Ogilvy Singapore’s “Art, Beauty, Comic, Health” campaign for FHM won the Advertising Gong at the 28th Annual Creative Circle Awards (CCA) at the Shangri-La Hotel in Singapore last November. Since 1980, the CCA, organized by the Singapore 4As has been instrumental in pushing creativity and raising the creative bar. The Gongs, as it is popularly known, has challenged local creatives and helped Singapore gain a reputation as a world leader for print advertising.
Chris Chiu, executive creative director at Leo Burnett Singapore and this year’s jury president, said, ‘We had 36 world-class jurors from across 11 different cities.” Tay Guan Hin, Regional ECD JWT was Head of Advertising; Valerie Cheng, CD of Arc Worldwide, Head of Interactive; Justine Lee, Creative Group Head at Tequila, Head of Direct & Promo, and Y J Ban, founder of Stikfas, was Head of Design.
Commenting on the FHM campaign, Advertising Jury Head Tay Guan Hin said, “it really taps on a really nice insight about the reader, but not only that, it is so well crafted. The detail, the way it is shot, even the way the pages are cut, it is really narrowing down to all the pictures that obviously the reader will like to look at, which is beautiful women.”
The FHM campaign won 3 Golds in the Print-Magazines, Print-Posters and Print Craft-Art Direction categories.
Ogilvy Singapore topped the rankings, winning Agency of the Year with one Best of Show Gong for Advertising, 2 Gold, 2 Silver, 9 Bronze, and 1 Finalist award. The Award honors the agency that tops the overall results at CCA 2008, excluding Craft categories. McCann Erickson Singapore also won a Gold for the “GMP-Raffles Place Ghost” campaign in the DM/Promo Integrated Promotional category. This clever viral campaign,using footage from a hidden camera, was picked up by the global news channels and had people believing in ghosts. Sales results were phenomenal.
The top agencies are of each discipline were:
Advertising: Ogilvy Singapore;
Design: Black Design and JWT Singapore (tie); DM/Promo: McCann Erickson Singapore;
Interactive: Kilo Studio and Ogilvy Singapore (tie)
JWT Singapore received the Clients Choice Award for Crown Relocations “Fragile”. JWT created an unusual direct mailer in which furniture pieces were printed on the back of bubble wrap sheets, which were then distributed to furniture stores to wrap delicate purchases.
No heavy metals were handed to Saatchi & Saatchi Singapore, who used to lord over the CCAs. This year the agency managed only one bronze medal. Local judges were probably unforgiving of Saatchi’s Roger Makak scam in the Campaign Brief creative ranking last year.
A total of 99 awards were presented, including 7 Golds, 29 Silvers, 60 Bronzes, the Clients Choice, Advertising Gong and Agency of the Year. For a complete list of the 2008 CCA winners, visit www.creativecircle.com.sg.
JWT’s Angus Fraser and 4As vice president and chairman of the creative standards committee remarked, “Winning at the Gong Show is the highest accolade for creative people in Singapore” and added, “The work you are going to see has made an impact at home and I am confident it will also make an impact on the international scene.”
The 4As Creative Advisory Panel headed by Linda Locke, Asia’s grande dame of advertising, was instrumental to the success of the awards program.
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