FOCUS: AGENCY OF THE YEAR AWARDS 2000 - The New Leaf Award - Contamination message wins for DDB duo

<p>DDB Singapore has beaten more than 200 advertising agencies from </p><p>around the region to win the New Leaf Award, organised by Discovery </p><p>Channel and Animal Planet. </p><p><BR><BR> </p><p>Specifically, the honours went to writer Craig Rosenthal and art </p><p>director Goh Wee Kim, who produced the winning public service </p><p>announcement (PSA). </p><p><BR><BR> </p><p>This is the second year that Discovery Planet and Animal Planet have </p><p>given away the New Leaf Award. </p><p><BR><BR> </p><p>The award was launched in July 1999 to challenge agencies in </p><p>Asia-Pacific to create a conservation-themed PSA for television. </p><p><BR><BR> </p><p>This year's award recognises the agency with the most compelling entry </p><p>that draws attention to the growing threat of global water contamination </p><p>in the region. </p><p><BR><BR> </p><p>The winning PSA entry, entitled "Nature's Call" features a powerful last </p><p>frame conveying the message that the "Earth needs fresh thinking on </p><p>water". </p><p><BR><BR> </p><p>The PSA addresses the growing threat of global water contamination </p><p>regionally and highlights the extent of the problem. </p><p><BR><BR> </p><p>"The concept behind the public service announcement makes you sit up and </p><p>realise that global water contamination is a serious problem," said Ms </p><p>Lesley Anne Campbell, vice-president, marketing and communications, </p><p>Discovery Networks Asia. </p><p><BR><BR> </p><p>"This is the kind of message that will help raise public awareness of </p><p>environmental issues, in line with our mission at Discovery </p><p>Channel." </p><p><BR><BR> </p><p>Unanimously described as a "simple yet compelling idea" by the judges, </p><p>'Nature's Call' was a clear winner. </p><p><BR><BR> </p><p>Those on the judging panel included MEDIA magazine's Ken McKenzie, Ms </p><p>Jessica See from the World Wide Fund for Nature, Mr Eugene Cheong from </p><p>Ogilvy & Mather, Mr Trefor Scott Thomas from Saatchi & Saatchi, and Ms </p><p>Campbell and Mr Philip Kitcher from Discovery Networks Asia. </p><p><BR><BR> </p><p>Presiding as chairman for the panel of judges was Mr Juggi Ramakrishnan </p><p>from Saatchi & Saatchi. </p><p><BR><BR> </p><p>The DDB Singapore duo walks away with USdollars 25,000 to produce the </p><p>PSA, and USdollars 100,000 worth of airtime on Discovery Channel and </p><p>Animal Planet. </p><p><BR><BR> </p><p>The winners were intrigued by the brief and conducted extensive research </p><p>on global water contamination. </p><p><BR><BR> </p><p>"We were hit by the fact that over 12,000 people die daily from drinking </p><p>contaminated water," said Mr Rosenthal. </p><p><BR><BR> </p><p>"We wanted to do our part to increase public awareness of this </p><p>issue. </p><p><BR><BR> </p><p>We are pleased to be able to use some footage shot in Africa, courtesy </p><p>of Giant Firms. </p><p><BR><BR> </p><p>"We will bring the issue of global water contamination to life for the </p><p>viewers." </p><p><BR><BR> </p><p>Ms Campbell commented: "We are greatly encouraged by the responses from </p><p>the advertising agencies. We had entries not just from Southeast Asian </p><p>countries, but also from China, Taiwan, Japan, Australia, Hong Kong and </p><p>even Pakistan. </p><p><BR><BR> </p><p>"Clearly the advertising agencies around the region share our vision for </p><p>the campaign." </p><p><BR><BR> </p>