News & Views

Dentsu delivers at ADFEST 2014

by Contagious Team

 

Tokyo-based Dentsu's Sound of Senna campaign for Honda proved a standout for juries at Asia Pacific's ADFEST 2014 festival, receiving three Grande Lotus prizes (in Promo, Integrated and Interactive), one Gold Lotus (Outdoor) and an Innova Lotus, for innovation.

Sound of Senna documents Ayrton Senna's 1989 F1 Japanese Grand Prix qualifying lap, in which the Brazilian F1 legend set a record for the world’s fastest lap, clocking in at one minute and 38 seconds.

Honda looked at the data for Senna’s accelerator use, gear position, engine rotation, speed and distance, and then recreated the historic lap as an exhibition called Ayrton Senna 1989. In addition to the short film, Honda created 3D web content and a mobile app that synchronised the sound of users' own vehicles to that of Senna's car on his epic lap.

Speaking of its success in the integrated category, Tor Myhren, grand jury president, and president and worldwide chief creative officer at Grey, New York, said: ‘What excited me about this idea was it forced me to reconsider Honda as a performance brand. It’s actually my favourite idea of ADFEST 2014. To be able to recreate the most famous lap in Formula One history is incredibly emotional and it forces you to reconsider Honda’s credentials.’

Japanese giant Dentsu dominated ADFEST this weekend at the Royal Cliff resort in Pattaya, Thailand, sweeping up a hat-trick of agency awards including Agency of the Year, Agency Network of the Year and Interactive Agency of the Year. 

The conference rewards work from across Asia Pacific in 17 different categories. Delegates from all around the region attended a week of award ceremonies, workshops and seminars (including Contagious' storytelling keynote, Telling for Selling, delivered by senior consultant Dan Southern and Asia Pacific managing partner Roger Mulchandani). 

Other winners on the night included Coca-Cola, for Small World Machines, and Kirin Ichiban’s Photogenic Beer. The former, a series of innovative vending machines, via Leo Burnett, Sydney, scooped a Grande and a Gold for Outdoor, as well as an Innova Lotus. 

 

Photogenic Beer, a piece of new product development via Hakuhodo, Tokyo, received two Grandes (Innova and Direct) and a Gold (Promo). By topping glasses of Kirin Ichiban beer with a creamy, icy foam, the temperature of the drink is kept significantly lower for up to thirty minutes. The invention also makes for a visually impactful tipple, which drinkers have been photographing and sharing on social media.

‘By creating a beer that was photogenic and hence shareable, the young audience readily shared this product on social media. But what made this idea really interesting was that instead of developing an ad, this idea involved developing a whole new product,' said Kentaro Kimura, jury president of the Direct Lotus and Promo Lotus categories, and co-CEO and ECD, Hakuhodo Kettle Inc, Tokyo.

Best of the rest

Further notable Golds were awarded to insurance company Allianz’s Be OK YouTube Button, via Mercerbell, which took a gold in Interactive for its clever alternative to the Skip Ad option on YouTube pre-roll ads. Joining it in winning a Gold was Finch’s Most Powerful Arm, for Awareness for Action Duchenne.

In Mobile, Cafca Candy was one of two gold winners for its Digital Lullaby, a scientifically-assembled animation to help pacify 'fussy babies', via Six Inc, Tokyo. JWT, Beijing meanwhile, won for Baobeihuijia.com, a website and app that helps people identify children they suspect may have been abducted for slave labour.

Pampers, meanwhile, took two Golds, in Media and Direct, for ZZZ Radio via ACE Saatchi and Saatchi, Manila. The P&G owned diaper brand helped Mums and their young children get to sleep by branding radio frequency 99.1FM, but broadcasting nothing. The result? White noise, which many people claim helps babies to sleep as it mimics the sounds heard in womb, and which people in wealthy countries pay lots of money to hear via expensive sets.

Two Golds and a Grande Lotus were awarded in the film category. The Grande Film Lotus was awarded to Tohokushinsha Film Corporation for CupNoodle’s Globalization.  Two Gold Lotuses were awarded to JWT India, Mumbai for Nike’s Parallel Journeys and ADK Japan for Minicar Light Stream.