Ogilvy Singapore’s “Art, Beauty, Comic, Health” campaign for FHM won the Advertising Gong at the 28th Annual Creative Circle Awards (CCA) held on November 14 at the Shangri-La Hotel. Since 1980, winning a Gong at CCA has become a symbol of achievement in Singapore’s creative industry, as CCA rewards and honours creative excellence.
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 Award
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.
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.”
The top agencies of each discipline excluding craft awards were:
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, “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.