New Zealand agencies won a Grand Prix, nine golds, 24 silvers and 12 bronzes at the Ad Stars Awards in Busan over the weekend. The prized Interactive Grand Prix (and multiple golds) went to Colenso BBDO for Pedigree SelfieSTIX.
Colenso was hot, also taking out four of NZ’s gold, 11 silvers and three bronzes. But DDB NZ, Y&R NZ, Ogilvy NZ and Clemenger BBDO Wellinxqgton were also hot, making multiple trips to the stage to share the spoils.
DDB picked up two golds, seven silvers and three bronzes. Y&R a gold, two silvers and three bronzes. Ogilvy won a gold, three silvers and one bronze, and Clemenger BBDO Wellington secured a gold, a silver and two bronze.
In total this year, all the awards were chosen from 20,342 entries from 57 countries.
The 11 Grand Prix on offer went to:
- Host/Havas, Australia (Direct Grand Prix & Media Grand Prix)
- Amber, China (Print Grand Prix & Promotion Grand Prix)
- TBWA\Hakuhodo, Japan (Design Grand Prix)
- TBWA\SMP, Philippines (Film Grand Prix)
- Dentsu JaymeSyfu, Philippines (Outdoor Grand Prix)
- Colenso BBDO, New Zealand (Interactive Grand Prix)
- Cheil India (Mobile Grand Prix)
- Interaction, Costa Rica (PR Grand Prix)
- Grey United Bangkok (Video Stars Grand Prix)
This year, there were two Public Service Grand Prix winners: Palau Legacy Project for Palau Pledge, created by Host/Havas Sydney, and Coca-Cola Share a Coke – 1000 Name Celebration created by Fitzco//McCann US.
Saatchi & Saatchi NZ CCO Toby Talbot was an executive judge across all categories.
Of Colenso’s Mars/Pedigree SelfieSTIX the judges said: “We were charmed by this campaign because anyone who has a dog will want to try it – you can feel it’s an idea that will appeal to lots of people. Attaching something to your phone is such an analogue idea, yet this campaign is super interactive.
“It brings hope that our industry can do work that engages people without having a ‘save the world’ layer to it. Personally I feel that over the last few years we’ve seen so many campaigns and ideas based on a social cause, but they don’t always feel genuine. Brands want the goodwill of being associated to a good cause without honestly standing for something. It’s one route, but there are other ways to get through to audiences.”
Ad Stars introduced the Data Insights and Social & Influencer categories for the first time this year, and a Gold trophy was awarded in the Social & Influencer category to Clemenger BBDO Touchcast Wellington for the Give nothing to racism campaign for the New Zealand Human Rights Commission.
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Ad Stars will return in 2019 for its 12th annual festival and awards show.
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