Gold Effie to DDB Group Singapore for The Health Promotion Board’s dementia campaign
DDB Group Singapore picked up six awards at this year’s Singapore Effie Awards including a Gold for The Health Promotion Board ‘Recipe’.
The Gold was for The Health Promotion Board’s dementia campaign which focused on the fact that the remedy for dementia isn’t about remembering, or awareness. But rather something deeper – understanding, compassion and empathy. To achieve this, the agency took to content creation – with a specially produced 60-min emotional drama that speaks to the heart. ‘Recipe’ the tele-movie blended family ties with Singaporeans’ love affair with food, to help people relate to the difficult issue of dementia. Featuring Eric Khoo, Zoe Tay, and Li Ying Zhu, it brought home the pain, struggle and redeeming grace for dementia like no traditional ad campaign could.
DDB Group Singapore was also awarded two silver Effies for DBS Bank’s campaign for travel insurance ‘Avoid the unexpected’ and McDonald’s Ebi burger campaign ‘Just Another Shrimp Burger’. It also picked up three bronze awards for National Environment Agency dengue awareness campaign ‘Dengue Fighters’, McDonald’s ‘Spicy Face-off’ and McDonald’s brand campaign ‘Meet. Share. Love.’
Neil Johnson, Chief Creative Officer, DDB Group Singapore, said, “What we’re really delighted about is that we’re winning for big clients with big challenges across the board – with work that is more experimental. And that takes trust and courage from both, client and agency.”
Held annually by the Institute of Advertising Singapore (IAS), the Effie Awards Singapore is judged on effectiveness, recognising outstanding marketing communication work that draws on insightful strategy and creativity to yield impactful results.
A jury of Singapore’s leading senior advertising and marketing professionals, led by Effie Singapore Chairman Ben Lightfoot, awarded a total of 15 awards this year. Four Gold, five Silver and six Bronze awards across 10 categories were handed out to 25 winning marketers and agencies.
DDB Group Hong Kong also did very well at the Hong Kong Effies hald on Saturday night at a gala presentation at Island Shangri-La. Their McDonald’s campaign “From CNY to WNY: Making the Most of the New Year” emerged as the Grand Effie winner and a Gold winner.
The list of Effie wins by DDB Group Singapore are:
Award: Gold
Category: Government/Institutional/Recruitment
Client/Campaign: Health Promotion Board ‘Recipe’
Agency: DDB Group Singapore/ OMD
Award: Silver
Category: Financial Services/Products
Client/Campaign: DBS Bank Ltd ‘Avoid the unexpected’
Agency: DDB Group Singapore/Havas Media
Award: Silver
Category: Fast food, Casual Dining and Restaurants
Client/Campaign: McDonald’s ‘Just Another Shrimp Burger, Hail!
Agency: DDB Group Singapore/OMD Singapore
Award: Bronze
Category: Non Profit/Pro-Bono/Public Service
Client/Campaign: National Environment Agency ‘Dengue Fighters’
Agency: DDB Group Singapore/OMD Singapore
Award: Bronze
Category: Fast food, Casual Dining and Restaurants
Client/Campaign: McDonald’s ‘Spicy Face-off’
Agency: DDB Group Singapore/OMD Singapore
Award: Bronze
Category: Corporate Reputation/Professional Services
Client/Campaign: McDonald’s ‘When Granny Meets Little Sally’
Agency: DDB Group Singapore/OMD Singapore
1 Comment
The Effie awards is about effectiveness via creativity not based on the work alone like in any other awards. How effective is this piece of work for this non-profit client?
This Effie franchise need to adopt the same judging standard as the other Effies, especially the ones in North America to give a real meaning and purpose to the Effie awards.