Over 30 of the world's most talented creative directors gathered in Busan, South Korea 10 days ago for the 2015 AdStars International Awards. The jury deliberated over more than 1700 shortlisted entries before awarding 14 grand Prix awards and 44 Golds. Two of the Grand Prix awards were judged best in the show and these carried a cash prize of US$10,000 each. Campaign Brief Asia contacted most of the jury to find out their judging highlights and thoughts on the fast growing 9 year old international festival.

Matt Eastwood.jpgMatt Eastwood
Worldwide Chief Creative Officer

What was the best piece of work that you saw overall at AdStars? Why?

I'm a huge fan of both of the overall Grand Prix winners. But, beyond that, I also loved Samsung's "Safety Truck". It was a brilliant example of doing good for the brand and for the world. I think "House of Mamba" showed us the future of interactive technology and I can't wait to see where we go from here. And, of course, I have to call out "I Touch Myself" from J. Walter Thompson. I'm so proud to be associated with such important work.

What were the best, or most interesting pieces that you saw from your own jury, and why?
There was some outstanding work in my category that deserves to be singled out. The brilliant "Reverse April Fools" work from BMW was so simple and innovative, and a great twist on a classic sweepstakes campaign. AllState's "Social Savvy Burglar" is a perfect use of social media and a wonderful extension of a highly awarded, long-running campaign. I also loved the "Reduce Speed Dial" from Volkswagen. It was such a nice reminder that in this high tech world sometimes it's the low tech ideas that really touches your heart.

What was the "highlight experience" of your stay in Busan for AdStars?
The best part of judging AdStars is the judges themselves. It was such an incredible group of talented people from all over the world. Truly the best of the best. But, having said that, I really loved the dinner we had at an out-of-the-way waterside seafood BBQ restaurant. It was my first taste of Beondegi (steamed Silkworm pupae), my first drink of Soju (Korean sake), and my first experience of seafood so fresh that it wriggled as it cooked on the open coals. An unforgettable evening.

Take a ride in the CG lane with Bear Stock

Hero Image.jpgBear Stock, the first independent rights managed stills image library in Australia is continuing to build momentum. Dedicated to the license of Roadscape environments and 360 HDR Domes for 3D auto builds and to refresh existing assets the team is constantly uploading new content.

With the rapidly growing collection of generic locations from tunnels to bridges, urban to rural, car parks and beaches we're also focusing on our collection of CG Environments. (Photo caption: CG Environment Backplate, added photographic cloud detail, CG created vehicles)
Turtle Khadi Dandi March.jpgHand spun and hand woven, Khadi was referred to, by Mahatma Gandhi as the 'livery of freedom'. It is a cloth that celebrates the true spirit and struggle of the Indian freedom movement.

Turtle, a leading fashion brand has been supporting the cause of Khadi weavers in India by adopting their villages and sourcing material from them. Which is why, on the occasion of India's 69th Independence Day, Turtle via JWT India decided to pay tribute to the Khadi artisans of India by releasing this campaign that depicts significant moments of India's freedom from struggle, with the art being co-created painstakingly with the Khadi weavers using a single strand of hand-spun thread.
Graham.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Graham Lang, chief creative officer, Y&R South Africa and Africa.

The overall standard this week was pretty good but there were two stand pieces. The first is Dismaland by Banksy. A wonderfully executed satirical film, which has so many gems that it makes you want to watch it over and over again. And like all great Banksy pieces it really makes you think. The second is McWhopper. The idea that broke the Internet. Brilliantly orchestrated and seductively simple. Congrats to all the winners. READ MORE...
Modess1.jpgWhat do you do when you want to prove to the world that your sanitary pad is superior in absorption over your competition? Use dogs. DM9Jayme Syfu's digital arm DIGIT did just that and netizens' feedback has been tremendous.

Modess, the Philippine's leading brand in sanitary pads, wanted to come out with a product demonstration that would prove superior absorption.

Manoj Mansukhani.jpgWunderman International India has appointed Manoj Mansukhani as managing director. Mansukhani will lead Wunderman India's operations, as well as consolidate the network's current offerings and expand agency expertise and capabilities. He will work to further develop Wunderman's e-commerce offering, leveraging the agency's data, analytics and creative expertise to help clients deliver more impactful cross-channel consumer experiences.

Bringing with him over 18 years of experience, Mansukhani is well-versed in moving brick and mortar companies into the digital space, developing omni-channel solutions and connecting online and offline sales. He was most recently senior vice president and head of e-commerce at Razorfish India, where he ran the Mumbai and Bangalore offices. Prior to that, Mansukhani served as associate vice president of MRM (part of McCann Worldgroup), working in both B2B and B2C spaces. He is also a frequent speaker on digital and e-commerce topics in management institutes, and has moderated panels on the challenges in delivering premium experiences to online shoppers at conferences such as ad:tech.
Surya Narayanan.jpgHungama Digital Services has brought on board Surya Narayanan as the Head of Business.
Narayanan (pictured) comes in with over 12 years of experience of having worked across geographies in countries like India, Indonesia, Kenya and West Africa. Besides digital marketing, Surya has the experience of working in traditional creative agencies including JWT and Leo Burnett.

Announcing his appointment, Carlton D'Silva, CEO and CCO, HDS, said, "Surya has made the perfect and successful transition between traditional and digital advertising. Not only does he have a great business mind but he is an ideas man too. This is quite a rarity and it is this business and medium knowledge that Surya will bring to HDS to enable us to reach greater heights and wins moving forward."

Song Zu Singapore hosts first Producerfest 2015

Songzu.jpgSong Zu Singapore held their inaugural Producerfest last week at Meat Smith on Telok Ayer Street in Singapore.

A strictly producer only event, the night was designed to reward the unsung heroes of the Singapore advertising industry. The people who make things happen.

Sixty producers from agencies, production companies and post houses turned up to eat and drink and have a catch up with their peers.

Lowe Vietnam tracks truckies in app for Castrol

Castrol2.jpgThe Vietnamese truck driver is a rolling stone. Always on the road, always short on time and attention. So, how do we reach a moving target audience? More importantly, how do we earn his trust? Lowe Vietnam created a community for the lonely, always on-the-road trucker. Through the Castrol app, they were able to gather details that helped them take care of both the driver and his truck. This allowed them to build direct relations with him and introduce 'empathy' to a very functional category.

Metod.jpgBBH Asia Pacific has launched the film 'Recipes for Delicious Kitchens' to highlight IKEA' s brand new IKEA METOD Kitchen range.

The film, literally cooks up a kitchen, using miniaturised IKEA products as raw ingredients to highlight the fact that the new METOD range of kitchens can be put together according to very personal...well, taste.

Mission Mount Everest - Official Teaser 2015.jpgIn one of the biggest natural catastrophes, two young mountaineers, Samir Patham and Sauraj Jhingan were stranded in the earthquake that struck Nepal and surrounding regions in late April 2015. Sooperfly captures the adventure and tribulations of the duo, real-time, through Mission Everest 2015 - a web-series launched on YouTube.

Razorfish_Steve Hann, Kim Hann, Doug Chapman (2).jpgAustralia: Razorfish Global, a leader in business transformation services for the empowered age and a part of Publicis Groupe, has today announced the acquisition of Sydney-based 2DataFish, the leading Adobe data analytics and marketing optimisation consultancy in Australia and APAC.
The acquisition strengthens Razorfish Global's Intelligence Practice by adding significant commerce and data analytics capabilities and makes it the only Adobe partner in Australia and the wider APAC region that can provide end-to-end cloud marketing services at scale, including systems integration, data analytics, media and content platforms, creative and experience design. It is the latest milestone in a strong growth period for Razorfish Global in Australia, with recent major client wins, including Foxtel, eBay and Bank of Queensland. Razorfish Global is a global strategic partner of Adobe, while 2DataFish is the first analytics consultancy in the region certified as a global Adobe Analytics Specialisation partner.
Futures Lady.jpg"Know me, and you will love me, you got a great deal." "Never feel cold, I give you a warm blanket."

At first glance of this music video by Bremen Digital Creative with the beautiful young teens dancing and singing seems like a debut of a new idol group. The mysterious "Futures Lady" conquers numbers of fans, who would have little recognition that it is a native ad for a managed future company - Concord Futures.

BEST-JOBS-31-AUG-15.jpgA joint initiative of Bestads and Campaign Brief, TheBestAdJobs.com offers recruiters and agencies a fantastic low rate of $50 per job listing.

Or if you place 10 or more jobs per month the rate drops to only $45 per job listing.

TheBestAdJobs.com reaches the international audience of bestadsontv.com and the Australasian audience of campaignbrief.com, campaignbrief.co.nz and campaignbriefasia.com.

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.


Simon Veksner: Matt Eastwood's jacket

matt-eastwood-hed-2014.jpgBy Simon Veksner
Creative Partner, DDB Sydney

Matt Eastwood, worldwide chief creative officer of JWT, has one of the world's biggest creative jobs, and has to be considered one of Australia's global creative leaders not just in advertising, but in any field.

Is it partly due to the way he dresses? READ MORE...
LIA_Statue_1-632x420-thumb-200x132-193335.jpgIf you still wish to enter LIA 2015 you must Register with the Online Entry System no later than midnight Monday, 31st August (US Eastern Standard Time).

Work can still be submitted until Friday, 4th September. 
All entries must be finalised by midnight EST.

LIA's unique eligibility period includes work released from 1st April 2015 through 31st July 2015. This offers the chance to enter work that has not yet been entered into other major festivals. LIA offers the opportunity to have your work judged, awarded and showcased for the first time.

To view the LIA Jury: Juries 2015.
To view all of the Categories and Requirements: Entry Information.

Stephen-Douglas-1.jpgStephen Douglas has left Sydney-based Fin Design & Effects, where he was head of business Asia, to take the GM role at leading Bangkok post production house Oriental Post.

Oriental Post is a division of Kantana Group Public Company, Thailand's oldest and most influential entertainment, film and television production company.

Douglas' new role has a specific focus on Indonesia and China that will see him working between OP's Jakarta and Shanghai offices.

Joining at a time of change in the sector, Douglas is tasked with raising profile and building OP's post business throughout the Asian region and worldwide.
Dentsu Tokyo is one of the creative powerhouses on Asia. Over recent years they have made a significant impact on the world stage at all of the important global awards shows. Here Campaign Brief Asia looks at their most recently released campaigns - the ones with potential to make their mark on awards juries this year.

HONDA_poster_1_CMYK.jpgHonda. Beautiful Engines.
Dentsu Tokyo

"Honda. Beautiful Engines." is a corporate branding campaign developed for the  2014-2015 motor show season. Starting with the insight that Honda is the world's largest engine manufacturer, producing everything from automobiles and motorcycles to marine engines, cultivators and lawnmowers, we developed the copy line, "Engines make the world go round." And to change the perception of engines from cold, impersonal machines into engines of human happiness, we used wit and bright, colorful motion graphics to present them in an entirely new way.

Fencing Visualized
Dentsu Tokyo

Fencing is one of the oldest sports in the world. However, very few know the rules around this sport. Most of the audience doesn't understand what the fencers are actually doing.

Fencing Visualized.jpgTo make this very well-known but poorly understood sport better understood, a visual manifestation system and designed language have been developed so that fencing can be understood intuitively.
Ikea Book.jpgBBH Asia Pacific (Singapore) won a gold for its IKEA 'BookBook 2015 Catalogue' work while BBH India took away two golds for Marico brand 'Nihar Shanti Amla' campaign and the Johnnie Walker 'The Journey' integrated campaign.

BBH Singapore also took away three silvers - one for its Nike 'PlayPinoy' film  - which also won a commendation 'Insights of the Day' as well as two for their NTUC Income Future Made Different Campaign and NTUC Income Travel Made Different Campaigns.
TRESemme The Runway.jpgIn the wake of the successful 'The Runway' project in 2014, Unilever's TRESemme, along with Mirum Jakarta, are back with the second leg of the campaign, which this year features Indonesia's first interactive 360-degree virtual runway.
Consumers who visit the website are invited in for a behind-the-scenes 360-degree look and experience of a model's show preparation that consists of a photo session, wardrobe fitting, make-up, and hairstyling - which showcases TRESemme's products - before finally hitting a virtual runway.

The video is shot in a way that puts the viewer at the heart of the story, and visitors can click to move around, and enter different rooms.
Nissan_X-TRAIL_XTREME_GOLF_CUP_Key_Visual.jpgPlaying golf in the most unlikely, extreme locations imaginable - such as sand dunes, off sheer cliffs, waterfalls, in deep forests, amongst ancient ruins and in underground caves - is not for everyone. Despite its nature, Nissan's X-Treme Golf Cup competition received an overwhelming response with over 300 applications from both professional and amateur athletes from all over Japan.

SpikesAsia_logo_alternative_portrait.jpgSpikes Asia, the Festival and awards celebrating creative excellence in APAC, has today confirmed a partnership with Mondelēz International, one of the world's largest snack companies, with iconic brands such as Oreo and Ritz biscuits, Cadbury and Milka chocolate and Trident gum, for this year's festival.

The sponsorship will aim to help support, nurture and teach marketers to grow within their careers and to enhance the work they do for their brands and companies. Each session will feature thought leaders from around the region, who will share their insights and perspective on how to fearlessly tackle the biggest marketing challenges in eCommerce, programmatic and mobile. The series will take place on Friday 11 September between 9:30 - 13:00. Additionally Mondelēz International will have a Fearless Talent booth that focuses on strengthening the presence of employees online so they can shine for both their companies and themselves.
Link.jpgTen years after its birth, LINK Real Estate Investment Trust ("LINK") has taken the initiative to reconsider its approach to branding.

After a competitive pitch, DDB Group Hong Kong has been appointed as the branding agency for LINK.

Astronaut.jpgThe Spikes Asia Festival of Creativity has announced that Unilever have been named the 2015 Advertiser of the Year. The award recognises clients that continuously distinguish themselves by inspiring innovative brand marketing.

Over the last five years Unilever have taken an impressive 41 Spikes for their brand advertising across the Asia Pacific region. Amongst these are 11 Gold trophies and three Grands Prix which were awarded to 'The Day I Visited My Son' in Film Craft, 'Radio Prank' in Radio and 'Where What you Grow is What you Eat' in the Media category.

Parakh Agro partners with Grey Group India

Oarakh logo.jpgParakh Agro Industries Limited, (formerly known as Parakh Foods) one of the leading Indian manufacturers of FMCG commodities has assigned Grey Group India to handle its creative duties, across advertising, digital solutions, retail design and activation.

Parakh Agro Industries Limited which was formerly known as Parakh Foods, manufactures a range of staples such as atta, besan, maida, rawa, and sooji under the Samrat brand name. The company is famous for being the creators of India's highest selling edible oil, Gemini Oil which was sold to Cargil Foods in 2007.
While they are strongest with high tech plants located in Central and Western States, they are looking at expanding its distribution and taking the brand national.
adidas.jpgVML Indonesia has pioneered a live stream through Periscope for adidas Indonesia. As part of the global football revolution campaign for a new line of football boots Ace & X, adidas brought a 2-on-2 football activation to Jakarta, Indonesia to find the most talented Indonesian football player that embodies the chaos and control ethos.

Working with adidas Indonesia, VML brought the experience to viewers at home by live streaming the event through Periscope, bringing fans closer to the action, the players and of course the celebrity judges, including former national team player Raphael Maitimo and Ramdhani Lestaluhu, as well as local celebrities Darius Sinathrya and Pandji Pragiwaksono.
BMDP_1.jpgUM Singapore has launched a philanthropic campaign: UM Gives Back engaging its media partners in the out-of-home, digital media and programmatic realm to donate free advertising space for the Bone Marrow Donor Programme (BMDP) - a Singapore based charity.
Over the 6-week campaign period, which runs from 24 August to 4 October, 2015, UM Singapore will partner with outdoor media companies: Clear Channel, Mediacorp and Moove Media; digital partner: MSN; as well as employ its own programmatic media capabilities via Cadreon, to raise awareness and rally youth to register as bone marrow donors.
BMDP, which was set up 21 years ago, currently has 44,000 people on its local register, and is hoping to recruit 8,000 more people this year, particularly from the Malay and Indian community.
Working closely with creative partners at Blak Labs, UM approached its key media partners, asking them to participate in the campaign by freeing up media space that support BMDP's philanthropic cause.
NIKE_KOREA_RUNNING_2303 × 1359.jpgKorean youth are told that there is one path to succeed. No one realizes how brave, powerful, strong and capable this generation really is. Sport is a way to unleash their potential, find their voice and silence all doubters. Today, Nike Korea launches its new Just Do It campaign with the 90-second launch film "Play Loud", created by Wieden+Kennedy Tokyo.

Parrot.jpgThe penetration of Mutual Funds in the country is very low and one of the biggest reasons for that is the low awareness of the products and the benefits of investing in them. The basic concepts of making your investments work remains the same over decades: remain invested, start early and trust the expert. With the objective of demystifying mutual fund investment, Publicis leverages storytelling to achieve their goal in a very simple yet profound manner. The creative shop has crafted a series of TVCs for HDFC Mutual Fund capturing distinctive situations that interestingly inform people about investing in mutual funds through simple life analogies that are seen through the lens of a little girl.

Yaskawa.jpgYaskawa Electric Corporation conveys to the world the "manufacturing spirit" inherited continuously in itself to mark its 100th anniversary of foundation. In "Yaskawa Bushido Project", Dentsu Tokyo reproduced Machii's swordplay with Motoman-MH24, while challenging the industrial robot's performance limitations.

Veil.jpgWith the concept of millionaire toilets seeing a rise around the globe, Kohler - a global leader in
kitchen and bath designs unveils their new campaign titled 'Irreconcilable Differences'. As a part of this exciting campaign, Kohler showcases their commitment to design and technology by introducing yet another differentiated product - The Veil Intelligent Toilet. The Veil combines thoughtful design, powerful performance and user friendly functionality, giving a unique, innovative and luxurious experience to consumers.

MarkTutssel.jpgMark Tutssel, global chief creative officer of Leo Burnett Worldwide, has been announced as a speaker at the London International Awards 2015 Creative LIAisons program.

Tutssel joins a number of the industry's biggest names, including Amir Kassaei, Ted Royer, Matt Eastwood, John Merrifield, Emad Tahtouh, John Mescall, Ralph van Dijk, Chris Smith, Dörte Spengler-Ahrens, Pum Lefebure, Taras Wayner and Keynote Speaker Daymond John.

Says Tutssel: "Tomorrow's marketing landscape is a blank creative canvas for the next generation of leaders. It offers an endless playground for brave, imaginative and impactful ideas to be made.
ANZ 0004 OpenLetter_US_A4_FA2-web.jpgBurger King is calling for a 'burger wars ceasefire' with their longstanding rival McDonald's, proposing that on Peace Day, 21st September, 2015, the two restaurants set aside their differences and join forces to cook and serve the 'McWhopper' - a peace-loving burger that combines all the tastiest ingredients from the McDonald's Big Mac and the Burger King Whopper.

In keeping with the global and collaborative spirit of the campaign, Y&R New Zealand has worked with multiple agencies to make the proposal happen - NZ based production companies: Assembly, Fish, Liquid Studios and Resn alongside Burger King and its US & global partners ABPR, Code & Theory, DAVID, Horizon, Rock Orange and Turner Duckworth.

The McWhopper peace proposal launched today with a full-page 'open letter' from Burger King to McDonald's appearing in the New York Times and the Chicago Tribune. The letter extends a friendly, no-strings invitation to McDonald's to participate in the project, and invites them to visit mcwhopper.com to view the full Burger King peace proposal and everything from packaging suggestions to recipe ideas.

bdecker_press15bwsm (1).jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Betsy Decker, executive creative director, Translation, New York.

Winner: Tommee Tippee - Advice Wipes. I absolutely loved the Tommee Tippy piece. The dialogue is just brilliant, and concept behind the commercial is truly insightful. The idea that they made wipes out of the advice afterwards takes the campaign to another level entirely. READ MORE...
Kelly-Ang-TMS.jpgIndependent local media agency The Media Shop (TMS) is beefing up its North Asia presence with a new Shanghai office. The office is led by seasoned marketer, Kelly Ang who joins the agency with vast experience in a full marketing spectrum which includes brand management, advertising, market research, PR, and events management. Ang will report to Co-Founder/Managing Partner, Jessica Toh.

"With the increased demand for North Asia-centric campaigns from our clients, the timing couldn't be better to expand TMS' presence in North Asia, following our expansion into Taiwan in 2013. Kelly's diverse experience as a marketer also lends itself well to enhance the group's ability to conceptualise innovative yet impactful campaigns for our clients." commented Toh.

About her new role as Country Manager, Ang (pictured) said, "I am excited to be part of The Media Shop at a stage where their expansion into North Asia is in its full swing. Having amassed 12 years of experience in China, I am looking forward to making contributions to the team as we take on larger regional projects."
wuling-logo.jpgSaatchi & Saatchi has won a competitive pitch to launch Chinese automobile manufacturer SGMW in Indonesia. The extensive win will see Saatchi & Saatchi and its partners manage the market entry strategy in Indonesia for the next three years.

SGMW, the makers of Wuling, is the strong leader in the mini commercial vehicle, MPV and small car sectors in China, and is a joint venture between GM, Wuling and SAIC. With a significant investment planned for Indonesia, PT SGMW Motor Indonesia will build a factory complex at Cikarang, Bekasi. The factory capacity can produce more than 150,000 cars per year and will look to export throughout South East Asia. Backed by the high quality and strict standards brought to the partnership by General Motors, Wuling will set a new benchmark for automotive and manufacturing quality in Indonesia.
Screen Shot 2015-08-26 at 9.55.22 am.jpgThe Andrews Labor Government and the Transport Accident Commission (TAC) have signalled a major shift in the way we talk to Victorians about road safety with a new campaign via Clemenger BBDO, Melbourne, directed by Jonathan Kneebone from The Glue Society.

Minister for Roads and Road Safety Luke Donnellan today attended the second annual Towards Zero Road Safety Leadership Symposium, launching the TAC's Towards Zero campaign, asking Victorians to aim for zero deaths on our roads each year.

Stephen Scheeler_1 (1).jpgFacebook has today announced that Stephen Scheeler, currently head of retail and automotive at Facebook, is the new managing director of Facebook Australia and New Zealand.

Scheeler, already in his third year at Facebook, will take over the role immediately and will report in to Dan Neary, vice president, Asia Pacific, Facebook.
Clear.jpgLowe Malaysia and Unilever have come up with a novel and entertaining way to engage Malay audiences with the brand CLEAR: a film drama.
Lowe Malaysia was given the task of engaging Malay women aged 18-35 with the CLEAR brand, including the latest product line 'Sakura Fresh' and CLEAR anti-dandruff Nutrium 10. Taking the brand message that CLEAR wants you to have the confidence to show your true self, the team at Lowe hit upon the idea of telling a heartfelt story which would illustrate it.

Leo Burnett Australia - L to R - Melinda Geertz, Todd Sampson, Peter Bosilkovski - WEB.jpgSYDNEY - After nearly 12 years with Leo Burnett and eight of them as CEO, Todd Sampson is stepping down as CEO and moving to a non-executive chairman role. As many in the industry has long expected, Peter Bosilkovski (near left), who was appointed as managing director last year, will now become the CEO of the Sydney office. Melinda Geertz (far left) will remain the CEO of the Melbourne office.

The move comes four months after the departure of chief creative officer Andy DiLallo to M&C Saatchi Sydney in May, a role that has not yet been filled. 

"I have been the CEO of this company for eight years and it's time for change," says Sampson (above centre). "I have always been open and clear about my succession plan. Establish two strong leaders and management teams in each office and then give them the space they need, and deserve to do their jobs. Peter Bosilkovski's appointment as CEO of the Sydney office was the final piece in that puzzle.




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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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