Y&R Beijing’s Penguin audiobooks ads win print top honours at AdFest as first batch of winners announced

Y&R Beijing's 'Moby Dick' ad for Penguin Audiobooks

Y&R’s ‘Moby Dick’ ad for Penguin Audiobooks

Y&R Beijing has won Best of Show in the print category at AdFest, a long-running regional advertising awards show in Thailand.

The agency’s campaign for Penguin Audiobooks, which depicts famous works of literature being captured on audio, ran once in two magazines in China: the May editions of Business Focus and Sports Leisure, according to information supplied to Mumbrella by Penguin Books Asia Pacific.

A Penguin spokeswoman said that the ad has also appeared as a poster at a PageOne Bookstore in China, and was “the result of a planned campaign” in “legitimate publications”.

The campaign won the print grand prix at Spikes in September last year.

Two golds in the category went to Lowe Vietnam, Ho Chi Minh City for Omo and Lowe China, Shanghai for Buick ‘Speed Limit’.

Buick China print ad: gold winner

Buick China ‘Speed limit’ ad by Lowe: gold winner

In outdoor, the second largest category in the competition after film, Best of Show went again to Y&R, with the Hong Kong office of its single-client Colgate agency Red Fuse winning with a cardboard box of toothpaste tubes with educational tips for teeth brushing printed on it, for distribution in Myanmar.

Outdoor and press jury president, Norman Tan, North Asia CCO and China chairman for JWT Shanghai commented: “Judging both press and outdoor Lotus categories, we found that the press entries weren’t as outstanding as the outdoor entries. There was a lot of work that simply followed tried and tested formulas. The few pieces that stood out were very different in thinking and were well executed.”

Red Fuse’s idea for Colgate also won top honours in the direct category.

There was no Best of Show awarded in the film craft category. But golds went to:

FINCH Sydney for New Zealand Transport Agency ‘Mistakes’

Exit Films Melbourne for Samsung ‘Every Day is Day One’

TBWA Singapore for AirBNB ‘Welcome to AirBNB’

JWT Sydney for Breast Cancer ‘I Touch Myself Project’


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