DDB Singapore emerged victorious as the Agency of the Year with a haul of nine silvers, nine bronzes and four finalists awards. The award honours the agency that tops the overall results at CCA 2010, excluding the Craft categories.
Two of their strongest entries, 'Construction/Noisy Dog/Crying Kid' campaign for BOSE and 'Rough Guides' campaign for Penguin Books Singapore collectively won nine silvers and seven bronzes, with the latter also winning one gold and three silvers in the Print Craft – Art Direction category.
Y&R Singapore won big for its 'The Mint Museum of Toys’, 'Tin Toys' and 'Dolls' campaigns, with a haul of medals that include four gold under the Print and Print Craft categories.
A stand-out in the Television and Cinema category is the 'Funeral' television commercial by Leo Burnett Singapore which garnered a total of thee golds, with one under TVC Craft – Direction.
Head of advertising jury, Ng Tian It of Lowe Singapore, said, “As the head of the advertising jury, I am very proud to endorse this work. I can say that they represent the crème de la crème of our advertising at this period in time. The one particular thing that I feel is really great about it is that we’re celebrating the power of simplicity, going back to the basics, going back to the purity of an idea all over again. It’s amply demonstrated in all those things that won.”
Commenting on the pursuit of great ideas, Valerie Cheng, CCA 2010 chairman said, “In 2008, the judges were looking for great ideas. In 2010, the definition of what constitutes a great idea has changed. Today’s great ideas don’t just make you sit up, they start conversations and make brands engage and interact with people like never before.”
Kinetic Singapore also came out as another key winner that evening, picking up the only Gong given out this year – Design Gong. Its winning entry 'Soundtrack for a Book' was conceptualised for independent local band Concave Scream. Gian Jonathan from Kinetic Singapore also won the New Art Director Award.
The various disciplines are ranked separately, with the tables excluding Craft awards. The top agencies of each discipline are:
Advertising: DDB Singapore
Design: Kinetic Singapore
DM/Promo: JWT Singapore
Interactive: Ogilvy Singapore
A total of 98 awards were presented this year, which includes 10 gold, 35 silver, 51 bronze, one Design Gong plus Agency of the Year.
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