Lowe Singapore wins radio Cresta Award for Samroc Colour Mixing Paint campaign

Cresta2.jpgLowe Singapore was the only agency from the Asian region to win at the 20th annual Cresta International Advertising Awards.

Lowe Singapore won in the radio category for their already highly awarded campaign for Samroc Colour Mixing Paint - The Language of Colour.

LISTEN TO SPOT 1
LISTEN TO SPOT 2
LISTEN TO SPOT 3
LISTEN TO SPOT 4

The Cresta Awards, launched in 1993 by Creative Standards International, counted the participation of 51 countries in this year's competition. A total of 261 ads, campaigns and interactive entries were chosen by approximately 100 top creatives for finalist honors. The juries for TV/Cinema/Online Film, Integrated Campaigns, Press, Outdoor, Design, Promotions & Incentives, Radio, Crafts, Direct Marketing and Ambient Media were held in 7 cities. In addition, a separate pre-selection jury (20 jury members from 13 countries) was conducted for Interactive entries.
All winners were then chosen by Cresta's International Grand Jury of 73 leading creative directors, film specialists, graphic designers and interactive professionals from 42 countries.  Of those, 19 countries made the final cut with a total of 76 winning ads (16 TV/Cinema/Online Film commercials; 9 Press; 6 Outdoor; 6 Integrated Campaigns; 5 Ambient Media; 4 Direct Marketing; 2 Radio; 6 Design; 13 Crafts; 4 Promotions & Incentives and 5 Interactive entries). Selection criteria were originality of the creative idea and the quality of its execution.

Bear.jpgThe Agency of the Year, winning 8 awards was BETC, Paris. Their winning entries include two Grand Prix's for their client, Canal+. The winning film, titled, "Bear" won the Crafts (Best Direction) Grand Prix and the TV/Cinema/Online Film Grand Prix for its TV version of the spot. "Bear" also won three additional awards in the Crafts competition for:  Cinematography; Editing and Special/Effects/Computer Graphics.  In addition, the Cinema version of the spot also won an award in the TV/Cinema/Online Film competition. Rounding off the agency's tally, evian, titled, "Baby Inside" won an award in the TV/Cinema/Online Film competition, and in the Integrated Campaigns competition.

Out of the eleven Cresta competitions, entries in seven competitions scored high enough to be awarded the Grand Prix. Continuing this list of Grand Prix winners is Serviceplan, Munich who won two Grand Prix's for their client Verband Austria Solar. The entry, an Annual Report won the Grand Prix in the Design competition (Best Publication Design), and the Grand Prix in the Direct Marketing competition. Additionally, their Verband Austria Solar Annual Report also won an award for its Art Direction in the Crafts competition. Statues four and five were awarded to their client LEGO. "Builders of Infinity" won in the Interactive competition. "Builders of Sound" won in the Promotions & Incentives competition. Rounding off their tally, a campaign for client, Health Care. Healthy Alimentation, titled, "The Fat Posters' which won in the Outdoor competition.

BBDO Proximity, Berlin won the Grand Prix in the Ambient Media Competition for their client, smart fortwo, titled, "smart EBALL". Their three item campaign for Mercedes-Benz/Night View Assist, titled, "Bike", "Child", "Deer" won in two competition: Outdoor and Press.

Arnold Worldwide, Boston won the Grand Prix in the Press Competition for its campaign submission for client, City Hope, titled, "Hope", "Apathy", "Mentor". The agency won their second award for truth, titled, "Christine/Feeding Tube" in the TV/Cinema/Online Film competition.

BV McCann Erickson, Bucharest won the Grand Prix in the Integrated Campaigns competition for  ROM, titled, "Romanians are Smart". 

Havas Worldwide (formally Euro RSCG) became the Network of the Year for the third year in a row. In all, 5  agencies combined to win a total of 12 awards. They represent the following cities: Paris winning 8 awards; Sydney winning 1 award; Tel Aviv winning 1 award; Warsaw winning 1 award and Lisbon winning 1 award.

3 Comments

max said:

No wonder Lowe got an award.
Nobody in Asia has even heard of this show.
No one even bothers to enter anyway.

Eric said:

Wasn't the radio work 3 years ago? How come it's still winning?

Min said:

LOl Eric, when it wins at CCA you will say the same thing...in fact you might say that for most of the stuff.

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