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10 February 2017

MediaCom, Mindshare and PHD lead tight race in Festival of Media APAC Awards 2017 shortlist

   



Foma

MediaCom is leading the nominations for this year's Festival of Media APAC (FOMA) Awards 2017, with 25 shortlisted entries, closely followed by Mindshare with 23 nominations and PHD with 20.  

Australia once again proves the consistent quality of its work and maintains the lead position from a country perspective with 36 entries, followed by India with 33 entries and China with 26 entries.    

Stand-out agencies include MediaCom India, with 12 shortlisted entries, while its New Zealand office is also in the running with seven entries. Mindshare China counts eight entries on the shortlist, followed closely by Mindshare India and PHD China, both with seven entries each.  

Independent agencies Chaos Media, Atomic 212 and Madison Media also feature on this year's shortlist.  

The top campaign spots go to MediaCom India's 'Ariel Dads Share the Load – Men for Laundry!' For P&G, 'Lucy the Robot' by Atomic 212 and PHD China's 'Cornetto Love Notes' campaign for Unilever, with each being shortlisted in six categories. 

The Festival of Media APAC Awards are a celebration of the very best in media thinking from the Asia-Pacific region. A jury of more than 60 industry leaders from a range of media agency networks and independents, clients and digital specialists scored campaigns in the first stage of judging.  

The winners will be decided by a final jury in Singapore consisting of senior marketers from McDonald's, Unilever, Audi, GSK and Twitter and announced at the Festival of Media APAC Awards show on March 22, 2017 at the Hotel PARKROYAL on Pickering in Singapore.   

Check out the Festival of Media APAC Awards 2017 shortlist below: 

Best Branded Content Creation Award 

#LikeAGirl and Proud (Whisper / MediaCom – India) 
#UQuitIQuit (Nicotex / m/Six - India) 
Cornetto's That One Summer (Cornetto / Mindshare – Philippines) 
Dad, You've got this (Anmum / MediaCom – New Zealand) 
Herbalife Burning Calories integrated content marketing campaign (Herbalife / Optimedia|Blue449 – China) 
Lights. Camera. Bagpiper. (Bagpiper / Mindshare – India) 
Need for Speed Crew Create (Need for Speed / Arena Media – Australia) 
Qantas Airlines Creates a New TV Show (Qantas Airlines / OMD – Australia) 
The Australian Crowd-Coloured Short Film (Cadbury / SapientNitro – Australia)  

Best Communications Strategy 

#LikeAGirl and Proud (Whisper / MediaCom – India) 
#UQuitIQuit (Nicotex / m/Six - India) 
Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India) 
Be Beautiful – All Things Beauty (HUL Multibrand / PHD – India) 
Cornetto Love Notes (Cornetto / PHD – China) 
How old will you be when you're mortgage free? (Bank of New Zealand / MediaCom – New Zealand) 
Make it Mammoth (Mammoth / MediaCom – New Zealand) 
Make LEGO the star of Christmas (LEGO / UM – Australia) 
Re-Pie-Cling (Pampas / Havas Group – Australia) 
The Google app & The Voice (Google / PHD – Australia) 

Best Engagement Strategy 

A Terribly Tiny Tale Attempts a Big Change! (Dove /  Mindshare – India) 
Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India) 
Cornetto Love Notes (Cornetto / PHD – China) 
Downy Romance: Turn your phone off, turn your Romance on (Downy / MediaCom – Indonesia) 
Google Search Partnership (Google / PHD – Singapore) 
Krungsri First Choice: I want Mother's Day too (Krungsri First Choice / Initiative – Thailand) 
Levi's_The Levi's Campaign that Levi's Didn't Create (Levi's / OMD – China) 
Pizza Hut Mini Plate Mega Treat (Pizza Hut / UM Rally – Hong Kong) 
Reword (Headspace / Starcom – Australia) 
Rexona Gets Indonesia Moving with #MOGER (Rexona / Opera MediaWorks – Indonesia) 
The Google app & The Voice (Google / PHD – Australia) 
The Greats (Art Gallery of NSW / UM – Australia) 
Welcome to Social Narcissm, Honor Thyself (Honor/Huawei / Motivator – India) 

Best Event/Experiential Campaign 

#PartyAsOne with Heineken (Heineken / Starcom Media Worldwide – Singapore) 
Audi Sport – Performance meets emotion (Audi – Singapore) 
Brewtoleum (DB Export / PHD – New Zealand) 
Door Step School – A Street Naming Event for Social Change (Door Step School / Lodestar UM – India) 
Gillette Bachelors of Shaving (Gillette / MediaCom – India) 
Introducing the PokeMobile, the ultimate Pokemon Go experience (Hotlink / Initiative – Malaysia) 
KFC Red Encouragement (KFC / Mindshare – China) 
Lucy the Robot (Double Robotics / Atomic 212 – Australia) 
Pepsi Live Music (Pepsi / Mindshare – China) 
Reinventing the Athlete Tour (Nike Basketball / Mindshare – China) 
The Rough Carpet (Tesco Lotus / Mindshare – Thailand) 

Best Launch Campaign  

Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India) 
Cornetto 2016 Summer Campaign – Follow your heart, don't wait! (Cornetto / Isobar – China) 
Lover Boy or Lavalava Boys (Game of Thrones / MediaCom – New Zealand) 
Lucy the Robot (Double Robotics / Atomic 212 – Australia) 
Mobile Makeover for Games by L'Oreal Men Expert (L'Oreal Men Expert / Mindshare – China) 

Best Local Execution of a Brand 

#LikeAGirl and Proud (Whisper / MediaCom – India) 
Brewtoleum (DB Export / PHD – New Zealand) 
Clear Taps on mudik (annual homecoming tradition) during Eid holiday in Indonesia (Clear Men / Opera MediaWorks – Indonesia) 
Dad, You've got this (Anmum / MediaCom – New Zealand) 
IKEA Guerrilla Table – when IKEA met Taiwanese street food (IKEA / Mediavest|Spark – Taiwan) 
Knorr's uniquely local campaign targets chefs in China by province (Knorr / Isobar – China) 
Lifebuoy Real Time Trend-Based Programmatic Advertising (RTTP) (Lifebuoy / PHD Media – Singapore) 
Lucy the Robot (Double Robotics / Atomic 212 – Australia) 
Nescafe Dolce Gusto – Drop Launch Campaign (Nescafe Dolce Gusto / Zenith Media – Taiwan) 
P/S Heat OR Treat Challenge (P/S 123 /  Opera MediaWorks – Vietnam) 
Safe Passage for Sea Creatures (Great Barrier Reef / Starcom – Australia) 

Best Not-for-Profit Campaign 

Brains Can Have a Mind of Their Own (beyondblue / MediaCom – Australia) 
Donate Your Signature (UNESCO NGO Japan / Beacon/Leo Burnett – Japan) 
Door Step School – A Street Naming Event for Social Change (Door Step School / Lodestar UM – India) 
Reword (Reword / Leo Burnett – Australia) 
The Rough Carpet (Tesco Lotus / Mindshare – Thailand) 

Best Social Media Strategy 

Brooke Bond Red Label Tea 6 Pack Band (Brooke Bond Red Label Tea (BBRL) / Mindshare – India) 
Dove – Change the Rhyme (Dove / Mindshare – India) 
Krungsri First Choice: I want Mother's Day too (Krungsri First Choice / Initiative – Thailand) 
Maggi We Miss You too (Maggi / Zenith – India) 
Reword (Reword / Leo Burnett – Australia) 
The Frus-Tweet Burner (Kirin Nodogoshi All Light / Dentsu Inc – Japan) 
Three seconds that revolutionised retail (Target / SapientNitro – Australia) 

Best Targeted Campaign 

A newspaper initiates the quest for meaning (Dainik Jagran / Jagran Prakashan – India) 
Cornetto Love Notes (Cornetto / PHD – China) 
De-lovery: Deliver love to your mom (Knorr / Mindshare – Thailand) 
Getting under the skin of Acne-suffering teens in Thailand (Pond's / Mindshare – Thailand) 
Gillette Bachelors of Shaving (Gillette / MediaCom – India) 
Maxis reads minds using 'Zero Moment of Travel' (Maxis / Initiative – Malaysia) 
Outshout or Outsmart??? (Pureit Water Purifiers / Mindshare – India) 
Reword (Reword / Leo Burnett – Australia) 
Virtual Coastguard (Maritime Safety / FCB Media – New Zealand) 

Best Use of an Influencer  

#ILoveYouMumChallenge Mother's Day Campaign (Sheng Siong Supermarket, Royal Caribbean Cruise, OSIM, SK Jewellery, Singa Tour, NTUC Downtown East / Mediacorp – Singapore) 
AXElerate to find your magic (Axe / Opera MediaWorks – Indonesia) 
Big C: At the Heart of the Matter (Big C / UM – Thailand) 
Brooke Bond Red Label Tea 6 Pack Band (Brooke Bond Red Label Tea (BBRL) / Mindshare – India) 
Guerlain "Imperial Woman" (Guerlain / Zenith Media – China) 
How AMF Leveraged Cricket to Re-Frame the Game of Ten-Pin Bowling in Australia (AMF / Match Media – Australia) 
LISTERINE "Bring Out the Bold" (Listerine / UM – Philippines) 
Make it Mammoth (Mammoth / MediaCom – New Zealand) 

Best Use of Content 

"Time to Shine" real-time Olympics (Wrigley's Extra / MediaCom – China) 
Budweiser Vibe Channel (Budweiser / Starcom – China) 
ESPN Inspiring Bonding Moments presented by TCL (TCL / ESPN – Singapore) 
Increased ROI with No Additional Cost (Yoplait / Starcom – Australia) 
Krungsri First Choice: I want Mother's Day too (Krungsri First Choice / Initiative – Thailand) 
Mood Food: The launch of Cake in a Cup (White Wings: Cake in a Cup / Slingslot – Australia) 
The Late Shift (Transport for NSW / UM – Australia) 

Best Use of Digital Media 

Achieving More with Less (Scoot Pte Ltd / MEC – Singapore) 
Cornetto Love Notes (Cornetto / PHD – China) 
JUST DO IT #DADADING (Nike / Mindshare – India) 
Lucy the Robot (Double Robotics / Atomic 212 – Australia) 
Pizza Hut Mini Plate Mega Treat (Pizza Hut / UM Rally – Hong Kong) 

Best Use of Gamification 

ChocoPie Summer Cool (ChocoPie / MEC – Vietnam) 
Game of S, M, L or XL? (Drypers / Society – Malaysia) 
Keep Singapore Clean (National Environment Agency (NEA) / Clear Channel – Singapore) 
Mobile Makeover for Gamers by L'Oreal Men Expert (L'Oreal Paris Men Expert / Mindshare – China) 
Pizza Hut's Must Win Guest (Pizza Hut / Mindshare – China) 
Reinventing the Athlete Tour (Nike Basketball / Mindshare – China) 
UGG Hug (UGG / UM – China) 

Best Use of Mobile 

Cornetto Love Notes (Cornetto / PHD – China) 
Dynamic Offline Moments with YouTube (YouTube / Essence – Singapore) 
Game for Anything (Unilever Hair – Philippines) 
Haze, Haze You Can Stay, We're Enjoying Pizza Today! (Pizza Hut / Mindshare – Malaysia) 
Nature Photographers (The Nature Conservancy Australia / Chaos Media – Australia) 
OCBC Pay Anyone (OCBC / Maxus – Singapore) 
Pureit Cares for Chennai (Pureit / PHD – India) 
Virtual Coastguard (Maritime Safety / FCB Media – New Zealand) 

Best Use of Real-time Marketing 

Coca-Cola Make the Moment Special (Coca Cola / MediaCom – Indonesia) 
Hungerithm (Snickers / MediaCom – Australia) 
Lucy the Robot (Double Robotics / Atomic 212 – Australia) 
The Google app & The Voice (Google / PHD – Australia) 
Wall's Man 2.0 (Wall's / Mindshare – Thailand) 

Best Use of Technology  

Dynamic Offline Moments with YouTube (YouTube / Essence – Singapore) 
KFC #morningencouragement makes white collar's morning a little better (KFC / Mindshare – China) 
Lucy the Robot (Double Robotics / Atomic 212 – Australia) 
OCBC Pay Anyone (OCBC / Maxus – Singapore) 

Best Use of Traditional Media 

National Steps Challenge (Health Promotion Board / MEC – Singapore) 
One Nation, One Song, One Network (Vodafone / Maxus – India) 
The Late Shift (Transport for NSW / UM – Australia) 
V Energy Jono VS Ben (V Energy Drink / OMD – New Zealand) 
Vaseline Billboard Live Demo (Vaseline / Unilever – Philippines) 

Best Use of Video 

Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India) 
Big C: At the Heart of the Matter (Big C / UM – Thailand) 
LISTERINE "Bring Out the Bold" (Listerine / UM – Philippines) 
Rojak 360° - Telling Malaysian tales the 360° way (Maxis / Initiative – Malaysia) 
The Good Experiment (Unilever / Dentsu Jayme Syfu – Philippines) 

The Best Insight Award 

Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India) 
Brewtoleum (DB Export / PHD – New Zealand) 
Celebrate your Roots (Parachute Advansed / Madison Communications – India)  
Getting under the skin of Acne-suffering teens in Thailand (Pond's / Mindshare – Thailand) 
Krungsri First Choice: I want Mother's Day too (Krungsri First Choice / Initiative – Thailand) 
Marriage Market Takeover (SK-II / Forsman & Bodenfors) 
Secret Life of Pets (Universal Pictures / MediaCom - Australia) 

The Creative Use of Data Award 

All Things Hair (All Things Hair / Unilever – Philippines) 
How old will you be when you're mortgage free? (Bank of New Zealand / MediaCom – New Zealand) 
McDonald's – Capacity Based Advertising (McDonald's / OMD – Singapore) 
Reword (Reword / Leo Burnett – Australia) 
Wyeth Making Parental Journey More Enjoyable with Big (Wyeth Nutrition / OMD – Hong Kong) 

The Creative Use of Media Award 

Brewtoleum (DB Export / PHD – New Zealand) 
Levi's_The Levi's Campaign that Levi's Didn't Create (Levi's / OMD – China) 
Make LEGO the star of Christmas (LEGO / UM – Australia) 
Maxis Kongsi Home – Building Hope One Home at a Time (Maxis / Initiative – Malaysia) 
The Late Shift (Transport for NSW / UM – Australia) 

The Effectiveness Award 

Acquiring the Home Loan U Need, From Just the Bank U Need (Ubank / Bohemia Group – Australia) 
Clear x Martian Intelligence Agency (Clear / PHD – China) 
Cornetto Love Notes (Cornetto / PHD – China) 
How India Started Playing Through Mobile (PAYTM / Maxus – India) 
Hyundai Dealer Stealer (Hyundia / Ansible – Australia) 
Knorr China's first mobile campaign is their most effective campaign ever (Knorr / Isobar – China) 
Oreo's Journey Home (Oreo / Carat – China) 
Safe Passage for Sea Creatures (Great Barrier Reef / Starcom – Australia) 

The Utility / Public Service Award 

Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India) 
Gillette Bachelors of Shaving (Gillette / MediaCom – India) 
Maxis Kongsi Home – Building Hope One Home at a Time (Maxis / Initiative – Malaysia) 
Swachh Aadat Swachh Bharat (Lifebuoy, Domex & Pureit / PHD – India) 
The brand launch that gives, not asks (webe Community / m/Six Agency – Malaysia) 
The Story of an Unborn Child – Chamki (Lifebuoy / PHD – India)

   



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