ASIA-PACIFIC – BANGKOK, JANUARY 30, 2012: The Asia Pacific contingent has converted 53 nominations into 9 CUP trophies at the 5th International Advertising CUP in Istanbul, Turkey last January 26 and 27. From the 397 entries submitted from four regional festivals this year, the Art Directors Club of Europe (ADC*E) had the highest number of CUP trophies with 12, followed closely by ADFEST with 9, FIAP with 7, and Golden Drum with 6.
“THE CUP is one of the most difficult award shows to win because the judging criteria is unlike any other festival. This year’s winners deserve a big congratulations,” said Jimmy Lam, president of ADFEST.
DDB Group Melbourne won the CUP for Best of Products & Services (Best of Household Products & Maintenance) and Best of Media (Best of One2One) categories for their work for Cussons (Morning Fresh) entitled “Dirty Dishes”. Dentsu Inc. Tokyo’s work for UNIQLO (“Lucky Line”) scored a CUP in the Best of Products & Services category (Best of Fashion, Cosmetics and Luxury Goods), while the same agency bagged the CUP in the Best of Products & Services category (Best of Financial) for JAF CB Co “Hat / Iceberg / Goldrush”.
Cheil Worldwide Seoul grabbed the CUP in the Best of Media category (Best of Outdoor) through its 3M Super Sticky Post-It “Express Train” ad. Nike Japan’s “Write the Future: Tulio” campaign won the Best Integration of a Global Idea into a Local Culture CUP for Wieden + Kennedy Tokyo under the Best of AdMaking category. Wieden + Kennedy Tokyo scored another win with Taiyo Kikaku & RHIZOMATIKS for Nike Japan’s “Nike Music Shoe”, this time for the Best Craft for Production CUP in the Best of AdMaking category. The Japanese agencies closed their winning streak with Masashi Kawamura/Qanta Shimizu/Saqoosha/Hiroki Ono (Tokyo) for Zenith Ltd. “Sour/Mirror” which won the CUPs in the Best of Media (Best of Interactive) and Best of AdMaking (Best Use of Technology) categories.
Meanwhile, the Grand CUP Winner was awarded to Spanish agency Germinal Comunicacion for its campaign for Doctors Without Borders called “Pills Against the Pain of Others”. The campaign, which won the CUP for Best Social Engagements in the Products & Services, encouraged Spaniards to purchase pills to heal other people’s pains and illnesses.
“In international festivals like Cannes, big brands… almost always dominate the Grand Prix and Gold awards,” said Satoshi Takamatsu, founder and chief creative director of Ground in Tokyo, who served as jury president at the 5th CUP.
“In this festival I feel like here we are following another philosophy. We opened our minds to understand different cultures from around the world, which are unfamiliar cultures to us. It’s easy to find big flowers in Cannes, but it’s difficult to find small beautiful flowers. At THE CUP, it does not matter how big the flower is: if the flower is related to a cultural background, we try to find it no matter how small it is,” Takamatsu continued.
THE CUP brings together the best advertising campaigns from four continents: winners from ADFEST (Asia Pacific), FIAP (Ibero America), Golden Drum (Eastern Europe) and ADC*E (Europe) are entered into THE CUP, where they are judged by esteemed international jurors. Categories such as Best Integration of a Global Idea into a Local Culture, ‘Best Universal Idea Created in a Local Market, and Best Use of Local Culture, are among the categories unique to THE CUP.
To see a full list of winners and nominees for THE CUP 2011, visit www.thecupawards.com
