Cartoon Network creatives clean up at 2013 PromaxBDA Asia Awards in Singapore

Cartoon Network has flexed its creative muscles again by scooping two Golds and a Silver at the 2013 PromaxBDA Asia Awards. Adventure Time’s “Experience the Ooo” and “New Season Launch for Oggy and the Cockroaches” made it both Gold and Silver in the Best Children’s Programme Campaign category, while “Tom and Jerry Hands” won the top prize in the Best Brand-Integration Promo class.

“It’s notoriously difficult to capture kids’ attention,” said Glenn Bartlett, Turner International’s Senior Creative Director (pictured accepting an award). “So to win a PromaxBDA Award is testament to the strong and relatable ideas that really connect with our viewers’ imagination. Our team really worked hard, not only on the excellent campaign execution, but also on developing clear and single-minded storylines.”

When collecting the Gold award for the Best Brand-Integration Promo, Bartlett also praised his team for its client work. “It’s arguably even harder for creatives to connect with kids if they want to convey information about a particular brand or product. To overcome this, our team used a selection of Asia’s most iconic and instantly recognisable characters from Cartoon Network, including Tom and Jerry. We worked closely with Unilever and its hand-wash brand Lifebuoy to develop a series of branded vignettes that are not only entertaining and fun, but also put forward an important message about hygiene.”

“We are delighted with this win” added Roy Sudipto, Managing Partner, Client Leadership at Mindshare, Unilever’s media agency. “Turner International has been a spectacular partner for us and this win highlights the creativity available inside the company. The series really highlights the breakthrough thinking that has taken place here. My warmest congratulations to the team involved.”

The three awards haul matches last year’s success when the Cartoon Network creative team were also recognised for top quality creatives for campaigns to promote Ben 10 – Destroy All Aliens, Tom and Jerry, and Oggy and the Cockroaches. The PromaxBDA Asia Awards take place annually in Singapore and recognise excellence in on-air promotion, branding and advertising.