Asia Pacific advertising agencies have won 11 CUPs at this year’s Intercontinental Advertising Cup out of a total 34 awards.Agencies in the Asia Pacific performed best in the categories for Products and Services, with Dentsu Japan winning two awards, while Publicis Thailand, BBDO Bangkok, JWT India and Project Inc Japan each walked away with one CUP Award.
The Asia Pacific region performed less impressively in the Media categories, winning just two of a total nine CUPs. Projector Inc Japan walked away with the CUP for ‘Best of Interactive’ for its highly awarded Uniqlock campaign for Uniqlo, while Hakuhodo Kettle/Hakuhodo won the CUP for ‘Best of Media Innovation’ for Sony Bravia’s ‘Color Tokyo!’.
In the categories for Best Ad Making, the Asia Pacific walked away with three CUPs. Leo Burnett Advertising Sdn Bhd (Malaysia) won the CUP for Best Use of Local Culture; Dentsu Inc (Japan) won the CUP for Best Universal Idea created in a Local Market; while Projector Inc (Japan) won the CUP for Best Use of Technology.
This year’s performance is not quite as impressive as last year’s, when Asia Pacific agencies won 16 of a total 38 awards at The CUP’s awards ceremony, which took place on 24 November 2007 in Valencia, Spain.
This year, the Grand CUP went to JWT Spain for Scorsese+Freixenet, a campaign directed by the famous director Martin Scorsese. The campaign was created for Freixenet, a Spanish beverage company that launches a short film every year on Christmas day.
The CUP is one of the world’s most important advertising festivals because it celebrates local culture in a globalised world. It launched in Valencia, Spain in 2007. The theme of the festival is ‘Genius loci’, which means, “the spirit of a place”.
This year’s CUP judging took place in Bled, Slovenia on 4-8 November 2008. The Jury included Piyush Pandey, Executive Chairman & National Creative Director at Ogilvy & Mather India, who was this year’s Jury President.
Other jury members included: Michael Conrad, President of the Berlin School of Creative Leadership in Zürich; Ami Hasan, Founder of hasan&partners in Helsinki; Guan Hin Tay, Regional Executive Creative Director, Southeast Asia, JWT Singapore; and Akira Kagami, Executive Officer & Deputy Managing Director Account Group Management Headquarters, Dentsu Inc., Japan.