The agency's work for the Republic of Singapore Navy bagged the Shane Weaver Memorial Award, the Best of Show prize, which was renamed in honour of the OgilvyOne ECD who passed away in June. Featuring toy action figures customised to look like sailors, the campaign also took home the Best Strategy prize.
Nokia's 3200 website - created by OgilvyOne Worldwide Singapore - picked up the Best Creative award.
The judges noted distinct trends emerging this year - the use of humour in DM work as well as an improvement in quality. In addition, agencies in Asia are starting to show a distinctive flair for 3D mailers, interactive and mobile marketing. The chairman of the judging panel, Graham Kelly, Saatchis ECD, said the quality competing entries was very high. "I would say that it is the highest so far."
Kelly also noted that DM work was starting to loosen up. "In the past, DM was very good, very strategic and clever, but there was no humour.
It wasn't playful.
"It's now more light-hearted. There's a bit of humanity."
Judges that Media spoke to agreed that the 3D category was the strongest, boasting a number of quality entries. Kelly noted that regional agencies were showing a particular flair for 3D work, citing the J. Walter Thompson outdoor campaign in Malaysia, which won the Cannes Grand Prix in its category.
Apart from 3D, wireless and mobile marketing were another strength said judge Dominic Goldman, the interactive creative director at OgilvyOne Singapore.
"Asian agencies do wireless marketing better than anyone else because no one else has our experience," said Goldman.
OgilvyOne's Bluejacking campaign for The Economist picked up a bronze in the mobile category. There was no silver or gold award.
Despite these strides, judges said participation in the DM awards could be improved. The interactive category in particular was thin, according to Goldman, although there was excellent Japanese work around that would have won some metal had those agencies taken part.
Nick Gordon of Precious found the number of entries for Direct Response, Print and TV categories was "low, and the quality was bad".