ASIA-PACIFIC – Leo Burnett dominated the film category at AdFest 2010, an annual regional advertising event that celebrates creativity in Asia Pacific, bagging the “Best of Show” award, two Golds and three Bronzes.
As the second most awarded agency-network at AdFest this year, Leo Burnett offices were awarded 25 Lotuses which include the two highly prestigious Grand Prix awards, “Best of Show” in the film category for the MCYS “Funeral” spot and Grand Lotus Roots for Yubari City Project. Other Lotus wins include an Innova Lotus, a Lotus Roots, three Golds, four Silvers and 10 Bronzes.
A total eight of Leo Burnett offices including Japan, Sydney, Mumbai, Singapore, Kuala Lumpur, Hong Kong, Bangkok and Melbourne contributed to the wins. Among the winning entries were campaigns created for P&G, Canon, Heineken, Nike, Subaru and Nintendo.
Leo Burnett’s success at AdFest 2010 dovetails its remarkable performance at the recent Cannes Lions 2010 where the agency-network was the top winner from Asia Pacific picking up a total of 27 Cannes Lions including a Grand Prix and Media Agency of the year.
The “Best of Show” Film category winner, “Funeral” is a long format TV spot developed for Ministry Of Community Development, Youth and Sports (MCYS) in Singapore in a joint collaborative effort between Leo Burnett Singapore and Malaysia. Directed by the late Yasmin Ahmad, who was both an award-winning film director as well as the accomplished ECD of Leo Burnett Malaysia, the 3-minute TV spot aims to encourage more Singaporeans to get married through a story of a recently-widowed wife who was talking about her husband’s imperfections at his funeral, and how his flaws made him perfect for her. She concludes by saying that she would also like her children to have “beautifully imperfect” partners like she had with their father.
The Grand Lotus Roots winner, Yubari City Project was developed to help promote the heavily indebted Yubari City in Hokkaido, reenergize its citizens and help erase the debt burden. Focusing on the fact that Yubari boasted the lowest divorce rate in the whole of Japan, the idea “No Money but Love” was created. The idea expanded to include the creation of a couple of loveable, yet ironic characters called “Yubari Fusai”. “Fusai” means both “debt” and “married” in Japanese. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Additionally, in a country obsessed with cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating word of mouth and publicity.
This year saw a total of close to 3,000 entries from agencies and production companies around Asia Pacific submitting entries to vie for the coveted AdFest Lotus. Seven Jury presidents oversaw 14 categories, including the INNOVA Lotus, 360 Lotus and Lotus Roots.
LEO BURNETT ADFEST LOTUS WINNERS
Grand Lotus Roots
Yubari City Project 2009 / Yubari City / Beacon Communications K.K – Lotus Roots
Lotus Roots
Funeral / MCYS / Leo Burnett Singapore/Malaysia – Lotus Roots
Innova Lotus
Yubari City Project 2009 / Yubari City / Beacon Communications K.K. – Innova Lotus
Best of Show
Funeral / MCYS/ Leo Burnett Singapore/Malaysia – Film
Gold
Crowd Rider / Subaru / Leo Burnett Sydney – Film
Murder / Breathable Pillows / Leo Burnett Hong Kong – Film
Photo 5 / Canon EOS / Leo Burnett Sydney – Direct
Silver
Citizens for Bhopal / Sambhavna Trust / Leo Burnett Mumbai – Press
Akshara Helpline / Sexual Abuse / Leo Burnett Mumbai – Radio
Stadium of Dreams / Heineken / Leo Burnett & Arc Worldwide Thailand – Direct
Vote Earth / WWF / Leo Burnett Sydney – Direct
Funeral / MCYS / Leo Burnett Singapore/Malaysia – Film Craft-directing
Crowd Rider / Subaru / Leo Burnett Sydney – Film Craft-single original music
Bronze
Candle / Earth Hour / Leo Burnett Sydney – Film
Lingo / Sound Studio / Leo Burnett Mumbai – Film
Airbag / Women Protection House / Leo Burnett Hong Kong – Film
Coffee / Tide (P&G) / Leo Burnett India – Press
Magaattraction / Tide (P&G) / Leo Burnett India – Press
Bullet Hole / Zup Zip Magazine / Leo Burnett Thailand – Poster
NikeID Generator / NIKE / Beacon Communications K.K. – Outdoor
Mandatory Voice Over / SuprActive Complete / Leo Burnett & Arc Worldwide Mumbai – Radio
If it exists / Seek / Leo Burnett Melbourne – Radio
Stadium of Dreams / Heineken / Leo Burnett & Arc Worldwide Thailand – Direct
Crowd Rider / Subaru / Leo Burnett Sydney – Film Craft-special effects
Unforgettable Fun / Ninetendo / Leo Burnett Melbourne – Film Craft-best use of music
