Lowe China wins 2014 Longxi Creative Awards Grand Prix for Buick’s “human traffic signs”
The 2014 Longxi Creative Awards has officially come to an end. This year the LongXi judging panel journeyed to the exotic western region of Xuan Han, Dazhou of Sichuan Province. After two long days of judging and careful deliberations, the award results are out.
The Grand Prix goes to Lowe China for its Buick TVC and Paid Internet Film category entry under the Cars- single sub-category titled “Signs are there for a reason. Obey the rules.” The winner won by an overwhelming vote majority amongst the judges.
Sheena Jeng, Publicis China, stated that she has seen Lowe China’s Buick entry multiple times but each time finding the advertisement more meaningful and delivering a new touching message. In her words “the advertisement is simple but yet powerful.” Driving recklessly could result in jeopardizing an innocent person’s life and future, so drivers must think twice of the consequences.
Over 1,300 creative works were submitted but only a total of 266 creative works made the first round entry list cut.
The judges included (pictured above):
ATL
Norman Tan, JWT Asia Pacific, Shanghai – Jury President
Michael Dee, The Gate, Greater China
Sheena Jeng, Publicis China
Tony Liu, M&C Saatchi aeiou
Hoh Woon Siew, Hakuhodo Asia Pacific
Kit Koh, BBDO Shanghai
Jean Lee, ADK Taiwan
Digital
Amber Liu, Amber Communications – Jury President
Aaron Zhang, Arkr Group
Ken Tao, Energy Source
James Chiu, Razorfish
Lee Lee, Dream’s Monster Digital, Taiwan
Johan Vakidis, AKQA
Tony Yeung, J Digital Shanghai
Other awards for both digital and ATL total being 19 Gold, 33 Silver, 58 Bronze, 56 Merit, 1 Best of Press, 1 Best of Direct and 1 Best of Social Engagement.
To view the official winner list and winning works, please visit here.