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Adfest 2017: In a first for India, Taproot Dentsu wins Integrated Gold Lotus for Adidas Odds campaign

27 Mar 2017

Taproot Dentsu also won two bronzes for both its Adidas films. McCann India’s campaign for Nescafe and Dettol won Gold e in Radio Lotus and Media Lotus while Cheil India bagged a Media Gold Lotus for its Samsung campaign. McCann was the most awarded agency at Adfest from India this year. Dentsu Tokyo is Agency of the Year and Dentsu Network became Network of the Year 

As Adfest 2017 came to an end on Saturday, March 25, Taproot Dentsu became the first Indian agency to ever win an Integrated Lotus, the highest honour. McCann was the most awarded agency at Adfest from India this year with eight metals – one Grande, two Gold, one Silver and four Bronze. Taproot Dentsu picked up five metals – Integrated Gold Lotus, two Gold and two Bronzes.

Taproot Dentsu won the Integrated Lotus Gold for the Adidas Odds campaign, the same work for which it also won two Golds in Promotion and Film Craft Lotus. The agency also took three Bronzes – two for Films and another for Promo Integrated, again for Adidas.

In 2013, Taproot was the first ever Indian agency to win the 'Agency of the Year' title.

An elated Santosh Padhi (Paddy), Co-founder and Chief Creative Officer, Taproot Dentsu, said, "This campaign is and will remain close to my heart for the simplicity and honest of the campaign and approach. I'm happy to win this biggest honour for India and us. This is the only Integrated Gold Lotus which was awarded in the whole of Asian region and I'm glad Indian has won at this global/ Asian forum. India is still seen as a traditional advertising country and to win a big honour like this will certainly help us and Indians seen as a new age player in the global advertising market.”

Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, said, “"We at McCann have a worldwide culture of great creative work and we are really proud of the work we have done on Dettol and Nescafe. This was only possible because of great team work and the trust our client partners have in us."

Other major winners:

  • Dentsu Tokyo was declared Agency of the Year
  • Dentsu Network became Network of the Year
  • Independent Agency of the Year went to CJ WORX, Bangkok
  • Direct & Promo Agency of the Year was awarded to BBDO Bangkok
  • Production Company of the Year was awarded to ALT.VFX Brisbane
  • Advertiser of the Year went to Samsung

The 20th Adfest wrapped up this year’s four-day festival with an awards presentation on Saturday announcing Lotus winners across Radio, Film, Effective, Media, Branded Content and Entertainment, Integrated, Innova Lotus and Lotus Roots.

McCann Worldgroup India won a Radio Gold Lotus in the Retail, Travel, Entertainment and Communiation Media category for Nescafe’s ‘The dead hour by Nescafe.’ The agency’s ‘Dettol Germbusters’ for Dettol also won a Media Gold Lotus for best use of guerrilla marketing category. Cheil India also won a Media Gold Lotus for best use of screens and displays category for Samsung Television’s ‘Spread the Joy’ campaign.

Close to 1200 delegates from 69 cities in total attended the advertising creativity festival, and soaked up after international speaker sessions, breakout workshops, networking events and the huge exhibition of 3,011 entries across 18 awards categories.

Radio Lotus
This year there were 76 entries for Radio Lotus. Film and Radio Lotus Jury President Wain Choi, Senior VP and Chief Creative Officer, Cheil Worldwide, Seoul, said, “Ten or 15 years ago, everyone thought radio would be obsolete, but it’s still alive. Not enough agencies and advertisers are creating radio campaigns. My advice to creative directors is that as an industry, we should do more radio because there’s so much potential in this category.”

Six awards were announced, including four Bronze, one Silver and one Gold Lotus. The Radio Gold Lotus award was won by McCann Worldgroup India, Mumbai for Nescafe “The Dead Hour by Nescafe” in the Retail, Travel, Entertainment and Communication Media category.

Film Lotus
There were 366 entries submitted for Film Lotus, the largest awards category at Adfest this year. 25 Film Lotus awards were announced, including 15 Bronze, seven Silver and three Gold. No Grande Lotus was awarded in Film Lotus this year.

The three Gold awards were: Dentsu Inc/ Tohokushinsha Film Corporation, Tokyo for The World’s First Kawaii (Cute) Miso Soup, “The World’s First Kawaii (Cute) Miso Soup” in the Food category; J Walter Thompson Sydney for Parkinson’s NSW “The Lucky Ones” in Internet Film: Public Services and Cause Appeals category and finally TBWAHakuhodo, Tokyo for Lyrical School “Native Mobile Music Video” in the Viral Film category.

Effective Lotus
The Effective Lotus attracted 54 entries for Adfest 2017. Seven new trophies were given out in total, which included six Effective and one Grande Lotus awards.

One Effective Lotus award was given in the Effective Lotus – Campaign Success category – DO (Dentsu & Beacon)/Leo Burnett and Beacon Communications KK, Tokyo for McDonald’s “Name It Burger”.

The other five Effective Lotus awards were given to work in the Effective Lotus: Small budget category. The winners were: Publicis China, Guangzhou for Tencent Charity/Xihan Action “Pocket with Love”; McCann Melbourne for Seeing Eye Dogs Australia “Free Puppies Forever”; I&S BBDO, Tokyo for Hiroshima Tourism “Cat Street View”; Dentsu Inc., Tokyo for Organ Transplant “Second Life Toys” and The Leo Burnett Group Thailand, Bangkok for Uhmpang Hospital Foundation “Forward the Cure.”

The Grande Effective Lotus was presented to Dentsu Osaka and Garigarikun Production Co., Tokyo for Ice Pops ‘Garigarikun’ “Ojigi” work in Effective Lotus – Campaign Success category.

Media Lotus
Media Lotus received 250 entries. There were 35 awards given in the category, including one Grande, 10 Gold, 15 Silver and nine Bronze.

The Grande Lotus was presented to CJ Worx, Bangkok for AP (Thailand) Public Company Limited ‘The Unusual Football Field’ in Best Use of Ambient: Large Scale.

The ten Gold awards were presented to:

  • Cheil India, Gurgaon for Samsung Televisions “Spread the Joy” in the Best Use of Screens & Displays category;
  • J Walter Thompson Japan, Tokyo for New Music Promotion for Shinichi Osawa “Singing Nature” in Best Use of Audio category;
  • Tokyu Agency Inc., Tokyo for Services for Travelers “Toilet Paper for Smart Phones” in Best Use of Outdoor & Transit category;
  • Cheil Worldwide, Seoul for Heat Tech “Heat Tech Window” in Best Use of Ambient: Small Scale category;
  • McCann Erickson Japan, Tokyo for End ALS “Still Life” in Best Use of Events category;
  • McCann Worldgroup India, Mumbai for Dettol “Dettol Germbusters” in Best Use of Guerilla Marketing category;
  • Colenso BBDO, Auckland for World Day Against Cyber Censorship “Amnesty Unblocker” in Best Use of Digital category;
  • Saatchi & Saatchi Sydney for Toyota “Landcruiser Emergency Network” in Best Use of Mobile category;
  • Leo Burnett Melbourne for Reword “Reword” in Best Use of Technology category and
  • BBDO Bangkok for Missing Person Center “The Missing Look-Alike” in Best Integrated Media Campaign category.

Branded Content and Entertainment Lotus
Branded Content and Entertainment Lotus had a growth year and counted 154 entries for 2017. There were 11 awards in the category, including 10 Branded Content Lotus awards and one Grande Branded Content Lotus that were presented to winners.

The Grande Branded Content Lotus went to Dentsu Taiwan Inc, Taipei for The Glenlivet “Single Belief” in the Best Use of Non-Fiction Film.

Integrated Lotus
Work submitted for Integrated Lotus Awards must work across at least three different media and take advantage of each medium’s strengths to enhance the core creative idea. From 24 entries in the Integrated category, one Integrated Lotus trophy was awarded and seven pieces of work were finalists.

The Integrated Lotus award went to Taproot Dentsu, Mumbai for Adidas “Adidas Odds”.

Innova Lotus
Innova Lotus Award is given for world-class concepts that have made a dramatic impact on the marketplace and are judged on their level of genuine innovation, talk-value and results.

There were three awards given out, including the Grande Innova Lotus, which was presented to Dentsu Inc. Tokyo for Toyota I-Road “Smile Lock Outlet”.

The two Innova Lotus awards were presented to Saatchi & Saatchi Sydney for Toyota “Landcruiser Emergency Network” and Leo Burnett Melbourne for Reword “Reword”

Lotus Roots
The Lotus Roots category represents the heart of Adfest and was the inspiration for this year’s theme, “20 Years of Diversity”. The category recognises and encourages great ideas inspired by local beliefs and values and by the diversity of cultures represented at Adfest every year. From 162 entries, there was one Grande and three Lotus Roots awards.

TBWASantiago Mangada Puno, Manila picked up the Grande Lotus Roots Adfest 2017 for its work on the Campaign Against The Return of the Marcoses to Malacañang (CARMMA), entitled “Correcting History”. This was submitted as Best Use of Social in the Direct Lotus category.

The three Lotus Roots Awards were won by: JWT Shanghai for Elevit “Heart to Heart: All for that First Hello” in the Innova Lotus category; Leo Burnett Beirut for KAFA Woman’s Rights NGO “Legally Bride” in the Branded Content and Entertainment Lotus category and BBDO Hong Kong for Society for Community Organisation “Wardrobe Apartment” in the Media Lotus category.

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