Hakuhodo Tokyo wins Grand prix at the 22nd annual Cresta International Advertising Awards
Hakuhodo Tokyo’s “Rice Code” campaign has won a Grand Prix at the 22nd annual Cresta International Advertising Awards in the Ambient Media category. Hakuhodo was the only Asian agency featuring in the awards list.
The 22nd annual Cresta International Advertising Awards, honor creative excellence in twelve major competitions: TV/Cinema/Online Film; Integrated Campaigns; Press; Interactive; Outdoor; Design; PromotionsIncentives; Radio; Crafts; Direct Marketing; Branded Entertainment and Ambient Media.
Australia has scored one Gold and two Silver Awards. Finch Sydney scored a Gold in Craft Television – Direction for NZTA’s ‘Mistakes’ spot via Clemenger BBDO, Wellington. Duchenne Muscular Dystrophy’s ‘The Most Powerful Arm Ever Invented’ Havas Worldwide Australia and Red Agency scored two Silver Awards in the Websites category.
The Cresta Awards, launched in 1993 by Creative Standards International, counted the participation of 50 countries in this year’s competition. A total of 276 ads, campaigns and interactive entries were chosen by approximately 100 top creatives for finalist honors. The juries were held in 8 cities – Barcelona, Budapest, Edinburgh, Frankfurt, Moscow, Santiago, Santa Barbara (USA) and Shanghai. In addition, a separate pre-selection jury (19 jury members from 11 countries) was conducted for Interactive entries.
All winners were then chosen by Cresta’s International Grand Jury of 73 leading creative professionals from 40 countries. Of those, 17 countries made the final cut with a total of 77 winning ads (12 TV/Cinema/Online Film; 8 Press; 7 Outdoor; 5 Integrated Campaigns; 6 Ambient Media; 2 Direct Marketing; 2 Radio; 3 Design; 15 Crafts; 5 Promotions & Incentives; 5 Branded Entertainment and 7 Interactive entries – see attached winners’ list). Selection criteria were originality of the creative idea and the quality of its execution. In addition to the 7 Grand Prix’s awarded, the remaining breakdown of ‘Statue Levels’ include 17 Gold; 27 Silver and 26 Bronze Awards.
To select the Agency and Network of the Year, Cresta uses a point system for all ‘Winning Statue Levels’ as well as points for finalist status. Point breakdown: Grand Prix: 10 points; Gold: 7 points; Silver: 5 points; Bronze: 3 points and Finalist: 1 point.
The Agency of the Year for second year in a row, winning 7 awards (and 67 points) is Forsman & Bodenfors, Gothenburg. Their winning entries include Four Grand Prix’s for their client, Volvo Trucks. Grand Prix distinctions are as follows: Television/Cinema/Online Film; Branded Entertainment and Crafts (Best Direction) for “The Epic Split”. And Integrated Campaigns for “Live Test Series & The Chase 360°”. Two Gold awards were won in the Television/Cinema/Online Film competition for Volvo, titled, “Live Test Series” and “The Technician”. Rounding off the agency’s tally, one Silver award was received for their TV spot for UNICEF, titled, “The Good Guys Christmas”.
Out of the twelve Cresta competitions, entries in seven competitions scored high enough to be awarded the Grand Prix. Continuing this list of Grand Prix winners is HEIMAT, Berlin who won the Promotions & Incentives Grand Prix for their client Hornbach, titled, “The Hornbach Hammer”. Two Gold awards were also won for the agency: “The Hornbach Hammer” entered into the Integrated Campaign competition as well as Swisscom, titled, “All Eyes On S4” entered into the Ambient Media Competition. Additionally, Swisscom won a Silver in the Integrated Campaigns competition as did “The Hornbach Hammer” in the TV/Cinema/Online Film competition.
Åkestam Holst, Stockholm won the Grand Prix in the Outdoor competition for Apotek Hjartat, titled, “Blowing in the Wind”. “Blowing in the Wind” also won a Gold in the Branded Entertainment competition. To round off the agency’s tally, two Bronze awards were received for: IKEA, titled, “Nightwalkers” in the TV/Cinema/Online Film competition and Pressbyran, titled, “The Gay Bureau” in the Ambient Media competition. Hakuhodo, Tokyo won the Grand Prix in the Ambient Media Competition for their client, Inakadate Village, titled, “Rice-Code”.
Havas Worldwide became Network of the Year for the fourth consecutive year. In all, 10 agencies from the network combined to win a total of 76 points. They represent the following cities: Düsseldorf, Helsinki, Istanbul, Lisbon (Fuel), London (ais), New York, Paris (BETC & Havas), Sydney and Taiwan. Following 2nd was Leo Burnett with a total of 51 points representing 5 agencies.
On a single agency basis, winning five awards and scoring a solid 36 points is Leo Burnett France, Saint Denis: 3 Crafts (Art Direction & Illustration for Jeep and Photography for Mimi Foundation), 1 Press for Jeep and 1 Promotion & Incentive for Mimi Foundation.
Agencies with four awards are: BETC, Paris (2 TV/Cinema/Online Film, 1 Crafts (Special Effects/Computer Graphics) and 1 Integrated Campaigns) and CHI & Partners, London (3 Crafts (2 for Art Direction and 1 for Cinematography) and 1 Ambient Media).
Agencies with three awards are: Abbott Mead Vickers BBDO, London (1 Design (Publication Design), 1 Crafts (Direction) and 1 TV/Cinema/Online Films); IMPACT BBDO, Dubai (1 Crafts (Art Direction), 1 Outdoor and 1 Radio) and SMFB, Oslo (1 Interactive, 1 Crafts (interface & Navigation) and 1 Promotions & Incentives).
Cresta’s ‘winners gallery’ has been released in the form of a micro-site designed for all mobile devices via http://www.cresta-awards.com/2014. All the winning entries, including film clips and still images, are included on the site along with all credits.
Winners tally by country:
AUSTRALIA – 3
AUSTRIA – 1
BRAZIL – 1
COLOMBIA – 1
DENMARK – 2
FRANCE – 17
GERMANY – 10
ISRAEL – 1
JAPAN – 1
NAMIBIA – 1
NORWAY – 5
SWEDEN – 14
SWITZERLAND – 1
TURKEY – 2
UNITED ARAB EMIRATES – 3
UNITED KINGDOM – 9
UNITED STATES – 5
TOTAL: 77