHODO Inc.
Advertiser: Pure Boost / Adidas
In a city that is full of stop signals like Tokyo, city runners find it impossible to complete an uninterrupted urban run. adidas and TBWA\HAKUHODO Inc. devised a system that shows runners routes where they won’t be stopped by red lights.
Integrated Lotus
Colenso BBDO’s video series for Pedigree is part of the brand’s “Pedigree Child Replacement Programme” campaign which encourages parents who find themselves alone after their kids move out to adopt dogs to “replace” their children.
Radio
No Grande awarded
Media Lotus
Title: Paytm Sweet Change Candy
Agency: McCann Worldgroup India
Advertiser: Paytm
In India, which is a large cash-based economy, shopkeepers resort to tendering candies instead of change. Paytm. took advantage of this situation to encourage people to use e-wallet. The brand and agency McCann Worldgroup India launched the “Paytm Sweet Change Candy” as an incentive to download the app and for consumers to realize that they can get the change credited to their e-wallet.
Effective Lotus
No Grande awarded.
Lotus Roots
Title: Immunity Charm
Agency: McCann Worldgroup India
Advertiser: Ministry of Public Health, Afghanistan
Afghanistan has been in a state of war now over a decade affecting poor, rural communities the most. Mothers, especially those with babies, are not able to regularly provide regular health care to their children, much less track their vaccinations. McCann Worldgroup India leveraged the use of charm bracelets, a traditional accessory to ward off evil spirits from children, to carry vaccination records and to integrate culture with medicine and science.
Grande for Humanity
Title: Emergency Collectibles
Agency: Dentsu Inc.
Advertiser: Kobe Shimbun
The Emergency Collectibles ad was released on Japanese newspaper Kobe Shimbun as a visual list of emergency essentials to help citizens prepare for earthquakes and other natural calamities.
