Results Advertising of Thailand has aced the competition at the
first regional outdoor advertising awards - the MEDIA-organised 2000
Asian Outdoor Advertising Awards.
The O&M subsidiary beat out more than 300 entries from around the region
to win the 'Best of the Best' prize for a Pfizer International campaign
entitled 'Joints'.
The ad comprised a visual of a leg placed across the folding doors of a
bus with a tagline that read, "Relieves joint pain". The joint of the
leg is strategically placed where the door folds to associate healthy
limb joints with Pfizer's pain reliever.
Head of the judging panel Craig Davis, who is also Saatchi & Saatchi's
regional executive creative director, said, "This is as close to a
product demonstration as you can get and it is a very good example of
using the medium as the message."
Another judge, Leo Burnett regional head of creative Linda Locke, said,
"There were many pieces of works which were up there, but Results'
'Joints' ad was by far and away the clear cut winner."
Apart from winning 'Best of the Best', the 'Joints' ad also won awards
for best use of transit advertising and best individual piece using
conventional outdoor media.
This is the latest in a series of top awards Results has won. Earlier
this year, it won a gold award at the Cannes Lions show for a tobasco
sauce ad for client Sino Pacific Trading Thailand.
It has also picked up more than its fair share of awards at MEDIA's
Asian Advertising Awards; including the 'Best of the Best' prize in
1996.
