By David Blecken, campaignlive.co.uk, Monday, 21 March 2011 11:50AM
DDB was named agency network of the year, while Dentsu was named advertising agency of the year. The title of interactive agency of the year went to Wieden+Kennedy Tokyo. Separately, Nike was named advertiser of the year.
In terms of entries, the highest accolades went predominantly to agencies from Japan, Singapore and Thailand.
In the Film Lotus category, chaired by Jureeporn Thaidumrong, founder and ECD of JEH United, that agency's 'Sorry Thailand' for the Positive Network took Best for internet film and Gold for social engagement.
The campaign was also recognised for its relevance to local cultural issues in the Lotus Roots category. Gold was awarded to Ogilvy & Mather Hong Kong for Shangri-la's 'It's in our nature'.
Japanese agencies dominated the Cyber Lotus category, which was chaired by Satoshi Takamatsu, founder and chief creative director of Ground.
'Utsushi Kagami' by Masashi & Qanta & Saqoosha & Hiroki took Best and Gold for use of social media and use of technology respectively. The campaign was also awarded an Innova Lotus in recognition of its innovative approach.
Gold went to 'Nike Music Shoe' by Taiyo Kikaku Tokyo for best use of viral; to 'Axe 360 Summer Daydream' by Bascule Tokyo for best use of online video; and to McCann Worldgroup Hong Kong for 'Real life betting' for Dim Sum Television for best consumer website.
DDB and McCann Erickson stood out in the Press and Poster Lotus categories, led by David Guerrero, chairman and chief creative officer of BBDO Guerrero/Proximity Philippines.
DDB Singapore took Best and Gold for best of communication media and publications for 'Coin Landmarks' for the Rough Guide Budget Travel Guide.
The campaign also took Gold for best transit medium in the Outdoor Lotus category. McCann Erickson Malaysia's 'Riot' for The New Straits Times was awarded Best for communication media and publications in the poster category.
DDB also performed well among the Outdoor Lotus entries, taking Best for ambience and Gold for street signs and furniture for 'Green pedestrian crossing' for the China Environmental Protection Foundation.
Gold also went to Cheil Worldwide Seoul for 'Express train', a guerilla marketing initiative for Super Sticky Post-it.
The Direct and Promotional Lotus category, headed by Kien Eng Tan, CEO of Leo Burnett Singapore and Malaysia, saw Dentsu take Gold for best use of social media for its 'Lucky line' for Uniqlo.
Meanwhile, Gold was awarded to Hakuhodo Products for 'Smash: Born to be destroyed' for Smash Guitar for best integrated direct campaign (which also took the Grande Innova Lotus); to The Marketing Store Sydney for Bundaberg Rum's 'Bundy skycouch' for event and field marketing; to George Patterson Y&R for Cottee's 'Beach blaster' for small scale ambient promotion; and to Leo Burnett Hong Kong for Supor non-stick pans for large scale ambient promotion.
The 360 Lotus category recognised Leo Burnett Indonesia's 'Wrapped campaign' for McDonald's, as well as Clemenger BBDO/Proximity Melbourne's 'Hidden Pizza Restaurant' for Sensis Yellow Pages and DDB Auckland's 'Live rescue' for the New Zealand Search and Rescue.
In the Innova Lotus category, Clemenger BBDO Melbourne and Beacon Communications Tokyo were acknowledged for 'Support scent' and 'NikeiD generator' respectively. In the Lotus Roots category, the Grande award went to Hakuhodo Tokyo for 'Peace Shadow' for the Hiroshima Peace Memorial Centre.
No Best or Gold was awarded in the Radio category, a section which Thaidumrong, as jury chairperson, said needed to improve.
The awards were held in Phuket between 17 and 19 March.
This article was first published on campaignlive.co.uk