SINGAPORE – Every year, one of the most anticipated award shows in the advertising industry takes place in Singapore, where creatives from all around the Asia Pacific region gather for the annual Spikes Asia Festival of Creativity. Concluding the three-day creative festival is the much-anticipated awarding night, honoring the best of APAC ingenuity and creativity.
Tonight, some of the winners announced were: Film Craft, Film, Glass: The Award for Change, Healthcare, Innovation, Integrated and Media. These 7 categories all showcase the region’s blazing knack for creating unique campaigns and captivating initiatives, proving one sure thing: Asia is, and most definitely, Rising.
Film Craft Grand Prix Winner – “10-Sec Drama: The Stop Line of Love” by Hakuhodo Kettle Inc. Tokyo for JMS / TACTI
Celebrating on-screen artistry, the Film Craft category exhibits exceptional filmmaking in which film campaigns that showcase the role of technical skill and production prowess in communicating a brand’s message are given the attention it so rightfully deserves. Hakuhodo Kettle Inc.’s work for JMS / TACTI is given the sought-after GRAND PRIX award with “10-Sec Drama: The Stop Line of Love”, a series of 10-sec films that balance a hilarious drama story and a witty showcase of all the JMS products you (or the main character) may need.
The campaigns that struck GOLD in Film Craft Spikes are:
- “Next Episode” for Old Spice by Revolver/Will O’Rourke, Sydney / Wieden + Kennedy, Portland
- “The Shot” for AT&T by Revolver/Will O’Rourke, Sydney / BBDO New York
- “Boob Balls” for Berlei by Revolver/Will O’Rourke, Sydney / The Monkeys (Part of Accenture Interactive, Sydney)
Film Grand Winner – “10-Sec Drama: The Stop Line of Love” by Hakuhodo Kettle Inc. Tokyo for JMS / TACTI
If Film Craft honors the technicalities that went into a film campaign’s production, Film Spikes focuses primarily on the storytelling a brand employs on-screen. These are commercially-driven content for TV, cinema, online and OOH experiences. Jury members for this category put the idea and execution on top of the list in terms of criteria. Once again, Hakahudo Kettle Inc. Tokyo’s ingenious “10-Sec Drama: The Stop Line of Love” for JMS / TACTI brings home GRAND PRIX.
Film Spikes Gold winners are:
- “The Kawaii Tweak Hazard Song” for Mandom by Dentsu Inc. Tokyo
- “Face/Off” for Kasikornbank Public Company Ltd. by GREYNJ United, Bangkok
- “Liliosa Hilao” for The Campaign Against the Return of the Marcoses to Malacañang or CARMMA by TBWA\ Santiago Mangada Puno
- “One in a Million” for P&G Vicks by Publicis Singapore
- “Uber Eats Australian Open Ambush” for UBER by Special Group, Sydney
- “LOST” for Lotto New Zealand by DDB New Zealand
Glass: The Award for Change Glass Spike Winners – “Into the Spotlight – Google Search Words” by Wunderman Thompson Singapore for UNILEVER LUX (ASIA) & UNILEVER (LUX) DUBAI and “Stop Dowrymongering” by BBDO Pakistan for UN Women
Entries submitted to The Glass Spike are campaigns that implicitly or explicitly tackle issues of gender inequality or prejudice by putting on the spotlight stark images of gender representation. This year, the Glass Spike is awarded to 2 campaigns, both flawlessly breaking the “glass ceiling” in advertising through the stories they tell.
Wunderman Thompson Singapore’s “Into the Spotlight -- Google Search Words” for LUX highlights professional women in Google Search after observing that males dominate results after searching for a profession like engineering, IT, and the like.
Meanwhile, “Stop Dowrymongering” by BBDO Pakistan for UN Women aims to stop the trend of dowrymongering where a woman’s husband and in-laws set dowries that are too high, it’s almost impossible to pay. This usually results to domestic violence against women, and in worst cases, even death.
The Glass: The Award for Change entry that is given the GRAND PRIX is:
- “Sons #ShareTheLoad” by BBDO India for P&G India
Healthcare Grand Prix Winner – #STOPMITHANI by Leo Burnett India for HDFC Bank
The Healthcare Spikes category exhibits unique and creative approaches to consumer healthcare and the pharmaceutical industry. These are works that promote science in informative and engaging ways for consumers to easily absorb and remember. The Grand Prix winner, #StopMithani, is a national movement to stop Mr. Mithani from donating any more blood than he can, encouraging other people to step in and donate the needed blood. Through Mr. Mithani’s captivating story, a nation that usually only donates blood to people they care about jumped in to help.
The Healthcare Gold Winners are:
- “999 Warm-Hearted Leggings” for San Jiu Medicine Trade by Serviceplan China
- “The 72 Club” for Lifeline Suicide Prevention by DDB New Zealand
Innovation Grand Prix Winner – “7:1 Furniture Collection” by BBDO Bangkok for Homepros
Making use of state-of-the-art technology, the Innovation Spikes honors campaigns that introduce new and unique approaches to advertising. This includes new tech, innovations, and ways to solve brand and the world’s problems. “7:1 Furniture Collection” by BBDO Bangkok shows off eye-catching designs to furnitures with cool colors, specially designed to be visible to vision-impaired people.
The Innovation Spikes finalists that are named Gold winners are:
Integrated Grand Prix Winner – “Naughty or Nice Bauble” by Clemenger BBDO for MYER
Integrated campaigns are ones that provide holistic creative experiences to its audience, and has been executed in various forms of media without sacrificing its message. This year’s winner, “Naughty or Nice Bauble” by Clemenger BBDO gives its customers a peek into their Santa Claus status, telling them if they’ve been good or bad with colors.
— adobo magazine (@adobomagazine) September 27, 2019
No Gold winners were announced for the Integrated Spikes.
Media Grand Prix Winner – “UBER Eats Australian Open Ambush” for UBER by Special Group, Sydney
Media Spikes entries introduce us to unique ways to make an idea come to life, making use of a game-changing channel strategy to get messages through to the audience. The “UBER Eats Australian Open Ambush” by Special Group is a perfect example of this, with it bringing home the Grand Prix award tonight. The campaign hijacks the Australian Open with too-real commercials of players and staff ordering at UBER Eats. The campaign was executed so seamlessly into the program that even loyal fans had a trouble distinguishing if it was true or not.
The Media Spikes Gold winners are:
- “ANZ Signs of Love” for ANZ Bank Australia by TBWA\ Melbourne
- “KFC Christmas Pocket Store” for Yum China, KFC by ISOBAR China
- “Safety Hub” for NRMA Home Insurance by CHE Proximity
- “Monty: The World’s First Predictive Commentator” for FOXTEL Fox Cricket by Mindshare Sydney
- “Bring on Winter” for AIR New Zeland by HOST/HAVAS Sydney