Spikes Asia 2017 | 亚洲创意节2017
Spikes Asia wrapped up last month with a shaky appearance from China. As international award shows come and go, despite China’s overall development and spending in advertising, the country continues to receive less than laudatory marks at international award shows.
Fred & Farid Shanghai had the best showing among China-based creative agencies. It was acknowledged as one of the Best Independent Agencies of the year and also received a silver in the category of Digital for Diesel’s responsive look book.
此次，佛海佛瑞上海是中国广告创意公司中表现最佳的。不仅获评为年度最佳独立广告公司，同时还获得了数字类银奖，获奖作品是Diesel “The Responsive Lookbook”。
The Responsive Lookbook
AKQA Shanghai received a gold in the category of Digital Craft for Nike Running’s My Sole Story campaign.
TBWA Shanghai took a gold as well in the category of Print and Publishing for Penguin Books’s Penguin Frozen Storybook.
TBWA上海打造的企鹅图书“Penguin Frozen Storybook”(冰书)，斩获了印刷与出版类金奖。
Penguin Frozen Storybook | 冰书
The official award tally has not yet been released by Spikes but initial research indicates China’s numbers are mediocre at best, considering the size of China’s market and its proportion of submissions to its number of awards. In 2014 China’s total number of awards peaked with a total number of 60 awards, only to plunge to a mere 16 awards in 2015.
China has historically been indifferent to crafting its ads to international awards shows . It’s poor track record reflects this nonchalant attitude towards catering its ads to an international audience. The significance of award shows themselves came into question on a global scale at this year’s Cannes Festival of Creativity when the Publicis Group announced it will not participate in international awards festivals in the coming year. So while China in the past has been questioned for its poor performance, perhaps it was blazing the way for a much needed shift in focus for the industry.
As 2017 award shows wrap up and the ad world heads into another year of festivals, how the global advertising industry and China itself engages with award shows will be interesting to note.