The juries gave out the highest number of Black Pencils ever, at seven. Dentsu also won Gold as the most awarded digital agency, thanks to its Black Pencil, two Yellow Pencils, one Nomination and four In-Book awards.
Details on Asia-Pacific winners follow. The complete global list of winners is available here.
Dentsu's award is in the category of Sound Design & Use of Music for Digital Marketing. The agency and its partners recreated the sounds of a record-setting lap run in 1989 by the late Formula 1 legend Aryton Senna, using telemetry data from Senna's car and an elaborate speaker and lighting setup at the same track, Japan's Suzuka circuit. The telemetry system used in the 1989 car is reportedly "at the heart of" Honda's Internavi system.
“The sound it created for the people at the venue where they did it, it had to be the most incredible feeling," a jury member commented. "I actually don’t like Formula 1, that’s how much I liked it.”
Finch won in the Technological Innovation category for a robot that signed a petition asking the government to help fund research into Duchenne Muscular Dystrophy. At the command of Facebook users, the 'Most Powerful Arm" signed in the handwriting of a young man was no longer able to write due to the condition. The Red Agency, Havas Worldwide and Reactive also took part in the project, which drew 32,000 signatures.
”The robot, the way it was constructed, was completely distinct but just beautifully done," said a jury member. "The video almost draws you to tears,"
Here are all the APAC Yellow Pencil winners.
|Phubbing: A Word is Born||McCann Erickson Melbourne||Macquarie Dictionary||Australia||Writing for Design||Writing for Brands|
|Road||DDB Sydney||Volkswagen||Australia||Radio Advertising||Radio Advertising 0-30 seconds|
|Sound of Honda/ Ayrton Senna 1989||Dentsu Tokyo||Honda Motor Co||Japan||Digital Marketing||Innovative Use of Technology|
|Pierre Hermé Paris||Nippon Design Center||Pierre Hermé Paris||Japan||Packaging Design||Packaging Design|
|Tamabi||MR_DESIGN||Tama Art University||Japan||Branding||Branding Schemes/Large Business|
|Tokyo City Symphony||SIX||Mori Building||Japan||Art Direction||Art Direction for Digital Marketing|
|The Beautiful Black List||Dentsu Tokyo||Yoshida Hideo Memorial Foundation||Japan||Crafts for Design||Illustration for Design|
|Food Photos Save Lives||Draftfcb New Zealand||UNICEF||New Zealand||Mobile Marketing||Integrated Mobile Campaigns|
|Trial by Timeline||Colenso BBDO||Amnesty International||New Zealand||Direct||Direct Response/Digital|
|TXTBKS||DDB DM9JaymeSyfu||Smart Communications||Philippines||Mobile Marketing||Innovative Use of Mobile Technology|
Here is a list of awards by country, with APAC nations in bold.
|In Book||Nominations||Yellow Pencils||White Pencils||Black Pencils||Total Awards|