SINGAPORE — Spikes Asia, APAC’s most prestigious and sought-after award for creativity and marketing effectiveness, has revealed the Grand Prix and Special Award winners for 2023. Australia saw the highest number of Grands Prix at eight, followed by New Zealand and South Korea, both of which received four, the highest number that South Korea has received in a single year for Spikes Asia. South Korea was awarded its first Grand Prix in Media, Innovation, and Glass: The Award for Change. The Philippines was awarded a Grand Prix in Brand Experience & Activation for the first time, in addition to Mainland China winning a Grand Prix in Creative Commerce, and in Film for the first time. Japan was also awarded its first Grand Prix in Music.
Simon Cook, CEO, LIONS, said, “Congratulations to our 2023 Spikes Asia Award winners, for setting the creative benchmark across APAC for a 36th year. This year’s winners really showcase the level of excellence coming from the region and the new trends emerging from a ‘post-pandemic’ body of work. The deep insights from this year’s work will be explored, in-depth during Spikes Unlocked, followed by the Spikes Asia Creativity Report, providing the official rankings for this year’s top-performing Networks, Agencies, and Companies from across the region.”
This year’s Grand Prix winners are:
Brand Experience and Activation
From 367 entries received, 31 Spikes were awarded: Four Gold, 10 Silver, 16 Bronze, and the Grand Prix that went to “Unbranded Menu,” McDonald’s, Leo Burnett, Manila, The Philippines
Creative Commerce
From 55 entries received, five Spikes were awarded: Two Silver, two Bronze, and the Grand Prix that went to “Corona Extra Lime,” Corona, Draftline, Shanghai, Mainland China
Creative Data
From 52 entries received, five Spikes were awarded: One Gold, two Silver, one Bronze, and the Grand Prix that went to “Flipvertising,” Samsung, CHEP Network, Sydney, Australia
Creative Effectiveness
From 29 entries received, four Spikes were awarded: one Silver, two Bronze, and the Grand Prix that went to “Make Lamb, Not Walls,” Lamb, The Monkeys, Part Of Accenture Song, Sydney, Australia
Design
From 125 entries received, 12 Spikes were awarded: Two Gold, three Silver, six Bronze, and the Grand Prix that went to “Suntory Tennensui Endless Dawn,” Suntory, Dentsu Craft Tokyo, Japan
Alvin Lim, Founder, Creative Chairman, Good People Basically, Hong Kong and Jury President for the 2023 Design Jury, commented, “The UX design of the Suntory Tennensui ‘Endless Dawn’ website is a critical aspect of its success. Its intuitive navigation and meticulous attention to detail results in a seamless and immersive user experience that encourages users to explore and engage. The website’s powerful combination of brand storytelling, superb design craftsmanship, and UX design raises the bar for design quality and innovation, setting a new standard that inspires and deserves recognition.”
Digital Craft
From 78 entries received, seven Spikes were awarded: One Gold, two Silver, three Bronze, and the Grand Prix that went to “The First Digital Nation,” The Government Of Tuvalu, The Monkeys, Part Of Accenture Song, Sydney, Australia
Direct
From 197 entries received, 19 Spikes were awarded: Four Gold, six Silver, eight Bronze, and the Grand Prix that went to “Flipvertising,” Samsung, CHEP Network, Sydney, Australia
Entertainment
From 124 entries received, 11 Spikes were awarded: Two Gold, three Silver, five Bronze, and the Grand Prix that went to “Last Performance,” Partners Life, Special, Auckland, New Zealand
Film
From 390 entries received, 30 Spikes were awarded: Five Gold, 10 Silver, 14 Bronze, and the Grand Prix that went to “The Comeback – Shot On iPhone,” Apple, TBWA\Media Arts Lab, Shanghai, Mainland China
Film Craft
From 249 entries received, 25 Spikes were awarded: Six Gold, eight Silver, 10 Bronze, and the Grand Prix that went to “Kaguya by Gucci,” Gucci, Tsuzuku, Tokyo, Japan / Dentsu Inc., Tokyo, Japan
Glass: The Award for Change
From 35 entries received, four Spikes were awarded: Three Glass Spikes and the Grand Prix that went to “Knock Knock,” Korean National Police Agency, Cheil Worldwide, Seoul, South Korea
Grand Prix for Good
The Grand Prix for Good was awarded to “Classify Consent,” Consent Labs, TBWA\Sydney, Australia
Healthcare
From 108 entries received, 12 Spikes were awarded: Two Gold, four Silver, five Bronze, and the Grand Prix that went to “The Missing Chapter,” Whisper, Leo Burnett, Mumbai, India
Bindu Menon, CEO and Cofounder, Pointblank Healthcare Communications, India and Jury President for the 2023 Healthcare Jury, said, “The Grand Prix winner in Healthcare was ‘The Missing Chapter’ by Whisper from Leo Burnett India. This work scored on all aspects. It was a great strategy backed by powerful execution, brilliant art direction, and illustration. The idea was simple but the craft took it to another level. This work can bring about irrevocable change and is truly life-changing in terms of impact. While the work was addressing a key social issue related to the category, the impact this could have on the client’s business is undeniable.”
Industry Craft
From 93 entries received, seven Spikes were awarded: One Gold, two Silver, three Bronze, and the Grand Prix that went to ‘Rejected Ales’, Matilda Bay Brewery, Howatson+Company, Sydney, Australia
Innovation
From 29 entries received, four Spikes were awarded: One Gold, two Silver and the Grand Prix that went to ‘Hydrogen Garbage Truck’, Hyundai Motor Group, Innocean, Seoul, South Korea
Integrated
From 38 entries received, three Spikes were awarded: Two Integrated Spikes and the Grand Prix that went to ‘If You Seek Campaign’, Tourism New Zealand, DDB New Zealand, Auckland, New Zealand
Media
From 206 entries received, 19 Spikes were awarded: Three Gold, seven Silver, eight Bronze and the Grand Prix that went to ‘Knock Knock’, Korean National Police Agency, Cheil Worldwide, Seoul, South Korea
Mobile
From 47 entries received, six Spikes were awarded: One Gold, one Silver, three Bronze and the Grand Prix that went to ‘Knock Knock’, Korean National Police Agency, Cheil Worldwide, Seoul, South Korea
Music
From 55 entries received, Five Spikes were awarded: One Gold, one Silver, two Bronze and the Grand Prix that went to ‘Journa-Rhythm’, The Asahi Shimbun Company, TBWA\Hakuhodo Inc., Tokyo, Japan
Outdoor
From 195 entries received, 16 Spikes were awarded: Two Gold, five Silver, eight Bronze and the Grand Prix that went to ‘Phone It In’, Skinny, Colenso BBDO, Auckland, New Zealand
PR
From 176 entries received, 18 Spikes were awarded: Three Gold, six Silver, eight Bronze and the Grand Prix that went to ‘The First Digital Nation’, The Government Of Tuvalu, The Monkeys, Part Of Accenture Song, Sydney, Australia
Print & Publishing
From 48 entries received, four Spikes were awarded: One Gold, one Silver, one Bronze, and the Grand Prix that went to ‘Kitchen’, ‘Restroom’, ‘Living Room’, Ikano (Thailand) Limited, Ogilvy, Bangkok, Thailand
Radio & Audio
From 70 entries received, seven Spikes were awarded: Two Gold, one Silver, three Bronze, and the Grand Prix that went to ‘Phone It In’, Skinny, Colenso BBDO, Auckland, New Zealand
Social & Influencer
From 151 entries received, 13 Spikes were awarded: Two Gold, four Silver, six Bronze, and the Grand Prix that went to ‘#BringBack2011’, OREO, Leo Burnett, Mumbai, India
Strategy and Effectiveness
From 88 entries received, eight Spikes were awarded: One Gold, two Silver, four Bronze, and the Grand Prix that went to ‘Resilience Road’, Suncorp, Leo Burnett, Sydney, Australia
Spikes Asia Special Awards were given as follows:
Asia-Pacific Agency of the Year
- Leo Burnett, Mumbai, India
- Cheil Worldwide, Seoul, South Korea
Agency of the Year by Market
- The Monkeys, Part Of Accenture Song, Sydney, Australia
- Cheil Hong Kong, Hong Kong SAR
- Leo Burnett, Mumbai, India
- Dentsu Inc., Tokyo, Japan
- TBWA\Media Arts Lab, Shanghai, Mainland China
- DDB New Zealand, Auckland, New Zealand
- Mullenlowe Singapore, Singapore
- Cheil Worldwide, Seoul, South Korea
- Ogilvy Bangkok, Thailand
- Leo Burnett, Manila, The Philippines
Independent Agency of the Year
1. Howatson+Company, Sydney, Australia
2. Special, Auckland, New Zealand
3. Bear Meets Eagle On Fire, Sydney, Australia
Network of the Year
1. Leo Burnett
2. BBDO Worldwide
3. TBWA Worldwide
Media Network of the Year
1. Wavemaker
2. PHD Worldwide
3. Hearts & Science
Spikes Palm
1. Lunar Films, Mainland China
2. Collider, Australia
3. Revolver, Australia
4. Factory01, Thailand
5. Finch, Australia
Strategy & Effectiveness Agency of the Year
1. The Monkeys, Part Of Accenture Song, Sydney, Australia
2. Leo Burnett, Sydney, Australia
3. BBDO India, Mumbai, India
Young Spikes Competition winners are as follows:
Digital:
- Gold
Hideyuki Tsushima / Ryosuke Nakanishi
HAKUHODO.INC / Japan
‘tinder GREEN’ - Silver
Eliza Smith / Heidi Rabbitts
Dentsu Creative / Australia
‘The Greenwash Penalty’ - Bronze
Renzo Gabriel Valmonte / James Dominic Mendoza
TBWA/4As / The Philippines
‘BABY NATURE’
Integrated:
- Gold
Leonie Duff / Lilly Wollmering / Leighton Howindt
Dentsu Creative / Australia
‘Save The Sea With Your Pee’ - Silver
Hikari Ono / Yutaro Nagata
TBWA\HAKUHODO Inc / Japan
‘SAVE YOUR LOOK-A-LIKE’ - Bronze
Iris Teoh / Yasira Yusoff
The GOVT Pte Ltd / Singapore
‘Save Our Legends’
Marketers:
- Gold
Amanda Wen Sze Wong / Ker Seng Tan
Malaysia Aviation Group / Malaysia
‘Know No Limits’ - Silver
Tauhid Irteza Ali / Fahimul Khan
Banglalink Digital Communication Ltd / Bangladesh
‘Don’t Be A Superhero’
Media:
- Gold
Kate O’Loughlin / Summer Treseder
Initiative AU / Australia
‘From a drop in the ocean to a wave of change’ - Silver
Kairi Ogihara / Yuto Nakajima
Hakuhodo / Japan
‘Funbrella’ - Bronze
Sohyun An / Eunsoo Jang
Cheil Worldwide HQ / South Korea
‘What’s in your waves’
PR:
- Gold
Wang Shu / Hu JiaJun
1211MOB / Insight Group / China
‘MakeMoneyCleaner’ - Silver
Monique Horsley / Kean Szczur
Dentsu Creative / Australia
‘Carbon Sink Inc.’ - Bronze
Airi Miyasaka / Kotaro Tamaru
Hakuhodo / Japan
‘Blue Friday’
Spikes Unlocked will be published on March 23, featuring exclusive content from Jury Presidents and Jury Members on what made the winning work exceptional. The Spikes Asia Creativity Report will be released on March 30, which shines a light on the best Asian creativity, as selected by Spikes juries. The Report will feature interviews with winners about how the work was created, insights from jurors, trends, and themes that have emerged, along with the annual rankings for this year’s top performing Networks, Agencies, and Companies from APAC. All results can be found here.
