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MANILA – January 28, 2014 – The shortlist for the 2014 Festival of Media Asia Pacific Awards has been announced today, with Starcom MediaVest Group Philippines making the list in three different categories.
The media agency’s campaign, ‘UHP First Step to Livelihood’ for United Home Products (UHP) was shortlisted under the following categories: Best Engagement Strategy, Best Event/ Experiential Campaign, and The Utility/ Public Service Award.
Through the campaign, UHP came up with a livelihood program to help communities develop skills in order to make extra money, which they could use to purchase items that would improve their family’s health.
John Sintras, chairman of the Global Product Committee of Starcom MediaVest Group, told adobo in a previous interview that the campaign was done using the company’s experience creation framework, which is used to design communication experiences that are great from a consumer perspective. "How do we design work for today’s landscape that isn’t just about selling stuff, that really is about something useful and beneficial for the community that they really want to be a part of?" Sintras said.
The campaign, he said, centered on the insight that one could not sell non-essential things, such as vitamins, to people who don’t have a disposable income. "What is that unique human inspiration or insight that gets you to do work that’s not just advertising, it is actually about human experience – helping people’s lives, actually adding value to their lives and as a result, the product naturally gets integrated," Sintras said.
The Festival of Media Asia Pacific Awards recognizes the best in media thinking in the region. Below are the shortlisted entries for the 2014 awards:
Best Communications Strategy
– DraftFCB Media, New Zealand for SPCA/ MINI’s ‘Driving Dogs’
– MediaCom, India for Gillette India’s ‘Shave or Cave’
– MediaCom, India for Gillette India’s ‘Soldier For Women’
– UM Australia for News Corp Australia Metro Mastheads’ ‘Fast Front Pages’
– UM Australia for Lamb’s ‘Lambnesia’
Best Contribution to a Campaign by a Media Owner
– BBC Worldwide, United Kingdom for Tourism Malaysia’s ‘BBC and Tourism Malaysia’
– CNN International, Hong Kong for Hilton Hotel & Resorts ‘Stay Hilton Experience Asia’
– SPE Networks Asia, Singapore for Samsung’s ‘AXN and Samsung’s Engagement via Killer App’
– Yahoo Hong Kong Limited for HSBC’s ‘Credit Card – Red Hot Dine & Fly’
– Youku Tudou Inc., China for Oreo’s ‘OREO-Twist Open the Bonding Moment’
Best Digitally Integrated Campaign
– BBH Asia Pacific, Singapore for Chupa Chups’ ‘Chupa Chups – Making Suckers of the Internet’
– BBH Asia Pacific, Singapore for Happydent’s ‘Transforming the Talent Show for Social Media’
– Mindshare, Australia for Lynx’s ‘Leave a Man, Come Back a Hero’
– Mindshare, Thailand for AZAY’s ‘My Life at 55’
– Mindshare, Hong Kong for Hong Kong Disneyland’s ‘Disney’s Haunted Halloween – Choose Your Dark Side’
– Mindhsare, Pakistan for Dove Shampoo’s ‘Dove Bonds of Friendship’
– PHD, China for KNORR’s ‘KNORR VIDEO RECIPES’
– Starcom MediaVest Group, Australia for Farmers Union Iced Coffee’s ‘The Club Room – Uniting Men and Sport’
– Starcom MediaVest Group, Malaysia for Samsung’s ‘This is My Moment, LIVE.’
– Starcom MediaVest Group, Singapore for Samsung Mobile’s ‘Ambush: Samsung Game Changing Campaign’
Best Engagement Strategy
– Madison Media Infinity, India for Mediker Anti-Lice Treatment Naturals’ ‘How Radio Triggered 1.6 Years of Engagement Around an Unspeakable Problem’
– MATCH Media, Australia for Wild Turkey’s ‘Wild Turkey – The Turkey 10’
– MediaCom, India for Gillette India’s ‘Soldier For Women’
– MediaCompete Sdn Bhd, Malaysia for Coca-Cola’s ‘Coca-Cola Spreads the SPirit of Ramadhan to Moms during Fasting Month’
– Ogilvy & Mather, Singapore for IBM Corporation’s ‘NextGen CIO’
– Starcom MediaVest Group, Australia for Optus’ ‘Optus – Social Good ROCKS!’
– Starcom MediaVest Group, Philippines for United Home Products’ ‘UHP First Step to Livelihood’
Best Entertainment Platform
– BBH Asia Pacific, Singapore for Happydent’s ‘Transforming the Talent Show for Social Media’
– Maxus, India for Tata Tea’s ‘A Social Cause Campaign which Entertained to the Core!!’
– MediaCom, Australia for Westpac’s ‘Westpac – Air Rescue’
– PHD, China for Cornetto’s ‘Love in a Different Tense’
– PHD, Hong Kong for Durex’s ‘The Performan’
– Starcom MediaVest Group, Australia for Farmers Union Iced Coffee’s ‘The Club Room – Uniting Men and Sport’
– UM Australia for Lamb’s ‘Lambnesia’
Best Event/ Experiential Campaign
– DraftFCB Media, New Zealand for SPCA/ MINI’s ‘Driving Dogs’
– Harbour City Estates Limited, Hong Kong for Harbour City’s ‘Rubber Duck @ Harbour City’
– MediaCom, India for Gillette India’s ‘Shave or Cave’
– MediaCom, Singapore for AsiaRooms.com’s ‘AsiaRooms Romance of Travel’
– MediaCom, Singapore for Coke Zero’s ‘Tasting is Believing’
– Mindshare, Australia for Ben & Jerry’s ‘Ben & Jerry’s Sundae Sessions’
– Mindshare, Hong Kong for Nike’s ‘Nike – Owning the Night with Bus Shelter’
– Mindhsare, Indonesia for Axe’s ‘Axe Apollo Space Academy’
– Starcom MediaVest Group, Philippines for United Home Products’ ‘UHP First Step to Livelihood’
– Starcom MediaVest Group, Thailand for Foundation for the Blind in Thailand under the Royal Patronage of H.M. the Queen’s ‘Lucky13’
Best Launch Campaign
– BBH Asia Pacific, Singapore for Happydent’s ‘Transforming the Talent Show for Social Media’
– MEC, Australia for Paranormal Activity 4’s ‘Horrorific Results’
– MEC, Australia for Optic White’s ‘Must Have Whitening’
– MEC, Indonesia for TVS Dazz’s ‘TVS Dazz Launch – Walletman saves the day!’
– MediaCom, China for P&G-Braun’s ‘The World’s Coolest Gadget’
– MediaCom, China for Beetle’s ‘Rockin’ the VW Beetle in China’
– Mindshare, Australia for Lipton Ice Tea’s ‘Lipton Ice Tea Virgin Cocktails ‘Snaps of Summer”
– PHD, Hong Kong for Durex’s ‘The Performan’
– Starcom MediaVest Group, Australia for Insure My Ride’s ‘The Ultimate Rider’
– UM Australia for MasterCard’s ‘Locally Famous’
Best Social Media Strategy
– BBH Asia Pacific, Singapore for Chupa Chup’s ‘Chupa Chips – Making Suckers of the Internet’
– FoxyMoron, India for Femina India’s ‘Femina India ‘Made By You”
– MediaCom, Australia for NSW Health’s ‘Creating a Media Channel to Fight Hepatitis C’
– UM Australia for South African Tourism’s ‘Bucket List’
– UM Australia for Department of Families, Housing, Communities and Indigenous Affairs’ ‘XTL’
Best Targeted Campaign
– GOODSTUPH Pte Ltd, Singapore for Hewlett-Packard Singapore’s ‘The HP Elite Assembly’
– MEC, Australia for Brilliance’s ‘When Fans Become Famous’
– Mindshare, Malaysia for Sunsilk’s ‘How a $3 Shampoo Became Synonymous with Hijab Fashion’
– OMD, China for Li-Ning’s ‘The 4th Quarter’
– OMD, Hong Kong for Wyeth Materna’s ‘Two Thoughts One Goal’
– PHD, China for Clear Anti-Dandruff Shampoo’s ‘Winning Moments’
– UM, Malaysia for IPG Mediabrands Analytics’ ‘First of a Kind Media Placement that Juries have Already Loved!’
– UM, Malaysia for Bird’s Nest’s ‘Saying ‘Mom, I Love You’ is Not That Easy as you Would Think’
– UM Australia for Xbox’s ‘Halo: Capture the Poster’
Best Use of Content
– DraftFCB Media, New Zealand for SPCA/ MINI’s ‘Driving Dogs’
– MATCH Media, Australia for Wild Turkey’s ‘Wild Turkey – The Turkey 10’
– Starcom MediaVest Group, Australia for Optus’ ‘Optus – Social Good ROCKS!’
– Starcom MediaVest Group, Thailand for Foundation for the Blind in Thailand under the Royal Patronage of H.M. the Queen’s ‘Lucky13’
– UM Australia for MasterCard’s ‘Locally Famous’
Best Use of Mobile
– MEC, Australia for Paranormal Activity 4’s ‘Horrorific Results’
– Millenial Media, Singapore for Gillette’s ‘Gillette Accelerated Brand Awareness with Innovative Rich Media’
– OMD, Hong Kong for Wyeth Gold’s ‘See the World At Home’
– PHD, India for Brooke Bond Tea’s ‘Good life Club’
– UM, Malaysia for KFC’s ‘KFC- Finding ‘Waze’ to ‘FAST’ Food’
– UM Australia for Xbox’s ‘Halo: Capture the Poster’
– UM Melbourne, Australia for Target’s ‘Using Mobile to Put the ‘Toy’ Back Into ‘Toy Sale”
Best Use of Technology
– MediaCom, Australia for NSW Rural Fire Service’s ‘Rural Fire Service (RFS) – Getting Bush Fire Planning Done’
– Millenial Media, Singapore for Samsung / Samsung SMART TV’s ‘Angry Birds Catapults Samsung SMART TV Sales Across SEA’
– OMD, Hong Kong for Wyeth Gold’s ‘See the World At Home’
– Starcom MediaVest Group, Australia for GIO’s ‘Australia’s First Mobile “Post it” Note’
– Starcom MediaVest Group, Australia for Samsung Brand’s ‘The Access All Areas App – Samsung Plus 7App’
– UM, Malaysia for KFC’s ‘KFC- Finding ‘Waze’ to ‘FAST’ Food’
Consumer Research Award
– Madhouse India for multiple GroupM clients’ ‘No Comscore No Problem, MadPlanner Answered the Problem of No Comscore for Mobile’
– Starcom MediaVest Group, Singapore for ‘Greater China Women’s Study’
– Starcom MediaVest Group, Taiwan for Coke and all SMG Taiwan clients’ ‘Taiwan Multi-Screen Study’
– UM, Malaysia for Listerine Malaysia’s ‘‘Smiling is an Act of Charity’- LISTERINE Rides on a Cultural Insight’
The Creative Use of Media Award
– Kinetic WW, China for Nike’s ‘Nike Live Knitting Shanghai’
– OMD, Hong Kong for Wyeth Gold’s ‘See the World At Home’
– SparkPHD, New Zealand for Lipton/ Unilever’s ‘Lipton Chai Latte – Spicy Gossip’
– UM Australia for News Corp Australia Metro Mastheads’ ‘Fast Front Pages’
– UM Australia for Xbox’s ‘Halo: Capture the Poster’
The Data Innovation Award
– LodestarUM, India for Tata Nano’s ‘RJ Matrix’
– Match Media, Australia for IKEA’s ‘IKEA: A Data Matching Love Story’
– Starcom MediaVest Group, Australia for Starcom MediaVest Group & Novartis’ ‘Data Recasts the Creative Director’
– Starcom MediaVest Group, Australia for ‘Word on the Stweet : Real Time Data, Real Life Result’
The Effectiveness Award
– DraftFCB Media, New Zealand for Mitre 10’s ‘Making DIY Easy As’
– Madison Media Infinity, India for Parachute Advansed Ayurvedic Hair Oil’s ‘Convincing Consumers to Become Our Sales Force’
– Madison Media Infinity, India for Mediker Anti-Lice Treatment Naturals’ ‘How a Media Insight facilitated Mediker’s Journey from Lice Negative to Life Positive’
– MATCH Media, Australia for Wild Turkey’s ‘Wild Turkey – The Turkey 10’
– MediaCompete Sdn Bhd, Malaysia for Ambi Pur’s ‘From Tin Cans to Raya Icons: Ambi Pur Breaks Fast with Muslim Malays’
– Mindshare, Malaysia for HSBC’s ‘HSBC Smart Dining with Masterchef Sharone Hakman’
– PHD, China for Cornetto’s ‘Love in a Different Tense’
– Starcom MediaVest Group, Malaysia for Samsung’s ‘This is My Moment, LIVE.’
The Retail Award
– GOODSTUPH Pte Ltd, Singapore for Sephora Singapore’s ‘Sephora Hot Wheels’
– Havas Media Group, Singapore for McDonald’s ‘McDonald’s McDelivery Mobile Site’
– MEC, Australia for Mitsubishi Mirage’s ‘Mirage’
– MediaCom, Australia for Universal Music Australia’s ‘Give Music Generator’
The Utlity/ Public Service Award
– DraftFCB Media, New Zealand for SPCA/ MINI’s ‘Driving Dogs’
– Leo Burnett, Australia for SEEK Volunteer’s ‘Volunteer to Promote Volunteering’
– Ogilvy & Mather, Singapore for IBM Corporation’s ‘NextGen CIO’
– OMD, China for Johnson’s Baby’s ‘Spare Space, Spread Love’
– OMD, India for Johnson’s Baby’s ‘Johnson’s Baby Share the Language of Love’
– Starcom MediaVest Group, Philippines for United Home Products’ ‘UHP First Step to Livelihood’
– UM Australia for Department of Families, Housing, Communities and Indigenous Affairs’ ‘XTL’
The winners will be announced at the awards ceremony on March 18 at the Capella Singapore Hotel.
To view the full shortlist, visit the Festival of Media website.
