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

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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 K
osukegawa, 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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