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22 March 2017

MediaCom and Mindshare scoop top gongs at Festival of Media APAC Awards 2017

   



MediaCom and Mindshare have swept the board at this year's Festival of Media APAC Awards 2017, winning the prestigious 'Agency of the Year' and 'Agency Network of the Year' titles, respectively. 

The winners were announced during a lavish ceremony held at the ParkRoyal in Pickering Hotel on Wednesday 22 March. On the night, MediaCom won seven golds and three bronzes, Mindshare four golds, five silvers and three bronzes, while UM took home four golds, four silvers and one bronze. 

MediaCom India won the prestigious 'Campaign of the Year' title for 'Ariel Dads Share the Load – Men for Laundry!' in addition to 'Agency of the Year', while Mindshare retained its title of 'Agency Network of the Year' for the APAC region. 

The winning campaigns represented a mix of countries including golds from Australia, China, Indonesia, New Zealand, Singapore, India and the Philippines. India topped the country rankings with seven golds, while Australia and New Zealand followed with five and four golds, respectively.    

The judging process uncovered a range of trends and insights including a significant increase in e-commerce, m-commerce, CSR, content, social, mobile and events as part of campaigns from across the region. Judges found the Best Experiential/Event and Best Content Awards to be two of the toughest to decide on a winner as the competition and quality of work was so strong. 

Check out the full list of Gold, Silver and Bronze winners below (and click through to view the full case studies): 

Festival of Media APAC Awards 2017 Winners List 

Best Branded Content Creation Award 

Gold - Cornetto's That One Summer (Cornetto / Mindshare – Philippines)  
SilverQantas Airways Creates a New TV Show (Qantas Airways / OMD – Australia) 
BronzeLights. Camera. Bagpiper. (Bagpiper / Mindshare – India)  

Best Communications Strategy  

Gold - How old will you be when you're mortgage free? (Bank of New Zealand / MediaCom – New Zealand)  
SilverMake LEGO the star of Christmas (LEGO / UM – Australia)  
BronzeRe-Pie-Cling (Pampas / Havas Group – Australia)  

Best Engagement Strategy  

Gold - Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India)  
Silver - Reword (Headspace / Starcom – Australia)  
Bronze - The Greats (Art Gallery of NSW / UM – Australia)  

Best Event/Experiential Campaign  

Gold - Reinventing the Athlete Tour (Nike Basketball / Mindshare – China) 
SilverDoor Step School – A Street Naming Event for Social Change (Door Step School / Lodestar UM – India)  
BronzeBrewtoleum (DB Export / PHD – New Zealand)  

Best Launch Campaign   

Gold - Lover Boy or Lavalava Boys (Game of Bro's / MediaCom – New Zealand)  
Silver - Mobile Makeover for Gamers by L'Oreal Men Expert (L'Oreal Men Expert / Mindshare – China)  

Best Local Execution of a Brand  

Gold - Clear Taps on Mudik (annual homecoming tradition) during Eid holiday in Indonesia (Clear Men / Opera MediaWorks – Indonesia) 
SilverIKEA Guerrilla Table – when IKEA met Taiwanese street food (IKEA / Mediavest|Spark – Taiwan)  
Bronze - Knorr's uniquely local campaign targets chefs in China by province (Knorr / Isobar – China) 

Best Not-for-Profit Campaign  

Gold - Door Step School – A Street Naming Event for Social Change (Door Step School / Lodestar UM – India)  
Silver - Reword (Reword / Leo Burnett – Australia)  
BronzeDonate Your Signature (UNESCO NGO Japan / Beacon/Leo Burnett – Japan) 

Best Social Media Strategy  

Gold - Maggi We Miss You too (Maggi / Zenith – India)  
Silver - Dove – Change the Rhyme (Dove / Mindshare – India)  
Bronze - Reword (Reword / Leo Burnett – Australia)  

Best Targeted Campaign  

Gold - Virtual Coastwatch (Maritime Safety / FCB Media – New Zealand)  
Silver - Maxis reads minds using 'Zero Moment of Travel' (Maxis / Initiative – Malaysia)  
BronzeGillette Bachelor of Shaving (Gillette / MediaCom – India)  

Best Use of an Influencer  

Gold - Brooke Bond Red Label Tea 6 Pack Band (Brooke Bond Red Label Tea (BBRL) / Mindshare – India)  
SilverBig C: At the Heart of the Matter (Big C / UM – Thailand)  
BronzeMake it Mammoth (Mammoth / MediaCom – New Zealand)  

Best Use of Content  

Gold - The Late Shift (Transport for NSW / UM – Australia)  
Silver - Krungsri First Choice: I want Mother's Day too (Krungsri First Choice / Initiative – Thailand)  
Bronze - "Time to Shine" real-time Olympics (Wrigley's Extra / MediaCom – China)  

Best Use of Digital Media  

Gold - Cornetto Love Notes (Cornetto / PHD – China)  
Silver - JUST DO IT #DADADING (Nike / Mindshare – India)  

Best Use of Gamification  

Gold - Reinventing the Athlete Tour (Nike Basketball / Mindshare – China)  
SilverMobile Makeover for Gamers by L'Oreal Men Expert (L'Oreal Paris Men Expert / Mindshare – China)  
Bronze - Pizza Hut's Must Win Guest (Pizza Hut / Mindshare – China)  

Best Use of Mobile  

Gold - Virtual Coastwatch (Maritime Safety / FCB Media – New Zealand)  
Silver - Pureit Cares for Chennai (Pureit / PHD – India)  
Bronze - Dynamic Offline Moments with YouTube (YouTube / Essence – Singapore)  

Best Use of Real-time Marketing  

Gold - Hungerithm (Snickers / MediaCom – Australia)  
SilverWall's Man 2.0 (Wall's / Mindshare – Thailand)  
BronzeThe Google app & The Voice (Google / PHD – Australia)  

Best Use of Technology   

Silver - OCBC Pay Anyone (OCBC / Maxus – Singapore)  
Bronze - Dynamic Offline Moments with YouTube (YouTube / Essence – Singapore)  

Best Use of Traditional Media  

Gold - The Late Shift (Transport for NSW / UM – Australia)  
Silver - Vaseline Billboard Live Demo (Vaseline / Unilever – Philippines)  
Bronze - V Energy Jono VS Ben (V Energy Drink / OMD – New Zealand)  

Best Use of Video  

Gold - Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India)  
Silver - Rojak 360° - Telling Malaysian tales the 360° way (Maxis / Initiative – Malaysia)  
Bronze - The Good Experiment (Unilever / Dentsu Jayme Syfu – Philippines)  

The Best Insight Award  

Gold - Ariel Dads Share the Load – Men for laundry! (Ariel / MediaCom – India)  
SilverBrewtoleum (DB Export / PHD – New Zealand)  
Bronze - Celebrate your Roots (Parachute Advansed / Madison Communications – India)   

The Creative Use of Data Award  

Gold - McDonald's – Capacity Based Advertising (McDonald's / OMD – Singapore)  
Silver - Reword (Reword / Leo Burnett – Australia)  
BronzeHow old will you be when you're mortgage free? (Bank of New Zealand / MediaCom – New Zealand)  

The Creative Use of Media Award  

Gold - The Late Shift (Transport for NSW / UM – Australia)  
Silver - Make LEGO the star of Christmas (LEGO / UM – Australia)  
Bronze - Brewtoleum (DB Export / PHD – New Zealand)  

The Effectiveness Award 

Gold - Safe Passage for Sea Creatures (Great Barrier Reef / Starcom – Australia)  
Silver - How India Started Playing Through Mobile (PAYTM / Maxus – India)  
Bronze - Clear x Martian Intelligence Agency (Clear / PHD – China)  

The Utility / Public Service Award  

Gold - Gillette Bachelor of Shaving (Gillette / MediaCom – India)  
SilverSwachh Aadat Swachh Bharat (Lifebuoy, Domex & Pureit / PHD – India)  
BronzeMaxis Kongsi Home – Building Hope One Home at a Time (Maxis / Initiative – Malaysia) 

   



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