December 9, 2015

London Calling

The DMA Awards in London recently announced the 2015 winners. What I particularly like about these kind of awards is the fact that you can’t scam your way to a trophy. You need real results which means your campaign can’t have just appeared in an ad agency’s office building lobby or nearby cafe. The DMA’s celebrate real insights and intelligence combined with creativity and effectiveness. So let’s look at some winners…

 

Leo Burnett London – NSPCC Share Aware

Anyone with kids knows how scary it is with them sharing who knows what on social media. You can talk about it but most kids think their parents are not cool so whatever. This series of videos for the NSPCC brings to life the dangers of sharing in an entertaining way but still with a hard hitting message.

To quote the DMA website, “With a total of 65 million social impressions from a relatively small budget, the initial Facebook video post reached more than two million people on launch weekend – half organically, without paid media support. In six weeks, #shareaware achieved a Twitter reach of 54.8 million, helped by huge celebrity support, while the films were still watched on average every second and in 62 countries”.

The project won a gold for best film or video.

 

OgilvyOne UK – Battersea Cats & Dogs Home Looking For You

Another gold winner was a really innovative way to get people to care about adopting a dog. In real life, if a cute stray dog followed you it would tug at the heartstrings and make you want to take it home (as I’ve seen with my wife many times). OgilvyOne took this and harnessed RFID leaflets with digital outdoor and brought this to life. A virtual dog would follow people who took a leaflet and surprised them as they wandered around a mall.

According the the DMA website there were, “nearly 2,500 unique visits to the campaign microsite, more than 320,000 video views and 99% positive social sentiment. This amplification helped drive new visitors to the main Battersea site, with 79% of site traffic during the two weeks of our campaign period never having visited previously. The #lookingforyou Twitter feed was kept constantly updated with new dogs looking for homes and played its part in generating more than 200 new enquiries about rehoming specific dogs”.

 

Wunderman – CHECT The Next Photo

More gold, and another project that is all about doing something meaningful. Either I’m feeling emotional and choosing lots of projects with real purpose or the judges were moved to choose winners that do good. This won for best use of technology but wasn’t any huge, brain-straining leap in innovation. It simply used a phone camera flash and reflective paint to show how easy it is to detect a specific form of eye cancer in kids. Really nicely done.

 

Not every winner comes with a case video but still worth taking the time to read the write ups. Check out all the winners here >

 

 

September 14, 2015

Spike of creativity

Spikes Asia just announced the winners of it’s 2015 awards. It’s part of the group that also runs Cannes Lions and usually we see the Cannes winners dominate Spikes. This year there seems to be a bit more local flavour. Let’s take a look…

The Mobile Grand Prix went to a project from South Korea. Samsung’s “Look at me” campaign by Cheil was designed to show how mobile devices could be used for good, not just sharing food selfies. The project helped autistic children connect with people around them. It also won the PR Grand Prix and several golds.

Australia and New Zealand always perform well at Spikes being two of the strongest APAC countries when it comes to creativity. This Grand Prix for the Promo & Activation category was produced for BMW by DDB Auckland. It’s a simple April Fool’s stunt that made a lot of noise…

A project for India produced by Grey Singapore picked up the Innovation Grand Prix. The Life Saving Dot turned the traditional bindi, that almost every woman in India wears on her forehead, into a life-saving tool for delivering iodine to women in rural areas. A brilliantly simple yet clever idea.

Japan has traditionally been a strong performer at international awards and this year we saw Hakuhodo Kettle Tokyo win an Innovation Gold for another project that aims to help people in need. Working with the University of Tsukuba’s Special Need School they used technology to allow handicapped children to play the piano by just using their eyes…

Check out all the Spikes winners here >

November 17, 2010

Asia Pacific Winners

Last night I attended the Campaign Asia Digital Media Awards gala presentation in Beijing and there were some great winners from agencies across the region. One of the night’s big winners was Colenso BBDO / AIM Proximity of New Zealand who won the platinum award for best overall campaign for Yellow Chocolate. This amazing project for Yellow Pages also won a gold at Cannes and demonstrates a new way of thinking within agencies. These are the same people who brought us the Best Job in the World. Talking to the team afterwards they were telling me how that campaign and this one for Yellow Pages has completely transformed their agency. Now they approach projects in a completely new way compared to more traditional agencies. All the key people have an equal place at the table from the start where they develop the core idea that answers the client’s challenge. Then the campaign is built around the idea using whichever media is right for that audience. Sounds easy but few agencies work this way.

There must be something in the water in New Zealand (literally in this case) as there were other great winners such Tribal DDB with Live Rescue. To demonstrate the huge task the NZ Coastguard has finding vessels lost at sea, they capsized a boat, stranded 4 people in the ocean, and challenged New Zealand to find them, and save them, in a live-rescue event. Real-time ads drove people online to a search plane simulator to the race against the clock to find the missing boaties. GPS on the boat fed its location into the simulator, which also updated according to current weather conditions and the fading light. Volunteers soon realised they were faced with a hopeless situation, a feeling all too familiar to the Coastguard.

Moving a little further north we had a gold winner from Leo Burnett Sydney for best use of social media. Canon Photochains was developed to promote the Canon EOS DSLR camera range. It won a handful of awards at Cannes International Advertising Festival. The campaign used national television, print and online advertising to invite photographers of all skill levels to upload photographs to a chain started by Canon on the World of EOS website. Once online, people could also start their own photochains, or join those created by others.

OgilvyOne/Neo@Ogilvy Singapore won gold in the retail category for their Nike Trackball concept. Their brief was to “create something as unique and original as the new Nike CTR360 football boot that was to hit the shelves”. They created an interactive in-store experience where ball control and product knowledge of the Nike CTR360 was “both seamless and seductive”.

A special mention has to go to Amanda King, president of Tribal DDB Asia-Pacific, who was named Digital Agency Head of the Year.

Check out the full list of winners here.