AdStars 2014 highlight: Lowe China’s Buick ‘Human Traffic Signs’ campaign wins six trophies
At AdStars 2014, the international advertising festival held in Busan Korea, Lowe China’s “Human Traffic Sign” safety campaign created for Buick picked up an impressive number of trophies, including a first-ever Best of the Best Grand Prix won by any agency in China, which also came with a cash prize of US$10,000. Generously, Lowe China has decided to donate the money to a charity.
Lowe China also won a Print Grand Prix, a Film Gold, a Film Craft Silver, an Outdoor Craft Bronze as well as a Bronze Brand Stars Award for their client Shanghai General Motors.
“I’m so thrilled to accept the Grand Prix trophy and cheque on stage with Kitty Lun, Chairman/CEO, and Connie Chua, our Head of Production,” said Norman Tan, Vice Chairman/CCO of Lowe China.
“Credit goes to our team including creative leader Zeng Qiang, supported by Sue Lu, and creative team members Kidd Zhang, Cherry Wang and Hans Han. The judges were deeply touched by our idea. Victims of traffic accidents agreed to work on this project as human traffic signs in accident-prone areas during peak hour traffic. This served as a stark reminder for the many pedestrian and motorists to stay alert.”
Kitty Lun said, “Our whole agency is ecstatic to learn about this triumph. This is really a proof that our effort in creating advertising campaigns to spread a positive message and helping the society is a worthy cause. Over the years, we have created outstanding public service campaigns for raising public awareness for Autism children (for Qing Chong Quan), advocating for younger generation to bless parents and the elder generation with red packet during Chinese New Year (for CCTV), just to name a few. Winning the award prize is great and our company has decided to donate the cash prize to a charitable foundation to further our cause in public service advertising.”
Picture caption at top: (from left) Ad Stars Organizing Committee Chairman Byung Soo Suh presenting the Grand Prix trophy and cheque to Vice chairman/CCO Norman Tan, Chairman/CEO Kitty Lun and Head of TV production Connie Chua.
2 Comments
This was done four years ago in Bangkok.
Better, too.
Not just print ads but real people in real situations.
The impact was huge.
Sad that plagiarism (at worst) or unoriginal work (at best) is being awarded like this.
Where’s the proof zero?