The final tally was four 'best' awards apiece, but 13 certificates of excellence for Burnett to Ogilvy's 12.
The theme for this year's awards, 'BAD Salesman', highlighted creative advertising that sells. "A good advertisement must also achieve its goal in effectively selling goods or services, brands or even credibility of the product, service or organisation," noted Wisit Lumsiricharoenchoke, president of the Bangkok Art Directors Association and Ogilvy deputy executive creative director. A total of 1,251 entries competed for prizes at the show.
Ogilvy's Best of Show TVC award went to its 'Peace of mind' ad for client Thai Insurance. The same ad also clinched 'best' awards in two other categories: corporate image ad and in the banking, investment, insurance and property development category. A fourth 'best' award was won for its 'Aerobic' commercial for client Sponsor energy drinks in the non-alcoholic drinks category.
Burnett was awarded best print ad for its TVC for pharmaceutical client Tensoplastic entitled 'Ambulance'; best packaging for Greyhound's mens' underwear, entitled 'Eggs'; as well as best brochure and best graphic design, both for the BAD annual book.
Local agency SC Matchbox came third with three 'best' awards and 14 certificates of excellence. All three best awards - best radio spot, best poster campaign and best art direction in the print category - were clinched for work done for client AIS 1-2-Call system.
