AdFest 2022 Lotus Awards: Dentsu Tokyo, Ogilvy Group Thailand, Cheil Worldwide Seoul and DDB Mudra Group Mumbai perform strongly

ADFEST has announced the winners of its ADFEST 2022 Lotus Awards, with Merlee Jayme, APAC Chief Creative Officer, Dentsu International, Manila, as this year’s Jury President. Asia picked up 4 Grande Awards and 27 Gold awards, led by Dentsu Inc., Tokyo with 2 Grande and 3 Golds. Ogilvy Group Thailand picked up 1 Grande and 2 Golds and TBWA\Hakuhodo Inc., Tokyo scored 1 Grande.

DDB Mudra Group Mumbai and Cheil Worldwide Seoul scored 3 golds each, just infront of Memesys Studios Goa, who picked up 2 golds. Fourteen agencies collected 1 gold: dentsuMB Taiwan, SIX Inc Tokyo, Dentsu Kyushu Inc and JR Kyushu Agency Fukuoka, BBDO Guerrero Philippines, The Nine Shanghai, Dentsu Creative X Tokyo, Publicis Singapore, Method and Madness Singapore, Wunderman Thompson Thailand, Cheil Pengtai Beijing and Cheil Hong Kong, Grey Tokyo, Innocean Worldwide Seoul, Muma Malaysia and Wunderman Thompson Philippines.

Vinit Suraphongchai, Chairman of ADFEST, says: “On behalf of ADFEST, I would like to thank all the juries for their time and hard work in selecting this year’s winners. And thank you to all the entrants, who continue to inspire us and give us hope for the future. This year’s winners clearly reflect the promise of optimism and it is evident that creativity has been used to provide solutions, to offer relief and to signal light at the end of the tunnel.”

There were 8 Grande Awards announced at the ADFEST 2022 virtual awards:
• Branded Entertainment Lotus Grande: TBWA\Hakuhodo Inc., Tokyo for “The First Take” with production by TYO Monster/Diner, and S-14 in Tokyo
• Digital Craft Lotus Grande: Dentsu Inc., Tokyo for Unlabeled, NexusVII’s “Camouflage Against The Machines”
• Film Craft Lotus Grande: Dentsu Inc. and the production teams from Spoon Inc., Diamond Snap, Slanted, and Yuge Inc., Tokyo for “Find Your Own Way” for Otsuka Pharmaceutical’s Pocari Sweat
• Media Lotus Grande: “Liquid Billboard” for Adidas by Havas Middle East and Red Havas Middle East, Dubai and production by Jack Morton Worldwide, Dubai, and Vox Haus, Sao Paolo
• Mobile Lotus Grande: Deloitte Digital Australia, Melbourne for “Carbon Thumbprint” for Belong, with production by Collider Films, Fin Design + Effects, Squeak E Clean Studios, and Risk Sound, in Melbourne
• PR Lotus Grande: “Liquid Billboard” for Adidas by Havas Middle East and Red Havas Middle East, Dubai and production by Jack Morton Worldwide, Dubai, and Vox Haus, Sao Paolo
• Grande for Humanity: “Donation Dollar” for The Royal Australian Mint by Saatchi & Saatchi Australia, Melbourne (from Direct Lotus)
• Print & Outdoor Craft Lotus Grande: “No Pests Allowed” for Live Long Life’s Goo Go Green by Ogilvy Group Thailand, Bangkok and production by Illusion CGI Studio, Bangkok

Takeshi Takada, Co-Founder & Executive Producer at Alt.vfx, Brisbane on the Film Craft Lotus & New Director Lotus panel, says: “we have been going through challenging times globally due to COVID, but it has not stopped us from creating a lot of highly crafted films. It was hugely inspiring to see so many great entries and every entry should be commended for their effort to battle through tough times. We had to be creative in our approaches and stay resilient every step of way to complete the film.”

AUDIO LOTUS
There are 1 Silver, 2 Bronzes, and 1 finalist awarded in the Audio Lotus category.

BRAND EXPERIENCE LOTUS
There are 3 Gold, 4 Silver, 10 Bronze Lotus winners, and 4 finalists in Brand Experience Lotus.

Gold winners were:
• Saatchi & Saatchi Australia, Melbourne: “Donation Dollar” for The Royal Australian Mint
• Leo Burnett Australia, Melbourne: “One House To Save Many” for Suncorp Insurance
• Cheil Worldwide, Seoul: “Slow Road” for Jeju Tourism Organization

“The first time I saw ‘Donation Dollar’ my jaw hit the floor. The idea of encouraging donations by naturally reaching into peoples’ pockets and reminding them every time they grab some coins, it’s mind-blowing,” said Doug Schiff, Chief Creative Officer, Geometry Ogilvy Japan, Tokyo.

“The idea of ‘One House To Save Many’ is not only clever but also touching. In addition to the “win-win” for profit and brand image, the campaign practically cares more about how it actually protects life and the environment, to make the world better,” said Richard Yu, Regional Chief Creative Officer, Greater China, ADK, Taipei

‘Slow Road’ is a “beautiful detour, and it works so well with the location that everyone will want to try it. A great example of how data and technology can shape and amplify a unique, memorable and emotional experience,” said Jesse Wong, Creative Director, GREYnJ UNITED, Bangkok.

BRANDED ENTERTAINMENT LOTUS
In Branded Entertainment Lotus, there are 1 Grande, 3 Gold, 4 Silver and 4 Bronze Lotus winners, plus 5 finalists.

The Grande was awarded to “The First Take” by TBWA\Hakuhodo Inc., Tokyo with production by TYO Monster/Diner, and S-14. The First Take invites musicians to perform at its studio in the purest form of performance, live in just one take.

The Gold Branded Entertainment Lotus winners were:
• dentsuMB Taiwan, Taipei: “In Love We Trust” for Sinyi Realty
• SIX Inc., Tokyo: “Pale Blue Letter” for Kenshi Yonezu “Pale Blue” by Sony Music Labels and Reissue Records
• Dentsu Kyushu Inc. and JR Kyushu Agency, Fukuoka: “Shooting Star Bullet Train” for Kyushu Railway Company’s Kyushu Shinkansen

Kentaro Kimura, Corporate Officer & International Chief Creative Officer of Hakuhodo, and Founder & ECD of Hakuhodo Kettle, Tokyo, and Jury President of Branded Entertainment Lotus said of the Grande winner: ‘The First Take,’ “This piece of work was beyond all others. It has something more. A new and original entertainment platform viewed in more than 200 countries, which provided a new way to feel the excitement of visual and audio content, and created a heartfelt bond between fans and artists who risked performing and recording of their first and only take.”

DESIGN LOTUS
There are 4 Gold, 10 Silver, 13 Bronze winners, and 2 finalists in the Design Lotus category.

The Gold winners were:
• BBDO Guerrero, Manila: “The Dissolving Bottle” for The Naturale Market
• DDB Mudra Group, Mumbai: “Eatqual” for McDonald’s
• The Nine Shanghai, Shanghai: “Guess Which Book Is It?” for Yan Ji You Bookstores
• Saatchi & Saatchi Australia, Melbourne: “Made From Melbourne” for Made From Melbourne

“‘The Dissolving Bottle’ reworked a simple change of shape to create a change of mindset. The idea gave traditional plastic packing an eco-friendly makeover. And for the rest of us, a fresh new way to ditch the onetime-use plastic bottles once and for all. In terms of design, we just loved the simplicity,” said Paul Chan, Chief Creative Officer, Cheil Hong Kong, and Jury President of Design Lotus.

“Eatqual represents a brand taking a stand. It shows a global business leading the way in terms of inviting everybody in. it’s such a simple design idea. It’s honest and it’s inclusive. We feel more brands should be doing this,” said Paul Chan, Chief Creative Officer, Cheil Hong Kong, and Jury President of Design Lotus.

“‘Made from Melbourne’ was hands down one of our favourite design ideas. It’s a really big idea. It’s very ambitious. And we loved it. You can just feel the passion that went into the project. It’s one of whose ideas that just punches you in the gut and stays with you long after you’ve seen it. Long live rock n’ roll,” said Paul Chan, Chief Creative Officer, Cheil Hong Kong, and Jury President of Design Lotus.

DIGITAL CRAFT LOTUS
There are 1 Grande, 3 Gold, 4 Silver, 2 Bronze winners, and 4 finalists in Digital Craft Lotus.

The Grande of Digital Craft Lotus was awarded to “Camouflage Against The Machines” for Unlabeled, Nexus VII by Dentsu Inc., Tokyo, which innovatively tackles the issues of privacy and human rights in an increasingly heavily surveillanced world.

The 3 Gold Digital Craft Lotus winners are:
• Dentsu Creative X, Tokyo: “Yakushima Treasure Another Live From Yakushima” for Yakushima Treasure
• PR Consulting Dentsu Inc., and Dentsu Inc., Tokyo: “To Lions Good News 2020” for Nikkei Inc.
• Deloitte Digital Australia, Melbourne: “Carbon Thumbprint” for Belong

DIGITAL LOTUS
There are 2 Gold, 5 Silver and 4 Bronze Lotus award winners in Digital Lotus.

Gold awards went to:
• Deloitte Digital Australia, Melbourne: “Carbon Thumbprint” for Belong
• Publicis Singapore, Singapore: “Care Lives On” for Proctor & Gamble’s Vicks India

DIRECT LOTUS
There are 1 Gold, 4 Silver, 6 Bronze, and 2 finalists awarded in Direct Lotus.

The Gold went to:
• BWM Isobar, Sydney: “Disease Dilemmas” for the Garvan Institute of Medical Research

“There was a lot of heart for this piece. Not just because of the fact that it’s such an empathetic idea, but the fact that it turns the insight of the donations and charities on its head. It was such an interesting idea, that really stood out. It was an idea that was directly targeted to the right people, and it had measurable response,” said Hemant Shringy, Chief Creative Officer, BBDO India, Mumbai, and Jury President of Direct Lotus.

eCOMMERCE LOTUS
There is 1 Bronze in the eCommerce Lotus category.

EFFECTIVE LOTUS
There are 1 Gold, and 2 Silver in Effective Lotus.

The Gold was awarded to:
• BWM Isobar, Sydney: “Disease Dilemmas” for the Garvan Institute of Medical Research

FILM CRAFT LOTUS
This year, there are 1 Grande, 5 Gold, 9 Silver, 10 Bronze, and 5 finalists in Film Craft Lotus.

The Grande of Film Craft Lotus is “Find Your Own Way” for Pocari Sweat by the Agency Dentsu Inc., Tokyo and production by Spoon Inc., Diamond Snap, Slanted, and Yuge Inc., Tokyo.

The 5 Gold winners were:
• Memesys Studios, Goa: won 2 Golds (Directing & Casting) for “Care Lives On” for P&G’s Vicks India, Agency Publicis Singapore, and entered by Memesys Culture Lab, Panjim
• FINCH, Sydney: “Stop Dreaming About New Zealand And Go” for Tourism NZ created for the Agency Special Group, Sydney
• Method and Madness, Singapore: “Wasteminster – A Downing Street Disaster” for Greenpeace UK, Film Production by Method and Madness, Singapore, Studio Birthplace, Kuala Lumpur, UK Park Village, London, and Special Effects by Method and Madness, Singapore
• Dentsu Inc., Tokyo: “The Passion Never Stops” for Boss Coffee by Advertiser Suntory Beverage & Food Limited, and Film Production Company Geek Pictures Inc., Tokyo

“‘Find Your Own Way’ absolutely pushes the boundaries of our industry. Congratulations to everyone involved. You made us so envious,” said Wuthisak Anarnkaporn, Film Director & Founder of Factory 01 Co., Ltd., Bangkok, and Jury President of the Film Craft Lotus.

“‘Care Lives On’ is a campaign that doesn’t feel like a campaign. The actors don’t feel like actors. You don’t feel like you’re watching a spot. The direction, the editing, the camera work, just everything feels like a documentary. It was one of those few campaigns that tucked at your heart, but didn’t overdo it and that takes talent for the director. Kudos to the actors for their part, for making us feel that it’s real, and giving us a truly touching spot,” said Young-wook Paik, Film Director, MassMessAge, Seoul.

Paik also said of ‘Stop Dreaming About New Zealand And Go,’ “is a very character-based campaign and yet you can feel through the characters, you can feel the culture, you can feel the environment, you can even understand the sense of humour. It’s just brilliantly directed, brilliantly cast, just everything about the whole spot had a spark to it. It doesn’t go with the traditional tourism campaign route.”

“‘Wasteminster’ is absolute stunning. So many incredible and strong decisions. It’s a clever new different mood in social movement. One of my favourites in this show,” said Wuthisak Anarnkaporn.

“‘The Passion Never Stops’ is a crazy campaign. Old school production design is rarely done. The way they just created the whole scenery and the whole situation and paid homage to the entire culture of that genre (tokusatsu) was just brilliant,” said Young-wook Paik, Film Director, MassMessAge, Seoul.

FILM LOTUS
In the Film Lotus category, there are 3 Gold, 4 Bronze Lotuses, and 6 finalists awarded.

The 3 Gold Film Lotus winners were:
• Ogilvy Group Thailand, Bangkok: “My Goal” for ME by TMB by TMB Bank Public Company Limited, and Film Production Company Factory 01, Bangkok
• Wunderman Thompson Thailand, Bangkok: “The Trainee” for The 1 Central’s The 1
• DDB Mudra Group, Mumbai: “Game Responsibly – Machine-Gun Mouth” for Battlegrounds Mobile India by Krafton, by Film Production Company Early Man Film, in Mumbai

INNOVA LOTUS
The “Magnificent Seven” Jury Presidents, headed by Merlee Jayme, APAC Chief Creative Officer, Dentsu International, Manila, judged the INNOVA Lotus, Lotus Roots, and Grande for Humanity.

The INNOVA Lotus rewards innovative world-class concepts whether they be ideas, technologies, or designs that have pushed the industry into unchartered territory. There are 1 INNOVA Lotus and 1 finalist awarded.

The INNOVA Lotus goes to Leo Burnett Australia, Melbourne’s “One House To Save Many” for Suncorp Insurance and production by The Glue Society, and Revolver, Sydney. “What a brilliant innovation. It just makes so much sense. It’s really a win-win-win in all the ways possible. It was absolutely amazing. Really look forward to see how this really becomes sustainable,” said Hemant Shringy, Chief Creative Officer, BBDO India, Mumbai, and Jury President of Brand Experience Lotus & Direct Lotus.

LOTUS ROOTS
Unique to ADFEST, the Lotus Roots category celebrates ideas that embody local values whether in terms of culture, religion, beliefs, traditions, or language. This year, 4 Lotus Roots and 7 finalists were awarded.

4 Lotus Roots winners were awarded to:
• Muma Malaysia, Kuala Lumpur: “V-Kebaya” for Libresse by Vinda Marketing, and production by Awesome Studios in Subang Jaya, and Nacho Usual Collective and Wizard Photography in Kuala Lumpur
• DDB Mudra Group, Mumbai: “Stayfree – Daughter’s Day” for Johnson & Johnson’s Stayfree Sanitary Pads, and by Production Company Vanilla Films, Mumbai
• Wunderman Thompson Philippines, Manila: “Right The Ride: Jeepneys Against Misogyny” for the Commission on Human Rights of The Philippines, and production by Film Pabrika, Ala Carte Digilab, and Hit Productions, in Manila
• Dentsu Inc., Tokyo: “13865 Black Dots And 2 Red Dots.” for Nagasaki Shimbun’s Nagasaki Shimbunsha

MEDIA LOTUS
In the Media Lotus category, there were 1 Grande, 3 Gold, 5 Silver, 8 Bronze, and 3 finalists awarded.

The Grande winner was Havas Middle East and Red Havas Middle East, Dubai for “Liquid Billboard” created for Adidas with production companies Jack Morton Worldwide, Dubai, and Vox Haus, Sao Paulo.

Gold awards went to:
• Cheil Pengtai Beijing and Cheil Hong Kong: “The Cost of Bullying” for Samsung and production by Cheil Pengtai Beijing
• Cheil Worldwide, Seoul: “Slow Road” for Jeju Tourism Organization by Media Agency TMAP Mobility, Seoul, and production by The Shot, Freelance, and Creative Bom, Seoul, and Box Tree, Jeju
• Leo Burnett Australia, Melbourne: “One House To Save Many” for Suncorp Insurance by Media Agency Revolver, Sydney and production by The Glue Society, and Revolver, Sydney

‘Liquid Billboard’ won Grande “because of its creativity, craft, and ultimately, its courage. A project that orchestrated all available media techniques to challenge a cultural problem and create a positive conversation,” said Jason Williams, Chief Creative Officer, Leo Burnett Australia, Melbourne, and Jury President of Media Lotus.

On ‘One House To Save Many,’ Keisuke Muroya, Creative Director, Tokyu Agency Inc., Tokyo, said “Their strategy is great because the problem was well-presented. They mentioned the extreme weather that they experience and the building code. I admire their bravery in working with government agency. I was impressed by their feasibility in making prototype.”

MOBILE LOTUS
In Mobile Lotus, there are 1 Grande, 1 Gold, 8 Silver, 2 Bronze, and 1 finalist.

Deloitte Digital Australia, Melbourne’s “Carbon Thumbprint” for Belong, and production companies Collider Films, Fin Design + Effects, Squeak E Clean Studios, and Risk Sound, in Melbourne won the Grande (in Use of Data for Mobile) and Gold (in Mobile Campaign) in Mobile Lotus.

NEW DIRECTOR LOTUS
In the New Director Lotus category, there is 1 Silver award.

OUTDOOR LOTUS
In Outdoor Lotus, there are 2 Silver, 3 Bronze, and 5 finalists.

PR LOTUS
In PR Lotus, there were 1 Grande, 5 Gold, 5 Silver, 6 Bronze, and 5 finalists awarded.

The Grande winner went to Havas Middle East and Red Havas Middle East, Dubai for “Liquid Billboard” created for Adidas with production companies Jack Morton Worldwide, Dubai, and Vox Haus, Sao Paulo. Liquid Billboard also won the Grande in the Media Lotus category.

Gold PR winners were:
• Saatchi & Saatchi Australia, Melbourne: “Donation Dollar” for The Royal Australian Mint by PR Agency Herd MSL, Melbourne. Donation Dollar won 2 Golds for Corporate Social Responsibility and Integrated PR Campaign
• Grey Tokyo, Tokyo: “The Center Lane” for Procter & Gamble Company’s SK-II, and production by Blue One Inc., and Ennet, Inc., Tokyo
• Cheil Worldwide, Seoul: “Slow Road” for Jeju Tourism Organization and Production Companies The Shot, Freelance, and Creative Bom, in Seoul, and Box Tree in Jeju
• Innocean Worldwide, Seoul: “Mask ID” for Dal.Komm Café and Ministry of Health and Welfare & Korea Association of Social Welfare Center, and Production Company Planit Production in Seoul

Jason Williams, Chief Creative Officer, Leo Burnett Australia, Melbourne, and Jury President of PR Lotus said ‘Liquid Billboard’ was awarded Grande “because of its intent to create a positive conservation in all platforms and tackle a cultural issue in an innovative and iconic way.”

“‘Mask ID’ deals with a current issue and it’s a fantastic way to prevent indoor infections. The employee can focus on their job without worrying about telling the customer to wear a mask,” said Keisuke Muroya, Creative Director, Tokyu Agency Inc., Tokyo

PRESS LOTUS
In the Press Lotus category, there were 1 Silver, 1 Bronze winners, and 4 finalists awarded.

PRINT & OUTDOOR CRAFT LOTUS
In the Print & Outdoor Craft Lotus category, there were 1 Grande, 1 Gold, 3 Silver, 3 Bronze winners, and 1 finalist.

Ogilvy Group Thailand, Bangkok and Illusion CGI Studio, Bangkok for “No Pests Allowed” for Goo Go Green created for the Advertiser Live Long Life Co.,Ltd. won the Grande of Print & Outdoor Craft Lotus for Use of Computer Generated Imagery, and also a Gold for Use of Retouching and Image Manipulation.

“It’s a stunning example of how exceptional craft can really bring an idea to life. It’s quite a bold idea to start with. And visually, it stops you in your tracks, but it’s the craft that really makes it sing. And that’s always the way with great work, the craft is just as important as the idea,” said Paul Chan, Chief Creative Officer, Cheil Hong Kong, and Jury President of Print & Outdoor Craft Lotus.

GRANDE FOR HUMANITY
The Grande for Humanity, which recognizes excellence in Corporate Social Responsibility or Public Services & Cause Appeals, was awarded to Saatchi & Saatchi Australia, Melbourne for “Donation Dollar” for The Royal Australian Mint, which won Gold from Direct Lotus.

“’Donation Dollar’ made compassion a part of people’s daily interactions and its impact to humanity. It’s strong, and long lasting. It’s a strong initiative that helps drive awareness and acts as an enabler to help others in times of need. It’s a very timeless solutions for the world’s problems today,” said Merlee Jayme, APAC Chief Creative Officer, Dentsu International, Manila, and Grand Jury President of ADFEST 2022.

VIEW CB ASIA’S COVERAGE OF SPECIAL WINNERS

For the complete list of ADFEST 2022 Lotus award winners, visit http://www.adfest.com/index.php/Home/Awards/winnerslist2022.

The winners Showcase is also online here.