ADFEST 2011 Film, Radio, Press, Poster, Innova, 360 and Lotus Roots winners announced

ASIA-PACIFIC – PHUKET, THAILAND, MARCH 19, 2011—The 14th Asia Pacific Advertising Festival (ADFEST) capped the three-day festival with the final set of awards ceremony at the Grand Ballroom of the Mövenpick Resort & Spa Karon Beach.

 

The festival’s first Phuket outing has meant plenty of adjustments for ADFEST, which had previously been based in Pattaya. Despite this, the atmosphere at the new venue gave the festival a cozy but exciting character not common in recent advertising festivals.

 

The awards presentation followed another day of talks, including sessions by One Show Entertainment Jury President Doug Scott, D&AD President Sanky Sankanrayya, ADFEST Grand Jury President Washington Olivetto, the presentation of the Fabulous Four new directors 2011, and the Magnificent 7 discussion by the ADFEST jury presidents.

 

FILM LOTUS

Of the 426 entries for Film, a total of 47 awards were handed out, including 2 Golds, 12 Silvers and 32 Bronzes. The Best of Show was awarded to JEH United’s “Sorry Thailand” for Positive Network in the Internet Film category. The same TVC was also given a Gold in Social Engagements. The other Gold Lotus was presented to Ogilvy & Mather Group Hong Kong for “It’s in our Nature” for Shangri-la Hotels and Resorts.

 

 

Jureeporn Thaidumrong, executive creative director and founder of JEH United Bangkok, who chaired the Film Lotus and Poster Lotus, remarked that this year is not as exciting for film as it was in previous years: “I think the rise of digital advertising has reduced the number of films entered. It’s a trend affecting every country as brands invest more money in online and digital media. But despite there being fewer entries to judge, the work awarded stands out for its quality and ideas and crafting.”

 

RADIO LOTUS

For Radio Lotus, the field was rather weak, with no Golds or Best of Show from the 121 entries. However, 2 Silvers and 9 Bronzes were given. Thaidumrong said that the standard of work, while higher than before, the work “was good but not great” and the awardees from China, Hong Kong, Japan and India were on the same level.

PRESS LOTUS

There were 31 awardees in Press Lotus out of the 349 entries. These include a Best of Show, which went to DDB Singapore’s “Coin Landscapes: Mountains/Road/Landmarks” for Rough Guide Budget Travel Guide. Three Golds, 9 Silvers and 18 Bronzes were presented. The Golds were given to “Landmarks” from the Rough Guide campaign, and to two ads from BBDO Bangkok, “Don’t Drive Sleepy Project”- “Eye 1” and “Campaign”.

 

POSTER LOTUS

BBDO Guerrero/Proximity Philippines Chairman and Chief Creative Officer David Guerrero, jury president for Press Lotus and Poster Lotus, noted that the categories were generally democratic in the geographic spread of the winners. Poster had more variety, though it was not a vintage year, with more difficulties in agreements among the judges. The jury insisted on tearsheets, photos and client endorsements for the winners. “Ultimately, we went for a beautifully crafted idea with a rare edge to it that perfectly complemented the brand,” said Guerrero.

 

Out of 377 entries, 23 awards were presented, including Best of Show, 2 Golds, 11 Silvers and 9 Bronzes. Best of Show went to McCann Erickson Kuala Lumpur’s “RIOT” for The New Straits Times. The overall campaign “PERSPECTIVES: Riot/Smuggling/Exploitation” won Gold. The other Gold Lotus was given to SpicyH Bangkok’s “Fingerprint:House/Office/Laboratory” for TimeWORKS, which also won Gold in Print Craft Lotus.

 

360 LOTUS

Three Lotuses were presented in the 360 Lotus category out of the 46 entries. The awardees were Leo Burnett Jakarta’s “Wrapped Campaign” for McDonald’s, Clemenger BBDO Melbourne’s “Hidden Pizza Restaurant” for Sensis Yellow Pages and DDB Auckland’s “Live Rescue” for Search & Rescue. No Grande 360 was given out. “Perhaps it relates to the economic downturn,” said Cyber Lotus Jury President Satoshi Takamatsu, founder and chief creative director of Ground Tokyo. “360 campaigns need bigger budgets, so we see fewer of them.”

 

INNOVA LOTUS

One Grande Innova, 3 INNOVA Lotuses and 7 Finalists were awarded out of the 50 INNOVA Lotus entries. The Grande INNOVA was handed to Hakuhodo Tokyo’s “Smash: Born to be Destroyed” for K’s Guitars. The INNOVA Lotuses went to Masashi & Qanta & Saqosha & Hiroki for “Utsushi Kamagi (Mirror)” for the band SOUR, Clemenger BBDO Melbourne for Guide Dogs “Support Scent” and Beacon Communications K.K. Tokyo for NIKEiD Generator.

 

LOTUS ROOTS

Of the 50 entries in Lotus Roots, Hakuhodo Inc. Tokyo received the Grande Lotus for Hiroshima Peace Memorial Centre “Peace Shadow—Recreating the Memory”; JEH United Bangkok received the sole Lotus Roots for Positive Network “Sorry Thailand”.

 

“Lotus Roots is unique to ADFEST, not only because it reflects the spirit of our tagline “Made in Asia” but because it is a category where entries are judged disregarding their media format. It is an award we are very proud of because it reflects the diversity and richness of cultures in Asia,” says ADFEST President Jimmy Lam.

 

SPECIAL AWARDS

Network of the Year was awarded to DDB Group, which includes offices in Shanghai, Manila, Melbourne, Auckland, Hong Kong and Singapore. Dentsu Inc., Tokyo was named Agency of the Year; Clemenger BBDO, Direct & Promo Agency of the Year; Wieden & Kennedy, Interactive Agency of the Year. NIKE was awarded Advertiser of the Year. Lastly, Phenomena Bangkok was named Film Production House of the Year.

 

ADFEST closes tonight with an After Party under the stars on Karon Beach.