As Stars also revealed this year's Grand Prix of the
Year winners. In the Public Service Announcement (PSA) category, Palau
Legacy Project has won Grand Prix of the Year for 'Palau Pledge',
created by Host/Havas in Sydney, Australia and The Coca-Cola Company has
won its Grand Prix of the Year for its 'Share a
Coke - 1,000 Name Celebration' created by Fitzco//McCann in the United
The creators of both campaigns
were awarded US$10,000 apiece at a gala ceremony in Busan, South Korea
on Saturday night, 25th August.
The 'Palau Pledge' campaign introduces a new visa entry process on the
island of Palau. Visitors must sign an environmental pledge stamped in
their passports - a formal promise to act in an environmentally
responsible way during their visit.
Says Ari Halper, chief
creative officer at FCB New York and executive judge at Ad Stars 2018:
"I loved 'Palau Pledge' because it pulls off the seemingly impossible by
getting a government to change its immigration stamp - that's crazy.
The judges felt it was a beautiful campaign and a great way to get
people to be more environmentally conscious in a world that's showing
signs of climate change."
Says Toby Talbot, chief creative
officer, Saatchi & Saatchi NZ and Ad Stars executive judge: "Palau
Pledge is an idea with far-reaching consequences, and I think ideas that
are scalable and far reaching are the ones that should be held aloft."
Anna Qvennerstedt, copywriter and chairman at Forsman & Bodenfors
in Sweden: "Overall, I think the creative level of entries we judged
this year was very good. Technology seemed to be a very natural part of
the DNA of many of the ideas we saw. It's been a very good experience."
Halper: "We didn't want to send the message to our industry that in
order to get to the top, you have to make work that saves the world.
Don't get me wrong: I love purpose-drive brands. But I think it hurts
our industry when we only reward 'goodvertising' - it says to clients
that all we care about is saving the world - that's not the business
Eleven Grand Prix trophies were awarded to the following 9 agencies:
- 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)
- GREYnJ United Bangkok (Video Stars Grand Prix)
Hwan-Jin Choi, chairperson, Ad Stars Executive Committee, says: "Our
philosophy of making it free to enter Ad Stars has helped our festival
grow so fast, with over 20,000 entries this year. We would like to
congratulate all the agencies, production companies and creative
professionals that were recognised at tonight's awards ceremony. The
winners represent the diversity of ideas that are being created by
markets all over the world."
Design & Print
to the Design and Print categories grew by around 40% this year. The
jury awarded Grand Prix of the Year in Print to 'Chop Chop 2.0 Beef',
which was created by Amber advertising agency in China for Ammeloo.
judges awarded four Gold trophies in Print: McDonald's won two Gold
awards for 'The Meeting', created by TBWA\Thailand, while Air Asia won
two Gold awards for 'Beach', created by BBDO Bangkok.
how the 'Chop Chop' campaign uses creativity to sell a mundane product.
It's an arresting image, and the attention to detail and craft is
amazing. When you realise it's an ad for a kitchen knife, it is
delightful and surprising - we saw many agencies from China that are
excelling in the Print category," says Guan Hin Tay, Global Executive
Creative Director at JWT, based in Singapore.
In Design, the
Grand Prix went to the Pride Jersey, created for AIG Insurance by
TBWA\Hakuhodo in Japan. The judges also awarded 5 Gold trophies in this
Tay says: "We had a tough time choosing the winners in
Design because there was lots of great work. In the end, 'Pride Jersey'
won Grand Prix because from a design perspective, it's really
beautiful. We loved the invisibility of the rainbow colours - it's only
when you start to pull on the jersey that you can see them. We also
loved how this idea gets macho men to support the pride movement."
Film & Video Stars
the Film category, a haunting campaign for Bahay Tuluyan (Shelter
House) won the Grand Prix. Called 'Disgusting Stories', the campaign was
created by TBWA\SMP in the Philippines and raises awareness of sexual
abuse using illustrations created by abused children.
Stories stood out for lots of reasons with the overriding being its
capacity to move us to tears. The slow reveal of the children's
animations is simple, engaging and ultimately heartbreaking and the
choice of music is outstanding. Powerful stuff told in an understated
way," explains jury member Judy Hill, Executive Producer at Nexus
Studios in London.
There were 11 Gold trophies awarded across
the Film category, while in the Video Stars category, the Grand Prix was
awarded to 'Friendshit' in the sub-category for Branded Entertainment
Videos. The film was created by GREYnJ United Bangkok for Kasikornbank's
"Friendshit is a standout film. The truth at the
heart of it is universally relatable. It is brilliantly crafted. It is
laugh-out-loud funny. And it is clever. It is a brilliant example of
branded entertainment - it weaves the brand throughout the film whilst
remaining truly entertaining," says Hill.
"Overall, it was
encouraging to see that the animation entries were so strong with such a
wonderful mix of techniques. I also loved the amount I laughed out loud
whilst judging. There were some genuinely humorous films with
first-class comedic writing - comedy that works cross-culturally."
Radio & Audio, Outdoor, PSA, Diverse Insights, and Place Brand
Radio & Audio, there was one Gold winner: The Coca-Cola Company's
'Share a Coke: 1,000 Name Celebration' created by Fitzco//McCann in the
There were 5 Gold awards in the Outdoor category,
while the Grand Prix was awarded to the Greenpeace 'Dead Whale'
campaign by Dentsu JaymeSyfu in the Philippines.
"We loved the
purity of this idea, the effort that's gone into it, and the fact it
achieved so much more than anyone thought it would," says Toby Talbot,
Executive Judge and Chief Creative Officer at Saatchi & Saatchi New
Zealand. "Only when you got up close could you see that it wasn't a
giant beached whale after all, it was an installation made of plastic,
making a direct correlation between pollution and dead fish."
the PSA category, there were three Gold awards. Gold trophies were
awarded to Y&R Melbourne for 'Sip Safe (Monash University); BBDO
Pakistan for 'The Bridal Uniform' (UN Women Pakistan) and Goodoil Films
and Saatchi & Saatchi Australia for 'I need you' (RSPCA).
judges awarded one Gold in the Diverse Insights category to Ogilvy
& Mather, New Zealand for 'The Most Successful Recruitment campaign'
for New Zealand Police.
There were no Grand Prix, Gold, Silver or Bronze winners in the Place Brand category.
Interactive, Integrated, Innovation, Mobile, Data Insights, Social & Influencer
Colenso BBDO won the Interactive Grand Prix for Pedigree SelfieSTIX (Mars NZ).
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," says Qvennerstedt.
"To me, 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
In Mobile, Grand Prix was awarded to 'The Good Vibes
Project' (Sense International India) by Cheil India; while a Gold
trophy was awarded to McCann Peru for 'Highjacked Highway' (Sodimac
Andrei Ivanoff, Co-Managing Director and Creative VP at
MullenLowe Mexico, says: "The Good Vibes Project has its genius in its
simplicity. It's usage of an old technology mixed with a modern
technology is amazing and will clearly solve multiple problems for the
lives of people with visual and hearing impairment."
In the Innovation category, TBWA\Hakuhodo won Gold for 'Pride Jersey', created for AIG Insurance.
Pride Jersey caused an instant reaction from the Jury. There are layers
of innovation and a meaningful representation and purpose. From
developing the textile material, to its actual implementation - it plays
really well with the rules of the game. It is a simple mechanism to
demonstrate and express your support for LGBT community. Love it!" says
Ad Stars introduced the Data Insights and Social &
Influencer categories for the first time this year. The first-ever Gold
award for Data Insights was awarded to M&C Saatchi Sydney, Australia
for 'NRMA Fireblanket' for NRMA Insurance. Two Gold trophies were
awarded in the Social & Influencer category: Clemenger BBDO
Touchcast Wellington won Gold for the 'Give nothing to racism' campaign
for the New Zealand Human Rights Commission, while Fitzco//McCann in the
United States was awarded for its 'Share a Coke: 1,000 Name
Celebration' for The Coca-Cola Company.
There were no Grand Prix of Gold winners in the Integrated category.
Direct, Media, Promotion, PR
'Palau Pledge' by Host/Havas in Sydney, Australia won the Grand Prix for Direct and the Grand Prix for Media.
Melbourne won Gold in Direct for the Monash University 'Sip Safe'
campaign; while Colenso BBDO won Gold in Direct and Gold in Media for
In PR, the Grand Prix went to Burger King's 'Vote your way' by Interaction, Costa Rica.
idea turned Burger King into a conversation piece during the
presidential election in Costa Rica. It got everyone together to be
united by a simple burger, it was a beautiful campaign," says Executive
Judge Woon Hoh, Chief Creative Officer at Hakuhodo Asia Pacific.
were also three Gold winners in the PR category: BWM Dentsu Sydney won
Gold for 'Project ReVoice' (The ALS Association); TBWA\Hakuhodo Japan
won Gold for 'Pride Jersey' (AIG Insurance); and BBDO Pakistan won Gold
for 'The Bridal Uniform' (UN Women Pakistan), which was another big
winner at AD STARS 2018.
In the Promotion category, Diesel's 'The Anti-Perfect Collection' by Amber in China won Grand Prix.
were a few contenders for the Promo Grand Prix, but everyone on the
jury was surprised with this work from Diesel. Some may say it doesn't
have the scale of other campaigns, but it promotes the message of
imperfection in the most unusual and audacious way. It builds on
Diesel's 'Go with the flaw' campaign and starts a conversation about
There were four Gold award winners in Promo:
BBDO Pakistan for 'The Bridal Uniform' (UN Women Pakistan; GPY&R
Melbourne for the Monash University 'Sip Safe' campaign; Colenso BBDO
for Pedigree SelfieSTIX; and TBWA/India for 'Blink to speak' (Neurogen
Brain & Spine Institute).
Stars is the only international award show to offer a US$10,000 prize
to its Grand Prix of the Year winners. It's also the only international
advertising awards platform that doesn't charge entry fees.
Ad Stars will return in 2019 for its 12th annual festival and awards show. For more information, visit adstars.org