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Adfest 2013: India scoops up 16 medals on first day of awards

The Lotus winners announced are in the Interactive, Mobile, Print Craft, Design, Press, New Director and Film Craft categories  

BestMediaInfo Bureau | Delhi | March 19, 2013

The winners of the Interactive, Mobile, Print Craft, Design, Press, New Director and Film Craft Lotus were announced at the end of the second day of the 16th Asia Pacific Advertising Festival (Adfest), being held in Pattaya, Thailand. Indian agencies hit 16 medals. Taproot India led the tally with 2 Silver and 4 Bronze medals followed by Grey Worldwide India with 2 Silver medals. McCann Worldgroup, Contract Advertising and Bang Bang Films were other Silver winners. DDB Mudra, Leo Burnett and Webchutney won a Bronze each.

Interactive Lotus

Cyber Lotus has been renamed Interactive Lotus for Connect the Dots. This year there were 203 entries.

Interactive Jury President Valerie Cheng, Executive Creative Director for JWT Singapore, said, “What was interesting was the winning work was chosen not so much due to the new technology it used but more on the insightful way the campaign used pre-existing technology that demonstrated how digital is really a way of life not just a media channel. It showed that digital is really aintegrated part of people’s lives.”

21 awards were announced, including 11 Bronze, 6 Silver, 3 Gold and 1 Grande. The Grande was presented to Clemenger BBDO, Sydney for its ‘Mimeisthai’ work for TEDxSydney.

Three Golds were won by Party, Tokyo for ‘Unicorn x Space Brothers “Feel So Moon”’, McCann Melbourne for ‘Dumb Ways to Die’ and DDB DM9JamesSyfu, Manila for ‘Bury the Past’.

From India, Webchutney won a Bronze in this category for its campaign Harmonium Love for Mohan Music Place.

Mobile Lotus

Mobile Lotus is a new category introduced this year and received 62 entries. There were six awards given in the category, including 2 Silvers and 4 Bronze Lotus.

The 2 Silvers were won by beacon communications kk, Tokyo for ‘9 heroes’ and JWT Singapore for ‘Rapid Rescue’.

Valerie Cheng, Executive Creative Director for JWT Singapore was chairing the Jury for the Mobile Lotus category. She said, “We were hoping to see more work in the mobile category this year. The straightforward criterion to win work in this category is that it had to be entertaining and useful. We could see that the winning work in mobile was something that people would genuinely want to download and that it was easy for them to engage with.”

There was no finalist/winner from India in this category.

Press Lotus

From 408 entries in the Press category (up from 335 in 2012), there were 30 Lotus trophiesawarded including 1Grande, 3 Gold, 10 Silver and 16 Bronze. Best of Show for the Press category went to Leo Burnett Sydney for Bunderberg Red’s ‘Butterfly/Catfish/Pig, in the Alcoholic Beverages category.

Press Jury President Ronald Ng, Chief Creative Officer of BBDO/Proximity Singapore, explained, “As the Print jury, we tried to judge work from the point of view of a consumer and therefore looked for executions that were strong on human insights. We were excited about awarding the Grande Lotus to Bundeberg Red. As a piece of work, it ticked all the boxes and delivered great, classic advertising in print form.”

The 3 Gold Lotus awards were given out to PT Hakuhodo Indonesia from Jakarta for ‘Afrochina/ArabAmerican/Indijap’, DDB Group Singapore for ‘Life Cycle – Cityscape/Terrain/Roadmap’ and the Leo Burnett Group Thailand for ‘its Monologue Campaign work for Land Rover called ‘Mountain/Orangutan/River’.

Indian agencies picked 4 Lotus in Press category including a Silver and 3 Bronze medals.

Press Lotus
Horn/Bell/Duck Volkswagen Passat DDB Mudra Group Bronze
Hands can't be trusted- House Wife/Hands can't be trusted- Scientist Videocon Mobile McCann Worldgroup India Bronze
Visual Classified Times Classified Taproot India Silver
Abused Goddess 1-3 Save Our Sisters Taproot India Bronze

Print Craft Lotus

The Print Craft category attracted 325 entries in 2013, more than 50 per cent higher than the previous year.

It was also won the highest number of awards of any category – 40 in total, which included 12 Gold, 17 Silver and 11 Bronze Lotus awards. There is no Grande award given out for the Print Craft category.

Jury President Santosh Padhi, Chief Creative Officer and Co-Founder of Taproot India, said, “The winning work was very well crafted with great art direction – newness and freshness in terms of execution – and that’s what we liked about it. There was a great amount of competition in this category this year so we had a tough time picking the winners. Adfest normally has strict criteria not to award more than three winners per sub-category but because there was so much great work, we had to award more work, which shows the high level of quality.”

The Print Craft categories where the 12 Gold awards were given were:

  • Photography, which went to Dentsu Inc, Tokyo for D&AD 2012 Exhibition in Japan ‘The Fruit: Pomegranate/Cherry/Apple’
  • Illustration, given to Dentsu Inc, Tokyo for Mars Lumograph ‘The Ultimate Pencil: Old Man’ and Best Use of Illustration, given to Dentsu Inc, Tokyo for Mars Lumograph ‘The Ultimate Pencil: Old Man/Flower’
  • Another Gold for Best Use of Illustration was given to Leo Burnett Group Singapore for National Library Board ‘Little Red Riding Hood/The Emperor’s New Clothes’
  • Two Golds were awarded for Art Direction. These were presented to Y&R Malaysia for Penguin Books ‘More than just the Classics Science Fiction/Travel/Architecture/Fairy Tales/Hobbies/Gardening’ and to DDB Group Hong Kong for Westone (Thinking Group) ‘Tunnel/Café/Train’.
  • A Gold for Retouching/Image Manipulation went to Illusion Co., Bangkok for WMF Boning Knife ‘Beef/Pork’.
  • A Gold award for Best Use of Retouching/Image Manipulation was awarded to McCann Worldgroup Bangkok for the same piece of work. JWT Shanghai also won Gold in this category for Toiletries ‘Civilization - Egypt/Rome’.
  • In the final category, Computer Generated Imagery, 3 Gold awards were presented to one company, Illusion Co., Bangkok. The three pieces of work that won them these awards were Westone (Thinking Group) ‘Tunnel/Café/Train’, Harvey Nichols ‘Maximum Impact: Rhino vs. Elephant’ and Toiletries ‘Civilization – Egypt’.

From India, there were 3 agencies bagging 2 Silver and 3 Bronze medals in Print Craft.

Print Craft Lotus
God ATSS McCann Worldgroup India Silver
Country side Bar/Fish Market/Toilet Nima Bartan Taproot India Bronze
Camouflage Toilet/Camouflage Kitchen Bajaj Exhaust Fans Leo Burnett India Bronze
Abused Goddess 1-3 Save Our Sisters Taproot India Silver
Face 1/Face 2/Face 3 PrayasBharti Trust Taproot India Bronze

Film Craft Lotus

With 226 entries for Film Craft Lotus, there more than double the number of hopeful creative works for this category, compared to last year.

There were 25 winners for the Film Craft category, including 5 Gold, 10 Silver and 10 Bronze Lotus Awards. No Best of Show is awarded for Craft categories.

Addict Media Films Seoul won 3 Gold in Directing, Editing and Cinematography for Samsung Camera ‘What Does Your Mind See?’The Gold for Special Effects went to Alt.fx, Brisbane for Foxtel’s ‘Seeing is Believing’, and the fifth Gold was awarded for Production Design and went to Ogilvy Beijing for Volkswagen Phaeton’s ‘Singular Masterpiece’.

Film Craft Jury President John Park, Founder and Direct of Addict Media Films, Seoul, said, “There were fewer individual spots that stood out in the Film Craft category but overall, the level of craftsmanship was better than last year in many different categories, but especially in Cinematography. Truth-based films that used a documentary style or captured moments in life were a big trend this year.”

Three Indian agencies bagged one Silver Lotus each in Film Craft category.

Film Craft Lotus
IPL- Carnival BCCI Bang Bang Films Silver
Giving is Magic ICICI Bank Corcoise Films Silver
Morphy Richards- Corruption Morphy Richards Juicers Contract Advertising Silver

New Director Lotus

This year, there were 13 entries to the New Director category. The Jury awarded one Silver and Two Bronze Lotus awards, plus a commendation. The Silver Lotus was presented to Leo Burnett Malaysia from Kuala Lumpur for Petronas ‘Strangers’.

There was no finalist/winner from India for New Director Lotus.

Design Lotus:

India got 3 medals in Design category where Grey Worldwide India won 2 Silver Lotus and Taproot India won a Bronze Lotus.

Design Lotus
Strip the Summer Killer Jeans Grey Worldwide India Silver
Green Fold Killer Jeans Grey Worldwide India Silver
DONATE MORE RED CROSS Taproot India Bronze

Info@BestMediaInfo.com

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