Anti-gambling ad ‘Kick the habit’ is readers’ favourite but BBH’s IKEA Bookbook dominates at SPH Iink Awards

SPH Ink awards readers' choice award

‘Kick the habit’

The readers of the Straits Times newspaper have voted for Singapore’s National Council on Problem Gambling’s internationally lampooned ‘Kick the habit’ campaign as their favourite of the year at the SPH Iink Awards.

The ad appeared on talk shows all over the world for inadvertently predicting the outcome of the last World Cup and seeming to advocate gambling as a result. The ad was also awarded at the Institute of Advertising Singapore’s Hall of Fame Awards.

BBH dominated the awards show with its ‘Bookbook’ iPhone parody campaign that went viral in video form last year.

The ‘Eternal battery life’ print version of the idea won the grand prix.



The ‘original touch interface’ execution was awarded gold for single print ad in English, while ‘Eternal battery life’ won gold for print campaign in English.

BBH was named creative agency of the year. OMD, which plans and buys media for IKEA among other clients in Singapore, won media agency of the year.

SPH awarded its own inhouse creative team gold for best print ad in Chinese.

For the full list of winners, which include DDB Singapore, Publicis Singapore, TBWA\Singapore and Tilt, click here.

In an opinion piece, Mumbrella singled out BBH as the best creative agency in Singapore at the moment that is producing award-winning work that actually ran in the real world.


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