SINGAPORE — Familiar award-winning campaigns have also made it to the Spikes Asia Festival of Creativity Awards, with Clemenger BBDO Melbourne’s “Meet Graham” campaign for the Transport Accident Commission (TAC) Victoria winning a grand total of four Grand Prix, and CJ Worx Bangkok’s “The Unusual Football Field Project” for AP Thailand garnering three top prizes.
Here is a look into all the Spikes Asia Grand Prix winners.
“Meet Graham” — Digital Grand Prix, Direct Grand Prix, Healthcare Grand Prix, PR Grand Prix
“Graham” is the only man designed to survive a car crash. Clemenger BBDO Melbourne created an interactive sculpture of what the human body should ideally look like to be able to absorb the impact of a car crash. It served as the Transport Accident Commission Victoria’s latest awareness campaign on road safety.
Agency: Clemenger BBDO Melbourne
Client: Transport Accident Commission Victoria
“Through the Dark” — Digital Craft Grand Prix
R/GA Sydney collaborated with hip-hop legends Hilltop Hoods for Google Play Music in an exclusive, interactive music video for Through The Dark, their personal song about a father’s world turned upside down while his son battled leukemia. Users navigate through two simultaneous 3D worlds, The Light and The Dark, by rotating their mobile odds.
Agency: R/GA Sydney
Clinet: Google
“Adidas Odds” — Integrated Grand Prix
“An even pair of two lefts, or two rights, for those who run against the odds.” In honour of Rio Paralympics 2016, Taproot Dentsu and Adidas created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of giving them one side of the shoe that’s useless, the unique shoe box had another side of the shoe they really need.
Agency: Taproot Dentsu, Mumbai
Client: Adidas
“The Unusual Football Field Project” — Design Grand Prix, Outdoor Grand Prix, Promo & Activation Grand Prix
CJ Worx and property development company AP Thailand took empty spaces in one of most heavily populated areas in Bangkok, whatever their shape or size may be, and turned them into football fields. The endeavour aimed to provide a venue for sports and recreation for underprivileged youth to keep them away from drugs, crime, and violence.
Agency: CJ Worx
Client: AP Thailand
“Smile Lock Outlet” — Innovation Grand Prix
The Smile Lock Outlet is a new IOT outlet module device and service that promotes the use of unused outlets around town. The infrastructure of electricity has been widely in place around town. However, it was impossible for people other than landowners to use because power usage could not be accurately monitored. This networked module automatically collects and tracks usage date in real time, and it enables landowners to share outlets. The goal is to provide convenience by expanding the charging sites and promoting the use of electric vehicles such as the Toyota i-ROAD.
Agency: Dentsu, Inc., Tokyo
Client: Toyota Motors
“Brewtroleum” – Creative Effectiveness Grand Prix
Colenso BBDO Auckland for DB Breweries/Heineken created “Brewtroleum”, a biofuel made from yeast leftover after the beer brewing process. “Brewtroleum” reduced carbon emission by 8%. When consumers filled their cars on “Brewtroleum”, they received a discount on DB Export. When they bought DB Export, they gout a discount on “Brewtroleum”.
Agency: Colenso BBDO Auckland
Client: DB Breweires/Heineken
“Made Possible by Melbourne” — Media Grand Prix
McCann Melbourne turned the city into a free exhibition of the University of Melbourne’s world-changing research. Exhibits were placed in sites that are frequented by people who might invest in the research. The exhibits were accompanied by a digital audio guide, virtual map, free cycling tour, and a pop-up cafeteria offering research people can eat and drink. All exhibits were connected by a branded tram that served as a free exhibition shuttle.
Agency: McCann Melbourne
Client: University of Melbourne
“Arts Science Museum: Into the Wild” — Mobile Grand Prix
Into the Wild is a mixed reality experience taking place in Singapore’s ArtScience Museum. Visitors can freely explore an immersive exhibit in which the entire museum transforms into a virtual rainforest, thanks to Tango. The app tracks motion and understands depth, distance travelled and objects inside the museum-turned-rainforest. The rainforest is inhabited by endangered animals people can interact with to learn about the dangers they face from human impact. Into the Wild becomes a reality when the virtual tree that people can plant as a symbolic act becomes a real tree in Sumatra donated by the project’s sponsors.
Agency: MediaMonks Amsterdam
Client: Google, Lenovo, WWF
“Gravity Cat” — Entertainment Grand Prix
Hakuhodo Inc.’s idea for Sony Interactive Entertainment Inc.’s “Gravity Daze 2” is to make a cat video in the new laws of gravity beyond Newton’s laws. To communicate the fun of gravity changes, the agency made live-action film featuring a girl and her cat freely running across the walls and ceiling in the real world.
Agency: Hakuhodo Inc.
Client: Sony Interactive Entertainment Inc.
“Hard Man to Impress”, “Scared”, “Treehouse” — Film Grand Prix
Colenso BBDO’s video series for Pedigree is part of the brand’s “Pedigree Child Replacement Programme” campaign which encourages parents who find themselves alone after their kids move out to adopt dogs to “replace” their children.
Agency: Colenso BBDO
Client: Pedigree
No Grand Prix awarded for Film Craft
“Build the Future 1” — Print & Publishing Grand Prix
Ogilvy Bangkok made kids build their dream careers with Lego bricks to symbolize kids’ development. The agency chose three dream careers in different fields — astronaut (science), the arts (rock star), and social services (firefighter).
Agency: Ogilvy Bangkok
Client: Lego
“Flounder Fish”, “Octopus”, “Lotus Root”, “Mackerel”, “Onion”, “Mushroom”, “Okra” — Print & Outdoor Craft Grand Prix
Too much Soy Sauce can ruin the flavour of food, too little and the natural flavour isn’t enriched. With this principle in mind, Ogilvy & Mather Japan engaged a Gyotaku artist (fish-printer). He took just the right amounts of Sagawa Soy and used it as an ink on Washi paper to illustrate the food. A calligrapher completed the idea with: Sagawa Soy Sauce. Just enough brings the taste alive. Just as Soy Sauce brings food to life, it brought the posters to life, too.
Agency: Ogilvy & Mather Japan
Client: Sagawa Shoyu Inc.
“Smartwig” — Radio Grand Prix
A ‘Smartwig’ with live cross overs to the NSW Blues locker rooms, live commentary from Triple M, and exclusive interviews with past NRL legends, is the centrepiece for a State of Origin campaign during the NSW Rugby League by The Star Sydney and Bashful Sydney, Australia.
Agency: Bashful Sydney
Client: The Star Sydney
“The Immunity Charm” — The Grand Prix for Good
Afghanistan has been in a state of war now over a decade affecting poor, rural communities the most. Mothers, especially those with babies, are not able to regularly provide regular health care to their children, much less track their vaccinations. McCann Health and McCann Worldgroup India leveraged the use of charm bracelets, a traditional accessory to ward off evil spirits from children, to carry vaccination records and to integrate culture with medicine and science.
Agency: McCann Health, Mumbai / McCann Worldgroup India
Client: Ministry of Public Health, Afghanistan
