Hakuhodo Tokyo picks up silver for "Rice Code" in The New Category at the London International Awards

Rice Code.jpgIn The NEW category at the London International Awards, Hakuhodo Tokyo has won a silver trophy for Inakadate Village "Rice-Code" and Dentsu Inc Tokyo's "Sound of Honda/Aryton Senna 1989" collects a bronze award. The only gold was awarded to Leo Burnett Sydney for "S-Drive".

The spirit of this category is to recognise new kinds of ideas, rather than simply new ideas, that create a new vocabulary for the industry, new avenues of thought and ideation and hint at new roles for agencies.
Novelty alone, despite the name, isn't enough. The NEW is looking to highlight and champion useful mutations that exhibit how the industry is evolving, creating ripples in culture and returns for clients. Creating new spaces, new services, new platforms, and ultimately, new behaviours.

Rob Reilly, global creative chairman, McCann Worldgroup, New York lead the The New category.
The jurors were: Jason Bagley, creative director, Wieden & Kennedy, Portland; Steve Chavez, chief creative officer, Leo Burnett Detroit, Troy; Damien Eley, partner, Mistress, Los Angeles; John Merrifield, chief creative officer, Asia-Pacific, Google, Singapore; Bruno Prosperi, creative director, Almap BBDO, São Paulo and Andrea Stillacci, co-founder/CEO/creative director
Herezie, Paris.


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