AdFest 2012: Winners announced for the special category 360, Innova, and Roots Lotus awards

In addition to the film prizes, the last night of ADFEST also the presentation of special Lotus awards. This year, ADFEST received 42 entries into the 360 Lotus category, with the Jury Panel giving out just one 360 Lotus Awards plus a Grande 360 Lotus this year.

The Grande 360 Lotus was awarded to Clemenger BBDO Proximity, Melbourne for National Australia Bank, ‘Break Up’

The 360 Lotus Award was awarded to: Dentsu Inc, Tokyo for Kyushu Shinkansen (Kyushu Bullet Train), ‘The 250km Wave’.

Cyber and Grand Jury President Bob Greenberg, Chairman/CEO/Global Chief Creative Officer of R/GA New York says, “Integration isn’t about having a single execution copied across different media. The campaigns that stood out [in 360 Lotus] had executions in the different media that took advantage of how consumers consume each medium. Yet, each piece came together in one integrated package. That is the hallmark of integration.”

ADFEST’s INNOVA Lotus Award is given for outstanding innovation ideas for communication. Out of 63 entries received, there was one Grande INNOVA and three INNOVA Lotus awards presented.

The Grande INNOVA Lotus was awarded to Hakuhodo Kettle for Google ‘Memories of the Future’.

Three INNOVA Lotus awards were awarded to Projector Tokyo for Intel ‘The Museum of Me’, Party Inc. Tokyo for Androp ‘Bell’ and McCann Worldgroup Hong Kong for Corbis Images ‘Visual Alphabet’.

“The winning pieces really blew the judges away. INNOVA is about innovation, and these winning pieces used technology in a very innovative way. At the same time, each piece was easy to use, and each piece connected to the user in a deeply personal way,” says Greenberg.

ADFEST introduced the Lotus Roots category to recognize ideas inspired by local cultures. From 38 entries, the Grande Lotus Roots went to Hakuhodo Kettle for Dear Japan Project ‘Dear Japan, from Phuket’. The agency also won one of the three Lotus Roots awards for Google, ‘Memories of the Future’.

The other two Lotus Roots were awarded to JWT Sri Lanka for CARE International Sri Lanka ‘Vesak Pandol Against Women’s Abuse’ and Hakuhodo Inc. for Serena ‘Space Tanzaku’.

Press Jury President, Prasoon Joshi, Chairman/CEO of McCann Worldgroup India, Executive Creative Director of McCann Asia Pacific & Chairperson of McCann’s Global Creative Council explained the concept behind Lotus Roots, when he said, “Culture is a treasure trove for insight. There are many out there who feel that you need to create work that’s very international, instead of local, to stand out. But think about it: work that stands out tends to deeply connect with the consumer, so how better to connect to the consumer than through culture.”

The Grand Jury Panel deliberated carefully and passionately for Lotus Roots. “The pieces we saw truly reflected the rich, diverse culture of Asia, which is great because all the judges who hail from different parts of the world can now go home knowing a little bit more about the world,” says Joshi.

The final day of speaker sessions at ADFEST kicked off in the morning with “Short Films by the Fabulous Four 2012”, moderated by George MacKenzie. Next came ‘The Magnificent 7: Jury Presidents Crossfire’, as ADFEST’s seven Jury Presidents of 2012 were quizzed by Raymond So, CEO of MastersHub, Shanghai. The group examined some of the work that stood out in each of the Lotus Award categories.

David Elsworth took the after-lunch spot with “Winning Creative with the Client”. ADFEST was then honoured to introduce Rosie Arnold, President of D&AD, who showcased “D&AD: 50 Years of Inspiring Creativity”. The final session of the day was presented by Bob Greenberg, ADFEST 2012’s Grand Jury President, entitled “What’s Next”.