Commenting on the FHM campaign, Head of Advertising Jury, Tay Guan Hin, Regional Executive Creative Director of JWT Singapore said, “it really taps on a really nice insight about the reader, but not only that, it is so well crafted. The detail, the way it is shot, even the way the pages are cut, it is really narrowing down to all the pictures that obviously the reader will like to look at, which is beautiful women.”

The FHM campaign won 3 Golds in the Print-Magazines, Print-Posters and Print Craft-Art Direction categories.

Ogilvy Singapore topped the ranking table, winning the Agency of the Year Award with one Best of Show Gong for Advertising, 2 Gold, 2 Silver, 9 Bronze, and 1 Finalist award. The Award honours the agency that tops the overall results at CCA 2008, excluding the Craft categories.

Under the craft category, Ogilvy Singapore won 3 Golds for the “Huggies: Free to Be” television commercial for its Animation or Computer Generated Imagery, Soundtrack/Music and Direction.

McCann Erickson Singapore also won a Gold for the “GMP-Raffles Place Ghost” campaign in the DM/Promo Integrated Promotional category.

Clients Choice
The Clients Choice segment that was introduced last year to encourage and engage clients participation has been turned into an award category this year to provide greater recognition for the work.

This is a special accolade that highlights pieces of work chosen by the clients with learnings and sharing of why that particular entry appeals to them.

Contenders of this year’s Clients Choice Award are medal winners of the DM/Promo discipline.

CCA 2008 Chairman, Chris Chiu, ECD of Leo Burnett said, “the judges applauded the level of creativity and found that deciding on just one piece wasn’t as easy as they thought it might be.”

JWT Singapore received the Clients Choice Award for Crown Relocations “Fragile”. To drive traffic to Crown Relocations website, JWT created an unusual but relevant direct mailer. Furniture pieces were printed on the back of bubble wrap sheets, then distributed to furniture stores to wrap delicate purchases.

Separate Ranking Tables
Since last year, separate ranking tables were created to recognise the growth and strength of other creative disciplines beyond advertising. These tables do not include the craft awards so as to put the focus on awarding great ideas.

The top agencies of each discipline are:

Advertising: Ogilvy Singapore
Design: Black Design and JWT Singapore (tie)
DM/Promo: McCann Erickson Singapore
Interactive: Kilo Studio and Ogilvy Singapore (tie)

Head of Interactive Jury, Valerie Cheng, Creative Director of Arc Worldwide commented, “I think the general standard to qualify has improved. Especially in terms of craft but there were a couple of technically interesting pieces of work which actually stood up.”

A total of 99 awards were presented tonight, including 7 Gold, 29 Silver, 60 Bronze, the Clients Choice, Advertising Gong and Agency of the Year. For a complete list of the 2008 CCA winners, visit www.creativecircle.com.sg.

Media Contact:
Sarah Tang
Phone: 6836-0600
Email: sarah@4as.org.sg

About the Singapore Creative Circle Awards (CCA):
Since 1980, the Creative Circle Awards (CCA) has been instrumental in pushing creativity to the edge and in the process raising the creative bar year after year. Over the past years, CCA have challenged local industry professionals and helped Singapore grow its reputation as one of the world leaders for print advertising. The winning entries bear testimony to the high standards that CCA is known for and most of our top award winners have gone on to capture awards in international shows such as Cannes International Advertising Festival, Clio Awards, The One Show, D&AD and many others.

Organised by the Association of Accredited Advertising Agents Singapore (4As), the awards encompasses all aspects of creative communications with awards given out in four major disciplines - Advertising, Design, DM & Promo and Interactive.

The award presentation or more popularly known as The Gong Show is a well celebrated event of the Singapore ad industry. As the Oscars of the industry, it has consistently attracted some 1,000 people coming together each year to celebrate and recognize the creativity and craftsmanship of our top advertising talents.

About the Association of Accredited Advertising Agents Singapore (4As):
The Association of Accredited Advertising Agents Singapore was founded in 1948. Better known as the 4As, this non-profit trade association represents advertising and marketing communications practitioners, agencies and related businesses in Singapore. The 4As works in close co-operation with other related trade associations, schools and government bodies to nurture talent and to improve the stature and prominence of the advertising and marketing communications industry. Among the key events organised and promoted by the 4As are the Singapore Creative Circle Awards or the Gong Show; the Students Creative Awards, commonly known as The Crowbars; and the Singapore Media Awards.own as The Crowbars; and the Singapore Media Awards.