Cannes highlight: Ace Saatchi & Saatchi’s Tiger Energy Playground
Over the next week Campaign Brief Asia is highlighting some of the work that stood out for us from the recently concluded Cannes Lions. Here’s a coup for The Philippines.
Ace Saatchi & Saatchi made Philippine Advertising history at the Cannes Lions by getting the country’s first ever shortlist in the prestigious Cannes Titanium & Integrated Lions.
They achieved the coup for their Tiger Energy Playground campaign.
“Ace Saatchi & Saatchi getting the first shortlist ever for The Philippines, in the toughest and most prestigious advertising award show category in the world, the Cannes Titanium Lions, is a landmark achievement in history for Ace Saatchi & Saatchi and the nation,” said ECD Andrew Petch.
“The Titanium Lions at Cannes is the world’s ultimate accolade in advertising. To be on the shortlist alone is better than a medal in any other category. Because it’s the only category that judges work on the criteria of: ‘Does it pioneer brand communications for the future?’ rather than just ‘Is it the best work of the past 12 months?’
“I’ve always believed that Ace Saatchi & Saatchi can lead the world in consumer engagement for our brands, not just keep up. To not just create, but innovate in the way we build real relationships with human beings.
“And that’s been the guiding focus here at our place. In the world-class team we have created and the integrated process in which we work. We’re an ‘Ideas company’ not an ‘Ad agency’. Which has definitely given our clients an unfair advantage over their competitors. And given us an unfair advantage over ours. Spawning Ace Saatchi & Saatchi’s rise from 0 in the creative rankings to Number 1 in The Philippines, winning the toughest and most respected creative accolade in Asia – ‘Campaign Brief ‘Agency of the Year’.
“Tiger Energy Playground is a inspiring example of an innovation that uses technology to engage people emotionally – and in a way that we could never have achieved through traditional advertising. Its wonderful for Ace Saatchi & Saatchi and Kraft Foods to be recognised as world leaders.
“And without saying too much, we have a lot more campaigns coming out for our other clients just like it, so the future of our brands will be just that – the future.”
8 Comments
I fail to see what there is to get so excited about a shortlisted entry, even if it is a first.
With the recent judging slips at Cannes it has become another easy Fest…what’s the big deal to get a shortlist at that level of competition?
Baboy, we’re talking Titanium here buddy not the scammy print or outdoor categories!
That’s like saying you came 17th in the Nobel Peace Prize competition.
(Hey, we’re talking Nobel Peace Prize here buddy!)
But whatever gets you off.
I presume the people above who are mocking this “mere shortlist” in Titanium all came home with an actual Titanium Lion weighing down their luggage, and hence are entitled to be condescending from their lofty heights?
Or not, much more likely.
Though AS&S’s press release is so waffley it ain’t gonna win no PR LIon next year.
Since the popularity of the case study video propelled it into a category of its own, the use of the word ‘first’ is loosely attached to anything that will stick in the ridiculous hope that it will catch the ears of an audience.
I am sure there is also a soundbite in ‘hey, we ate the world’s first shit sandwich’ but would you wanna use it?
Hardly a great a piece of work. By any stretch. Winning a finalist is like saying you paid the entry fee – especially this year. Crap mid level judges combined with a show that can’t distinguish one category from the next. But hey, knock yourself out.
And Amir Kassaei’s allegations about alleged collusion in the judging process add even less credibility to this senseless exercise in self stimulation.
It’s hilarious that all these people would be neither bitching about the worthlessness of a Cannes Titanium shortlist, nor about the jury, if they themselves had been shortlisted in this category. Talk about self-stimulation. Knock yourself out.