LongXi International Chinese Advertising Awards revealed in the relic town of Pingyao in Shanxi
As a barometer of the best Chinese language advertising, results of the 2010 LongXi International Chinese Advertising Awards have been revealed on September 26th 2010 in Pingyao, Shanxi Province, where Zhang Yi Mou’s famous film “Raise the Red Lanterns” was shot.
This year’s jury panel (pictured left) have awarded 52 Bronze, 12 Silver, 4 Gold and 1 Grand Prix out of 1,000 entries. The TVC campaign of Isabelle Wedding Cake: 12 Star Signs from Bates141 Taiwan ruled the competition by winning the Grand Prix and 3 Gold Awards. The Green Pedestrians Crossing from DDB Shanghai was awarded the Best of LongXi Catch Awards. The outstanding performance of JWT Shanghai, DDB Hong Kong and Leo Burnett Hong Kong also impressed the judges deeply.
View the complete winner list, and display of the winning entries.
Since calling for entry from May 1st, the organizing committee has received outstanding creative works from Chinese speaking regions worldwide, including Shanghai, Beijing, Guangzhou, Chongqing, Shenzhen, Hong Kong, Taipei and Kuala Lumpur. Generally speaking, traditional TVC works are better performed than Print, Design and Catch category this year.
The 2010 LongXi Grand Prix: in-depth consumer insight plus superb execution
After heated discussion, the Grand Prix of 2010 LongXi was awarded after a round of silent vote. The TVC campaign for Isabelle Wedding Cake: 12 Star Signs by Bates141 Taiwan won a landslide victory. Meanwhile, it harvests three Gold medals in the categories of TVC and Film Craft.
The 12 Star Sign campaign employs different characters of horoscopes to interpret the important moment of proposal. It perfectly integrates film techniques with modern romance and real life stories. Since the proposal stories take place in natural conditions without a deliberate arrangement, the 12 natural and romantic adverts attracted the marriageable men and women’s attention, and thus becoming a popular topic from business to life.
“It’s really amazing, which makes me jealous. I wish I could be the one to produce it!” Mr Yang Yeo, the Jury President, showed his affection to the work. With the perfect combination of consumer insight, copywriting, editing, and music, the campaign attracted all the judges from the very beginning.
Expect more from creative media advertising
As the most popular means of communication nowadays, new media should be applied to advertising creatively. However, Chinese advertisers are still in an elementary exploring stage of using new media. Lack of deep thinking and immature application of technology weaken the power of ideas.
The only Gold award in LongXi Catch category belongs to Green Pedestrian Crossing from DDB Shanghai (left). This work challenges the severe environmental problem of carbon monoxide emissions by using a street installation. They laid a giant canvas of 12.6 meters long by 7 meters wide on the ground, covering the pedestrian crossing with a large leafless tree. Sponge cushions soaked in green environmentally friendly paint were placed on either side of the road beneath the traffic lights. As pedestrians walked cross the road, their footprints in green were left onto the tree on the ground, like leaves growing on a bare tree, which made people feel that they could create a greener environment by walking.
Having finished three consecutive days of hard working, the judges could finally enjoy a leisure moment in the ancient town Pingyao – appreciating shadow puppet show and savoring local authentic cuisines – and headed back to metropolis business on the next morning. Hereby, the LongXi team would like to express great appreciation for their contribution.
LongXi International Chinese Advertising Awards is the only Chinese language advertising creative awards recognized by two of the most authoritative global annual creative rankings: the Gunn Report and The Big Won. The winners will also get extra points in the annual creative ranking tabulated by the Longyin Review. LongXi sincerely hopes that conventional media advertising as well as innovative media creative works will compliment the strength and consumer influence of each other and more outstanding Chinese creative works will spring up in the coming years!