Now that the dust has settled down on the Cannes Lions International Festival of Creativity, let us look at the agencies which got their digital quotient right this year.
Judging by the number of Lions a country got in the digital category, Australia lead with 18 awards in its kitty, followed by Japan which got 11 metals. Other countries that feature in the winners list are China, New Zealand, Hong Kong, South Korea and Singapore. There was only one winning entry from other SE Asia countries, which was from Malaysia. This highlights how APAC agencies, especially South East Asian agencies, still lag behind in the adoption of digital campaigns.
M&C Saatchi Sydney took the top honours from the region with six metals for various digital categories for its ‘Clever Buoy’ campaign for Optus. This includes an Innovation Lion, two Cyber Lions, one Mobile Lion and one Titanium and Integrated Lion. The agency also shared a Media Lion with Bang PR Sydney for its ‘Play with Yourself’ campaign for The Blue Ball Foundation.
Cheil Worldwide Seoul also got six metals with five for its ‘Look at Me’ campaign for Samsung.
Dentsu Tokyo got five metals in all with four going to its ‘Reviving Legends’ campaign for Japan Sports Council.
Hakuhodo Kettle Tokyo bagged three awards in the digital categories.
Grey Group Singapore, Leo Burnett Sydney, Colenso BBDO Auckland and TBWA/BEING Shanghai got two awards each.