Mobile Lion Trophy
Leading the tally needless to say is Japan which has cornered 10 shortlists. Agencies from China have six entries that made it to the shortlist, Singapore has four entries and New Zealand has three. Australia has two pieces of mobile work that has been shortlisted. The other shortlists are from Thailand, Honk Kong, Philippines and Chinese Taipei.
Companies from APAC had entered 259 entries in all this year in the Mobile Lions category. Japan agencies had sent across 89 entries and another 47 entries have come from Australia. Singapore, China and South Korea were the other significant contributors.
Japan leads shortlists
The entries from Japan included two pieces of work from Dentsu Tokya – one for The Tokyo Shimbun entry titled ‘Newspaper with Children’ and second, ‘Necomimi’. Party Tokyo’s entry ‘Worldwide Maze’ for Google received three shortlists – Network Mobile Technology, ‘Services’ and ‘Interface and Navigation’.
Hakuhodo Tokyo’s entry ‘Penguin Navi’ for Sunshine City Corporation has received two shortlists – in the Augmented Mobile Experience section and in Best User Experience section.
Also shortlisted from Japan are Rhizomatiks Tokyo’s work done for Kiddi Corporation, entry titled ‘Full Control’, Projector Tokyo’s work for Uniqlo called ‘Uniqlo Wake up’ and Yahoo Tokyo’ disaster alert app ‘Saving your Future’.
China & Singapore follow…
Leading the shortlisted entries from China, JWT Beijing has managed three shortlists for its missing children mobile search app called ‘Missing Children’, which it did for Baobeihuijia.Com – ‘Baby Back Home’ Volunteers Association. The entry has been shortlisted in Augmented Mobile Experience, Charities – Not for Profit and Public Information and Best Integrated Campaign led by Mobile.
Also shortlisted are AKQA Shanghai’s work for Nike China, entry titled ‘#Winagainsttheelements#’, Cheil Opentide Beijing’s ‘Group Alarm’ for Yili Milk and Ogilvy Beijing’s ‘Singular Masterpiece’ for Volkswagen.
Of the four shortlisted entries from Singapore, two are Ogilvy & Mather Singapore’s work for SingTel called ‘Old Phones Give New Life’, which is part of SingTel’s corporate social responsibility initiative Project Silverline, shortlisted in categories Services and Interface and Navigation. The other shortlist includes DDB Singapore’s work Third Eye for Starhub Mobile and Lowe Singapore’s work called ‘Self’ for Association of Women for Action and Research.
Five shortlists from Australia & New Zealand
The three shortlists from New Zealand include DDB New Zealand’s safety equipment entry for HutchWilco titled Secret Fishing Spots. The entry has been shortlisted in the subcategories Services and Best Integrated Campaign Led by Mobile. The other shortlist from New Zealand comes from Y&R for Met Service, entry titled ‘Weather to Wake’.
The two shortlists from Australia are from DDB Sydney for ‘Track My Macca’s’ done for McDonald’s Australia and an entry from Havas Worldwide for Durex, entry titled Durexperiment Fundawear.
Hong Kong, Thailand, Philippines and Chinese Taipei have one entries each shortlisted. These include Cheil’s work for Unicef HK; BBDO Bangkok’s work for PIT; DDB Makati City’s work for Smart Communications from Philippines and JWT Taiwan Taipei’s work for Family Mart.
The winners for Mobile Lions will be announced on June 18, 2013 at the Cannes Lions International Festival of Creativity, taking place at the Palais de Festivals in Cannes.