ASIA-PACIFIC, SEPTEMBER 1, 2010 – Although the 3rd AD STARS Busan International Advertising Festival brands itself as an open award show welcoming advertising pros and the general public alike, it proved itself no less discriminating than other international shows during the awarding ceremonies last Saturday at the Haeundae Grand Hotel in Busan, South Korea.
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HS Ad Korea’s Eun Seok Chae, Digipost New Zealand’s Stephen Douglas, JEH United Thailand’s Jureeporn Thaidumrong, BBDO Dusseldorf Germany’s Christian Mommertz and The Jupiter Drawing Room South Africa’s Ross Chowles
From 5,437 entries from 41 countries, preliminary judges including Y&R Philippines ECD Badong Abesamis and JWT Manila ECD Dave Ferrer trimmed down the finalists to 951. From there, a 23-member final jury headed by Ogilvy & Mather Asia Regional Executive Creative Director Eugene Cheong proceeded with the offline judging early last week and awarded two Grands Prix, five Golds, 26 Silvers, 46 Bronzes and 63 Merits.
The Grand Prix for Public Service Advertising went to "Dirty Water" for UNICEF’s TAP Project produced by Casanova Pendrill (USA). The campaign, which revolves around vending machines dispensing bottles of dirty water, has won over forty awards in various festivals.
Sponsor
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The Grand Prix for the Product and Service category went to "Together Incredible New Zealand, Iggy Pop & Orcon Broadband" by Special Group (New Zealand). Music icon Iggy Pop auditioned and jammed with New Zealand musicians via the Internet. The spot also won the Direct Grand Prix at the Cannes Lions this year.
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And the Grand Prix goes to… (maybe someday it won’t be just a typo)
Both Grand Prix winners received a cash prize of US$10,000.
The Gold Star winners were Dentsu’s "Mirror" for Asahi newspaper (Japan), "Pure Water" for Boag’s Draught by Publicis Mojo (Australia), "Antique" by Ogilvy & Mather Shanghai (China), "Fizzy Billboard" for Chang Soda by JEH United (Thailand), and "Fire Scooter" for Republic of Chicken by McCann Erickson (India).
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The Philippines submitted 75 entries, which were trimmed to 29 finalists from Leo Burnett Manila, BBDO Guerrero/Proximity Philippines and DM9 JaymeSyfu. The country did well, receiving a total of five metals and Merits. DM9 JaymeSyfu picked up a Silver and Bronze both for the Gabriela "Bruise" campaign (above), in Direct and Outdoor, respectively. The agency was also given a Merit in Print for the "Match" ad for Makati Fire Station. BBDO Guerrero/Proximity Philippines won a Silver for DOT Postcards (below) and a Merit for its "Lola Techie" campaign for Bayan DSL.
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The Craft category was added this year to involve production companies and recognize their contribution to the industry. No Golds were awarded in Craft but five Silver Stars were handed out, among them "I Love Korea", the highest-awarded Korean ad in the festival, produced by the Korean company LOCUS.
For the Young Stars competition, 36 teams from six countries responded to a brief for a water conservation campaign. The Gold Prize went to "Please Move Your Eyes a Little Bit" by Spring Factory, a team made up of students from four Korean Universities. The spot, which used the idea of scrolling on the computer to show the global effects of the water crisis, blew the judges away.
As an online and offline festival without entry fees, AD STARS accepts ads from both advertising professionals and non-professionals. Without the cost barrier associated with most major festivals, work from developing countries can compete at the same level as the rest of the world. Another feature of AD STARS is its goal to make advertising accepted as part of the culture. The Beach AD Night event on Haeundae beach allowed everyone to watch African and Eastern European ads, while Ad Street at Centum City subway station exhibited winning ads from 2009.
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Beach AD Night
Since its launch in 2008, AD STARS has experienced rapid growth, which organizers hope will continue and enable the festival to compete against the world’s major advertising festivals. "I hope that in the near future AD STARS will become the most representative advertisement festival not only in Asia but also in the world," said Eui Ja Lee, chairperson of the executive committee of AD STARS 2010. "Meanwhile, I will do my best to ensure that our advertising festival becomes the gateway to success in the advertising world for young people who are dreaming of becoming professional advertisers in the future.”
adobo magazine is the Philippines’ premier publication on advertising, creativity, marketing communications and media.
