DDB tops the medal tally at the Singapore CCA's & Kinetic Singapore wins the only Gong awarded

At tonight's Singapore Creative Circle Awards DDB Singapore topped the Gong Show's medal tally to emerge overall champions. DDB Singapore emerged victorious as the Agency of the Year on the ranking table with a haul of 9 Silvers, 9 Bronzes and 4 Finalists awards. The award honours the agency that tops the overall results at CCA 2010, excluding the Craft categories.

Bose_Dog.jpgpenguin_landmarks.jpgThe CCA's returned as a show in Singapore after a year-long hiatus caused by last year's global financial crises.

Two of DDB Singapore's strongest performers were the "Construction/Noisy Dog/Crying Kid" campaign for BOSE and the "Rough Guides" campaign for Penguin Books Singapore (see left and below for full campaign). These campaigns picked up 9 Silvers and 7 Bronzes, with the latter also winning 1 Gold and 3 Silvers in the Print Craft - Art Direction category.

Y&R Singapore won big for The Mint Museum of Toys' "Tin Toys" and "Dolls" campaigns, with a haul of medals that included 4 Gold under Print and Print Craft categories.

A stand-out in the Television & Cinema category is the "Funeral" television commercial by Leo Burnett Singapore which garnered a total of 3 Golds, with 1 under TVC Craft - Direction.
There were only 5 Gold awards handed out (not including Craft). Two to Leo Burnett/Arc Singapore and singles to Y&R Singapore, Ogilvy Singapore and Kinetic Singapore.

CCA MEDAL TALLY FINAL COMBINED MEDAL TALLY_NO CRAFT.jpgHead of Advertising Jury, Ng Tian It of Lowe Singapore, said: "As the head of the advertising jury, I am very proud to endorse this set of work. I can say that they represent the crème de la crème of our advertising at this period in time. The one particular thing that I feel is really great about it is that we're celebrating the power of simplicity, going back to the basics, going back to the purity of an idea all over again. It's amply demonstrated in all those things that won."

Commenting on the pursuit of great ideas, Valerie Cheng, CCA 2010 Chairman said: "In 2008, the judges were looking for great ideas. In 2010, the definition of what constitutes a great idea has changed. Today's great ideas don't just make you sit up, they start conversations and make brands engage and interact with people like never before."

Kinetic Singapore also came out as another key winner that evening, picking up the only Gong given out this year - Design Gong. Its winning entry "Soundtrack for a Book" was conceptualized for independent local band Concave Scream.

The various disciplines are ranked separately, with the tables excluding craft awards. The top agencies of each discipline are:

Advertising: DDB Singapore
Design: Kinetic Singapore
DM/Promo: JWT Singapore
Interactive: Ogilvy Singapore

A total of 98 awards were presented this year, which includes 10 Gold, 35 Silver, 51 Bronze, 1 Design Gong and Agency of the Year.

Dolls_Y&R.jpgTinToys_Y&R.jpg

Bose_Worker.jpgBose_Kid.jpg
penguin_road.jpg

34 Comments

Anonymous said:

Glad that Yasmin's film won 3 golds.

It is standout work.

How was the night? I could not be bothered going.

Anonymous said:

I couldn't agree more. Well done for Yasmin's work.
I regret going.

Anonymous said:

DDB is kicking arse. I'm glad they are getting more recognition for creative work and shedding the sweatshop rep. Congrats!

Anonymous said:

You have to wonder if CCA can be taken seriously any more.

If a series of dubious pro bono ads can be labelled as the 'creme de la creme of our work in this period of time', then it is quite a dark period.

Anonymous said:

Another case of print ads winning the day. When will we see the day when Singapore's creative work can surpass the ever changing standards in the global market? When will we begin to see true innovation from the creative community that will put the little red dot in the world stage as a country that produces true blue cutting edge work and thinking?

Anonymous said:

Print winning...again. I wouldn't mind if it was good. Can they do anything else with a decent idea? Is this what the ECD's build there careers on in Singapoor?

Anonymous said:

8.56 and 9.23 - so what if 'print wins again'? These are good print ads. They have won in Cannes and they will win in other shows. Print is not a dirty word.

Anonymous said:

The 'Funeral' Television commercial by Leo Burnett is a complete rip-off. How it could have won 3 golds is beyond me.

Anonymous said:

Have you seen the real Bose ads that run globally...their tag is 'better sound through research' and their ads are always tech heavy in explaining the technology inside those boxes. This is because the company was founded by a scientist.

Doing Bose ads in singapore is real easy...just shoot whatever you want based on some generic proposition like noise cancelling and take it down to Atlas Hi-Fi and show it to Mrs Tien or one of her boys. They will put it up as a poster and you can also ask a bus shelter company to put them up at 2 or 3 sites that currently have no booked media.

Voila....agency of the year!

Anonymous said:

Singapore advertising totally blows.

There's really no meaning to anything that actually runs.

Price points and rushed photo shoots. Such a horrible creative environment.

Anonymous said:

The 'top' campaigns here....
be great if the agencies could deflect some of the 'scam' claims by simply stating where the ads ran.. what size etc?

And in endorsing the work so wholeheartedly , I am assuming the CCA Jury asked for
say, tearsheets...? It seems the first anyone has seen of the Toy Museum Ads where when they appeared on the cover of Campaign Brief?

Anonymous said:

For the digerati always complaining about printosauruses always winning, try adding an idea to your next piece of DM spam crap masquerading as 'digital' and perhaps you'll be rewarded too.

Anonymous said:

Agree with you 6.06 (September 3).
Stop your complaining and let's try for ideas in every media.

Anonymous said:

Very well said 8:56

Anonymous said:

damn, missed the entire conversation. was busy polishing all 18 of my medals. to the whiners, why don't you guys come over and help? at least, that will be a break from the non-winning crap that you dish out.

Anonymous said:

10.35.. polish those medals all you want but I doubt they will ever shine. They represent what was for many a lacklustre show full of dodgy work that would never make it past the tight rules in place at other reputable award shows.

Anonymous said:

18 medals in what? The Special Olympics?

I think Cannes felt sorry for Singapore and awarded them something so they would still enter (and make money) because these ads compared to the scam of the past, are a joke.

And to the guy complaining about the 'digerati'. How come most developed industries outside of Singapore can win in every category outside of print and also win print? You should try taking a leaf out of your own book and try adding a real idea to your work, including scam.

Anonymous said:

There's nothing wrong with scam, really. Other countries are doing it. Like our Aussie friends. They call them initiatives. We call them pro-bono. But our problem? We take them far too seriously. The other problem? Majority of our scam is shit. Partly because scam ads rarely have real insights. They just TRY to be clever. And also partly because most creatives here are pressured to churn out as many scams as possible for the sake of it. And of course, we all know which category is easy to create scam ads.

Don't get me wrong. Print is beautiful. In fact, why not think of Print, the medium, as a beautiful woman. And scam ads are just really ugly clothes she's putting on.

The sad state of the Singapore ad industries is that creatives are judged by the metal they possess. Not so much of whether they have the business acumen to turn a client's brand around with the supposed gift of creativity they are thought to possess. It's time we built our knowledge, not only our books. And especially our metal cabinet.

P.S. Kudos to the the CCA committee for enforcing tearsheets and client's endorsement letters as condition to entry. But they should REALLY check if SOME of their winners REALLY had client endorsement. They should respect the rules they set themselves. There were some that appeared dodgy.

Anonymous said:

Client endorsement letters? Really? The letters and tear sheets are as genuine as the ads. The Bose ads are certainly fresh because I have never seen them appear anywhere until now. Someone should let Bose head office know where they appeared and that DDB is their agency of record. Exactly where is the Mint Museum of Toys? Never heard of them. Must be an affiliate of that other infamous Singapore toy company Shpere or was that Sphere? Nice art direction. Didn't think much of the funeral commercial, aside from the fact it was made by a wonderful person who is now dead. God bless, Yasmin Ahmad. She was a rare talent, indeed. To appear amongst all these local advertising luminaries makes her look like a lotus flower.I quite liked the isaw viral by BBH singapore. Great stuff. Singapore Airlines is still the only real advertising campaign that has actually built a brand we recognise. Pity their work of late has been, well... piss poor. Maybe they should choose a world class agency instead of signing a ten year contract with an agency built on scam? Jusy a thought...

Anonymous said:

Our Aussie friends pulled in 45 Cannes awards (none in print), New Zealand pulled in 25 iirc (only one award in print), and what did Singapore pull in? A couple of lame silvers in print that looked sketchy to begin with - one should have just won for art direction.

Anonymous said:

Does anyone know where we can find that Electrolux ad Lowe did?

Would be great if someone could post a link or something.

Strange how most of these ads have already done their rounds on the Internet, apart from their regular media buys such as the bus stop outside Outram MRT station, or the junior page on Juice magazine.

Except this Electrolux ad. Never saw it on the Internet at all.

Anonymous said:

Obviously Singapore still hasn't got the message that scamateurs have no place in the real world of advertising.

Anonymous said:

You're right. Scam is the new normal. It's now what makes careers and a whole parcel of CDs got to their positions by scamming. World-wide phenomena.

The difference b/t Aussie et al and Asia though is that in Aussie, the best scams come from agencies that also do good work for real clients, on occasions anyway. In Singapore, not so much. If you took the scams away from Ogilvy for instance, there is third-rate print retail, a bunch of snore-inducing e-retail and fuck-all else.

Often creative departments are full of highly-awarded scammers who couldn't do a half-way decent ad for a real client if their lives depended on it.

Anonymous said:

@11:16 AM I couldn't agree with you more. Ogilvy is the worst of the lot.

Anonymous said:

I just wish all award shows would create a 'Pro Bono' category (not to be confused with public service) and be done with it.

These would include all 'initiative' ads where the agency has instigated and created for clients like Bose and museum of toys etc.

That would then lead to less problems. Maybe.

Anonymous said:

Dear,

September 3, 2010 3:08 PM & September 6, 2010 7:56 AM

In regards to Mint Museum please feel free to come in and see me and i'd be more than happy to show you the clients media buy of more than 20+ bus shelters throughout Singapore.

Rgds.
MR

Anonymous said:

Well done DDB and Y&R. Good to see you in the winners circle.

Anonymous said:

It's sad to see the vitriol that's seeping through this thread. Our industry simply enjoys tearing down someone else for no other reason other than to elevate oneself.

One convenient explanation is that Singapore is simply too competitive. But in the true spirit of competition, it's your opponent who brings out the best in you. Have a problem with DDB and Y&R's CCA success? Then do a better ad. Trying to diminish their achievement by anonymously talking trash here does nothing for yourself. Hell, who knows, someday you might actually win in the CCA and someone will be taking a dump on you.

Stop the hating. The ad industry is suffering because people whine better than they work. You can decide who you want to be.

Peace. Out.

Anonymous said:

Lol, who would aspire to a CCA? You're delusional.

Anonymous said:

so what's the deal with this Electrolux ad? someone spill the beans already.

anonymous, how about you?

Anonymous said:

i agree with you @September 6, 2010 9:21 PM
just stop the hate and just do better work

Anonymous said:

I second that, September 7, 2010 11:16 AM.


Yeah. This Electrolux ad is mysterious. No one's ever seen it. And it picked up a bronze.

Can anyone show us the link to this ad or something? I'm really curious.

Anyone from Lowe Singapore care to share?

Anonymous said:

{Have a problem with DDB and Y&R's CCA success? Then do a better ad.}

Yes. There's nothing stopping us. Clients not necessary.

Anonymous said:

9.21 pm

It seems your type of creative is very thick skinned when it comes to bending rules of ad shows but very thin skinned when someone calls you on it. You say ' stop hating' but you are the ones that create such conditions yourself.

To do scam/pro bono/initiative, you have to earn the privilege...by first doing good work on real briefs and problems. Then no one will have a problem with whatever florist ads you might want to do. Knock yourself out.

What irks most honest creatives who slog away thanklessly trying to do good work on real accounts is your type that create ads in a vacuum, sell them to whoever is willing to lend their name and then trumpet that as the benchmark of creativity.

Try cracking a few real briefs well.... and put the work out there and no one will mind you having a bit of fun with pro bono too.

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