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India dominates with 39 finalists at APAC Effie Awards 2016
Mullen Lowe Lintas had the highest number of finalists with 18, followed by Ogilvy & Mather with seven and BBDO with three
BestMediaInfo Bureau | Delhi | March 3, 2016
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One hundred and thirty six entries have made it as finalists and will be contending for metals at the Asia Pacific Effie Awards 2016.Spanning 35 single market and multi-market categories, the finalists are represented by agencies from 15 countries, with India grabbing the highest number of entries at 39.
Dominating the list of finalists are entries from Ogilvy & Mather, Mullen Lowe and BBDO. Others agency networks that contributed several entries on the list include McCann, TBWA, Grey Group and Barnes, Catmur& Friends.
From India, Mullen Lowe Lintas had the highest number of finalists with 18. It was followed by Ogilvy & Mather with seven finalists and BBDO with three, including Ariel's “ShareTheLoad” campaign. Among the others, Grey, Contract, Red Fuse, PHD and Enormous had one finalist each.
The APAC Effie Awards honours the region's most outstanding marketing communication works that have proven results in meeting strategic objectives and is seen by advertisers and agencies as the gold standard in marketing effectiveness.
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Cheuk ChiangAward Chairman Cheuk Chiang commented,"It is inspiring to see such a great calibre of entries, achieving compelling results and rooted in strategic innovation. This year the jury has been tougher in our evaluation of the work, so entries which have made it to this stage are indeed campaigns which have demonstrated truly outstanding results and excellence in effectiveness. APAC Effie is the industry symbol when it comes to excellence in marketing effectiveness and the high standard of finalists clearly demonstrates that. Congratulations to all the finalists."
Each of these finalists have been through two rounds of rigorous judging by an expert jury comprising 130 senior level advertising and marketing professionals from agencies and clients across the region. Leading the jury are 2016 Awards Chairman, Cheuk Chiang, and five Heads of Jury – Anthony Wong of Ogilvy & Mather Group, Nagesh Alai of FCB, Richard Murphy of McDonald's, Sandeep Seth of P&G and Michelle Guthrie, who has since left Google Asia Pacific.
Winners will be announced at the Awards Gala, which will be held at Intercontinental Singapore, on April 21, 2016.
2016 finalists:
| Entry Title | Agency | Client | Country | |
| Single Market – Products & Services Categories | ||||
| Automotive | ||||
| 1 | GO! GLA | Hakuhodo The Day / Hakuhodo | Mercedes-Benz Japan Co. | Japan |
| 2 | Love from Land Rover | Y&R New Zealand | Land Rover New Zealand | New Zealand |
| 3 | The Xtreme Delivery | TBWA Hakuhodo | Nissan Motor Co. | Japan |
| 4 | Tough Is Not Enough | Blue Hive Australia | Ford Motor Company Australia | Australia |
| Beauty & Wellness | ||||
| 5 | Band-Aid Heal with Love | BBDO & Proximity China | Shanghai Johnson & Johnson Pharmaceuticals | China |
| 6 | Brave and Beautiful | Mullen Lowe Lintas Group | Dabur India | India |
| 7 | Breast Cream | Colenso BBDO / Proximity | NZ Breast Cancer Foundation / Skinfood | New Zealand |
| Beverages – Alcohol | ||||
| 8 | Pure Potential | Special Group | Lion | New Zealand |
| 9 | The Unofficial Official Beer of SG | BBDO Singapore | Asia Pacific Breweries | Singapore |
| 10 | 2015 RIO Brand Campaign | McCANN | RIO | China |
| Beverages – Non-Alcohol | ||||
| 11 | AdaAQUA | Y&R Indonesia | Danone | Indonesia |
| 12 | Art of OLDTOWN | Spin Communications | White Cafe | Malaysia |
| 13 | Cut Through the Heat | McCann Worldgroup | Cocoa Cola South Pacific | Australia |
| 14 | Give Truth a Chance | Ogilvy & Mather | Coca Cola India | India |
| 15 | Must Be Milk | Colenso BBDO / Proximity | Fonterra | New Zealand |
| 16 | Redefining Coffee for India | McCann Worldgroup | Nestle India | India |
| 17 | Reversing the Curse of the Concentrates | Bates India | Mondelez India Foods | India |
| Consumer Electronics and Durables | ||||
| 18 | #RespectForWomen | Mullen Lowe Lintas Group, India | Havells India | India |
| 19 | Start Something New | TBWA \ Media Arts Lab | Apple, Inc. | China |
| Corporate Reputation/Professional Services | ||||
| 20 | Omron: Donate Your Voice To Help Someone See | McCann Worldgroup | Omron Automation India | India |
| 21 | OSUSOWAKE | McCann Erickson Japan Inc. | Amway Japan G.K. | Japan |
| Financial Products & Services | ||||
| 22 | A Revolutionary Convergence | Digital Arts Network | Mastercard | Singapore |
| 23 | DBS Credit Card “Friendly Rivalry” | IPG HK | DBS Bank Hong Kong | Hong Kong |
| 24 | Democratising Money Transfer | Ogilvy & Mather Advertising | Vodafone India | India |
| 25 | Nimble It And Move On | McCann Melbourne | Nimble | Australia |
| 26 | Price of Living 2040 | PHD Hong Kong | Manulife (International) | Hong Kong |
| 27 | Real Claims | Colenso BBDO/ Proximity / Assembly | IAG | New Zealand |
| 28 | Uncle Sim's So Simple Tips | BBDO Singapore | Visa Worldwide | Singapore |
| 29 | Visa The Voice | BBDO & Proximity China / OMD China | Visa Information System (Shanghai) | China |
| 30 | $HRED | Colenso BBDO / Proximity | Bank of New Zealand | New Zealand |
| Food | ||||
| 31 | #MyFamilyCan | Leo Burnett Melbourne | SPC Ardmona | Australia |
| 32 | Hungry Slip Ups | BBDO Hong Kong | Mars Food Inc. | Hong Kong |
| 33 | Selling Without Selling | J. Walter Thompson Sydney | Kellogg's Australia | Australia |
| 34 | Snickers, Hungry Barber | I&S BBDO / BBDO Japan | Mars Japan | Japan |
| Government/Institutional | ||||
| 35 | Bet Regret | McCann Melbourne | VRGF | Australia |
| 36 | Winning the War vs Alcohol/Violence | J. Walter Thompson | NSW Government | Australia |
| Healthcare | ||||
| 37 | 2015 Daktarin IMC Campaign | BBDO China (Beijing) | Johnson & Johnson | China |
| 38 | An Ugly Disease Turned Beautiful | Grey | MS | Australia |
| 39 | Constipasana – a posture of relief | Mullen Lowe Lintas Group, India | Abbott India | India |
| Household/Home Products & Services | ||||
| 40 | Ariel – Share The Load | BBDO India | Procter & Gamble India | India |
| IT/Telco | ||||
| 41 | Maxis' New Network | Ogilvy Malaysia | Maxis Mobile Services | Malaysia |
| Media, Entertainment & Leisure | ||||
| 42 | Ashbeclee | 303LOWE | Perth Racing | Australia |
| 43 | Broadcasting Social Change | Ogilvy and Mather | Star India | India |
| 44 | Reclaiming the Footy Radio Crown | Whybin\TBWA Group | 3AW | Australia |
| 45 | The Suffering of Buffering | Mullen Lowe Lintas Group, India | Google, India | India |
| Other Products & Services | ||||
| 46 | A Day Made Better Teacher Awards | Ogilvy Melbourne | OfficeMax Australia | Australia |
| 47 | adidas Originals #THIS IS ME | Carat China | adidas | China |
| 48 | Cellphone to Sellphone | Mullen Lowe Lintas Group, India | OLX India | India |
| 49 | Daily Recharge | Ogilvy & Mather | Tata Sky | India |
| 50 | Holding Hands in Depend | Diamond Ogilvy | Yuhan Kimberly | Korea |
| 51 | INTI SPMSURESKOR | Ogilvy Malaysia | INTI International University & Colleges | Malaysia |
| 52 | Time to go shopping at the TAB | Whybin\TBWA Group Sydney | Tabcorp | Australia |
| Real Estate | ||||
| 53 | Australia Lives Here | BWM Dentsu Melbourne | realeastate.com.au | Australia |
| Restaurants | ||||
| 54 | Half A Dish | McCann & Spencer | Café de Coral | Hong Kong |
| 55 | Holding Australia To Ransom | Barnes, Catmur & Friends | Hell Pizza | New Zealand |
| Retail | ||||
| 56 | Challenge 100 | Lowe China | Anta | China |
| 57 | Wish Chain | Mullen Lowe Lintas Group, India | Flipkart Internet | India |
| Travel / Tourism | ||||
| 58 | Diu – Ilha De Calma | Ogilvy & Mather India | Daman and Diu Tourism | India |
| 59 | Scoot Inspiring Spirit | Saatchi & Saatchi | Scoot | Singapore |
| 60 | Tiger Infrequent Flyers Club | McCann Melbourne | Tigerair | Australia |
| 61 | VisitBritain Naming Campaign | Ogilvy Beijing | VisitBritain | China |
| Single Market – Specialty Categories | ||||
| Asia Pacific Brands | ||||
| 62 | #RespectForWomen | Mullen Lowe Lintas Group, India | Havells India | India |
| 63 | AdaAQUA | Y&R Indonesia | Danone | Indonesia |
| 64 | Fool-proof Internet Service | Mullen Lowe Lintas Group, India | Idea Cellular | India |
| 65 | Holding Australia to Ransom | Barnes, Catmur & Friends | Hell Pizza | New Zealand |
| 66 | Maxis' New Network | Ogilvy Malaysia | Maxis Mobile Services | Malaysia |
| 67 | Must Be Milk | Colenso BBDO / Proximity | Fonterra | New Zealand |
| Brand Experience | ||||
| 68 | An Ugly Disease Turned Beautiful | Grey | MS | Australia |
| 69 | Art of OLDTOWN | Spin Commmunications | White Cafe | Malaysia |
| 70 | Dove “Silk Smooth ASMR” | BBDO Beijing (China) | Mars Food China | China |
| 71 | House of Little Moments Campaign | ADK Taiwan | Uni-President | Taiwan |
| 72 | Love from Land Rover | Y&R New Zealand | Land Rover New Zealand | New Zealand |
| 73 | Nike HKG Women Race – Better for it | Ogilvy & Mather Group, Hong Kong | Nike Hong Kong | Hong Kong |
| 74 | Price of Living 2040 | PHD Hong Kong | Manulife (International) | Hong Kong |
| 75 | TURD Talks | Y&R Philippines Inc. | Silid Aralan | Philippines |
| 76 | VisitBritain Naming Campaign | Ogilvy Beijing | VisitBritain | China |
| Brand Revitalisation | ||||
| 77 | 3 More Years | Mullen Lowe Lintas Group, India | Hindustan Unilever | India |
| 78 | Ariel – Share The Load | BBDO India | Procter & Gamble India | India |
| 79 | Band-Aid Heal with love | BBDO & Proximity China | Shanghai Johnson & Johnson Pharmaceuticals | China |
| 80 | Dettol Squeezy: Teaching India the Dettol Habit | McCann Worldgroup | Reckitt Benckiser (India) | India |
| 81 | Must Be Milk | Colenso BBDO / Proximity | Fonterra | New Zealand |
| 82 | Sanifresh – 700 to 7 steps | Ogilvy & Mather | Dabur India | India |
| Branded Utility | ||||
| 83 | An Ugly Disease Turned Beautiful | Grey | MS | Australia |
| 84 | House of Little Moments Campaign | ADK Taiwan | Uni-President | Taiwan |
| 85 | Rin Career Ready Academy | PHD India | Hindustan Unilever | India |
| 86 | Track The Bite | Mullen Lowe Lintas Group, India | Godrej Consumer Products | India |
| Business-to-Business | ||||
| 87 | Broken Promises | Mullen Lowe Lintas Group, India | Practo Technologies | India |
| 88 | IBM BlueHub | Ogilvy and Mather Japan | IBM Japan | Japan |
| 89 | Made in China 2.0 | Ogilvy & Mather Singapore / Ogilvy & Mather Shanghai | UPS | Singapore / China |
| David vs Goliath | ||||
| 90 | An Ugly Disease Turned Beautiful | Grey | MS | Australia |
| 91 | Brave and Beautiful | Mullen Lowe Lintas Group, India | Dabur India | India |
| 92 | Introducing India to Commute Commerce | Enormous | Clues Network | India |
| Goodworks – Brand | ||||
| 93 | ANZ's push for an equal future. | Whybin TBWA Melbourne | ANZ | Australia |
| 94 | Ariel – Share The Load | BBDO India | Procter & Gamble India | India |
| 95 | Brave and Beautiful | Mullen Lowe Lintas Group, India | Dabur India | India |
| 96 | OrangeAid – Last Day of School | BBH Asia Pacific / OMD Singapore |
NTUC Income | Singapore |
| 97 | Spreading a million smiles | Red Fuse Communications | Colgate Palmolive (India) | India |
| Goodworks – Non-Profit | ||||
| 98 | Breast Cream | Colenso BBDO / Proximity | NZ Breast Cancer Foundation / Skinfood | New Zealand |
| 99 | CHOR CHANG | Ogilvy & Mather Advertising Bangkok | WWF-THAILAND | Thailand |
| 100 | Devalue Rhino Horn | Ogilvy & Mather Vietnam | Rhino Rescue Project | Vietnam |
| 101 | End Acid Sale | Ogilvy & Mather | Make Love Not Scars | India |
| Media Innovation | ||||
| 102 | Holding Australia To Ransom | Barnes, Catmur & Friends | Hell Pizza | New Zealand |
| 103 | Know Your English Banner | Grey Group Singapore | British Council Singapore | Singapore |
| 104 | VisitBritain Naming Campaign | Ogilvy Beijing | VisitBritain | China |
| New Product or Service | ||||
| 105 | Introducing LUX Luminique in Japan | J. Walter Thompson | Unilever Japan Service K.K. | Singapore |
| 106 | Truecaller – Take The Right Call | Contract Advertising India | True Software Scandinavia AB | India |
| Real-Time Marketing | ||||
| 107 | Challenge 100 | Lowe China | Anta | China |
| 108 | Hershey's Happygrams | MRM/McCANN Singapore | The Hershey Company | Singapore |
| 109 | VisitBritain Naming Campaign | Ogilvy Beijing | VisitBritain | China |
| Small Budget – Products | ||||
| 110 | Breast Cream | Colenso BBDO / Proximity | NZ Breast Cancer Foundation / Skinfood | New Zealand |
| 111 | Holding Australia To Ransom | Barnes, Catmur & Friends | Hell Pizza | New Zealand |
| 112 | Hungry Slip Ups | BBDO Hong Kong | Mars Food Inc. | Hong Kong |
| 113 | Love from Land Rover | Y&R New Zealand | Land Rover New Zealand | New Zealand |
| 114 | Snickers, Hungry Barber | I&S BBDO / BBDO Japan | Mars Japan | Japan |
| Small Budget – Services | ||||
| 115 | A for Anthem | Ogilvy & Mather | The Akanksha Foundation | India |
| 116 | CHOR CHANG | Ogilvy & Mather Advertising Bangkok | WWF-Thailand | Thailand |
| Sponsorship & Event Marketing | ||||
| 117 | 2014 361° Asian Games Campaign | Ogilvy Beijing | 361° (China) Co. | China |
| 118 | An Ugly Disease Turned Beautiful | Grey | MS | Australia |
| 119 | Challenge 100 | Lowe China | Anta | China |
| 120 | Nike HKG Women Race – Better for it | Ogilvy & Mather Group, Hong Kong | Nike Hong Kong | Hong Kong |
| 121 | OMO Reunion Champions | Mullen Lowe Group | Unilever | Singapore |
| Sustained Success | ||||
| 122 | An Idea Can Change Your Life | MullenLowe Lintas Group, India | Idea Cellular | India |
| 123 | Curing Beer Boredom for 5 Years | The Works | Beam Suntory | Australia |
| 124 | Discovering Real Togetherness | Mullen Lowe Lintas Group, India | Hindustan Unilever | India |
| 125 | Hell Pizza | Barnes, Catmur & Friends | Hell Pizza | New Zealand |
| 126 | India Wakes Up to Tooth Sensitivity | Grey Group | GSK Consumer Healthcare | India |
| 127 | Legend | Clemenger BBDO | New Zealand Transport Agency | New Zealand |
| 128 | Packaged Good to Packaging Good | Mullen Lowe Lintas Group, India | Tata Global Beverages | India |
| 129 | PX Mart, from No Body to Somebody | Ogilvy & Mather Advertising Taiwan | PX MART | Taiwan |
| 130 | The People's Beer | Barnes, Catmur & Friends | Boundary Road Brewery | New Zealand |
| 131 | #HelpAChildReach5 – 2014 | Mullen Lowe Lintas Group, India | Hindustan Unilever | India |
| Youth Marketing | ||||
| 132 | adidas Originals #THIS IS ME | Carat China | adidas | China |
| 133 | First Move | Mullen Lowe Lintas Group, India | Hindustan Unilever | India |
| 134 | Go Solo | Mullen Lowe Lintas Group, India | Star India | India |
| 135 | Travel Made Different | BBH Asia Pacific / Germs Singapore | NTU Income | Singapore |
| Multi-Market – Products & Services | ||||
| 136 | World Gallery | TBWA \ Media Arts Lab | Apple, Inc. | United States |