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BBDO Singapore’s ran-once ads for Guinness are Asia’s most awarded in print at Clio Awards

BBDO Singapore's 'Deux' for Guinness

BBDO Singapore’s ‘Deux’ for Guinness

BBDO Singapore’s ‘Pint-in-a-bottle’ campaign for Guinness, which ran once in a single edition of a free listings magazine, has proved to be by far the most awarded Asian campaign in the print categories at the Clio Awards in New York.

The ‘Deux’ and ‘Quatre’ executions of the campaign, both of which appeared in the April 25 – May 8 edition of Singapore’s I-S Magazine, were awarded golds in the print category. Those executions and two others from the same series won handsomely for print technique, winning two more golds, a silver and two bronzes.

The campaign won golds and silvers at the Cannes Lions in June, and was deemed to be “valid” and “legitimate” despite the limited exposure in paid media. The agency has said that the campaign only ran once because of a limited budget and because of Singapore’s small size only limited exposure was necessary.

Unlike in film, Asia performed well in the print categories at the Clios with metal for Ogilvy Hong Kong, Leo Burnett Manila, McCann Mumbai and Publicis Singapore, but no agency could match BBDO Singapore’s haul for its work for Guinness.

A solitary print gold went to Leo Burnett Manila for ‘Iceberg’ for WWF. Print silvers were picked up by Fred & Farid Shanghai with ‘911’ for Porsche, McCann Mumbai with ‘Big Babol’ for Perfetti Van Melle, Ogilvy Hong Kong with ‘Van Gogh’ for Lego/Hamleys and Publicis Singapore with ‘Liking isn’t helping’ for Crisis Relief Singapore.

Leo Burnett Manila's print ad for WWF

Leo Burnett Manila’s print ad for WWF

Ogilvy Hong Kong also won a silver print Clio for ‘Soccer’ for Beijing Sports Radio and McCann Mumbai won two silvers for its work for Penguin Audiobooks.

Many of those campaigns were also awarded for print technique.

Dentsu’s ‘Sound of Honda’ idea, which won well at Cannes Lions in June, won silver in the film category, and was Asia’s most awarded film campaign. Leo Burnett Taiwan won a film bronze for Wellcome Supermarket.

There was no joy for JWT India for its ‘Make very yard count’ film for Nike, or TBWA’s ‘Live on’ films for the Malaysia Society of Transplanation, which featured on the shortlist.

Only the print, print technique, film and film technique awards have been announced so far, with more to come leading up the Grand Clios on Friday of this week.

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