Asia disappoints at Cannes Direct Lions with only 22 shortlists: Japan + Singapore lead the way

This year’s Cannes Lions Direct category looks like a disappointing one for Asia at the shortlist stage. Following five days of judging just 22 entries from Asia survive as part of the final list of 277 Shortlists.

Japanese agencies have 8 entries that made the cut. TBWA Hakuhodo has 3 Shortlists and Dentsu Tokyo 2. Other agencies still in the hunt for a Lion are Hakuhodo Tokyo, Hakuhodo Kettle Tokyo and Ogilvy & Mather Tokyo.

Singapore agencies have 7 Shortlists, lead by Ogilvy & Mather (including Transient Workers Count Too “Mums & Maids”), DDB Group (including Starhub’s 4G4Good) and Grey Group with 2 each. Y&R Singapore has a single shortlist.

China has 5 Shortlists. Ogilvy Beijing has 2, with singles to BBH Shanghai, Y&R Beijing and Fred & Farid Shanghai.

Cheil Worldwide Seoul and Innocean Seoul are South Korea’s only shortlists.

And TBWA Mumbai is India’s only successful agency with a single Shortlist.

In 2014 Cannes Lions Direct competition Asia had 27 entries that made it through to the Metal round of judging.

VIEW THE DIRECT SHORTLIST: Direct Shortlist – Press.xls