Asia scoops up a grand tally of 144 Lions in Cannes this year: Japan leads the way with 46, India has 28, China has 21 and Singapore has 17
Asian ad agencies took home 144 Lions in their luggage from Cannes this year. It was a strong performance from the region, but surprisingly, this is down from last year’s tally of 168 Lions.
37,247 entries were received by Cannes this year – around US$28 million in entry fees – and 6,149 came in from Asia. In terms of Asia Pacific, Australia and New Zealand submitted another 2,041 entries on top.
From these entries Asia shared 1 Grand Prix; 2 Product Design Lions; 29 Gold Lions; 46 Silver Lions; and 66 Bronze Lions.
Japan lead the way with 46 Lions, India with 28 Lions, China with 21 Lions followed by Singapore with 17. Here’s Campaign Brief Asia’s breakdown of Asia’s performance at this year’s Festival.
JAPAN
Japan submitted 1147 entries to Cannes this year and won 46 Lions – 1 Grand Prix; 17 Gold; 13 Silver; 15 Bronze. Last year Japan won 33 Lions.
Dentsu Inc Tokyo was the star of Asia with a haul of 1 Grand Prix; 8 Gold; 7 Silver and 7 Bronze. Their “Sound of Honda/Aryton Senna 1989” campaign for Honda Internavi won 15 Lions, including 1 Grand Prix, 6 Gold, 6 Silver and 2 Bronze.
Hakuhodo Tokyo also had a great result in Cannes with 6 Gold Lions, 1 Silver and 5 Bronze. “Rice-code” was their most awarded campaign.
Dentsu Nagoya, Bascule Tokyo and Mr Design Tokyo were also Gild Lion winners.
INDIA
From 979 entries submitted India won 28 Lions – 5 Gold; 9 Silver and 14 Bronze. Last year they won 33 Lions.
Lowe & Partners scored 3 Gold Lions (for Kan Khajura Tesan) in their total of 4 Lions. Ogilvy & Mather also picked up a Gold in their healthytally of 6 Lions. Grey Mumbai also were awarded a Gold.
JWT India and McCann Worldgroup had the most number of Lions from India with 8 each – 4 Silver, 4 Bronzes each.
CHINA
China also had a good result in Cannes winning 21 Lions in total with 2 Gold; 11 Silver and 8 Bronze. However this is, surprisingly, down in numbers on last year when they won 26 Lions overall. 951 entries were submitted from China this year.
Y&R China put in a very strong performance with 11 Lions between the Beijing and Shanghai agencies. Y&R Beijing scored Gold, 3 Silvers and 2 Bronze Lions and Y&R Shanghai won 4 Silver Lions and 1 Bronze.
Lowe Shanghai won the second Gold Lion. Lowe also managed 2 Silver and a Bronze Lion. Ogilvy Beijing was also a multiple trophy winner with 3 Lions – Silver and 2 Bronze.
SINGAPORE
With 709 entries this year Singapore won 17 Lions overall – 3 Gold; 8 Silver; and 6 Bronze. Last year they managed 22 Lions.
BBDO Proximity was the star performer with 2 Gold Lions; 4 Silvers and 1 Bronze.
DDB Singapore also won a Gold Lion.
Ogilvy & Mather picked up 4 Lions (2 Silver, 2 Bronze).
THAILAND
Thai agencies would be disappointed in their trophy count this year. From 496 entries Thailand only managed 1 Silver and 7 Bronze Lions. This is half of their performance last year when they brought 16 Lions home to Bangkok.
Silver went to BBDO Proximity Bangkok. Ogilvy & Mather (3 Bronze) and Creative Juice (2 Bronze) were the only multiple Lion winners.
THE PHILIPPINES
The Philippines also won 8 Lions in total from 306 entries this year – 1 Silver and 6 Bronze. This is down on last year’s 13 Lion performance that also included a Grand Prix.
Lowe Manila won the Silver Lion and also picked up a Bronze. BBDO Guerrero won 3 Bronze.
HONG KONG
Hong Kong won only 1 Silver and 1 Bronze Lion – down on last year’s tally of 5 Lions. Geometry/Ogilvy & Mather won the Silver Lion.
The overall tally for Hong Kong is complicated – Red Fuse Communications Hong Kong, Y&R Malaysia and Y&R Myanmar all combined on the Colgate Palmolive “Turning Education into Packaging” campaign that won 1 Gold Lion, 2 Silver and 1 Bronze, however this campaign was entered by the regional Red Fuse office in Hong Kong but is attributed to Y&R Myanmar.
MYANMAR
In a first-ever performance for the country, Y&R Myanmar won 4 Lions – 1 Gold; 2 Silver; 1 Bronze (see above).
SOUTH KOREA
South Korea won 4 Lions – comprising 2 Product Design Lions and 2 Bronze Lions. Product Design Lions went to Samsung Seoul and the 2 Bronze Lions to Cheil Worldwide.
Last year South Korea won 11 Lions at the festival.
MALAYSIA
From 386 entries Malaysia only managed 2 Bronze Lions – down on the 4 Lions they won last year. Both Bronze trophies were won by TBWA Kuala Lumpur with one in the very tough Film category.
VIETNAM
Vietnam also won 2 Lions from the 98 entries submitted this year. Lowe won both Lions, including a Gold in Press. They also picked up a Bronze.
INDONESIA
Indonesia submitted127 entries this year and won 2 Bronze Lions – both to Iris Worldwide Jakarta in the Media category.
PAKISTAN
And finally in another Cannes first-ever performance BBDO Pakistan won their country’s first Lion, a Bronze in Direct.
5 Comments
If a tree fell in the woods and nobody heard it, does it make a sound?
Similarly, if a one-off ran in a freee-sheet nobody read or a cheap slot nobody watched or listened, does it matter it won a Cannes?
Wake up guys, as long as we keep patting ourselves on the back for work no client has asked or paid for, we will never get the respect we crave in front of them.
All of a sudden, China is the home of ENGLISH print advertisingin Asia. Amazing.
Truth be told, I didnt fancy any of the winning work from asia that much….not even the Sound of Honda….I think it wowed the judges because of two things…..thue use of the word data and the sound of F1 engines… both irresistible.
I thought some of the ideas from the USA, UK and South America truly broke some new ground.
All in all good prevailed over evil.
Soberssss, what did you guys win then?
We won the following:
Pitches.
New business.
Client’s trust.
Nice bonuses.
Company vacation.
Sweet comfort that our jobs are not tied to how well our scams did at awards shows.
Entire weekends recharging instead of brainstorming next year’s scams.
Thanks for asking.
We consistently won multiple lions with real work for real clients in real categories.