Appies 2014 preview: Shortlist revealed

Last year’s winner BBDO is the most shortlisted agency this year with 13 nominations in business services, consumer durables, consumer services, food and beverage, non-food FMCG and the pro bono categories. McCann also secured 11 nominations, followed by BBH with nine. Ogilvy & Mather and OgilvyOne together received four as did Lowe and Partners. Dentsu Singapore managed three.

Agencies will present their shortisted work live at the event on 14 and 15 August, through a four-minute show reel, followed by a six-minute exposition on the work. The panel and audience then have a chance to post questions and engage with the presenters.

Sridhar Ramaswamy, director of retail marketing at Lenovo and the chief judge for the event, is looking forward to the format of live presentations. “There’s a great list of submissions,” he said. “I’m really looking forward to seeing a wide variety of work from countries like China, Vietnam, India and so on, giving me the opportunity to compare the quality of work.”

According to Ramaswamy, the winning work should address the specific marketing challenge, while defining the target audience. He’s also stressed the importance of the creative idea, integrated execution and the final results. “We treat marketing as a craft, so we will be looking at how challenging the whole exercise was and how well it solves the problem and delivers results.”

The Advisory Council of the APPIES 2014 comprises René De Monchy, head of marketing with Asia Pacific Breweries Singapore (Chairman of APPIES 2014); Alvin Neo, chief marketing officer of Parkway Pantai; and Goh Shu Fen, principal and co-founder of R3. The council will select the Gold winners from the shortlisted entries.

“The whole objective is to recognise and encourage good work,” said De Monchy. “The quality of work is really high and representative of the work happening in the region.”

The event is set to take place at the National University of Singapore Society (NUSS).

Here is the shortlist:

CATEGORY – BUSINESS SERVICES

Campaign Title : Little Things Matter

• Brand : Aviva
• Agency : BBDO Singapore
• Country : Singapore

Campaign Title : TrueMove H: Giving is the Best Communication

• Brand : TrueMove H
• Agency : Ogilvy & Mather Thailand
• Country : Thailand

CATEGORY – CONSUMER DURABLES

Campaign Title : EOS World

• Brand : Canon
• Agency : Dentsu Singapore Pte Ltd
• Country : Singapore

Campaign Title : Hack Jakarta for running

• Brand : Nike
• Agency : Bartle Bogle Hegarty
• Country : Indonesia

Campaign Title : Help Your Child Shine

• Brand : HP
• Agency : BBDO Singapore
• Country : India

Campaign Title : The Legend is back – Bigger, Bolder, Better

• Brand : Skoda Auto India Private Limited
• Agency : BBH Mumbai
• Country : India

Campaign Title : Think Big. Think Canon

• Brand : Canon
• Agency : Dentsu Singapore Pte Ltd
• Country : Singapore

CATEGORY – CONSUMER SERVICES

Campaign Title : #Need4GSpeed

• Brand : SingTel (Singapore Telecommunications Limited)
• Agency : OgilvyOne Worldwide, Singapore
• Country : Singapore

Campaign Title : 3030 SHOW, “THE FUTURE IS HERE”

• Brand : PT HUTCHISON 3
• Agency : NIL
• Country : Indonesia

Campaign Title : Aiful Man

• Brand : Aiful
• Agency : I&S BBDO
• Country : Japan

Campaign Title : British Airways: Ambassador of British Etiquette

• Brand : British Airways
• Agency : BBH China
• Country : China

Campaign Title : Can a Newspaper Preserve A Nation’s Future

• Brand : Dainik Jagran
• Agency : McCann India
• Country : India

Campaign Title : Drive Awake

• Brand : PTT Public Company
• Agency : BBDO and Proximity Thailand
• Country : Thailand

Campaign Title : HSBC Neurogolf

• Brand : HSBC Singapore
• Agency : JWT Singapore
• Country : Singapore 

Campaign Title : MasterCard Sparks the Thrill of the Hunt at the Great Singapore Sale 2013

• Brand : MasterCard Worldwide
• Agency : McCann Singapore
• Country : Singapore

Campaign Title : Mount Elizabeth Novena Hospital’s Doctor for A Day

• Brand : Parkway
• Agency : Mount Elizabeth
• Country : Singapore

Campaign Title : Mount Elizabeth Novena Hospital’s Light a Dream

• Brand : Parkway
• Agency : Mount Elizabeth
• Country : Singapore

Campaign Title : NetEase “Your Thinking DNA”

• Brand : NetEase
• Agency : BBDO / Proximity China
• Country : China

Campaign Title : SingTel’s Little Helpers - #Alittlehelp

• Brand : SingTel (Singapore Telecommunications Limited)
• Agency : OgilvyOne Worldwide, Singapore
• Country : Singapore

CATEGORY – FOOD & BEVERAGE

Campaign Title : Adding Fizz To The Family Mealtime

• Brand : Coca Cola
• Agency : McCann India
• Country : India

Campaign Title : Arthur’s Day A Bold Night Out

• Brand : Asia Pacific Breweries
• Agency : BBDO Singapore
• Country : Singapore

Campaign Title : Blue Label Gallery

• Brand : Johnnie Walker
• Agency : Iris Nation Pte. Ltd.
• Country : Singapore

Campaign Title : DEL MONTE KITCHENOMICS, RECIPE FOR A BETTER LIFE

• Brand : Del Monte
• Agency : Movent Inc., Starcom Philippines, Liquidthread Philippines, TBWA
• Country : Philippines

Campaign Title : DIL KA HIGH SCIENCE

• Brand : India
• Agency : McCann Worldgroup India
• Country : India

Campaign Title : ELEVATE YOUR TASTE

• Brand : Danone – Badoit
• Agency : Irisnation Worldwide
• Country : Singapore

Campaign Title : Heineken Sunrise

• Brand : Heineken
• Agency : Iris Nation Pte. Ltd.
• Country : Singapore

Campaign Title : Heineken True Profile

• Brand : Heineken
• Agency : ZenithOptimedia / Iris Nation Pte Ltd
• Country : Singapore

Campaign Title : How Coca-Cola Won the Battle for Indian Teens

• Brand : Coca Cola
• Agency : McCann India
• Country : India

Campaign Title : Just Another Shrimp Burger, Hai!

• Brand : McDonald’s Singapore
• Agency : DDB Group Singapore
• Country : Singapore

Campaign Title : McDonald’s Spicy Face-off

• Brand : McDonald’s Singapore
• Agency : DDB Group Singapore
• Country : Singapore

Campaign Title : ‘Kick-starting’ India’s morning

• Brand : Nescafe Classic
• Agency : McCann India
• Country : India

Campaign Title : Starbucks Coffee Perfection

• Brand : Starbucks
• Agency : BBDO Hong Kong
• Country : Regional – Hong Kong, Singapore, Thailand, Malaysia, Indonesia, Philippines, Korea & Taiwan

Campaign Title : Smirnoff: Reinvent

• Brand : Smirnoff
• Agency : Ogilvy & Mather Thailand
• Country : Thailand

Campaign Title : The Scenthesizer

• Brand : Heineken
• Agency : Iris Nation Pte. Ltd.
• Country : Singapore

Campaign Title : The Smarter Way To Stay Fit

• Brand : Marico India Pvt. Ltd.
• Agency : McCann Worldgroup
• Country : India

Campaign Title : The World’s Smoothest Launch

• Brand : Asia Pacific Breweries
• Agency : BBDO Singapore
• Country : Singapore

Campaign Title : Tiger Beer – Game Time

• Brand : Tiger Beer
• Agency : ZenithOptimedia / DDB
• Country : Singapore

Campaign Title : TIGER BEER PRESENTS #TIGERTWIST

• Brand : Heineken APAC
• Agency : Irisnation Worldwide
• Country : Singapore

Campaign title : Tiger Excitement Journey

• Brand : Vietnam Brewery Limited
• Agency : Leo Burnett Vietnam
• Country : Vietnam

Campaign Title : Vat 69 No We Can’t

• Brand : Diageo India Private Limited
• Agency : BBH India
• Country : India

Campaign Title : When Granny Meets Little Sally

• Brand : McDonald’s Singapore
• Agency : DDB Group Singapore
• Country : Singapore

Campaign Title : You Are Not You When You’re Hungry

• Brand : Mars
• Agency : I&S BBDO
• Country : Japan

CATEGORY – NON-FOOD FMCG

Campaign Title : adidas go all in (indoors)

• Brand : Adidas
• Agency : Irisnation Worldwide
• Country : Singapore

Campaign Title : An Activation For Tide Where Every Rupee Spent Earned Significant ROI

• Brand : P&G
• Agency : Leo Burnett Solutions Inc
• Country : Sri Lanka

Campaign Title : Beauty without the overclaim

• Brand : Marico Limited
• Agency : BBH Communications India Pvt Ltd
• Country : India

Campaign Title : BIC Brotastic

• Brand : BIC Shavers
• Agency : Lowe & Partners
• Country : Malaysia

Campaign Title : Change With Pride

• Brand : Marico Limited
• Agency : BBH Communications India Pvt Ltd
• Country : India

Campaign Title : Gillette Scandal Shave

• Brand : Gillette
• Agency : BBDO and Proximity China
• Country : China

Campaign Title : Gillette – Soldier For Women

• Brand : Gillette, P&G India
• Agency : BBDO India Pvt Ltd
• Country : India

Campaign Title : Mediker Anti-Lice Treatment: “Smart Kids Don’t Scratch Their Heads”

• Brand : Marico India Pvt. Ltd
• Agency : BBH Communications India Pvt Ltd, Madison Media Infinity, Radiowani, Perfect Relations Pvt. Ltd., SHARP NGO
• Country : India

Campaign Title : PEARS – BRINGING BEAUTY BACK TO THE BEAUTY SOAP

• Brand : Hindustan Unilever Limited
• Agency : McCann Worldgroup
• Country : India

Campaign Title : Rexona Move: Sweat to Change Lives

• Brand : Unilever Malaysia
• Agency : Lowe & Partners
• Country : Malaysia

Campaign Title : Sharing Success

• Brand : Marico Limited
• Agency : BBH Communications India Pvt Ltd
• Country : India

Campaign Title : Stelara FREEDOM 360 Campaign Singapore

• Brand : Janssen
• Agency : Rubicon & ADXTO
• Country : Singapore

Campaign Title : Vaseline Sun Art

• Brand : Unilever Thailand
• Agency : Lowe & Partners
• Country : Thailand

Campaign Title : VEX the Rocket

• Brand : Maybelline
• Agency : McCann Worldgroup Singapore
• Country : Singapore

Campaign Title : Women Against Labels

• Brand : Procter & Gamble Philippines
• Agency : BBDO Guerrero
• Country : Philippines

CATEGORY – PRO BONO / GOVERNMENT / CULTURAL

Campaign Title : Dengue Fighters

• Brand : National Environment Agency
• Agency : DDB Worldwide Pte Ltd
• Country : Singapore

Campaign Title : Digital Earth Hour – Reaching millions of people in 1 hour, without spending a cent

• Brand : WWF
• Agency : BBH China
• Country : China

Campaign Title : Fan-Sponsored Team

• Brand : Starhub
• Agency : DDB Group Singapore
• Country : Singapore

Campaign Title : FrogAsia World Mania Challenge

• Brand : FrogAsia
• Agency : Lowe & Partners
• Country : Malaysia

Campaign Title : Getting There Together

• Brand : Land Transport Authority
• Agency : Dentsu Singapore Pte Ltd
• Country : Singapore

Campaign Title : How A Newspaper Helped A Nation Heal The Wounds

• Brand : Wijeya Group
• Agency : Leo Burnett Solutions Inc
• Country : Sri Lanka

Campaign Title : How Gandhi Inspired India’s Second Quit India Movement

• Brand : UNICEF Quit India Movement
• Agency : McCann India
• Country : India

Campaign Title : How We Tested The Loyalty Of Our Fans By Making Them Sit For An Exam

• Brand : Pusswedilla
• Agency : Leo Burnett Solutions Inc
• Country : Sri Lanka

Campaign Title : MTV Rock The Vote

• Brand : Viacom
• Agency : MTV (In-House)
• Country : India

Campaign Title : MySmartEye: Opening the eyes of the blind

• Brand : Starhub Ltd
• Agency : DDB Group Worldwide
• Country : Singapore

Campaign Title : Putting Every Woman’s Health To The Test

• Brand : Johnson and Johnson Ltd
• Agency : McCann Worldgroup
• Country : India

Campaign Title : Recipe

• Brand : Health Promotion Board
• Agency : DDB Worldwide Pte Ltd
• Country : Singapore

Campaign Title : Team Singapore “Together We Are Stronger”

• Brand : Team Singapore
• Agency : Bates Chi & Partners
• Country : Singapore

Campaign Title : The Coffee Connector

• Brand : Economic Development Board
• Agency : The Secret Little Agency
• Country : Singapore

Campaign Title : World Under Water

• Brand : Carbon Story
• Agency : BBDO Singapore
• Country : Singapore