ASIA-PACIFIC – THAILAND, MARCH 20, 2013 – ADFEST 2013 drew to a close Tuesday, March 19 with the awarding of Lotuses for the Promo, Direct, Outdoor, Radio, Film, Effective, Integrated, Innova and Lotus Roots.
Promo Lotus
WhybinTBWA Group took away the Grande Promo Lotus for the ‘Car Creation’ campaign for NRMA Insurance. The campaign aimed to let Australians know about NRMA car insurance, the only insurance company that covers hundreds of parts of their cars that weren’t automatically covered by other insurance providers. The goal was met through the creation of a car made out of all the parts that NRMA’s competitors don’t cover.
The Gold Promo Lotuses went to Leo Burnett Melbourne’s ‘Volunteer to Promote Volunteering’ for SEEK Volunteer; DDB Group Singapore’s ‘Demolition Site’ for Courts Online Store; George Patterson Y&R’s ‘Mobile Medic’ for the Defence University Sponsorship; and DM9JaymeSyfu’s ‘Bury the Past’ campaign for Fight Against EVAW (Electronic Violence Against Women).
Direct Lotus
Gold Direct Lotuses were awarded to JWT Singapore for their ‘Rapid Rescue’ campaign for Singapore Red Cross and Havas Worldwide Australia for their ‘Fair Go Bro’ campaign for Virgin Mobile.
No Grande Direct Lotus was given out this year.
Outdoor Lotus
The Outdoor Lotus jury gave the Grande Outdoor Lotus to Dentsu for their ingenious use of solar panels for their ‘Eclipse Live from Fujiyama’ campaign for Solar Energy Solutions.
Sponsor
Gold Outdoor Lotuses were awarded to Cheil Worldwide for their ‘Bridge of Life’ campaign for Samsung Life Insurance; Innocean Worldwide for their ‘Love Parking Campaign’; and The Leo Burnett Group Thailand for their ‘A Girl/A Boy/A Girl 2’ campaign for CPCR Brand Corporate.
Radio Lotus
The Radio Lotus jury, led by creative radio guru Tony Hertz of Hertz:Radio, gave no Grande or Gold Lotuses to this year’s radio entries.
A Silver Radio Lotus, however, went to Leo Burnett Sydney for their ‘Butterfly/Catfish/Pig’ radio campaign for alcoholic beverage brand Bundaberg Red.
Film Lotus
McCann Melbourne’s widely popular internet film ‘Dumb Ways to Die’ for Metro Train garnered the Grande Film Lotus. The video, which went viral in just a matter of days, showed ingenious yet stupid ways to die which includes accidentally ingesting a tubeful of toothpaste and, of course, getting run over by a train. Its claim to fame? Sweet, ear-catching melody coupled with pastel-dominated visuals.
Gold Lotuses were awarded to Clemenger BBDO Melbourne for ‘Beer Chase’ Carlton Draught, BBDO Guerrero for ‘Stamp/Pound/Wash’ TVC series for Saridon; Cheil Worldwide for ‘iNsight’ Samsung Camera; and Taproot India for ‘I Am Mumbai’ Mumbai Mirror.
Commenting on this year’s batch of film finalists, jury president Graham Fink said, “The film category was very, very strong, so picking a grande from the lot was tough.”
Effective Lotus
This year’s inaugural Grande Effective Lotus went to The Leo Burnett Beijing Group for their ‘Beijing Duck’ campaign for Sunsnack.
Gold Effective Lotuses were awarded to McCann Worldgroup Hong Kong for ‘Chok! Chok! Chok!’ campaign for Coca-Cola; Bergiovane Williams Mackay for their ‘Using the Power of Impotence’ campaign for Selleys; and BBDO Mumbai for their ‘You Shave, I Shave’ campaign for Gilette.
On the lack of Grande Lotuses this year, Farid Chehab, inaugural jury president of the Creative Effectiveness Lotus, said, “We need a well-defined tool to compare apples to apples.”
Integrated Lotus
WhybinTBWA garnered their second Grande Lotus, this time for the Integrated category for their ‘Car Creation’ campaign.
Integrated Lotuses were given to ADFEST favorites: McCann Melbourne’s ‘Dumb Ways to Die’ and Havas Worldwide Australia’s ‘Fair Go Bro’.
Innova Lotus
The Innova Lotus was awarded to another ADFEST favorite, Clemenger BBDO Sydney’s ‘Mimeisthai’ campaign for TEDxSydney.
“It’s a great way of using technology to start conversations,” Fink said.
Lotus Roots
India agencies showed regional and international creatives that cultural campaigns is what they do best, with three Mumbai-based creative shops taking home the Grande and Gold Lotuses.
The Grande Lotus Roots was awarded to Taproot India for their ‘I Am Mumbai’ campaign for Mumbai Mirror.
Commenting on the Grande choice, Fink said, “Work is a reflection of culture so work should come from culture.”
Taproot India was also awarded a Gold Lotus Root for their thought- and emotion-provoking campaign for Save Our Sisters, ‘Abused Goddesses 1-3’.
And McCann Worldgroup India’s ‘Bindi/Aarti’ campaign for Yatra.com also went home with a Gold Lotus Root.
Special Awards
– People’s Choice Lotus: Clemenger BBDO Sydney ‘Mimeisthai’ TEDxSydney
– Production company of the year: Illusion Bangkok
– Lotus Legend: David Droga of Droga5
– Advertiser of the Year: Diageo
– Advertising Agency of the Year: Taproot India
– Network of the Year: Leo Burnett
– Interactive Agency of the Year: Hakuhodo
