第20届亚太广告节3月25日于泰国芭提雅正式落下帷幕。
The 20th ADFEST wrapped up this year’s four-day Festival with an Awards Presentation at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand on Saturday, 25th March 2017.
来自全球69个城市的近1200名代表参加了这一广告界盛会，在现场聆听来自全球广告界著名人士的发言，参与研讨、社交，并最终见证了从3011件入围作品中评选出来的最终获奖者。
Close to 1200 delegates from 69 cities in total attended the advertising creativity festival, and soaked up after international speaker sessions, breakout workshops, networking events and the huge exhibition of 3,011 entries across 18 awards categories.
亚太广告节主席Jimmy Lam总结道：“今年我们很荣幸能欢迎如此多的代表与嘉宾们参与到亚太广告节莲花奖的颁奖中。所有人——尤其是“超8”的评审团主席们能够抽时间来参与广告界一年一度的盛会，见证所有创意人与制作人在过去一年中的辛勤工作得到应有的奖赏。我们非常感谢所有人对亚太广告节的支持，并将亚太广告节推到世界范围。”
Jimmy Lam, President of ADFEST summed up, “We are very fortunate this year to have an extremely diligent group of Juries judging the ADFEST Lotus Awards. Every individual, but especially the Super Eight panel of Jury Presidents committed their time and really went the extra mile to ensure that the award results were fair and the outcome was something they could be proud of. We truly appreciate their efforts and their commitment to making ADFEST a respected festival of note on the world stage.”
莲花奖 | LOTUS AWARDS
颁奖典礼于2017年3月25日在芭提雅海边搬出。奖项包括青年莲花奖、广播、电影、媒体、效率、品牌内容与娱乐、整合、创新莲花奖、莲藕奖以及特别奖。所有来宾随后在Royal Cliff宾馆的泳池边进行了盛大的狂欢排队。
The final awards presentation was held at PEACH on Saturday, 25th March 2017 to announce Young Lotus, Radio, Film, Media, Effective, Branded Content & Entertainment, Integrated, INNOVA Lotus, Lotus Roots and Special awards before delegates were treated to a festive After Party held at the atmospheric Infini Pool at the Royal Cliff Beach Resort, Royal Cliff Hotels Group.
广播莲花奖 | RADIO LOTUS
今年总计有76件作品参与到广播莲花奖的角逐中。影视与广播莲花奖评审团主席，杰尔广告资深副主席兼首席创意官Wain Choi说：“十几年前，人们都觉得无线电广播已经是一个行将就木的媒体——然而它依然坚持到了今天。没有很多广告公司和广告人还在做广播的项目了。我希望创意人们能够正视这个媒体，坚持在这个平台上进行创新，因为我认为它仍然有着巨大潜力。”
This year there were 76 entries for Radio Lotus. Film & Radio Lotus Jury President Wain Choi, Senior Vice President & Chief Creative Officer of Cheil Worldwide, Inc., Seoul said, “Ten or 15 years ago, everyone thought radio would be obsolete, but it’s still alive. Not enough agencies and advertisers are creating radio campaigns. My advice to creative directors is that as an industry, we should do more radio because there’s so much potential in this category.”
麦肯印度《雀巢无人时分》| McCann Worldgroup India, Mumbai “The Dead Hour By Nescafe”
最终这个奖项下油6件作品获奖。包括4个铜奖，1个银奖和1个金奖。
金奖被授予麦肯印度孟买为雀巢打造的《雀巢无人时分》。
6 awards were announced, including 4 Bronze, 1 Silver and 1 Gold Lotus.
The Radio Gold Lotus award was won by McCann Worldgroup India, Mumbai for Nescafe “The Dead Hour By Nescafe”
影视莲花奖 | FILM LOTUS
总计有366件作品参与到影视莲花奖的角逐中，该奖项是今年亚太广告节的最大奖项。Wain Choi说：“影视广告正在发生一项重大变革——我们正处在从30秒的短广告向时间更长的广告发展——但我们还没有完全理解这一改变。作为创造者，我们必须首先改变自己的想法，变得更有纪律性，创作的故事更加紧凑。我认为我们应该重新回归电影的本质——原创，与品牌产品更加紧密——这些都没有改变。”
There were 366 entries submitted for Film Lotus, the largest awards category at ADFEST this year.
Film & Radio Lotus Jury President Wain Choi, Senior Vice President & Chief Creative Officer of Cheil Worldwide, Inc., Seoul said “There is a transformation occurring within the Film category, which is moving away from 30-second TV commercials towards longer formats – but we haven’t got it right yet. We as creators need to edit ourselves, we should still have discipline and make our stories tight. I think we need to get back to the purity of film, and get back to the basics: originality, relevance to the product or brand, and execution. None of the basics have changed.”
电通《世界上第一例可爱的味增汤》| Dentsu Inc. Tokyo “The World’s First Kawaii (Cute) Miso Soup”
25件作品获得了今年的影视莲花奖，其中包括15件铜奖，7件银奖和3件金奖。该奖项下全场大奖空缺。
25 Film Lotus awards were announced, including 15 Bronze, 7 Silver and 3 Gold. No Grande Lotus was awarded in Film Lotus this year.
“今年获得金奖的作品都十分出色，包括一个MV作品和一个为手机端打造的竖版影片。我此前从未见过像这样的作品。从原创性和创新性来说都很出色。我们也很喜欢澳大利亚为帕金森综合症拍摄的短片。他直抵人心，是一件非常有趣的工艺作品。我们将一座金奖授予Kawaii味增汤因为它们的传播方式出乎意料，让年轻人通过另一种角度重新审视这个品牌。”Choi说。
“The Gold winners were all very good, including a music video made especially for a vertical mobile format. I don’t think I’ve seen anything like that, it’s very original and groundbreaking. We also loved an Australian campaign raising awareness of Parkinson’s – the way it is filmed is very shocking. It gets to you, and it’s an interesting way of seeing a public service. We also awarded Miso Soup Kawaii because the delivery is so original and the execution is designed to make a younger crowd see the product in a different way,” says Choi.
TBWA\博报堂东京《原生手机音乐》| TBWA\Hakuhodo Inc., Tokyo “Native Mobile Music Video”
3座金莲花奖被最终授予：
- 电通/Tohokushinsha影视公司：可爱的味增汤《世界上第一例可爱的味增汤》；
- JWT悉尼：帕金森NSW《幸运的人》；
- TBWA\博报堂东京：Lyrical School《原生手机音乐》
The 3 Gold awards were won by:
- Dentsu Inc./ Tohokushinsha Film Corporation, Tokyo for The World’s First Kawaii (Cute) Miso Soup, “The World’s First Kawaii (Cute) Miso Soup”;
- J Walter Thompson Sydney for Parkinson’s NSW “The Lucky Ones”
- TBWA\Hakuhodo Inc., Tokyo for Lyrical School “Native Mobile Music Video”
效率莲花奖 | EFFECTIVE LOTUS
效率莲花奖在不断扩大其影响力，并在今年亚太广告节上收到了54件作品。所有作品必须展示包括三方面的成果：营销结果、营销手段以及创意理念。
The Effective Lotus had increased to gain popularity and attracted 54 entries for ADFEST 2017. Entries must show results achieved against the strategy as well as the creative work and are judged on all three criteria.
I&S BBDO东京：广岛旅游《猫眼街景》| I&S BBDO, Tokyo for Hiroshima Tourism “Cat Street View”
最终7件作品收获了莲花奖杯，其中包括一件全场大奖。
- DO／李奥贝纳东京：麦当劳《命名汉堡》
- 阳狮中国：腾讯慈善／稀捍行动《秀她所绣》
- 麦肯墨尔本：Seeing Eye Dogs《永远的小狗狗》
- I&S BBDO东京：广岛旅游《猫眼街景》
- 电通东京：器官移植《第二次生命》
- 李奥贝纳曼谷：Uhmpang医疗基金《推进治愈》
7 new trophies were given out in total, which included 6 Effective and 1 Grande Lotus awards.
- DO (Dentsu & Beacon)/Leo Burnett and Beacon Communications KK, Tokyo for McDonald’s “Name It Burger”;
- Publicis China, Guangzhou for Tencent Charity/Xihan Action “Pocket with Love”;
- McCann Melbourne for Seeing Eye Dogs Australia “Free Puppies Forever”
- I&S BBDO, Tokyo for Hiroshima Tourism “Cat Street View”
- Dentsu Inc., Tokyo for Organ Transplant “Second Life Toys”
- The Leo Burnett Group Thailand, Bangkok for Uhmpang Hospital Foundation “Forward the Cure”
阳狮中国《秀她所绣》| Publicis China “Pocket with Love”
Victor Manggunio，媒体与效率莲花奖评审团主席，李奥贝纳上海首席创意官说：“我们一直认为效率莲花奖是人们最不重视、无法理解的奖项。大多时候传播结果无法达到预期。从设定的目标到计划策略再到最终结果，效率莲花奖的作品需要进行更好的包装。”
Jury President of Media Lotus and Effective Lotus Victor Manggunio, Chief Creative Officer from Leo Burnett China, Shanghai, said: “We felt this category had the least understanding amongst the entrants. More often than not, the results didn’t match the setup of the campaigns. From objective to strategy to results, Effective Lotus entries need to be much better packaged.”
电通大阪《Ojigi》| Dentsu Inc. Osaka “Ojigi”
“尽管如此，我们对于全场大奖的选择出奇的一致：一家日本冰棒品牌从CEO到普通员工为它们的产品涨价10分而对全社会致歉鞠躬。这一策略非常有效，大幅度提升了销售业绩。CEO为一件几乎没有人在意的事情而致歉，这样做真的很聪明。”
- 全场大奖被授予电通大阪与Garigarikun公司的作品“Ojigi”。
“However, it was a unanimous vote for the Grande Lotus: a Japanese popsicle brand where the company CEO and staff apologized and bowed in a very Japanese way for increasing the price by 10 cents. In the end, it actually improved sales! It was savvy to do this because normally, the CEO was apologizing for something that almost no one would apologize for. There was a cleverness to it.”
- The Grande Effective Lotus was presented to Dentsu Inc. Osaka and Garigarikun Production Co.Ltd., Tokyo for Ice Pops ‘Garigarikun’ “Ojigi” work.
电通大阪《Ojigi》| Dentsu Inc. Osaka “Ojigi”
媒体莲花奖 | MEDIA LOTUS
媒体莲花奖今年收到了250件参赛作品，并从其中选出了35件获奖作品：包括1件全场大奖，10座金奖、15座银奖和9座铜奖。
Media Lotus received 250 entries. There were 35 awards given in the category, including 1 Grande, 10 Gold, 15 Silver and 9 Bronze.
全场大奖被授予CJ WORX曼谷为AP（泰国）的《不同寻常的足球场》。
The Grande Lotus was presented to CJ WORX, Bangkok for AP (Thailand) Public Company Limited ‘The Unusual Football Field’.
CJ WORX曼谷《不同寻常的足球场》| CJ WORX, Bangkok ‘The Unusual Football Field’
Victor Manggunio说：“我们在这一奖项评选中看到了许多大胆的作品。很多地区的作品都透露着自信，尤其是许多日本公司的作品体现了强烈了广告精神。”
Victor Manggunio said “In Media, we saw more brave work coming out of regions. Some regions seemed to be much more comfortable with their ideas. A good majority of the Japanese work felt very strong in advertising.”
10座金奖被授予：
- 杰尔印度：三星电视《传播欢乐》
- JWT东京：大沢伸一最新音乐推广《Signing Nature》
- Tokyu广告公司：游客服务《厕纸智能手机》
- 杰尔广告首尔：Heat Tech《Heat Tech之窗》
- 麦肯光明东京：End ALS《人生》
- 麦肯集团孟买：滴露《滴露除菌者》
- Colenso BBDO奥克兰：世界反对网络审查日《Amnesty Unblocker》
- 盛世长城悉尼：丰田《陆地巡洋舰紧急救援网络》
- 李奥贝纳墨尔本：Reword《Reword》
The ten Gold awards were presented to:
- Cheil India, Gurgaon for Samsung Televisions “Spread the Joy”
- J Walter Thompson Japan, Tokyo for New Music Promotion for Shinichi Osawa “Singing Nature”
- Tokyu Agency Inc., Tokyo for Services for Travelers “Toilet Paper for Smart Phones”
- Cheil Worldwide, Seoul for Heat Tech “Heat Tech Window”
- McCann Erickson Japan, Tokyo for End ALS “Still Life”
- McCann Worldgroup India, Mumbai for Dettol “Dettol Germbusters”
- Colenso BBDO, Auckland for World Day Against Cyber Censorship “Amnesty Unblocker”
- Saatchi & Saatchi Sydney for Toyota “Landcruiser Emergency Network”
- Leo Burnett Melbourne for Reword “Reword”
- BBDO Bangkok for Missing Person Center “The Missing Look-Alike”
Tokyu广告公司：游客服务《厕纸智能手机》| Tokyu Agency Inc., Tokyo for Services for Travelers “Toilet Paper for Smart Phones”
品牌内容与娱乐莲花奖 | BRANDED CONTENT & ENTERTAINMENT LOTUS
品牌内容与娱乐莲花奖今年收到了总计154件参赛作品，其中11件作品最终捧回一座莲花奖杯。其中包括10座品牌内容莲花奖和一座全场大奖。
Branded Content and Entertainment Lotus had a growth year and counted 154 entries for 2017. There were 11 awards in the category, including ten Branded Content Lotus awards and one Grande Branded Content Lotus that were presented to winners.
电通台北为格兰威特打造的《一念》最终夺魁。
The Grande Branded Content Lotus went to Dentsu Taiwan Inc., Taipei for The Glenlivet “Single Belief” .
电通台北《一念》| Dentsu Taiwan Inc., Taipei “Single Belief”
品牌内容与娱乐莲花奖评审团主席兼大评审团主席，纽约Droga5首席创意官Ted Royer评论道：“评审们对全场大奖的意见几乎一致。我们整个行业都在渴望关注度：打折、赠礼，然后不断的重复，几乎是一种绝望的状态。这部影片是如此大胆，甚至令人感觉到不适。我认为很多人不会喜欢这个点子，但这展示了品牌的自信，并提醒我们要跟着自己的节奏走。”
Branded Content and Entertainment Lotus and Grand Jury president, Ted Royer, Chief Creative Officer of Droga5, New York stated: “It was a nearly unanimous vote for the Grande Lotus winner. Our industry begs for attention: we make deals, offer giveaways, repeat ourselves over again. It’s pretty desperate. This film for [The Glenlivet] is so brave and uncomfortable, I think a lot of people aren’t going to like it. It shows the brand’s confidence, and reminds us to move at our own pace. We hadn’t seen anything like it before.”
电通台北《一念》| Dentsu Taiwan Inc., Taipei “Single Belief”
整合莲花奖 | INTEGRATED LOTUS
所有申请整合莲花奖的作品必须跨三个不同的媒体平台并针对各个不同的平台对作品进行调整以展示平台的优势。
Work submitted for Integrated Lotus Awards must work across at least three different media and take advantage of each medium’s strengths to enhance the core creative idea.
24件整合莲花奖的申奖作品中最终仅有一件作品获奖，同时7件作品入围最终名单。
From 24 entries in the Integrated category, one Integrated Lotus trophy was awarded and seven pieces of work were finalists.
李奥贝纳墨尔本《Reword》| Leo Burnett Melbourne “Reword”
Ted Royer解释道：“我们没有搬出全场大奖。这些作品都没有展现出一个出色广告所应该具有的特质——尽管它们都是在一个很小的预算上做出来的。”
Ted Royer explained, “We didn’t award a Grande Lotus in this category. There weren’t a lot of ideas that held together as a great campaign consisting of dozens of separate elements, although perhaps these campaigns are harder to create in markets that may have smaller advertising budgets.”
整合莲花奖最终被授予电通孟买：阿迪达斯《Adidas Odds》。
The Integrated Lotus award went to Taproot Dentsu, Mumbai for Adidas “Adidas Odds”.
盛世长城悉尼《陆地巡洋舰紧急救援网络》| Saatchi & Saatchi Sydney “Landcruiser Emergency Network”
创新莲花奖 | INNOVA LOTUS
亚太广告节创新莲花奖授予那些具有国际水准的创意理念，它们在所在市场上有着巨大的影响力，同时又足够创新，能够引发讨论与结果。该奖项收到了36件作品，并最终搬出了包括全场大奖在内的3座奖杯。电通东京为东京I路所创作的《微笑锁》捧走了大奖。
ADFEST’s INNOVA Lotus Award is given for world-class concepts that have made a dramatic impact on the marketplace and are judged on their level of genuine innovation, talk-value and results. The category received 36 entries this year. There were three awards given out, including the Grande Innova Lotus, which was presented to Dentsu Inc. Tokyo for Toyota I-Road “Smile Lock Outlet”.
电通东京《笑面插座》| Tokyo “Smile Lock Outlet”
Ted Royer说：“我们在评审过程中看到了许多有意思的作品，但是有那么两三个作品是毫无争议的获奖者。Reword为孩子们创造了一个有认同感的空间，而丰田陆地巡洋舰将车辆转变为一个wifi热点的想法也很出色。而最终的全场大奖为可充电的电通车提供了一个解决方案。这些都是我们乐于见到的作品。”
Ted Royer, says: “We judged a lot of fun work in this category, but there were two or three clear leaders. Reword is a great idea for kids who haven’t yet developed a sense of empathy. We loved Toyota Landcruiser’s idea of turning Landcruisers into Wi-Fi hotspots in the Australian outback, and [Toyota I-Road]’s solution for recharging electric cars. These are all ideas that we’re really happy exist in the world now.”
另外两座创新莲花奖被授予：
- 盛世长城悉尼：丰田《陆地巡洋舰紧急救援网络》
- 李奥贝纳墨尔本：Reword《Reword》
The two INNOVA Lotus awards were presented to:
- Saatchi & Saatchi Sydney for Toyota “Landcruiser Emergency Network”
- Leo Burnett Melbourne for Reword “Reword”
电通东京《笑面插座》| Tokyo “Smile Lock Outlet”
莲藕奖 | LOTUS ROOTS
莲藕奖代表了亚太广告节的精髓，对于本届广告节来说，主题无疑是“20年多元化之旅”。该奖项看重并鼓励那些由本土市场滋养出的多元文化代表。
The Lotus Roots category represents the heart of ADFEST and is the inspiration for this year’s theme, “20 Years of Diversity”. The category recognizes and encourages great ideas inspired by local beliefs and values and by the diversity of cultures represented at ADFEST every year.
李奥贝纳贝鲁特：《合法新娘》| Leo Burnett Beirut “Legally Bride”
162件作品中最重有3座莲藕奖与一座全场大奖被搬出。
From 162 entries, there was 1 Grande and 3 Lotus Roots awards.
Ted Royer对于今年莲藕奖的申奖作品尤其满意：“我对于这个奖项的理念十分认同，能够作为评审之一也感到非常荣幸。我非常喜欢看到那些从本土市场脱颖而出的想法被转变为我们日常能够接触到的东西。我们看到了来自中国的一件作品：它让父亲们能够感受到婴儿的心跳；还有菲律宾在年轻人中推广反对马尔科斯统治的作品，这些都深深打动了我们这些评审。”
Ted Royer was particularly pleased with this year’s Lotus Roots entries and said, “I love the intention behind this category and it’s a really fun one to judge. I love ideas that emerge from local conditions that we might see everyday, but although these ideas are local they can be appreciated all over the world. We saw a uniquely Chinese idea that allows fathers to experience the heartbeats of newborns, and a campaign from the Philippines to raise awareness of the Marcos regime among millennials, which floored some of the judges.”
TBWA\马尼拉《修正历史》| TBWA\Santiago Mangada Puno, Manila “Correcting History”
TBWA\马尼拉获得了莲藕奖的全场大奖。它们的作品《修正历史》将人们带入了一个宏大的反对马科斯回归费率病政坛的推广中。
TBWA\Santiago Mangada Puno, Manila picked up the Grande Lotus Roots ADFEST 2017 for its work on the Campaign Against The Return of the Marcoses to Malacañang (CARMMA), entitled “Correcting History”.
另外三座莲藕奖被授予：
- JWT上海：爱乐维《准爸爸第一次亲身感受到来自新生命的跳动》
- 李奥贝纳贝鲁特：卡法女性权益NGO《合法新娘》
- BBDO香港：香港社区组织协会《衣柜公寓》
The three Lotus Roots Awards were won by:
- J Walter Thompson Shanghai for Elevit “Heart to Heart: All for that First Hello”
- Leo Burnett Beirut for KAFA Woman’s Rights NGO “Legally Bride”
- BBDO Hong Kong for Society for Community Organisation “Wardrobe Apartment”
TBWA\马尼拉《修正历史》| TBWA\Santiago Mangada Puno, Manila “Correcting History”
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
