BBH Singapore and LePub APAC dominate at 2024 Singapore Gong Awards winning Agency of the Year and Best of Show accolades

The Singapore Creative Circle Gong Awards were handed out last week as part of the Singapore AdMarCom Festival. Unfortunately the full results of the winners remains a mystery at time of posting, however it’s very clear that Publicis Group agencies BBH Singapore and LePub APAC were big winners on the night.

BBH Singapore won a trove of awards including two Golds for “Second Skin”, two Silvers for Income Insurance’s ‘Stress Ball’ and two Silver for the brands ‘Fallin’ Apart‘ music video. UOB Singapore’s ‘The Hunter & His Daughter’ has scored three Silvers, plus more gongs for clients including Samsung Electronics and Checkpoint Theatre, and for three campaigns created in collaboration with LePub APAC for Tiger Beer and Heineken.

Overall, BBH Singapore won:
Agency of the Year
Design Agency of the Year
Producer of the Year
Designer of the Year
Young Art Director of the Year
Young Copywriter of the Year
Student Art Director of the Year.

“Reaching the top means you can only go down. But what’s different here is that the awards won are as diverse as our clients and the ideas that we have done in partnership with them. It’s the perfect base for more to come,” says Sascha Kuntze, Chief Creative Officer at BBH Singapore.

LePub APAC has also collected a swag of awards at the 2024 Gong Awards in Singapore for five campaigns, three of which were created in collaboration with BBH Singapore. Overall, LePub won one Grand Prix (Best In Category) along with 2 Gold, 7 Silver, 8 Bronze and 6 Shortlists.

Cyril Louis, Executive Creative Director at LePub APAC, says: “We’re incredibly proud that five different projects have been recognised at the Gongs, simply by mattering enough to live in culture. From ‘ghosted’ bars to the world’s first puffer jacket made for the tropics, our mission to live up to LePub’s name and reputation as the most creative agency in the world is coming to fruition in APAC, just one year since we first opened our doors in Singapore. Thank you to our brave Heineken and Tiger Beer clients for trusting us with these projects.”

Winning LePub APAC campaigns were:

HEINEKEN: THE GHOSTED BAR
BRONZE – FILM (ONLINE)
BRONZE – BRAND EXPERIENCE & ACTIVATION (BEST USE OF DIGITAL)
BRONZE – MOBILE & DIGITAL GONGS (BEST INTEGRATED/DIGITAL-LED)
SHORTLIST – MOBILE & DIGITAL GONGS (BEST USE OF SOCIAL & MESSAGING PLATFORMS)

HEINEKEN: HEINEKICKS (LePub + BBH Singapore)
SILVER – BRAND EXPERIENCE & ACTIVATION (BEST LAUNCH/RELAUNCH)
SILVER – DESIGN (BRAND IDENTITY)
SILVER – DESIGN (PRODUCT DESIGN)
BRONZE – PR (BEST USE OF NON-DIGITAL)
BRONZE – BRANDED ENTERTAINMENT (CULTURAL INSIGHTS)
BRONZE – OUTDOOR (BEST USE OF AMBIENT)
BRONZE – BRAND EXPERIENCE & ACTIVATION (BEST USE OF NON-DIGITAL-LED)

HEINEKEN: REFRESH YOUR MUSIC
SILVER -FILM/BRANDED ENTERTAINMENT: ANIMATION
SILVER -BEST USE OF BRANDED AUDIO CONTENT

TIGER BEER: SUMMER PUFFER (LePub + BBH Singapore)
GRAND PRIX (BEST IN CATEGORY) – SOCIAL & INFLUENCER (INNOVATIVE USE OF INFLUENCERS)
GOLD – SOCIAL & INFLUENCER (INNOVATIVE USE OF INFLUENCERS)
GOLD – DESIGN (PRODUCT DESIGN)
SILVER – OUTDOOR (BEST USE OF AMBIENT)
BRONZE – MEDIA (BEST USE OF AMBIENT, EVENT OR STUNT)
SHORTLIST – BRAND EXPERIENCE & ACTIVATION (BEST USE OF EVENTS & LIVE EXPERIENCES)
SHORTLIST – BRANDED ENTERTAINMENT (INNOVATION)

TIGER BEER: BREWED FOR YOUR FIRE (LePub + BBH Singapore)
SILVER – FILM/BRANDED ENTERTAINMENT: ANIMATION
SHORTLIST – FILM (BROADCAST &/OR CINEMA)
SHORTLIST – FILM (ONLINE)
SHORTLIST – FILM/BRANDED ENTERTAINMENT: VISUAL EFFECTS

Other Publicis Groups agencies to pick up awards were Leo Burnett Singapore who won Gold and Bronze for its 5G Live Activation for Sintgel, plus 4 Bronze awards for Bowmore’s ‘Unlock The Journey’, as well as a finalist for McDonald’s ‘What the hack’.

Publicis Singapore won 1 Silver and 4 Bronzes for Health Promotion Board’s The [ inner thoughts ] Subtitles campaign, and a Bronze for GOMO by Singtel Singapore’s ‘GOMO Travel’ campaign.

Meanwhile, Publicis PG One Singapore took home one Bronze and two finalists for the Olay Ai-Shu campaign, which is taking meaningful steps to provide young girls with mentorship and role models in STEM roles.

Charu Menon, Managing Director and Executive Producer at Heckler Singapore was the Head of the Craft jury and judged across all the sub-categories of Physical Craft, Film Craft and Digital Craft.

Menon (pictured above) told Campaign Brief Asia that they saw some interesting entries but the three that stood out for her from the judging were:

Prism : As close as you can get to the Cooking
“For starters, the jury felt like this was really brave work for Singapore. The performances are great, the Director nails the comedic timing and overall, the writing is tight and the story ties well to the brand truth that they want to be telling. We gave this a craft gold,” said Menon.

My Destiny. My Choice
“The interactive storytelling approach for an episodic series felt fresh, definitely for the region and the brand. The casting and writing was spot on. Beautifully shot too. We awarded this a silver.”

Bowmore: Unlock The Journey
“Want to shout out to this Print entry that was a jury favorite across the board. Stunning illustrations and exquisite attention to detail. We gave this in a bronze.”

Organised by the Association of Advertising & Marketing Singapore (AAMS), the Gong Awards not only celebrate the best local work in Singapore, but also serve as a springboard to propel local creatives to international success, putting Singaporean design and advertising on the map.

The finalist list is available on the Singapore Gong Show website.