The Spikes Asia Festival of Creativity, which celebrates the best work from Asia Pacific, took place during 16-18 September 2012 in Singapore. Ten juries chose 397 winners from an initial 4,860 entries which were announced on the final night of the Festival. Check out the Grand Prix winners below.
Branded Content & Entertainment: Air New Zealand “The Kiwi Sceptics” by Host, Sydney
Australian agency, Host, took the award in this new category for 2012 for their work for the New Zealand Airline. The campaign aimed to put New Zealand on the map and took four everyday Australians, who said they would never “cross the ditch”, to the land of the Kiwis (they were told they were travelling to Berlin, Bali, Vegas and Italy) to win them over.
Creative Effectiveness: National Australia Bank “Break Up” by Clemenger BBDO, Melbourne
The campaign, launched on Valentine’s Day, got people to openly witness this “break up” in relationship fashion with the other head honchos in Australia’s banking world: Commonwealth, ANZ and Westpac. The aim was to convince old and new customers that they were different ones out of the ‘big four’.
Design: Kamoi Kakoshi “Mt Ex Taipai” by Iyamadesign Tokyo.
This outdoor campaign was for a popular Japanese masking tape brand launching in Taiwan. Iyamadesign transformed a book store using masking tape, decorating the main entrance, floor, staircases and escalator and guiding them to an exhibition on the third floor. They also exhibited thousands of balloons made by Washi paper which is the former paper used to make the tape.
Digital: Honda “Connecting Lifelines” by Dentsu, Tokyo
When the Tohuku earthquake/tsunami hit in March 2011, roads in the region were affected and traffic was put to a stop. Honda responded by providing road information collected real-time via the ‘Internavi’ system and plotting real-time data on a map.
Direct: Melbourne Writers Festival “Wi-Fiction” by JWT, Melbourne.
“Wi-Fiction” brought the festival’s theme, ‘Stories Unbound’ to life by quite literally putting stories in people’s Wi-Fi-enabled mobile devices.
The condiment brand set out to make urban families, who spent most of their time indoors, believe that Kissan is made from “100% real tomatoes” by getting them to experience the tomato ketchup making process.
Mobile: Sony “Make TV” by Dentsu, Tokyo
This “live interactive TV show” allowed audiences to participate in creating a music video for American pop duo, Karmin, on TV by downloading the ‘Dot Switch’ app to your smartphone, tablet or PC.
Outdoor/Print & Poster Craft: Coca-Cola “Hands” by Ogilvy, Shanghai
Hong Kong student, Jonathan Mak Long, was commissioned to design a poster for Coke after his Steve Jobs tribute logo went viral. The ad took two Spikes Grand Prix awards.
Print: Volkswagen “Bikers-Police” by DDB, Sydney
This campaign, which appeared in Lürzer's Archive Vol. 4/2012, advertises “Park assisted technology by Volkswagen”.
Promo & Activation: Ikea “Ikea Catalogue” by 303Lowe, Sydney
The concept for this campaign was to pay IKEA consumers ‘rent’ for the space the catalogue occupied in their homes. Consumers took the initiative to register online for their "rent cheque" coupons.
Radio: Lux Soap (Unilever Singapore) “Radio Prank” by JWT, Singapore
Prime time Indonesian radio presenter, Reza Alqadri, received numerous calls from listeners asking him to dedicate a song to the mystery “Kareena”…
No Grand Prix awards were handed out in the Film Craft, Integrated and PR categories.
Our editorial representative for Lürzer’s Archive in Asia, Jacqueline Lai, attended 2012’s Spikes Asia festival. Read her behind the scenes account, including what ads impressed (and didn’t impress) the audience as well as highlights from Rei Inamoto’s (AKQA) "The Future of Advertising isn’t Advertising" talk here.