Print & Publishing Lion Winners of Asia were announced last night, on 20 June 2016 at the 63rd International Festival of Creativity, Cannes, France.
Monday Thailand was awarded a Gold Lion in Print & Publishing this year with their Dutch Mill Co. Arabus Coffee “MAN/LADY/OFFICE” campaign.
The idea of the ad has taken people’s insight of not to sleep in public or else their picture could be edited hilariously and shared in social medias, which contrasts to ads we have seen that normally address the aspect of perking up.
Among Asia Creative Agencies, Silver Lions in Print & Publishing had gone to Ogilvy & Mather Japan, for Canon IMYTEC Camera “BRUCE/CLOONEY/TILDA”, which expresses how Canon cameras and lenses are the best to take portraits.
From the insight that today people want to look great on the social platforms and try to be as beautiful as idols. The result reflects through print and poster campaign based on the concept – With a Canon you’ll look your best, even like a star, involving no make up or retouching, just sophisticated photography and light by legendary photographer – Ale Burset.
Additionally, two Silver Lions for Art Direction and Photography, and one Bronze Lion for Restaurant & Fast Food Chains had yielded to TBWA Thailand for McDonald’s “Loving the Night”.
Loving the Night showed the moments of people from different industries working late at night. But McDonald is still opened and waiting to satisfy them.
On the other hand, TBWA Santiago Mangada Puno (The Philippines) received a Bronze Lion for the ABS-CBN Foundation “Float, Boat”.
Meanwhile, Saatchi & Saatchi Singapore were awarded a Bronze Lion for Thai Health Promotion Foundation “Portraits/Thinking/Smiling”.
The Grand Prix was awarded to the Burger King “McWhopper” campaign by Y&R New Zealand, that invited the rival chain – McDonald’s to join forces and create the “McWhopper” in honour of International Day of Peace.
Joji Jacob, jury president and group executive creative director at DDB Group in Singapore mentioned “McWhopper” ad was the proving medium that can be about more than pretty design; it can also be provocative, he said. “It was a very simple piece of print work but print work at its most powerful.”