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Asia storms biggest category at Cannes winning 69 Outdoor Lions

BBDO Singapore's gold-winning ad for Guinness

BBDO Singapore’s gold-winning ad for Guinness

Outdoor advertising has proved to be Asia’s most lucrative category for awards at Cannes so far, with the region picking up 69 Outdoor Lions.

Countries across the region, including the Philippines, Vietnam, China, India, Japan, Hong Kong and Singapore, all claimed lions in the biggest category of the competition, which attracted 5,660 entries in total.

In all, Asia won 11 golds, 33 silvers and 25 bronzes on brands ranging from Honda, Penguin and Philips to Shanghai General Motors and Asia Pacific Breweries.

Most of the world’s major ad agencies were represented in the category by Asia.

Golds went to Japan’s Hakuhodo and Dentsu for the already well awarded ‘Rice-code’ for Inakadate Village ‘Sound of Honda/Ayrton Senna 1989’ for Honda, and the Singapore office of BBDO for a series of ads for Guinness.

Silvers were picked up by McCann India for Perfetti van Melle, Lowe China for Shanghai General Motors, Y&R China for Zhang Xiao Quan, Geometry Global Hong Kong for Lego, Ogilvy Singapore for Philips and Lowe Philippines for SM Prime Holdings.

The ANZ GAYTM campaign by Whybin\TBWA Melbourne won the Grand Prix for Australia.

Jose Sokoloff, president of the jury and head of Lowe’s global creative council said of the winner: “This one we chose because it’s important, its brave, because it’s not necessarily very large but it became very large, and it was pure outdoor.”

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