Cannes Lions 2014 shortlists for four more categories were revealed on June 17, with Australia leading in the Cyber and Radio categories. Meanwhile, Japan led in the Design category with 27 mentions.
CYBER
From Asia, Australia led with 16 shortlisted entries. Japan followed with eight, while India had six. Singapore had three, while China, Malaysia, and the Philippines had one shortlisted entry each.
From the Philippines, BBDO Guerrero’s Pantene campaign ‘Labels Against Women’ for Procter & Gamble Philippines was shortlisted.
RADIO
Australia led with 11 shortlisted entries. Singapore followed with five. India was next with three.
From the Philippines, there were two shortlisted entries:
DDB DM9 JaymeSyfu/Di9it’s ‘Bron’ for Cigna and Ace Saatchi & Saatchi’s ‘Zzz Radio – Pampers’ for Procter & Gamble Philippines. In the campaign, Lebron James calls a basketball fan who was too busy at work to watch the playoffs. An angry Lebron then starts acting out because the fan promised to watch his game even from the office. The spot ends with the message, ‘Don’t leave Manny at home. Subscribe to Cignal TV-TO-GO, and take your favorite shows with you. Only from Cignal.’
Also shortlisted in the Direct category, ‘Zzz Radio’ made use of a frequency no one owned, that aired nothing but static and branded it as Pampers ZZZ 99.1 FM, in order to communicate Pampers’ commitment to giving babies uninterrupted sleep.
Thailand had one shortlisted entry, BBDO Proximity’s Snickers campaign ‘Action Trailer’ for Mars Thailand Inc.
PRODUCT DESIGN
For the Product Design category, Asia only received 9 shortlists for 4 countries. South Korea got six for Samsung Electronics. China is shortlisted for Ogilvy Beijing’s Coca-Cola ‘Coke 2nd Life Caps’, while Mori Tokyo/Dentsu Tokyo’s Menicon ‘Miru’ for Japan also made it in the list.
From the Philippines, DDB DM9 JaymeSyfu/Di9it’s ‘Pocket Fire Extinguisher’ for the City of Las Piñas Fire Prevention month garnering a spot.
At Ad Summit Pilipinas, DM9 JaymeSyfu’s Chief Creative Officer Merlee Jayme presented the project, which aims to solve the problem of fire prevention in slum areas, where fire trucks would have difficulty reaching in times of emergency. Produced in sachet-form, the extinguishers work by breaking a capsule inside the pack, allowing vinegar and baking soda to mix and create flame-smothering carbon dioxide, which could then be released by tearing off a perforated corner.
DESIGN
With 27 mentions in the Design category, Japan garnered the most number of campaigns shortlisted, with works mostly from Dentsu Tokyo and Hakuhodo Tokyo, followed by Hong Kong with 10 and China with 9. Next were Singapore with six, India with five, Malaysia with four, Thailand and Australia with three each. South Korea and Vietnam had one shortlisted entry each.
The Philippines, on the other hand, got 2 shortlists for Ace Saatchi & Saatchi’s MMDA Metro Manila Film Festival ‘Text Message Film’ and Ogilvy & Mather Philippines’ Sony Philippines MDR Headphones ‘Listen with Respect’.
Created for the Metro Manila Film Festival’s new mobile phone film category for students, ‘Text Message Films’ showed how creative filmmaking could get with the most low-tech phones.
Meanwhile, ‘Listen With Respect’ positioned the headphones as a way of respecting the music, and the artist to create an on-ground experience to launch the Sony MDR headphones range in the Philippines.
Cannes Lions Festival of Creativity is happening from June 15 to 21, 2014 in Cannes, France.
