Awards: Dentsu, Hongik University, and FCB take home a total of 4 Golds for Asia at the 2020 Clio Awards

MANILA, PHILIPPINES — The Clio Awards, the premier international awards competition for the creative business, today announced their winners across all categories and mediums. Asia joins this roster of winners, taking home four Gold Awards for showcasing the best of Asian creativity on the world stage.

Dentsu’s winning entry, ‘Pocky THE GIFT‘, was created for Ezaki Glico Co., Ltd. to give young adults a new way to share and enjoy Pocky sticks. The campaign received two Gold Awards, namely for Brand & Corporate Identity and Packaging. 

To tap into the target group, dentsu created a simple, colorful, and stylish new packaging— for exclusive use at upscale shops and sales outlets. This strategy allowed them to repackage Pocky as a fashionable gift item.

Meanwhile, Hongik University from Sejong-si, South Korea received a Gold Award for ‘Re-route Billboard‘ which was entered for Korea’s Ministry of Land, Infrastructure and Transport’s Naver App. The film, which addresses the serious issue of drivers speeding around school zones in Korea, was submitted to the medium: Student Out of Home.

The campaign installed used smartphones on billboards and placed them around schools. Around the time kids would go in and out for their classes, these billboards utilize the Naver App to create artificial traffic. This signals all the navigation systems to reroute vehicles to avoid the roads around schools and, in turn, avoid vehicle-related accidents or mishaps.

In addition, FCB also earned a Gold Award for their work on ‘The Punishing Signal.’ Created for the Mumbai Police and submitted to the medium: Experience/Activation under the category ‘Guerrilla‘, the film tackles the problem of noise pollution on the city’s road.

In this campaign, special decibel meters were connected to traffic signals across Mumbai. When honking exceeded 85 dB, the countdown timer would reset itself, forcing the people to wait longer at the signal. This is meant to ‘punish’ them for their impatience as it’s implied that when they honk more, they also have to wait longer as a consequence.

POCKY THE GIFT CREDITS

RE-ROUTE BILLBOARD CREDITS

THE PUNISHING SIGNAL CREDITS