SINGAPORE — At Spikes Asia 2024, Publicis Groupe APAC won two coveted Grand Prix accolades and
a collection of awards, including three Golds, 11 Silvers, and nine Bronzes, as well as a Special Award out of a total of 52 shortlists. Leo Burnett led the charge with majority of the wins, and the other agencies within the Groupe that made a mark include BBH and Starcom, earning third place in the Media Network of the Year – Special Award.
Natalie Lam, Chief Creative Officer at Publicis Groupe APAC, explained the Groupe’s commitment to differentiating through real work, with real impact, for its biggest clients: “All the winning work represents modern, progressive, creative solutions that are relevant and true to the diverse local cultures of each APAC market, yet often scalable across the world for all modern marketers. This collection of work is a true testament to the lasting value of creativity in solving problems while contributing to long-term brand
building. A huge heartfelt thank you to all our brave clients, and to our fearless leaders and teams.”
Grand Prix awards for McDonald’s and Lay’s
Publicis Groupe APAC’s first Grand Prix was awarded to McDonald’s “Unbranded Menu,” which challenged gamers to hunt for McDonald’s “food-alikes” so the brand could stake its claim on the gaming multiverse. Created by Leo Burnett Manila, “Unbranded Menu” won the Gaming Grand Prix, plus two Silvers and one Bronze.
Publicis Groupe APAC’s second Grand Prix was awarded to Lay’s “Smart Farm,” which won the Creative Data Grand Prix, plus two Silver trophies. Created by Leo Burnett Mumbai, this campaign ingeniously uses AI and weather forecasting data to create an early-warning system for farmers, making traditional farming practices more climate resilient.
In addition to the success of Lay’s “Smart Farm,” Leo Burnett Mumbai won two Bronzes for IKEA’s “Desktop Ads” and “Skip Ads that Save Time.”
Winning campaigns with McDonald’s
In addition to the success of McDonald’s “Unbranded Menu,” Leo Burnett Seoul collected three Silvers: one for McDonald’s “Yes Kids Zone,” which sparked a kid-friendly movement in Korea; two for McDonald’s “Mom’s Bed,” an ingenious use of media that transformed urban spaces into hospital beds for Ronald McDonald House Charities.
McDonald’s also won a Bronze for “Ride the Arches” by Leo Burnett Manila, an idea that transforms the customer experience at McDonald’s Philippines and gets the nation cycling, and a Bronze for “The Untranslated Ad” by Leo Burnett Jakarta, which tapped into the popularity of J-pop to become a viral sensation.
A milestone year for Taiwan
Leo Burnett Taipei won a haul of awards for its work for the Taiwan Ministry of Health and Welfare and the Taiwan Organ Sharing Registry and Patient Autonomy Promotion Centre. The first campaign, called “Paper Organs,” won two Golds and two Bronzes; while the recently launched “Hear My Last Wish” campaign won one Gold and two Silvers by revolutionizing the organ donation process in Taiwan, using “voiceprints” to bridge the gap between life and death.
Heineken, First Choice, Johnnie Walker, and more
BBH Shanghai won a Silver for Heineken’s “H*AI” campaign, a clever hack to tackle gender equality in football fandom, starring footballer Thierry Henry.
Leo Burnett Bangkok continued its award-winning work for First Choice, winning a Bronze in Film Craft for “First Generation,” a film that positions First Choice as an inclusive finance brand that supports Gen Z’s shifting attitudes.
By asking “What makes you bleed?,” Leo Burnett Sydney inspired Australians to donate blood, winning Silver. The agency also won a Bronze for “In Her Boots,” created for Johnnie Walker, a campaign that celebrates progress in female football.
Spikes Asia 2024 winners were announced at an awards gala in Singapore on March 14. See the full winners list here.
adobo Magazine is an official media partner of Spikes Asia 2024.
