亞太廣告節獲獎名單:第二部分 ADFEST 2017 Lotus Awards Winners: Part 2

第20屆亞太廣告節3月25日於泰國芭提雅正式落下帷幕。

The 20th ADFEST wrapped up this year’s four-day Festival with an Awards Presentation at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand on Saturday, 25th March 2017.

來自全球69個城市的近1200名代表參加了這一廣告界盛會，在現場聆聽來自全球廣告界著名人士的發言，參與研討、社交，並最終見證了從3011件入圍作品中評選出來的最終獲獎者。

Close to 1200 delegates from 69 cities in total attended the advertising creativity festival, and soaked up after international speaker sessions, breakout workshops, networking events and the huge exhibition of 3,011 entries across 18 awards categories.

亞太廣告節主席Jimmy Lam總結道：「今年我們很榮幸能歡迎如此多的代表與嘉賓們參與到亞太廣告節蓮花獎的頒獎中。所有人——尤其是「超8」的評審團主席們能夠抽時間來參與廣告界一年一度的盛會，見證所有創意人與製作人在過去一年中的辛勤工作得到應有的獎賞。我們非常感謝所有人對亞太廣告節的支持，並將亞太廣告節推到世界範圍。」

Jimmy Lam, President of ADFEST summed up, "We are very fortunate this year to have an extremely diligent group of Juries judging the ADFEST Lotus Awards. Every individual, but especially the Super Eight panel of Jury Presidents committed their time and really went the extra mile to ensure that the award results were fair and the outcome was something they could be proud of. We truly appreciate their efforts and their commitment to making ADFEST a respected festival of note on the world stage."

蓮花獎 | LOTUS AWARDS

頒獎典禮於2017年3月25日在芭提雅海邊搬出。獎項包括青年蓮花獎、廣播、電影、媒體、效率、品牌內容與娛樂、整合、創新蓮花獎、蓮藕獎以及特別獎。所有來賓隨後在Royal Cliff賓館的泳池邊進行了盛大的狂歡排隊。

The final awards presentation was held at PEACH on Saturday, 25th March 2017 to announce Young Lotus, Radio, Film, Media, Effective, Branded Content & Entertainment, Integrated, INNOVA Lotus, Lotus Roots and Special awards before delegates were treated to a festive After Party held at the atmospheric Infini Pool at the Royal Cliff Beach Resort, Royal Cliff Hotels Group.

廣播蓮花獎 | RADIO LOTUS

今年總計有76件作品參與到廣播蓮花獎的角逐中。影視與廣播蓮花獎評審團主席，傑爾廣告資深副主席兼首席創意官Wain Choi說：「十幾年前，人們都覺得無線電廣播已經是一個行將就木的媒體——然而它依然堅持到了今天。沒有很多廣告公司和廣告人還在做廣播的項目了。我希望創意人們能夠正視這個媒體，堅持在這個平臺上進行創新，因為我認為它仍然有著巨大潛力。」

This year there were 76 entries for Radio Lotus. Film & Radio Lotus Jury President Wain Choi, Senior Vice President & Chief Creative Officer of Cheil Worldwide, Inc., Seoul said, 「Ten or 15 years ago, everyone thought radio would be obsolete, but it’s still alive. Not enough agencies and advertisers are creating radio campaigns. My advice to creative directors is that as an industry, we should do more radio because there’s so much potential in this category.」

麥肯印度《雀巢無人時分》|  McCann Worldgroup India, Mumbai 「The Dead Hour By Nescafe」

最終這個獎項下油6件作品獲獎。包括4個銅獎，1個銀獎和1個金獎。

金獎被授予麥肯印度孟買為雀巢打造的《雀巢無人時分》。

6 awards were announced, including 4 Bronze, 1 Silver and 1 Gold Lotus.

The Radio Gold Lotus award was won by McCann Worldgroup India, Mumbai for Nescafe 「The Dead Hour By Nescafe」

影視蓮花獎 | FILM LOTUS

總計有366件作品參與到影視蓮花獎的角逐中，該獎項是今年亞太廣告節的最大獎項。Wain Choi說：「影視廣告正在發生一項重大變革——我們正處在從30秒的短廣告向時間更長的廣告發展——但我們還沒有完全理解這一改變。作為創造者，我們必須首先改變自己的想法，變得更有紀律性，創作的故事更加緊湊。我認為我們應該重新回歸電影的本質——原創，與品牌產品更加緊密——這些都沒有改變。」

There were 366 entries submitted for Film Lotus, the largest awards category at ADFEST this year.

Film & Radio Lotus Jury President Wain Choi, Senior Vice President & Chief Creative Officer of Cheil Worldwide, Inc., Seoul said 「There is a transformation occurring within the Film category, which is moving away from 30-second TV commercials towards longer formats – but we haven’t got it right yet. We as creators need to edit ourselves, we should still have discipline and make our stories tight. I think we need to get back to the purity of film, and get back to the basics: originality, relevance to the product or brand, and execution. None of the basics have changed.」

電通《世界上第一例可愛的味增湯》| Dentsu Inc. Tokyo 「The World’s First Kawaii (Cute) Miso Soup」

25件作品獲得了今年的影視蓮花獎，其中包括15件銅獎，7件銀獎和3件金獎。該獎項下全場大獎空缺。

25 Film Lotus awards were announced, including 15 Bronze, 7 Silver and 3 Gold. No Grande Lotus was awarded in Film Lotus this year.

「今年獲得金獎的作品都十分出色，包括一個MV作品和一個為手機端打造的豎版影片。我此前從未見過像這樣的作品。從原創性和創新性來說都很出色。我們也很喜歡澳大利亞為帕金森綜合症拍攝的短片。他直抵人心，是一件非常有趣的工藝作品。我們將一座金獎授予Kawaii味增湯因為它們的傳播方式出乎意料，讓年輕人通過另一種角度重新審視這個品牌。」Choi說。

「The Gold winners were all very good, including a music video made especially for a vertical mobile format. I don’t think I』ve seen anything like that, it’s very original and groundbreaking. We also loved an Australian campaign raising awareness of Parkinson’s – the way it is filmed is very shocking. It gets to you, and it’s an interesting way of seeing a public service. We also awarded Miso Soup Kawaii because the delivery is so original and the execution is designed to make a younger crowd see the product in a different way,」 says Choi.

TBWA\博報堂東京《原生手機音樂》| TBWA\Hakuhodo Inc., Tokyo 「Native Mobile Music Video」

3座金蓮花獎被最終授予：

The 3 Gold awards were won by:

Dentsu Inc./ Tohokushinsha Film Corporation, Tokyo for The World’s First Kawaii (Cute) Miso Soup, 「The World’s First Kawaii (Cute) Miso Soup」;

J Walter Thompson Sydney for Parkinson’s NSW 「The Lucky Ones」

TBWA\Hakuhodo Inc., Tokyo for Lyrical School 「Native Mobile Music Video」

效率蓮花獎 | EFFECTIVE LOTUS

效率蓮花獎在不斷擴大其影響力，並在今年亞太廣告節上收到了54件作品。所有作品必須展示包括三方面的成果：營銷結果、營銷手段以及創意理念。

The Effective Lotus had increased to gain popularity and attracted 54 entries for ADFEST 2017. Entries must show results achieved against the strategy as well as the creative work and are judged on all three criteria.

I&S BBDO東京：廣島旅遊《貓眼街景》| I&S BBDO, Tokyo for Hiroshima Tourism 「Cat Street View」

最終7件作品收穫了蓮花獎盃，其中包括一件全場大獎。

7 new trophies were given out in total, which included 6 Effective and 1 Grande Lotus awards.

DO (Dentsu & Beacon)/Leo Burnett and Beacon Communications KK, Tokyo for McDonald’s 「Name It Burger」;

Publicis China, Guangzhou for Tencent Charity/Xihan Action 「Pocket with Love」;

McCann Melbourne for Seeing Eye Dogs Australia 「Free Puppies Forever」

I&S BBDO, Tokyo for Hiroshima Tourism 「Cat Street View」

Dentsu Inc., Tokyo for Organ Transplant 「Second Life Toys」

The Leo Burnett Group Thailand, Bangkok for Uhmpang Hospital Foundation 「Forward the Cure」

陽獅中國《秀她所繡》| Publicis China 「Pocket with Love」

Victor Manggunio，媒體與效率蓮花獎評審團主席，李奧貝納上海首席創意官說：「我們一直認為效率蓮花獎是人們最不重視、無法理解的獎項。大多時候傳播結果無法達到預期。從設定的目標到計劃策略再到最終結果，效率蓮花獎的作品需要進行更好的包裝。」

Jury President of Media Lotus and Effective Lotus Victor Manggunio, Chief Creative Officer from Leo Burnett China, Shanghai, said: 「We felt this category had the least understanding amongst the entrants. More often than not, the results didn’t match the setup of the campaigns. From objective to strategy to results, Effective Lotus entries need to be much better packaged.」

電通大阪《Ojigi》| Dentsu Inc. Osaka 「Ojigi」

「儘管如此，我們對於全場大獎的選擇出奇的一致：一家日本冰棒品牌從CEO到普通員工為它們的產品漲價10分而對全社會致歉鞠躬。這一策略非常有效，大幅度提升了銷售業績。CEO為一件幾乎沒有人在意的事情而致歉，這樣做真的很聰明。」

全場大獎被授予電通大阪與Garigarikun公司的作品「Ojigi」。

「However, it was a unanimous vote for the Grande Lotus: a Japanese popsicle brand where the company CEO and staff apologized and bowed in a very Japanese way for increasing the price by 10 cents. In the end, it actually improved sales! It was savvy to do this because normally, the CEO was apologizing for something that almost no one would apologize for. There was a cleverness to it.」

The Grande Effective Lotus was presented to Dentsu Inc. Osaka and Garigarikun Production Co.Ltd., Tokyo for Ice Pops 『Garigarikun』 「Ojigi」 work.

電通大阪《Ojigi》| Dentsu Inc. Osaka 「Ojigi」

媒體蓮花獎 | MEDIA LOTUS

媒體蓮花獎今年收到了250件參賽作品，並從其中選出了35件獲獎作品：包括1件全場大獎，10座金獎、15座銀獎和9座銅獎。

Media Lotus received 250 entries. There were 35 awards given in the category, including 1 Grande, 10 Gold, 15 Silver and 9 Bronze.

全場大獎被授予CJ WORX曼谷為AP（泰國）的《不同尋常的足球場》。

The Grande Lotus was presented to CJ WORX, Bangkok for AP (Thailand) Public Company Limited 『The Unusual Football Field』.

CJ WORX曼谷《不同尋常的足球場》| CJ WORX, Bangkok 『The Unusual Football Field』

Victor Manggunio說：「我們在這一獎項評選中看到了許多大膽的作品。很多地區的作品都透露著自信，尤其是許多日本公司的作品體現了強烈了廣告精神。」

Victor Manggunio said 「In Media, we saw more brave work coming out of regions. Some regions seemed to be much more comfortable with their ideas. A good majority of the Japanese work felt very strong in advertising.」

10座金獎被授予：

傑爾印度：三星電視《傳播歡樂》

JWT東京：大沢伸一最新音樂推廣《Signing Nature》

Tokyu廣告公司：遊客服務《廁紙智慧型手機》

傑爾廣告首爾：Heat Tech《Heat Tech之窗》

麥肯光明東京：End ALS《人生》

麥肯集團孟買：滴露《滴露除菌者》

Colenso BBDO奧克蘭：世界反對網絡審查日《Amnesty Unblocker》

盛世長城雪梨：豐田《陸地巡洋艦緊急救援網絡》

李奧貝納墨爾本：Reword《Reword》

The ten Gold awards were presented to:

Cheil India, Gurgaon for Samsung Televisions 「Spread the Joy」

J Walter Thompson Japan, Tokyo for New Music Promotion for Shinichi Osawa 「Singing Nature」

Tokyu Agency Inc., Tokyo for Services for Travelers 「Toilet Paper for Smart Phones」

Cheil Worldwide, Seoul for Heat Tech 「Heat Tech Window」

McCann Erickson Japan, Tokyo for End ALS 「Still Life」

McCann Worldgroup India, Mumbai for Dettol 「Dettol Germbusters」

Colenso BBDO, Auckland for World Day Against Cyber Censorship 「Amnesty Unblocker」

Saatchi & Saatchi Sydney for Toyota 「Landcruiser Emergency Network」

Leo Burnett Melbourne for Reword 「Reword」

BBDO Bangkok for Missing Person Center 「The Missing Look-Alike」

Tokyu廣告公司：遊客服務《廁紙智慧型手機》| Tokyu Agency Inc., Tokyo for Services for Travelers 「Toilet Paper for Smart Phones」

品牌內容與娛樂蓮花獎 | BRANDED CONTENT & ENTERTAINMENT LOTUS

品牌內容與娛樂蓮花獎今年收到了總計154件參賽作品，其中11件作品最終捧回一座蓮花獎盃。其中包括10座品牌內容蓮花獎和一座全場大獎。

Branded Content and Entertainment Lotus had a growth year and counted 154 entries for 2017. There were 11 awards in the category, including ten Branded Content Lotus awards and one Grande Branded Content Lotus that were presented to winners.

電通臺北為格蘭威特打造的《一念》最終奪魁。

The Grande Branded Content Lotus went to Dentsu Taiwan Inc., Taipei for The Glenlivet 「Single Belief」 .

電通臺北《一念》| Dentsu Taiwan Inc., Taipei 「Single Belief」

品牌內容與娛樂蓮花獎評審團主席兼大評審團主席，紐約Droga5首席創意官Ted Royer評論道：「評審們對全場大獎的意見幾乎一致。我們整個行業都在渴望關注度：打折、贈禮，然後不斷的重複，幾乎是一種絕望的狀態。這部影片是如此大膽，甚至令人感覺到不適。我認為很多人不會喜歡這個點子，但這展示了品牌的自信，並提醒我們要跟著自己的節奏走。」

Branded Content and Entertainment Lotus and Grand Jury president, Ted Royer, Chief Creative Officer of Droga5, New York stated: "It was a nearly unanimous vote for the Grande Lotus winner. Our industry begs for attention: we make deals, offer giveaways, repeat ourselves over again. It’s pretty desperate. This film for [The Glenlivet] is so brave and uncomfortable, I think a lot of people aren’t going to like it. It shows the brand’s confidence, and reminds us to move at our own pace. We hadn’t seen anything like it before.」

電通臺北《一念》| Dentsu Taiwan Inc., Taipei 「Single Belief」

整合蓮花獎 | INTEGRATED LOTUS

所有申請整合蓮花獎的作品必須跨三個不同的媒體平臺並針對各個不同的平臺對作品進行調整以展示平臺的優勢。

Work submitted for Integrated Lotus Awards must work across at least three different media and take advantage of each medium’s strengths to enhance the core creative idea.

24件整合蓮花獎的申獎作品中最終僅有一件作品獲獎，同時7件作品入圍最終名單。

From 24 entries in the Integrated category, one Integrated Lotus trophy was awarded and seven pieces of work were finalists.

李奧貝納墨爾本《Reword》| Leo Burnett Melbourne 「Reword」

Ted Royer解釋道：「我們沒有搬出全場大獎。這些作品都沒有展現出一個出色廣告所應該具有的特質——儘管它們都是在一個很小的預算上做出來的。」

Ted Royer explained, 「We didn’t award a Grande Lotus in this category. There weren’t a lot of ideas that held together as a great campaign consisting of dozens of separate elements, although perhaps these campaigns are harder to create in markets that may have smaller advertising budgets.」

整合蓮花獎最終被授予電通孟買：阿迪達斯《Adidas Odds》。

The Integrated Lotus award went to Taproot Dentsu, Mumbai for Adidas 「Adidas Odds」.

盛世長城雪梨《陸地巡洋艦緊急救援網絡》| Saatchi & Saatchi Sydney 「Landcruiser Emergency Network」

創新蓮花獎 | INNOVA LOTUS

亞太廣告節創新蓮花獎授予那些具有國際水準的創意理念，它們在所在市場上有著巨大的影響力，同時又足夠創新，能夠引發討論與結果。該獎項收到了36件作品，並最終搬出了包括全場大獎在內的3座獎盃。電通東京為東京I路所創作的《微笑鎖》捧走了大獎。

ADFEST’s INNOVA Lotus Award is given for world-class concepts that have made a dramatic impact on the marketplace and are judged on their level of genuine innovation, talk-value and results. The category received 36 entries this year. There were three awards given out, including the Grande Innova Lotus, which was presented to Dentsu Inc. Tokyo for Toyota I-Road 「Smile Lock Outlet」.

電通東京《笑面插座》| Tokyo 「Smile Lock Outlet」

Ted Royer說：「我們在評審過程中看到了許多有意思的作品，但是有那麼兩三個作品是毫無爭議的獲獎者。Reword為孩子們創造了一個有認同感的空間，而豐田陸地巡洋艦將車輛轉變為一個wifi熱點的想法也很出色。而最終的全場大獎為可充電的電通車提供了一個解決方案。這些都是我們樂於見到的作品。」

Ted Royer, says: 「We judged a lot of fun work in this category, but there were two or three clear leaders. Reword is a great idea for kids who haven’t yet developed a sense of empathy. We loved Toyota Landcruiser’s idea of turning Landcruisers into Wi-Fi hotspots in the Australian outback, and [Toyota I-Road]’s solution for recharging electric cars. These are all ideas that we’re really happy exist in the world now.」

另外兩座創新蓮花獎被授予：

盛世長城雪梨：豐田《陸地巡洋艦緊急救援網絡》

李奧貝納墨爾本：Reword《Reword》

The two INNOVA Lotus awards were presented to:

Colenso BBDO奧克蘭《Amnesty Unblocker》| Colenso BBDO, Auckland 「Amnesty Unblocker」

蓮藕獎 | LOTUS ROOTS

蓮藕獎代表了亞太廣告節的精髓，對於本屆廣告節來說，主題無疑是「20年多元化之旅」。該獎項看重並鼓勵那些由本土市場滋養出的多元文化代表。

The Lotus Roots category represents the heart of ADFEST and is the inspiration for this year’s theme, 「20 Years of Diversity」. The category recognizes and encourages great ideas inspired by local beliefs and values and by the diversity of cultures represented at ADFEST every year.

李奧貝納貝魯特：《合法新娘》| Leo Burnett Beirut 「Legally Bride」

162件作品中最重有3座蓮藕獎與一座全場大獎被搬出。

From 162 entries, there was 1 Grande and 3 Lotus Roots awards.

Ted Royer對於今年蓮藕獎的申獎作品尤其滿意：「我對於這個獎項的理念十分認同，能夠作為評審之一也感到非常榮幸。我非常喜歡看到那些從本土市場脫穎而出的想法被轉變為我們日常能夠接觸到的東西。我們看到了來自中國的一件作品：它讓父親們能夠感受到嬰兒的心跳；還有菲律賓在年輕人中推廣反對馬爾科斯統治的作品，這些都深深打動了我們這些評審。」

Ted Royer was particularly pleased with this year’s Lotus Roots entries and said, "I love the intention behind this category and it’s a really fun one to judge. I love ideas that emerge from local conditions that we might see everyday, but although these ideas are local they can be appreciated all over the world. We saw a uniquely Chinese idea that allows fathers to experience the heartbeats of newborns, and a campaign from the Philippines to raise awareness of the Marcos regime among millennials, which floored some of the judges.」

TBWA\馬尼拉《修正歷史》| TBWA\Santiago Mangada Puno, Manila 「Correcting History」

TBWA\馬尼拉獲得了蓮藕獎的全場大獎。它們的作品《修正歷史》將人們帶入了一個宏大的反對馬科斯回歸費率病政壇的推廣中。

TBWA\Santiago Mangada Puno, Manila picked up the Grande Lotus Roots ADFEST 2017 for its work on the Campaign Against The Return of the Marcoses to Malacañang (CARMMA), entitled 「Correcting History」.

另外三座蓮藕獎被授予：

The three Lotus Roots Awards were won by:

J Walter Thompson Shanghai for Elevit 「Heart to Heart: All for that First Hello」

Leo Burnett Beirut for KAFA Woman’s Rights NGO 「Legally Bride」

BBDO Hong Kong for Society for Community Organisation 「Wardrobe Apartment」

Check out Green United Music Shanghai

music makers and artists driven by the need to create

[the craft + creativity of the 

Chinese advertising industry]

為中國廣告全資訊而生