Saatchi & Saatchi’s TVC and direct integrated campaign for Toyota’s four-wheel drive range ‘Country Australia border security – nothing soft gets in’ was awarded a Yellow Pencil.
In Japan, Dentsu and Hakuhodo each won Yellow Pencils for their mobile efforts. Dentsu’s iButterfly app and campaign was recognised in the Mobile Application and Sites category. Meanwhile Hakuhodo’s ‘Salute trainer’ app for the Japanese maritime self-defence forces won a Yellow Pencil in the Mobile Campaigns and Mobile Advertising category.
Ogilvy Singapore also left New York with a Yellow Pencil for part of its campaign for Faber Castell. Its print campaign featured pencil-drawn recreations of famous landmarks, including the Mona Lisa (pictured).
Asia was again well represented among the nominations and winners at this year’s event. But the biggest winner was Wieden and Kennedy for its TVC-gone-viral campaign for Old Spice. The ‘Man your man could smell like’ campaign won nine awards in total, including two Black Pencils and two Yellow Pencils. Judges said the campaign represented an ‘impressive case study on brand reinvention’, with a significant positive impact on the client’s business.