Asia shines in Busan on the 2023 MAD Stars awards stage taking home a total of 13 Grand Prix, 52 Gold, 47 Silver and 87 Bronze awards
Japan, Singapore and South Korea have put up a strong performance at the international MAD Stars 2023 awards, presented in Busan, South Korea on Friday night. Asia scored a total of 2 Grand Prix of the Year awards, 11 Grand Prix, 52 Gold, 47 Silver and 87 Bronze awards. Wunderman Thompson Singapore and Cheil Worldwide Seoul were dominant on the night, picking up multiple Grand Prix and Golds. Here Campaign Brief Asia takes a closer look at how Asian countries performed at MAD Stars, highlighting the top performing agencies by country.
Singapore was one of Asia’s top performing countries at last week’s MAD Stars 2023 awards, being awarded 3 Grand Prix, 14 Gold, 7 Silver and 11 Bronze.
It was a great night for Wunderman Thompson Singapore and their ‘Change The Angle’ campaign for Unilever LUX. The campaign won 2 Grand Prix awards along with 8 Golds and 1 Bronze. The agency has also picked up another Gold and Silver for ‘Pollution Pencils’.
Edelman Singapore also had a great night winning a Grand Prix, 2 Gold and 1 Silver for their ‘HP Inkmaginary Toys’
Forsman & Bodenfors Singapore’s virtual influencer campaign, ‘Kami’, already a big award-winner at other shows also performed well at MAD Stars picking up 2 Gold, 2 Silver and 5 Bronze awrds.
Toaster Singapore rounded off Singapore’s great showing with a Gold award for ‘Winterlands Code Hunt’.
Japan also put in a strong showing, picking up one (of the 2) Grand Prix of the Year awards plus 3 other Grand Prix awards, 10 Golds, 8 Silvers and 15 Bronze awards.
TBWA\HAKUHODO’s ‘SHELLMET’ campaign was awarded a Grand Prix of the Year, 1 other Grand Prix, 1 Gold, 2 Silver and 1 Bronze. Their ‘ProPILOT MOP’ campaign also scored 1 Gold, 1 Silver and 1 Bronze.
Dentsu Inc Tokyo were awarded 1 Grand Prix, 2 Gold and 3 Bronze, led by their ‘FRIES BEAT’ campaign which scored the Film Grand Prix, along with 1 Gold and 1 Bronze.
VMLY&R and Ogilvy Japan’s ‘Milk Manga’ was well received by the jury, winning 4 Gold, 4 Silver and 4 Bronze awards.
Hakuhodo Kettle scored 1 Grand Prix and 1 Gold for ‘THE MODEL CITY 1:1 SCALE’.
good design company , SIX INC, Hakuhodo, Hakuhodo Kettle also came away with 1 Gold, 1 Silver and 3 Bronze for their ‘A Train of Memories’ campaign.
South Korea also had an outstanding night with their visits to the stage garnering 4 Grand Prix awards, along with 12 Gold, 7 Silver and 8 Bronze.
Cheil Worldwide Seoul’s ‘Knock Knock’ was one of the highlights of the whole MAD Stars 2023 awards. The campaign received 4 Grand Prix’ awards overall. ‘Knock Knock’ also picked up 5 Gold, 1 Silver and 1 Bronze award. Cheil Worldwide also scored 1 Gold and 2 Bronze awards for other campaigns.
Serviceplan Korea has also performed strongly on the night, winning 5 Gold, 4 Silver and 1 Bronze for ‘Dot Pad. The first smart tactile graphics display.’
Other Gold and Silver awards were awarded to INNOCEAN (1 Gold), INNORED (1 Silver) and Leo Burnett Korea (1 Silver).
The Philippines also put in a strong performance winning one of the two Grand Prix of the Year awards, along with 1 Grand Prix, 4 Gold, 6 Silver and 4 Bronze.
Leo Burnett Manila led the way for the Philippines with the ‘Unbranded Menu’, campaign for McDonald’s picking up the Grand Prix of the Year, along with a Grand Prix plus 3 Golds, 2 Silver and 1 Bronze award.
TBWA\SMP picked up 1 Gold, 1 Silver and 1 Bronze award.
Dentsu Creative Manila, GIGIL and Wunderman Thompson Philippines all scored Silvers. And Wunderman Thompson also picked up a Bronze.
India scored an overall total of 5 Gold, 9 Silver and 14 Bronzes at MAD Stars 2023.
Ogilvy Mumbai was the top performer with their ‘The Tale of Two Lajjos’ campaign picking up 2 Gold, 1 Silver and 1 Bronze. Their ‘5 Stars Everywhere’ campaign also picked up multiple awards including 1 Gold, 2 Silver and 3 Bronzes.
Dentsu Creative and Enormous Brands also were awarded 2 Golds for the ‘The Everything Book’ and ‘AIS Windows: Robbery’. Dentsu Creative also scored 2 Silver and 4 Bronzes.
Taiwan were awarded 2 Golds, 1 Silver and 3 Bronze awards. Dentsu Creative Taipei led the way with 2 Gold and 1 Silver for their ‘Pillow Bomb’ TV work.
Leo Burnett Taiwan’s ‘Donation Wallpaper’ picked up 3 Bronzes.
Thailand had a quiet year at MAD Stars, in comparison to previous years.
Ogilvy Group Thailand won the country’s only Gold for their ‘Amazing Thailand. Culture to Commerce’ campaign.
VMLY&R Thailand picked up 2 Silver and 5 Bronze awards.
Other award winners were Leo Burnett Group Thailand with 2 Bronze and both BBDO Bangkok and GREYnJ United picked up a Bronze.
China scored 3 Silver and 5 Bronze awards overall. Silver winners were The Nine Shanghai, Heaven&Hell and 180 Digital Inc. The Nine also picked up 2 Bronze awards.
Hong Kong performed very well with 2 Gold, 1 Silver and 8 Bronze awards overall.
Ogilvy Hong Kong scored 1 Gold, 1 Silver and 3 Bronze for their ‘Undercover’ campaign for Women Helping Women Asia. The agency also took home an additional Bronze for a separate campaign.
Wunderman Thompson Hong Kong/Wunderman Thompson Shanghai’s ‘In My Own Voice’ for Penguin Random House won 1 Gold and 2 Bronzes.
Bangladesh put in their best performance at MAD Stars with Asiatic Marketing Communications Bangladesh having a night to remember – scoring 2 Gold, 3 Silver and 3 Bronze. Their best performing campaign was The Unwritten Story for Bidyanondo Publications with 2 Gold, 1 Silver and 1 Bronze awards. They were the only agency in Bangladesh to win metal at MAD Stars 2023.
Malaysia picked up 3 Bronze awards with Dentsu Malaysia, Leo Burnett Kuala Lumpur and Mediabrands Content Studio (MBCS) Malaysia picking up 1 Bronze award each.
Indonesia also picked up 3 Bronze awards with INNOCEAN Indonesia scoring 2 Bronzes for their ‘Anti-Hate Keyboard’ campaign. Dentsu Creative Indonesia has the country’s only other award, picking up a Bronze for their ‘ARTISM EXHIBITION’.
Vietnam were awarded a Bronze award and this went to OLIVER Vietnam.