2018 Epica Awards: Shiseido Japan wins Grand Prix and Gold for "The Party Bus"

Shiseido.jpgThe 2018 International Epica Awards have been presented in Berlin, with Grand Prix winners from United States, Italy, Ireland, Germany and Japan.

Founded 31 years ago, Epica is the only worldwide creative award judged by journalists from the marketing, design and advertising press, as well as specialist reporters in fields ranging from production to VR and luxury branding.

Asia has picked up I Grand Prix, 7 Gold, 10 Silver and 14 Bronze awards. The Grand Prix and 1 Gold were awarded to Shiseido Japan for "The Party Bus" for Direction & Cinematography and Health & Beauty.

The other Gold winners were 2 for TBWA India and 2 for WAT Consult India, and one each for Cheil Worldwide Korea and Dentsu Inc Japan.

McCann Worldgroup has taken out the Network of the Year title, Forsman & Bodenfors was named Agency of the Year and Blur Films is Production Company of the Year.

Grand Prix Winners:
• Responsibility: "Price On Our Lives", March For Our Lives, McCann NY
• Alternative: "Go With the Fake", Diesel, Publicis Italy
• Design: "LA Original", Mayor's Fund for Los Angeles, 72andSunny
• Digital: "JFK Unsilenced",The Times News UK & Ireland, Rothco/Accenture Interactive
• Print: "Highlight the Remarkable", Stabilo, DDB Group Germany (Berlin)
• Film: "The Party Bus", Shiseido
Other Gold Winners from Asia:

Powerless queen.jpgBLINK TO SPEAK 3.jpgBest Use of Music
THE PHILHARMONIC TURNTABLE ORCHESTRA
ENTRANT: DENTSU INC.
CATEGORY: Best Use of Music
AWARD: Gold
ADVERTISER: Panasonic Corporation
COUNTRY: JapanBranded Games
#PowerlessQueen

ENTRANT: WATConsult and Mobile Sites & Apps
CATEGORY: Branded Games
AWARD: Gold
ADVERTISER: Mahindra and Mahindra - Mahindra Rise
COUNTRY: India

Health & Beauty and Publication Design
Blink To Speak
ENTRANT: TBWA India Pvt. Ltd.
CATEGORY: Health & Beauty
AWARD: Gold - Alternative 
ADVERTISER: Neurogen Brain and Spine Institute
COUNTRY: India

Virtual Reality
Relúmĭno
ENTRANT: Cheil Worldwide
CATEGORY: Virtual Reality
AWARD: Gold
ADVERTISER: Samsung Electronics
COUNTRY: Korea, Republic Of

Silver Winners:

Branded Games
Cube Movie
ENTRANT: Cheil Worldwide
CATEGORY: Branded Games
AWARD: Silver
ADVERTISER: Samsung Electronics
COUNTRY: Korea, Republic Of

Events
Sindoor Khela -No Conditions Apply
ENTRANT: FCBIndia Group
CATEGORY: Events
AWARD: Silver
ADVERTISER: The Times Of India
COUNTRY: India

Health & Beauty
Washable Book
ENTRANT: McCann Health Japan
CATEGORY: Health & Beauty
AWARD: Silver - Alternative 
ADVERTISER: ANGFA
COUNTRY: Japan

Household Maintenance
Sudden Death
ENTRANT: MULLEN LOWE THAILAND
CATEGORY: Household Maintenance
AWARD: Silver - Film 
ADVERTISER: Sherwood Chemicals Public Company Limited
COUNTRY: Thailand

Mobile Sites & Apps
The Good Vibes Project
ENTRANT: Cheil Worldwide, India
CATEGORY: Mobile Sites & Apps
AWARD: Silver
ADVERTISER: Sense International India
COUNTRY: India

Personal Electronics & Devices
BLOCK OUT THE CHAOS: WORLD LEADERS / FOOTBALL MANAGERS
ENTRANT: Cheil Hong Kong
CATEGORY: Personal Electronics & Devices
AWARD: Silver - Print 
ADVERTISER: JBL (iTect Ltd)
COUNTRY: Hong Kong

Prescription and OTC Products
A Warning from the Future
ENTRANT: McCann Health
CATEGORY: Prescription and OTC Products
AWARD: Silver - Alternative 
ADVERTISER: Glaxo Smith Kline
COUNTRY: China

Prescription and OTC Products
DIGEST FOOD FASTER
ENTRANT: HS Ad
CATEGORY: Prescription and OTC Products
AWARD: Silver - Print 
ADVERTISER: Kwangdong Pharmaceutical Co.
COUNTRY: Korea, Republic Of

Websites
#PowerlessQueen
ENTRANT: WATConsult
CATEGORY: Websites
AWARD: Silver
ADVERTISER: Mahindra and Mahindra - Mahindra Rise
COUNTRY: India

ENTRANT: Cheil Worldwide
CATEGORY: Public Interest - Environment
AWARD: Silver - Digital 
ADVERTISER: Seoul Metropolitan Government / Hope Bridge
COUNTRY: Korea, Republic Of

Bronze Winners:

Copywriting & Storytelling
FRIENDSHIT
ENTRANT: Grey (Thailand) Ltd. (Head Office)
CATEGORY: Copywriting & Storytelling
AWARD: Bronze
ADVERTISER: KASIKORNBANK Public Company Limited
COUNTRY: Thailand

Corporate Image
The Blind Faith Upgrade
ENTRANT: Isobar
CATEGORY: Corporate Image
AWARD: Bronze - Alternative 
ADVERTISER: Hotel Ramada
COUNTRY: India

Direction & Cinematography
FRIENDSHIT
ENTRANT: Grey (Thailand) Ltd. (Head Office)
CATEGORY: Direction & Cinematography
AWARD: Bronze
ADVERTISER: KASIKORNBANK Public Company Limited
COUNTRY: Thailand

Experiential & Shopper Marketing
CEEC - Show Case
ENTRANT: DANS
CATEGORY: Experiential & Shopper Marketing
AWARD: Bronze
ADVERTISER: Shenzhen International CEEC Co., Ltd.
COUNTRY: China

Financial Services
FRIENDSHIT
ENTRANT: Grey (Thailand) Ltd. (Head Office)
CATEGORY: Financial Services
AWARD: Bronze - Film 
ADVERTISER: KASIKORNBANK Public Company Limited
COUNTRY: Thailand

Illustration
BLOCK OUT THE CHAOS: WORLD LEADERS / FOOTBALL MANAGERS
ENTRANT: Cheil Hong Kong
CATEGORY: Illustration
AWARD: Bronze
ADVERTISER: JBL (iTect Ltd)
COUNTRY: Hong Kong

Illustration
Back
ENTRANT: Euro RSCG Advertising Co.,Ltd Shanghai Branch (Havas Shanghai)
CATEGORY: Illustration
AWARD: Bronze
ADVERTISER: Getty Images
COUNTRY: China

Media Innovation - Alternative Media
Great Failure
ENTRANT: Dentsu Inc.
CATEGORY: Media Innovation - Alternative Media
AWARD: Bronze
ADVERTISER: FROEBEL-KAN CO., LTD.
COUNTRY: Japan

Media Innovation - Traditional Media
Postable Fukushima Local Paper
ENTRANT: DENTSU INC.
CATEGORY: Media Innovation - Traditional Media
AWARD: Bronze
ADVERTISER: FUKUSHIMA-MINPO CO.
COUNTRY: Japan

Online & Mobile Services
DustSee
ENTRANT: Cheil Worldwide
CATEGORY: Online & Mobile Services
AWARD: Bronze - Digital 
ADVERTISER: Seoul Metropolitan Government / Hope Bridge
COUNTRY: Korea, Republic Of

Online & Viral Films
Stop Downloadkill
ENTRANT: Cheil Worldwide
CATEGORY: Online & Viral Films
AWARD: Bronze
ADVERTISER: Busan Metropolitan Police Agency
COUNTRY: Korea, Republic Of

Print Craft
BLOCK OUT THE CHAOS: WORLD LEADERS / FOOTBALL MANAGERS
ENTRANT: Cheil Hong Kong
CATEGORY: Print Craft
AWARD: Bronze
ADVERTISER: JBL (iTect Ltd)
COUNTRY: Hong Kong

Public Interest - Health & Safety
Blink To Speak
ENTRANT: TBWA India Pvt. Ltd.
CATEGORY: Public Interest - Health & Safety
AWARD: Bronze - Alternative 
ADVERTISER: Neurogen Brain and Spine Institute
COUNTRY: India

Restaurants, Bars & Cafés
Hahon Hohaho Hie
ENTRANT: Beacon/Leo Burnett Tokyo
CATEGORY: Restaurants, Bars & Cafés
AWARD: Bronze - Alternative 
ADVERTISER: McDonald's Japan
COUNTRY: Japan

Says Tony Chamers, Epica president and former editor-in-chief and creative director of Wallpaper*, who recently launched his own consultancy TC&Friends: "I was astonished by the overall quality of the work, as well as the innovation and wit on offer. There were strong contenders in each category and it was always hard to choose one clear winner."

The new Responsibility Grand Prix for cause-related work went to "Price On Our Lives" from McCann Worldgroup in New York. The campaign allowed the students of America to protest against gun violence with a potent symbol: the price of their lives as calculated by the amount of money the NRA donates to politicians, divided by the total number of students. The price tag amounted to little more than a dollar.

Says Rob Reilly, global creative chairman, McCann Worldgroup: "Winning awards is never the motivation, but rather, the by-product of doing the right thing for our client's business. A big shout out to all of the MWG employees for always going for it, never giving up and making our brand partners wildly successful."

The Alternative Grand Prix, also a new prize, went to Publicis Italy and Diesel for a campaign that struck back against counterfeit fashion. Diesel created its own rip-off brand, "DEISEL", and sold it in a shabby New York pop-up store during fashion week, before revealing that, yes, the clothes really were authentic - only the label was wrong. Plus, this was a limited edition. Cue lines around the block and lots of buzz about Diesel.

The Digital Grand Prix was won by Rothco/Accenture Interactive for "JFK Unsilenced", a project for The Times. It used digital technology to recreate the speech John F. Kennedy would have given at the Dallas Trade Mart had he not been killed by an assasin's bullet on November 22 1963. The almost perfect voice of JFK, giving the speech he was never able to make, gives listeners chills.

Says Jill Byrne, director of marketing, Rothco: "It's a huge endorsement for us that the journalists working for marketing and communications magazines around the world have recognised our work for The Times and awarded it the prestigious Grand Prix."

DDB Germany won the Print Grand Prix with "Highlight the Remarkable". The campaign for Stabilo highlighter pens literally "highlighted" talented women who had been neglected by history and forced to stand in the shadow of their male counterparts.

In a joint statement the agency commented: "The whole team is excited that this campaign has been recognised with an honor at Epica Awards! It truly adds a new facet to highlighting the remarkable."

The Design Grand Prix went to 72andSunny, which created a new and dynamic identity for the multifacted city of L.A. on behalf of the Mayor's Fund for Los Angeles.

Says Kelly Schoeffel, executive strategy director and partner, 72andSunny: "It was an honor to brand Los Angeles in the midst of a creative renaissance - from tech to entertainment to manufacturing. Our first-ever civic identity system celebrates the diverse community while supporting and funding local creativity."

The Film Grand Prix was won by Shiseido in-house for its quirky and poetic film "The Party Bus", which combines animation, special effects and drama to tell a contemporary fairy tale. The 3D animation required close to 2000 stop motion shots.

Says Masato Kosukegawa, creative director, Shiseido: "I would like to thank Shou Yanagisawa, the director, and all the artists who worked with us, for their precise and inspired craft. 'The Party Bus' was made to expand Shiseido's reach to young people. We thought a lot about what we could do with makeup in this confused and divided world. In the end we arrived at the concept that makeup can be courageous, and that doing your makeup your own way brings self-confidence. This led us to touch on the topic of LGBT. In Japanese culture there is a strong conservative tendency, and stories of LGBT are not commonly told yet. I think this film was probably the first work by a major Japanese company to address LGBT in an advertisement."

Entrants & Entries by Country
This year Epica received 4020 entries from 69 countries, a 20% increase on the previous year despite difficult market conditions. This was driven by the return of the Publicis Groupe networks, plus an enthusiastic response from Germany and Latin America. Indeed, the highest number of entries came from Germany, followed by the United States and France. New countries this year included Iran and Morocco. In terms of networks, BBDO and McCann Worldgroup were particularly well represented.

Results by Country
France was top in the country rankings with 53 awards including 12 golds. You will find full details of all the winners on the website at www.epica-awards.com.

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