Asia scores 20 gold awards at Cresta 2020: Dentsu Japan top performer with 8, Cheil Hong Kong with 3, BBDO Guerrero Philippines and Wunderman Thompson Taipei 2 each
The Cresta Awards has revealed its 2020 winners, describing them as ‘a win for the creative industry’. Entrants from 41 countries receive a record total of 626 awards, led by eight Grand Prix. Asia has secured 20 gold awards led by Dentsu’s agencies in Japan with eight gold, Cheil Hong Kong with three gold, BBDO Guerrero and Wunderman Thompson Taipei picked up two golds and Tencent Shenzhen, TBWA\Hong Kong, Ogilvy Singapore, Triad Sri Lanka and Leo Burnett Taiwan all won one gold each.
The organisers were acclaimed by many participants during the competition for their decision to respond to the pandemic by going fee-free for 2020, believing the industry needed support and encouragement, rather than suspending activity as several award schemes have done.
Says Alan Page, president, Cresta: “We have many agencies, companies and clients, winning all around the world, but overall it is the creative industry that is the big winner. Despite the terrible pressures of the year, Cresta 2020 has attracted, and now been able to reward, a record range of great work. The industry has come out and reminded us how it has invaluable skills, with tremendous work that helps strengthen and develop society, culture and economic activity globally.”
Among the many winners, AMV BBDO dominates at the top level, with four of the Grand Prix going to ‘#wombstories’, a powerful follow up to the ‘Viva La Vulva’ multi-winner of last year. The other Grand Prix went to BETC Sao Paolo with ‘The 9’58 Biography’; Heimat with ‘Cultural Heirs “Voice of the Wall”’; Havas Madrid with ‘Fieeld’; and 72andSunny LA with ‘Swipe Night’.
Among the biggest winners across the award levels, Dentsu Tokyo stands out with 40 winners. Serviceplan Munich has the most gold awards, with 16.
The jury was particularly stirred by the response to the new category of Brand Activism, where they awarded ten golds in recognition of outstanding creativity in the area.
While awards were distributed widely around the world, overall Germany leads the way with 79 awards. The USA is next with 62 and then a surprise – agencies from the United Arab Emirates have had a standout year and take 57 awards. Sweden with 48 narrowly pips Japan on 47 wins and the UK on 46.
Says Lewis Blackwell, CEO, Cresta: “By going fee-free this year, we removed all economic barriers to participation and that has led to an even wider diversity of work. Entrants of all kinds, from small and large agencies, production companies and clients, from many countries and economic situations, were able to really look to showcase the best qualities of their work and, of course, enter it broadly in our categories.
“It’s a particular pleasure for me to note that we see winning work from Mexico to Moldova, Chile to China… there’s a lot of great stories in our winners. My congratulations to them all.”
Page added that one thing that had not changed at all was Cresta’s commitment to applying an ‘absolute standard’ to the awards levels, which it says assures a consistently high standard to winners: “Our jury, who all vote individually, mark out of 10. They are not focused on giving winners in categories, just marking the individual quality of each entry. When we average the votes, if a category doesn’t have work that meets the absolute award standard required, then no awards are given. And that was the case in several categories but in others the jury has found spectacular strength of content. It’s been a very tough year, with more challenges to come, but that’s all the more reason to recognise, celebrate and nurture the talent and value of this industry.”
See Asia’s gold awards below.
China
OOH digital installations
IMARS CINEMA
Tencent
Tencent youth science festival
Tencent (in house cerative)
Entrant Co: Tencent
China
Hong Kong
Integrated use of new technology
Fatal Recognition
The Hong Kong Stroke Association
The Hong Kong Stroke Association
Cheil Hong Kong
Entrant Co: Cheil Hong Kong
Hong Kong
App
Fatal Recognition
The Hong Kong Stroke Association
The Hong Kong Stroke Association
Cheil Hong Kong
Entrant Co: Cheil Hong Kong
Hong Kong
App
Sound Tracks
Formula E
HKG e-Prix 2019
TBWA Hong Kong
Entrant Co: TBWA Hong Kong
Hong Kong
User journey
BACK2LIFE
Samsung
CSR
Chil PengTai Beijing / Cheil Hong Kong
Entrant Co: Cheil Hong Kong
Hong Kong
Japan
Print campaign (2-6 executions)
Language Sanctuary – Ad Space for Protecting Endangered Language
Language Sanctuary
Language Sanctuary
DENTSU INC.
Entrant Co: DENTSU CREATIVE X INC.
Japan
Brand Activism
“The Ocean: Future Masterpieces” Exhibition
Sendai Umino-Mori Aquarium
Sendai Umino-Mori Aquarium
Dentsu Digital Inc.
Entrant Co: Dentsu Digital Inc.
Japan
Creative use of Data
Experience olympian greatness
Japan Olympic Museum
Service
Japanese Olympic Committee and Consortium Members: Dentsu, Nomura, Dentsu Live
Entrant Co: DENTSU INC.
Japan
Integration of multiple technologies
Experience olympian greatness
Japan Olympic Museum
Service
Japanese Olympic Committee and Consortium Members: Dentsu, Nomura, Dentsu Live
Entrant Co: DENTSU INC.
Japan
Packaging
Re-Tree
Shiseido
SHISEIDO KARAKUSA
DENTSU INC.
Entrant Co: DENTSU INC./Hakuten Corporation
Japan
Art Direction (any category)
Language Sanctuary – Ad Space for Protecting Endangered Language
Language Sanctuary
Language Sanctuary
DENTSU INC.
Entrant Co: DENTSU CREATIVE X INC.
Japan
Typography (any category)
Kanazawa ADC Awards Winners
Kanazawa Art Directors Club Exhibition
Non-profit organization / Exhibition
Dentsu West Japan Kanazawa
Entrant Co: Dentsu West Japan
Japan
Outstanding Art Direction (billboards/poster)
Creativity, Uncaged.
The Ad Museum Tokyo
THE ONESHOW 2019
DENTSU INC.
Entrant Co: DENTSU INC.
Japan
Philippines
Typography
Font Books
Reading Association of the Philippines
Reading Associate of the Philippines
BBDO Guerrero
Entrant Co: BBDO Guerrero
Philippines
Craft Campaign (any media)
Font Books
Reading Association of the Philippines
Reading Associate of the Philippines
BBDO Guerrero
Entrant Co: BBDO Guerrero
Philippines
Singapore
Brand Activism
The Generosity Bar
Cadbury Dairy Milk
Chocolate
Ogilvy Singapore
Entrant Co: Ogilvy Singapore
Singapore
Sri Lanka
Public Awareness
Inherit his Name, Inherit his Way
National Muslim Collective
Corporate
Triad
Entrant Co: Triad
Sri Lanka
Taiwan
Branded film/video (fiction)
My variety father
E-Life Home Appliance Mall
Television
Wunderman Thompson Taipei
Entrant Co: Wunderman Thompson Taipei
Taiwan
Wellness
Blood Beacon
Taipei Blood Center
Blood Donation
Wunderman Thompson Taipei
Entrant Co: Wunderman Thompson Taipei
Taiwan
Outstanding Direction (film/video)
Souvenirs From Travel
China Airlines
China Airlines
Leo Burnett Taiwan
Entrant Co: Leo Burnett Taiwan
Taiwan
