Japan dominance in Design and Cyber categories leads region to 14 Gold Lions

Asia-Pacific agencies took 32 per cent of the awards in the Design category. In particular, Japan dominated, taking 13 of the 23 Lions awarded to Asia-Pacific agencies, while Dentsu Tokyo alone won three Golds (one in conjunction with Party Tokyo).  

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Agencies in Japan also ruled the Cyber category, with Projector Tokyo, Hakuhodo, and Dentsu Tokyo all winning gold and accounting for a third of all the Gold Lions handed out. Overall however, Asia accounted for just 12 per cent of the Cyber awards.

Japan got shut out of the Press category, but Asia-Pacific agencies from across the region, including Singapore, Hong Kong, India, and Thailand, won 27 per cent of the total awards. Clemenger BBDO Melbourne, DDB Sydney, and JWT Shanghai all accepted Golds. 

"When looking at the work [the jury] couldn't tell where they came from," Press jury member Chris Chiu, founder and CCO of Ren Partnership, told Campaign Asia-Pacific. "Work from each part of the world derived inspiration from other cultures. China's work espoused Western values and South America's work had elements of Asian values. This tells me that the work was of international standard. Great craft, great copy transcends language and culture." 

The Press jury gave out a total of 93 awards: one Grand Prix, 14 Gold, 35 Silver and 44 Bronze. Asia-Pacific agencies won 26 Lions: three Gold, 10 Silver and 13 Bronze.

The gold awards went to:

• Clemenger BBDO Melbourne for Carlton and United Breweries' Carlton Mid
• DDB Sydney for Volkswagen's Park Assist technology
• JWT Shanghai for Maxam toiletries

Agencies hailing from many Asia-Pacific countries brought home awards:

	Gold	Silver	Bronze
Australia	2	1	1
China	1	1	2
India	-	1	3
Hong Kong	-	2	2
New Zealand	-	1	-
Singapore	-	3	3
Thailand	-	1	2

 

Design

The Design jury awarded 71 Lions: one Grand Prix, 19 Gold, 13 Silver and 38 Bronze. Of these, 23 went to Asia-Pacific agencies: seven Gold, four Silver and 12 Bronze.

The gold winners are:

• DDB Mudra Group Mumbai for 'The Hinglish Project' for the Ministry of Tourism.
• Dentsu Tokyo for 'Get Back, Tohoku' for East Japan Railway 
• Dentsu Tokyo for ''The Ultra Asian' for the Yoshida Hideo Memorial Foundation / Advertising Museum Tokyo's Adfest 2011 Exhibition.
• Dentsu Tokyo for 'Magic' for Menicon's Magic Menicon 1-Day Flat Pack.
• I&S BBDO Tokyo for 'Design Nori (Seaweed)' for Umino Seaweed Store. 
• Leo Burnett Shanghai for 'Sun Bathing' for A.O.Smith's solar-powered water heater.
• Hakuhodo's 'All Is Not Lost' for Google Chrome.

Japan dominated the country-by-country table:

	Gold	Silver	Bronze
Australia	-	1	-
China	1	1	-
India	1	-	1
Indonesia	-	-	1
Japan	5	1	7
Malaysia	-	1	1
Singapore	-	-	2

 

Cyber

The Cyber jury gave out 87 total awards: two Grand Prix, nine Gold, 31 Silver and 45 Bronze. Asia-Pacific agencies won 11 Lions: three Gold, three Silver and five Bronze.

Gold awards went to:

• Projector Tokyo for "Museum of Me' for Intel's i5 processors.
• Hakuhodo for 'All Is Not Lost' for Google Chrome.
• Dentsu Tokyo for 'Connecting Lifelines' for Honda's Internavi.

Japan won 10 out of the 11 total Lions awarded to Asia-Pacific agencies, the sole exception being a Silver for Singapore agency Kinetic.

 

Radio

Asia-Pacific agencies did not figure strongly in the Radio category, where out of 55 total awards and nine Golds, the region managed only one Gold and five awards in total. The Gold Lion went to SapientNitro Brisbane for 'Bully' for Earphone Bully. Agencies in Malaysia, India, and the Philippines also scored Lions.