Asia has 32 agencies on Direct Lions shortlist

Asian agencies accounted for 32 of the 247 ads that made the Direct Lions shortlist in Cannes 60th International Festival of Creativity.

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Japan has the highest number of shortlisted ads in the category with six, followed by China which had five ads on the Direct Lions Shortlist.

There have been four agencies shortlisted for South Korea, Thailand, and Hong Kong. Three Singapore agencies are on the shortlist, and there is one from the Philippines, one from Malaysia and one from Taiwan.

The most successful category for Asian was the Ambient Media Large Scale category, with six out of 22 shortlisted ads including two from Bangkok.

The shortlist:

Ambient Media (large scale):

  • Bridge of Life for Samsung Life Insurance by Cheil Worldwide Seoul, South Korea
  • The Other Side Project for the Home Product Centre Homepro Expo by BBDO Proximity Thailand, Bangkok
  • Looong Sandals Golden Step Shoes Green Tea Sandals by McCann Worldgroup Shanghai, China
  • I’m Amazing McDonald’s Restaurants by DDB Group Hong Kong
  • Marionettebot United Arrows Green Label Relaxing, United Arrows by TBWA/Hakuhodo Tokyo, Japan
  • Cut to Build for the JCC Co, Olfa Cutter by Ogilvy & Mather Bangkok, Thailand

Ambient Media (small scale):

  • Olympic Shirt flag for Procter and Gamble Philippines laundry detergent by ACE Saatchi and Saatchi Manila, The Philippines
  • The Reflection of Music- Tablemat for Coca-Cola India Coke Studio by Leo Burnett India, Mumbai

Websites Microsites and banners:

  • Digital Earth Hour for WWF China Earth Hour by BBH China, Shanghai

Mobile marketing:

  • Shopelsewhere.HK for Shopelsewhere.HK Fashion by Ogilvy & Mather Group, Hong Kong
  • Third Eye for Starhub Mobile Mobile Branding by DDB Group Singapore
  • The Highest Goal for Adidas Japan KK Football by TBWA/Hakuhodo Tokyo

Social Media and Viral Marketing:

  • Free Face for Nike Japan Nike Free bt Wieden and Kennedy Tokyo, Japan


  • Shopelsewhere.HK by Ogilvy & Mather Group Honk Kong

Best Low Budget Campaign:

  • Help Desk AARAMBH Help Desk by DDB Mudra Group Mumbai

Fast Moving Consumer Goods:

  • Beijing Duck for TC Pharmaceutical Indistries Sunsnack by the Leo Burnett Group Thailand, Bangok
  • Twisted Football for Nestle Milo Cans by Ogilvy Malaysia Kuala Lumpur, Malaysia

Cars and Automotive services:

  • Building the People’s Car for Volkswagen Group China by Proximity Beijing

Other Consumer Products including Durable Goods:

  • Ikea Sukima Gallery for Ikea Japan KK Ikea by TBWA/Hakuhodo Tokyo
  • Dance to Draw X AF1 Nike Air Force One by Ogilvy and Mather Taiwan Taipei – Chinese Taipei
  • Smart Dots for The View Zone Miicalo (Screen Protector Film) by Innocean Worldwide Seoul South Korea
  • Glow Lamptitude Co Lamptitude by Ogilvy and Mather Bangkok, Thailand

Retail and E-commerce, including restaurants:

  • Sleep Mode for Casablanca bedding products Leo Burnett Hong Kong
  • Sale Navigation Emart by Cheil Worldwide Seoul, South Korea
  • Marion Ettebot for United Arrows Green Label Relaxing, United Arrows by TBWA/Hakuhodo Tokyo, Japan

Publications and Media:

  • Reflection of Music – Installation for Coca-Cola India Coke Studio by Leo Burnett India, Mumbai

Corporate Image and Information:

  • People’s Marathon Promotion System for Seiko Holdings Corporation sports timer by Dentsu Tokyo, Japan.
  • Smell a Memory for Givaudan fragrance House by J Walter Thompson Singapore


  • Share Hair for Holcim Group Homeplus Childhood Cancer Charity Program by Innocean Worldwide Seoul South Korea
  • #DAMMIPIUVOCE – Turn up my Voice for Coordown Onlus World Down Syndrome Day by Y&R Shanghai, China

Public Health and Safety, Public awareness messages:

  • Third Eye Starhub Mobile Mobile Branding by DDB Group Singapore
  • Missing Children for – ‘Baby back home’ Volunteers association Missing children mobile search application by JWT Beijing, China

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