Two creative men have won the Microsoft Advertising Awards in the Southeast Asian round of Micorosoft Advertising creative storytelling contest. Jonny Lang, from Young & Rubicam (Y&R) Singapore won the brand category, and Jeremy Paul Ignition Factory, a division of Omnicom Media Group, Asia Pacific, received top honours in the non-profit category, both with an impressive display of creativity and innovative thinking. 

Y&R’s Lang had proposed a geo-located content and social network for a popular alcohol brand. The campaign created an online

Jonny Lang, Y&R Singapore

experience for people to discover the best places to meet, drink and be together, while giving the brand access to a compelling and intriguing new underground layer of the internet. Talking about his entry, Lang said, “The key to the success of this idea was in building a platform that brings drinkers together to tell and enjoy stories, rather than just executing a campaign to promote the drink itself. The scope and the scale of ideas are normally constrained by the natural limitations of a brief. In this case I had the freedom to creatively use technology restricted only by my own imagination. Now I just want to find a way to build it for real.”

Jeremy Paul, Ignition Factory

Paul from Ignition Factory had proposed a powerful campaign to raise awareness about the increasing number of cyclist deaths in Singapore and educate drivers about safe passing distances. The campaign uses ghost bikes and social media to humanize the statistics, using content from the victim’s social media sites to celebrate the stories of their life. Paul added, “Road death statistics are cold facts, easily ignored by the public and so the toll continues. Using the storytelling power of Microsoft Advertising platforms to keep the victims’ memory alive through social media forces us to see not the statistics but the humanity behind them.  It’s a unique opportunity for an important cause.”

Talking about the entries, Kenneth Andrew, marketing director for Asia, Microsoft Advertising said, “The quality of the winning ideas is a testament to the willingness of creative and media agencies in the region to embrace digital as the canvas for telling brilliant stories.  At Microsoft Advertising we are passionate about providing advertisers with the technology to connect ideas and people. This contest proves how powerful ideas can speak to audiences through technology.”

The submissions from Y&R Singapore and Ignition Factory Singapore will now be put forward to the final stage of the competition, where their ideas will go head-to-head with the winning entries from all markets participating in the competition.

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