Matthew Miller
Jun 23, 2016

Cannes 2016: Mobile awards snub APAC markets

Asia leads the world in mobile mania, but you wouldn't know it from browsing the Mobile winner list at Cannes.

'ComeOnIn' by DDB Sydney for the Sydney Opera House
'ComeOnIn' by DDB Sydney for the Sydney Opera House

CANNES - The region universally acknowledged as the hotbed of mobile-first behaviour barely registered with the Mobile jury at Cannes, where the category resulted in just a smattering of awards for APAC work, mostly from Australia. 

DDB Sydney was the lone Gold Lion winner from the region, for a campaign on behalf of the Sydney Opera House. That work also took two Silver Lions.

Overall, the region won only 10 Lions out of the 62 awarded, and only three of those went to a country not named Australia. Although Singapore accounted for a Silver Lion and Thailand and Japan won a Bronze each, China, Hong Kong, Indonesia and the Philippines—all frequently cited as markets with unique, rapidly evolving mobile ecosystems driven by passionate users—are conspicuous in their absence. Whether this indicates that the region truly lags the US (which won the most metal) in the development of mobile advertising or signals a lack of understanding on the part of the jury will probably be debated for some time. Either way, it's disappointing.

The category yielded a Grand Prix for 'NYT VR' by T Brand Studio of New York for GOOGLE, GE, MINI and the New York Times.

More Cannes 2016 coverage

Here is the complete list of APAC winners, such as it is.

Note: In the table below, duplicate entries indicate awards in separate sub-categories. We have chosen not to list the category numbers for brevity's sake. 

Title Client Product Entrant Company Country Prize
GOLD
#COMEONIN THE SYDNEY OPERA HOUSE THE SYDNEY OPERA HOUSE DDB Sydney AUSTRALIA Gold Lion
SILVER
AMATEUR REPLAY ALLIANZ INSURANCE OGILVY & MATHER SINGAPORE  SINGAPORE Silver  Lion
#COMEONIN THE SYDNEY OPERA HOUSE THE SYDNEY OPERA HOUSE DDB Sydney AUSTRALIA Silver  Lion
UNCRUSHABLE M.J. BALE M.J. BALE 100% MERINO WOOL SUIT TBWA\SYDNEY  AUSTRALIA Silver  Lion
#COMEONIN THE SYDNEY OPERA HOUSE THE SYDNEY OPERA HOUSE DDB Sydney AUSTRALIA Silver  Lion
#COMEONIN THE SYDNEY OPERA HOUSE THE SYDNEY OPERA HOUSE DDB Sydney AUSTRALIA Silver  Lion
BRONZE
HELPMET THAI HEALTH PROMOTION FOUNDATION THAIHEALTH ROAD SAFETY PROJECT BBDO BANGKOK  THAILAND Bronze Lion
CELEBRITY TANTRUM SAMSUNG AUSTRALIAN= SAMSUNG TAB S2 LEO BURNETT SYDNEY  AUSTRALIA Bronze Lion
GIGA SELFIE TOURISM AUSTRALIA SIGHTSEEING TBWA\HAKUHODO Tokyo JAPAN Bronze Lion
RATE MY ROOF ORIGIN ENERGY ORIGIN ENERGY CLEMENGER BBDO MELBOURNE  AUSTRALIA Bronze Lion

 

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