Adfest 2016: BBDO India is Agency Network of the Year, wins Grande Lotus

Adfest 2016 wrapped up on Saturday night with an Awards Presentation in Pattaya, Thailand. This year, there were 1,232 delegates from 60 cities, and 3,112 entries across 18 awards categories.

Winners in various categories were announced over two days. Commenting on the Awards this year, Grand Jury President Jeremy Craigen, Global Chief Creative Officer of Innocean Worldwide, said, “Every jury was so diligent and honest. Every winner was well deserved. All the work really spoke to its own country and region.”

For India, there was much cheer as BBDO India, Taproot Dentsu, McCann Worldgroup India, J. Walter Thompson, Contract Advertising, Dentsu Webchutney and Creativeland Asia walked away with metals. This year, Mumbai was ranked fourth on the list of Top 5 Awards by City, bagging 25 awards.

BBDO India’s list of awards:





Whisper 'Touch The Pickle'


Whisper 'Touch The Pickle

For best use of social media and earned media


Ariel 'Share The Load'

For best use of social media and earned media


Ariel 'Share The Load'

For best use of ambient - small scale


Whisper 'Touch The Pickle'

For best integrated media campaign


Whisper 'Touch The Pickle'

For best social media for a consumer campaign


Ariel 'Share The Load'

For ambient & other outdoor - ambient: small scale


Ariel 'Share The Load'

For ambient & other outdoor – Point of Purchase (POP) display


Whisper 'Touch The Pickle'

For best use of social media



BBDO India’s highly successful work for P&G’s Ariel and Whisper brands have won multiple awards at Adfest 2016. The Ariel ‘Share the Load’ and Whisper ‘Touch The Pickle’ campaigns for P&G have won BBDO India the Grand Prix (Grande), a Gold, four Silvers and three Bronze awards – making it the No. 1 awarded agency in India at AdFest 2016. BBDO was also named Agency Network of the Year.

On the success at the Adfest 2016, Josy Paul, Chairman & Chief Creative Officer, BBDO India, said, “We are thrilled that our work for P&G is making a big impact in shows that celebrate marketing effectiveness and advertising creativity. Winning the Grand Prix (the Grande) and being the most awarded Indian agency at AdFest is a sign that we are contributing to the industry’s standards across all categories. We thank the awesome team at P&G and all our partners for this recognition.”

Here is a summary of the winners at Adfest 2016:

Interactive Lotus
“Great work and brands move not just minds but also hearts,” said Jury President Valerie Cheng. “The big winners this year demonstrate how complex technology can be applied effortlessly to be useful yet entertaining at the same time.”

Out of 181 entries for Interactive Lotus, 29 awards were given. The Grande Lotus went to McCann, Melbourne for Melbourne International Film Festival’s “The Emotional Trailer.” Gold Lotus were won by Iris Worldwide Indonesia for Tokopedia’s “BuyLight, The Instant Buy Banner,” M&C Saatchi, Sydney’s “Game of Balls” for Testicular Cancer Awareness, Geek Pictures, Tokyo’s “A Kind Drone” for Buyma, BBDO, Bangkok’s “Samsung Memory Recaller” for Samsung Galaxy and Hakuhoko Dy Media Partners, Tokyo’s “Playful Sound Shoes Fumm” for au Unlimited Future Laboratory.

Design Lotus
Design Lotus received 239 entries, from which 29 awards were given. Jury President Yoshihiro Yagi said, “Design is the most exciting and toughest Lotus category to judge, because of the diversity of entries on one table. When judging, we looked for how well and beautifully designed something is and how it reaches out to people.”

The category’s Grande Lotus was presented to Hakuhodo, Tokyo’s “Japanese Harmony” for Hibiki Japanese Harmony. Three Gold Lotus were awarded to Dentsu, Tokyo for “Pure Design,” “Creation,” and “Slice of Heartland.” Leo Burnett, Sydney won Gold in the Best Integrated Design category for WWF Australia’s “Just” campaign.

Direct Lotus
From 213 Direct entries this year, 35 awards were announced. Hakuhodo Kettle, Tokyo’s ‘Shell We Move?’ campaign for Suumo in Field Marketing won the Grande Lotus. Six Gold Lotus awards went to Tow Co., Tokyo for Audi A3 ‘Showroom Home Delivery,” BBDO, Bangkok for Duang Prateep Foundation’s “Moto Repellent,” ADK, Tokyo for Toyota Hybrid’s “Toyota Barista,” Tokyu Agency, Tokyo for Van Houten Cocoa’s “Mamametal,” Dentsu, Tokyo for Kagawa Prefecture’s “Noodle Cradle” campaign and Leo Burnett, Sydney’s “Fuel the Fire” for GIO Insurance.

“The judging process was like a creative idea exchanging seminar for Asian countries,” said Direct Jury President Richard Yu.

Press Lotus
Four Bronze and 12 Silver trophies were awarded from a total pool of 226 entries. The only Gold Lotus awarded this year was for “A Cream that Gives You Wrinkles” by Colenso BBDO, Auckland for Breast Cream in Public Services & Cause Appeals category.

Outdoor & Press Jury President CK Tan said this week was the most enjoyable judging experience he’s ever had, though there was no Grande Lotus award given in the Press category: “Press is a tough category. I wish there were more breakthrough ideas. However, the craft has been amazing as usual. I believe we have the talent to push this category forward.”

Outdoor Lotus
Tan was more upbeat about the 329 entries the Outdoor Lotus category. “We saw a lot of good, vibrant work in Outdoor, especially from Japan. We also saw great encouraging work from China as well in the Outdoor category.”

There were 25 Lotus trophies awarded for 2016, including nine Bronze, 14 Silver and one Gold Lotus. The Grande Lotus for the Outdoor category went to Hakuhodo Kettle, Tokyo’s “Shell We Move?” for Suumo. The only Gold Lotus, Hakuhodo, Tokyo’s “Wearable Tomato” for Tomato was a favorite for Tan. “That campaign always brought a smile to my face. It was a simple idea working together with technology which made this outdoor campaign so stunning.”

New Director Lotus
There were 13 entries received for New Director Lotus this year. Jury President of Film Craft Lotus & New Director Lotus, Sihabutr Xoomsai, said, “We were a little disappointed by the small amount of work that was submitted but not by the quality of the young director’s work. There is definitely room for improvement on how to encourage and engage directors to voice their own work at an important festival like Adfest.”

Only two Bronze Awards were given out: Hakuhodo, Tokyo’s “Samurai Smartphone Parade” for NTT Docomo and “A Drop,” produced by The Post Bangkok Co. for its own branding.

Film Craft Lotus
Film Craft Lotus topped all categories this year with 441 submissions. There were 27 winners, including eight Bronze, 14 Silver and five Gold Lotus, but there was no Grande Lotus.

“There was some of the best work and great brains of the region in this Lotus,” said Xoomsai. “Seeing work from around the region and how each culture is crafted into each film is exciting. It’s interesting to see how each country used their unique resources.”

Two of the Gold Lotus were awarded to Finch, Sydney for “Deng Adut” for Western Sydney University. The other three Gold awards were picked up by Leo Burnett, Bangkok for “Taxi” for Tesco Lotus, Nitto, Tokyo’s “Firefly Man” for Ocendel, and Rumble Studios, Sydney’s “Tourism Tasmania 2015” campaign for Tourism Tasmania.

Mobile Lotus
There were 12 awards given in the Mobile Lotus category, selected from a pool of 50 entries. The Grande Lotus was won by Colenso BBDO, Auckland’s “Pedigree Found” for Pedigree. Gold Lotus awards were given to BBDO, Bangkok for “Samsung Memory Recaller” for Samsung Galaxy, Leo Burnett, Sydney’s “Celebrity Tantrum” for Samsung Galaxy Tab S2 and “¥10 Tale of Forgotten Veterans” for Tencent Charity by J. Walter Thompson, Beijing.

Print Craft Lotus
The Print Craft category attracted 159 entries in 2016, with 16 awards given. There is no Grande this year, but three Gold awards were given to Taproot Dentsu, Mumbai for Indian Outdoor Advertising Association’s “Radio Works Best in Outdoor,” Hakuhodo, Tokyo for Hibiki Janpanese Harmony “Japanese Harmony 1-5,” and Illusion, Bangkok for Bishopp Outdoor Advertising’s  “Sharni-Lee” campaign.

Integrated Lotus
Though no Integrated Lotus was given this year, the three Finalists were ADK Taiwan’s “House of Little Moments” for Uni Noodle, Leo Burnett, Beirut’s “Keep the Flame Alive” for Johnnie Walker, and Leo Burnett, Sydney’s “Just” campaign for WWF Australia.

Innova Lotus
The Grande of Innova Lotus was awarded to Colenso BBDO, Auckland’s “Brewtroleum" for DB Export. The three Innova Lotuses were awarded to Cheil Worldwide, Seoul’s “KT Life Saving TV” for Olleh TV, Colenso BBDO,
Auckland’s “Reduce Speed Dial” for Volkswagen and Hakuhodo Kettle, Tokyo’s “Shell We Move?” for Suumo.

Grande for Humanity
BBDO, Bangkok won the Grande For Humanity for "Moto Repellent” for Duang Prateep Foundation in Innova Lotus.

Lotus Roots
BBDO, Mumbai was awarded the Grande of Lotus Roots for its work on "Touch the Pickle” for Whisper which was entered into the Integrated Lotus.

Five other agencies recognized were Ogilvy Group Thailand, Bangkok’s “Chor Chang” campaign for WWF; “The Ugly Xmas Rashie” campaign for The Ugly Xmas Rashie by Rumble Creative And Media, Brisbane; Leo Burnett, Melbourne’s “#MyFamilyCan” for SPC Canned Fruits And Vegetables; Leo Burnett, Beirut’s “Keep The Flame Alive” for Johnnie Walker; and “Beer-Lingual” for Malts The Draft by McCann Worldgroup Japan/McCann Erickson Japan, Tokyo.

Radio Lotus
McCann Worldgroup Japan/McCann Erickson Japan, Tokyo was presented with the Grande Lotus award for its “Beer-Lingual” campaign for Malts the Draft. This year’s sole Gold Lotus winner was Leo Burnett, Jakarta’s “Beef Broccoli” for Gomart.

“Adfesr is a buffet, a smorgasbord of incredible experiences, a wonderful range of flavours cultures and fun,” said Radio Lotus Jury President Ben Welsh. “With all these different flavors from different countries and regions, there’s some really mad, random stuff that blows away everything else.”

Film Lotus
Nitto received the Grande Lotus for “Firefly Man”, a Home Appliances and Furnishings category campaign for Ocedel. 2016’s Gold Lotus winners were M&C Saatchi, Sydney's "Game Of Balls" for Testicular Cancer Awareness and “High School Girl?” by Watts Of Tokyo for Shiseido.

Promo Lotus
Promo Lotus and Effective Lotus Jury President Chris Chiu said the jury threw out a lot of ideas that were not strictly Promo. “There was a lot of technology used in Promo to facilitate and magnify solutions, but it was clear that agencies might need to have a different edit and so, because of that, it wasn’t as compelling.”

Nonetheless, Cheil Worldwide, Seoul took a Grande Lotus with their "KT Life Savings TV" campaign for Olleh TV. There were five Gold Lotus winners in the Promo category this year: "Game Of Balls" for Testicular Cancer Awareness by M&C Saatchi, Sydney; ”Pasta Not Approved By Italians" for Cupnoodle Pastastyle by Dentsu, Tokyo; "#MyFamilyCan" for SPC Canned Fruits And Vegetables by Leo Burnett, Melbourne; "The Freshest Billboards" for 3M Zipper Bags by Creative JuiceBangkok; and "Brewtroleum" for DB Export by Colenso BBDO, Auckland.

Effective Lotus
Leo Burnett, Melbourne grabbed the Grande Effective Lotus for the “#MyFamilyCan" campaign. Also winning Effective Lotus this year were "The Ugly Xmas Rashie" by Rumble Creative And Media, Brisbane; "Chor Chang" for WWF by Ogilvy Group Thailand, Bangkok; and "Hungry Slip Ups" for Snickers by BBDO, Hong Kong.

In the Small Budget Category, "Beat The May Weather" for McDonald's by Leo Burnett, Manila and "Amoda Reserve" for Kalpataru Amoda Reserve by Creativeland Asia were both given Effective Lotus Awards.

Media Lotus
The Media Grande was given to Leo Burnett, Beirut for "Keep the Flame Alive" for Johnnie Walker.

Media Lotus Jury President Josy Paul felt his jury’s role was more akin to social ambassadors or cultural ministers. “We did not spend time going over the definitions of categories. We felt that the work should define the categories.”

For Best Use Of Ambient, "Shell We Move?” for Suumo by Hakuhodo Kettle, Tokyo; "Openroad Project” for I-Road by Dentsu, Tokyo, and “A Message To Space” for Hyundai Motor Company by Innocean Worldwide, Seoul were all awarded a Gold Lotus.

In Best Use Of Experiential/Guerrilla Marketing category, “The Message From The Lungs” by BBDO, Bangkok and “Toyota Barista” for Toyota Hybrid by ADK Japan, Tokyo, also picked up Gold.

Other 2016 Gold Lotus-winning campaigns were “Secret Stage” for Kkbox by Cheil, Hong Kong (Best Use Of Mobile), "Touch The Pickle” for Whisper by BBDO India, Mumbai (Best Use Of Social Media & Earned Media), "Eye Play The Piano” for The University of Tsukuba’s Special Needs Schools by Hakuhodo Kettle, Tokyo (Best Use Of Technology), and "Game Of Balls” for Testicular Cancer Awareness by M&C Saatchi, Sydney (Best Use Of Branded Entertainment & Content).

Branded Content & Entertainment Lotus
Nine awards for Branded Content were given this year: "House Of Little Moments” for Uni Noodle by ADK Taiwan, Taipei, picked up awards in both the Best Use of Fiction Film and Best Integrated Campaign categories.

Leo Burnett, Beirut picked up two Branded Content awards for its Johnnie Walker "Keep The Flame Alive” and Always "Saudi Women's Online March” campaigns.

Two Australian campaigns also received awards: "Game Of Balls” for Testicular Cancer Awareness by M&C Saatchi, Sydney, and "Canon Decoy” for Canon Cameras by Leo Burnett, Sydney.

Rounding out the winners for 2016 were "Endless Love Song: The Reunion Of Noodles & Soup” for Master Kong by BBDO, Shanghai, "Android Chorus” for Android by Dentsu, Tokyo, and "The Painted Smile” for Operation Smile by BBDO, Bangkok.


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