Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Over the course of the four-day Festival, close to 1200 delegates from around the world came to the festival of advertising creativity to hear international speaker sessions, participate in workshops, parties, networking events and the huge exhibition of 2,823 entries across 18 awards categories.
Jimmy Lam, President of AdFest, commented of the event: „Our industry needs to set the benchmark every year and send a signal about what constitutes the best creativity. Imagine what it would be like for the movie industry if there were no Oscars. Creative awards will always have their relevance. Of course, the Lotus Awards are only part of what we do – AdFest is also a platform for people across the Asia Pacific and MENA region to come together to exchange ideas and see the best creativity from the past year.“
At the final awards ceremony, honors were presented in the Young Lotus, Radio, Film, Media, Effective, Branded Content, Integrated, INNOVA Lotus, Lotus Roots and Special awards categories.
This year there were 72 entries for Radio Lotus. Four awards were announced, including 1 Bronze and 3 Silver Lotus.
In Film Lotus category there were 333 entries, and 23 Film Lotus awards were announced, including 10 Bronze, 8 Silver 4 Gold and 1 Grande. The Grande Lotus was awarded to FP7/CAI, Cairo for Orange “Now or Never” in the Commercial Public Services sub-category.
The 4 Gold Film awards were won by:
• McCann Worldgroup Thailand, Bangkok for Sure “Capture” in the Internet Film: Beauty, Health & Personal Care sub-category,
• Hakuhodo Inc., Tokyo for Gravity Daze 2 “Gravity Cat” in the Internet Film: Electronic, Household Products, Home Appliances & Furnishings sub-category,
• Six Inc., Tokyo for Double A “Obsession for Smoothness” for Internet Film: Finance, Commercial Public Services, Business Products and Services and finally,
• Choojai & Friends, Bangkok for AIS “Facebook Live Stunt Campaign” in Interactive Film.
The Effective Lotus Awards gained in popularity for the second year in a row and attracted 61 entries for ADFEST 2018. Entries must show results achieved against both the strategy and the creative work and are judged on all three criteria.
10 Effective Awards were given out in total, but there was no Grande Lotus award given this year. Five Effective Lotus awards were given in in the Effective Lotus – Campaign Success sub-category:
• McCann Melbourne, Melbourne for University of Melbourne “Made Possible by Melbourne”
• McCann, Sydney for Mastercard Contactless “Tap for your Town”
• Tencent, Shenzen for Tencent “A Meme Gallery”
• BBDO India, Mumbai for Ariel Matic “Dads #Sharetheload” and
• Choojai and Friends, Bangkok for OKMD (Public Organization) “Motorcycle Taxi Activist”.
The other five Effective Lotus awards were given to entries in the Effective Lotus: Small Budget sub-category. The winners were:
• X-Line Co., Ltd. (Dentsu), Taipei for Wacoal Sports “Wow Girls’ Lab”
• Dentsu Jayme Syfu, Manila for Refuse Plastic “Dead Whale”
• Nuworks Interactive Labs Inc., Manila for Belo Essentials Product: Belo BB Body Cream “Flawless for All”
• Cheil Worldwide, Seoul for Busan Metropolitan Police Agency “Stop Downloadkill” and finally,
• McCann Worldgroup Thailand, Bangkok for Sure “Capture”
Media Lotus received 206 entries. There were 32 awards given in the category, including 1 Grande, 10 Bronze, 9 Silver and 12 Gold.
The Grande Lotus was presented to McCann Worldgroup India, Mumbai for PayTM “Sweet Change” in Best Use of Ambient: Small Scale.
Hakuhodo Kettle Inc., Tokyo won two Golds for its work on Monster Strike “The Zodiac Re-Race” – in Best Use of Events and Best Use of Branded Entertainment & Content: Program & Platform
4 Gold Awards went to Dentsu agencies around the region, including:
• Dentsu Inc., Tokyo for Disaster Prevention “Emergency Collectibles” – Best Use of Print
• Dentsu Jayme Syfu, Manila for Refuse Plastic “Dead Whale” – Best use of Guerilla Marketing
• BWM Dentsu, Melbourne for Victorian Government “Alert Ad” – Best Use of Digital
• BWM Dentsu, Melbourne for Queensland Police “Disappearing Persons” as Best Use of Social Media and Earned Media and finally,
The other 6 Gold awards were presented to:
• Host/Havas, Sydney for Air New Zealand “Summer Wonderland” for Best Use of Audio
• GreyNJ United, Bangkok for Volvo “Lightning-Powered Billboard” – Best Use of Outdoor & Transit
• McCann Worldgroup India, Mumbai for Ministry of Public Health, Afghanistan “Immunity Charm” in Best Use of Ambient: Small Scale
• 2 Gold Awards for TBWA, Sydney for Gatorade “Bolt Rate”, in Best Use of Events and Best Integrated Media Campaign
• Innocean Worldwide, Seoul for Hyundai Motor Company “Shackleton’s Return” in Best use of Branded Entertainment & Content: Digital & Social Media.
Branded Content Lotus counted 142 entries for 2018. There were 13 awards in the category, including 12 Branded Content Lotus awards and one Grande Branded Content Lotus presented to winners.
The Grande Branded Content Lotus went to Hakuhodo Inc., Tokyo for Gravity Daze 2 “Gravity Cat” in the Best Use of Fiction Film.
From 31 entries in the Integrated category (up from 24 entries in 2017), the Jury awarded 6 Integrated Lotus trophies and one Grande Integrated, which went to Colenso BBDO, Auckland for Pedigree “The Child Replacement Programme“.
AdFest’s INNOVA Lotus Award is given for world-class concepts that have made a dramatic impact on the marketplace and are judged on their level of genuine innovation, talk-value and results. The category received 54 entries this year, an increase of fifty percent on the previous year.
There were three INNOVA awards given out, plus the Grande INNOVA Lotus, which was presented to TBWA\Hakuhodo Inc., Tokyo for Cogy “Cogy Wheelchair”.
The Lotus Roots category represents the heart of AdFest and is inspired by work that draws on the different histories and cultures of the countries and people of Asia Pacific and MENA regions. The category recognizes and encourages great ideas inspired by local beliefs and values and by the diversity of cultures represented at AdFest every year.
From 150 entries, there were five Lotus Roots Awards Winners. McCann Worldgroup India, Mumbai picked up the crown jewel when it was announced it had won the Grande Lotus Roots AdFest 2018 for its work entitled, “Immunity Charm” for Ministry of Public Health, Afghanistan.
Check out all the winners here.