‘I want Germany to win’ anti-gambling ad wins at Singapore’s Hall of Fame Awards

The ‘Kick the Habit’ campaign for the National Council on Problem Gambling, which made international headlines for inadvertently predicting the result of the World Cup in June, has been named among the campaigns of the year by the Institute of Advertising Singapore’s Hall of Fame Awards.

The campaign, which features a boy who laments that his father has bet his life savings on Germany to win the World Cup, was widely parodied for seeming to encourage rather than discourage gambling – because the boy turned out to be correct. The ad won bronze in the integrated category.

The ‘Bookbook’ viral video by BBH for Ikea won Campaign of the Year in both the single media and integrated categories.

The ‘Bookbook’ video, which has amassed more than 13 million views since it was uploaded on 3 September, was named Campaign of the Year (single medium) and Campaign of the Year award (integrated).

Bookbook marks the third year in a row that BBH has won Campaign of the Year, claiming the accolade in 2012 with Mentos National Night and last year with the NTUC Income Asterisk campaign. The thinking behind Bookbook was explained by BBH’s head of strategy James Sowden in a recent interview with Mumbrella.

DDB Singapore was named Agency of the Year at the Hall of Fame Awards, and client StarHub won Brand of the Year. DDB also claimed Creative Team of the Year and Creative Director of the Year for Neil Johnson.

StarHub Jeannie Ong CMO said in a press release, “A decade ago, I was part of the StarHub Management team to award DDB as our creative agency. DDB and I have come a full circle by winning the top awards in our respective categories. It is also a rewarding culmination of StarHub and DDB’s longstanding partnership. We are thrilled to have a creative agency who is equally passionate about the StarHub brand as us.”

Grey Singapore claimed five awards, including Agency Head of the Year for Subbaraju Alluri, Digital Specialist of the Year for Low Jun Jek, Suit of the Year for Juhi Manwani and Technology Team of the Year.

Carat won Media Agency of the Year.

The awards list in full:

People Awards

Young Talent of the Year:

Emir Shafri (Creative) – Y&R Singapore

Tiffany Young (Suit) – BBDO Singapore

Digital Specialist of the Year: Low Jun Jek – Grey Group Singapore

Planner of the Year: Sonal Narain – Ogilvy & Mather Advertising Singapore

Suit of the Year: Juhi Manwani – Grey Group Singapore

Client of the Year: Jeannie Ong – StarHub

Agency Head of the Year: Subbaraju Alluri – Grey Group Singapore

Creative Director of the Year: Neil Johnson – DDB Group Singapore

Business Lead of the Year: Fairil Yeo – VML Qais

Team Awards

Technology Team of the Year: Grey Group Singapore

Creative Team of the Year: Michael Chin & Sid Lim – DDB Group Singapore

Campaign Awards

Campaign of the Year (single medium)

IKEA – “BookBook” – BBH Asia Pacific (GOLD)

AWARE – “The Guardian Angel” – JWT Singapore (SILVER)

Singapore Association for the Deaf -“Hearing Aide” – Grey Group Singapore (BRONZE)

Campaign of the Year (integrated)

IKEA – “BookBook” – BBH Asia Pacific (GOLD)

RSAF – “One Force” – DDB Group Singapore (SILVER)

National Council on Problem Gambling – “Kick The Habit” – Goodfellas (BRONZE)

Company Awards

Brand of the Year: Starhub

Rebel Agency of the Year: The Local

Media Agency of the Year: Carat Singapore

Creative Agency of the Year: DDB Group Singapore


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