Winners From Spikes Asia 2022 Announced – DDB Mudra Mumbai Named Agency of the Year, DDB Worldwide ...

The Spikes Asia Festival of Creativity has wrapped up another year with the announcement of the Grands Prix and Special Award winners, recognizing the best work from across Asia-Pacific’s branded communications industry.

Australia and India took home the majority of the Grands Prix with a total of seven each. Japan, Malaysia, New Zealand, Singapore, and Taiwan were also been awarded Grands Prix.

“Congratulations to all 2022 Grands Prix and Special Awards winners who have demonstrated ground-breaking creativity, we have seen a fantastic array of work awarded across the region,” said Philip Thomas, Chairman, Lions.

“With the release of Spikes Unwrapped and the Spikes Creativity Report later this month, we’ll be deep-diving into the trends, data and insights that have come out of this year’s awards.”

Special Awards

Agency of the Year 

1. DDB Mudra, Mumbai, India
2. CHE Proximity, Sydney, Australia
3. Leo Burnett, Sydney, Australia

Network of the Year 

1. DDB Worldwide
2. Dentsu
3. BBDO Worldwide

Agency of the Year by Market

• CHE Proximity, Sydney, Australia
• Cheil, Hong Kong
• DDB Mudra, Mumbai, India
• Grey, Tokyo, Japan
• BBDO Guerrero, Makati City, The Philippines
• Innocean Worldwide, Seoul, South Korea
• Ogilvy Taiwan, Taipei City, Taiwan
• DDB New Zealand, Auckland, New Zealand
• Muma Malaysia, Petaling Jaya, Malaysia
• Happiness Saigon / AN FCB Alliance, Ho Chi Minh City, Vietnam

See the full list of special award winners below.

Spikes Asia Grand Prix winners

Brand Experience and Activation:

From 318 entries received, 27 Spikes were awarded: 4 Gold, 9 Silver, 13 Bronze and the Grand Prix that went to ‘Samsung-ITest’, Samsung, Tribal Aotearoa, New Zealand.

Creative Data: 

From 37 entries received, 4 Spikes were awarded and the Grand Prix went to ‘Tuna Scope 2021’, Sojitz Corporation, Dentsu Inc., Tokyo.

Creative eCommerce: 

From 34 entries received, 3 Spikes were awarded and the Grand Prix went to ‘Ikea-Dollar Catalogue’, Ikea, Ogilvy Taiwan, Taipei City.

Creative Effectiveness:

From 36 entries received, 4 Spikes were awarded and the Grand Prix that went to ‘Santa Crashes Christmas’, Aldi, BMF, Sydney.

Design:

From 143 entries received, 13 were awarded: 2 Gold, 4 Silver, 6 Bronze and the Grand Prix that went to ‘The Unfiltered History Tour’, Vice World News, Dentsu Webchutney, Bengaluru / Dentsu Webchutney, Mumbai / Dentsu Webchutney, Gurgaon.

Digital Craft: 

From 70 entries received, 8 were awarded: 1 Gold Spikes, 2 Silver, 4 Bronze and the Grand Prix that went to ‘Yakushima Treasure Another Live From Yakushima’, Yakushima Treasure, Dentsu Creative x Inc., Tokyo / Dentsu Craft, Tokyo.

Direct:

From 191 entries received, 17 were awarded: 3 Gold Spikes, 5 Silver, 8 Bronze and the Grand Prix that went to ‘Golf Ad Break Championship’, Volkswagen, DDB, Sydney.

“Throughout the judging we saw some standout trends that included the hi-jacking of space belonging to competitors, product innovation and brand purpose,” said David Guerrero, Creative Chair of BBDO Guerrero and Jury President for the 2022 Direct and Outdoor Spikes Jury.

“What particularly impressed the jury with the Direct Grand Prix was the ambition of the VW ad break takeover, using a game. The tactics of buying the first ad in the break and then inviting the audience to skip the rest of it by playing a racing game was smart. We had defined the Direct category as work that gains a measurable response from a defined audience and in the “use of broadcast” this fit that definition perfectly. Here a self-selecting audience of car buyers, by definition people who enjoy driving, were invited to test drive the product at a moment where they would be willing to spend a defined amount of time, missing only the rest of the ads in the break. We found it fun, interactive and irreverent.”

Entertainment:

From 113 entries received, 11 were awarded: 2 Gold, 4 Silver, 4 Bronze and the Grand Prix that went to ‘The Alt Blacks’, Steinlager Lion, DDB New Zealand, Auckland.

Film:

From 355 entries received, 26 were awarded: 4 Gold, 8 Silver, 13 Bronze and the Grand Prix that went to ‘Give a Flybuys’, Flybuys, Che Proximity, Sydney.

Film Craft:

From 282 entries received, 27 were awarded: 4 Gold, 10 Silver, 12 Bronze and the Grand Prix that went to ‘Game Responsibly – Battlegrounds Mobile India’, Battlegrounds Mobile India, Early Man PVT Ltd, Mumbai / DDB Mudra, Mumbai.

Glass: The Award for Change: 

From 25 entries received, 3 were awarded: 2 Spikes and the Grand Prix was presented to ‘The Nominate Me Selfie’, Political Shakti / The Times of India, FCB India, Delhi.

Grand Prix for Good:

The Grand Prix for Good was awarded to ‘The Lost Daughters’, Sanlaap, Wunderman Thompson, Mumbai.

Healthcare:

From 130 entries received, 14 were awarded: 2 Gold, 5 Silver, 6 Bronze and the Grand Prix that went to ‘V-Kebaya’, Vinda Marketing (M) SDN BHD, Muma Malaysia, Petaling Jaya.

Industry Craft:

From 110 entries received, 7 were awarded: 1 Gold, 2 Silver, 3 Bronze and the Grand Prix that went to ‘Eatqual’, McDonald’s, DDB Mudra, Mumbai.

Innovation:

From 15 entries received, 2 were awarded: 1 Innovation Spike and the Grand Prix that went to ‘One House To Save Many’, Suncorp Brand, Leo Burnett, Sydney.

Integrated:

From 29 entries received, 3 Spikes were awarded and the Grand Prix that went to ‘One House To Save Many’, Suncorp Brand, Leo Burnett, Sydney.

Media: 

From 234 entries received, 21 were awarded: 4 Gold, 6 Silver, 10 Bronze and the Grand Prix that went to ‘VS Series’, SK-II, Mediacom, Singapore / Grey, Tokyo.

Mobile:

From 76 entries received, 10 were awarded: 1 Gold, 4 Silver, 4 Bronze and the Grand Prix that went to ‘The Unfiltered History Tour’, Vice World News, Dentsu Webchutney, Bengaluru / Dentsu Webchutney, Mumbai / Dentsu Webchutney, Gurgaon.

Music:

From 61 entries received, 7 were awarded: 2 Gold, 1 Silver, 3 Bronze and the Grand Prix that went to ‘Give a Flybuys’, Flybuys, Che Proximity, Sydney.

Outdoor: 

From 148 entries received, 10 were awarded: 2 Gold, 3 Silver, 4 Bronze and the Grand Prix that went to ‘Pitvertising’, Unilever, Clemenger BBDO, Sydney.

PR:

From 139 entries received, 15 were awarded: 2 Gold, 4 Silver, 8 Bronze and the Grand Prix that went to ‘The Unfiltered History Tour’, Vice World News, Dentsu Webchutney, Bengaluru / Dentsu Webchutney, Mumbai / Dentsu Webchutney, Gurgaon.

Print & Publishing:

From 96 entries received, 4 were awarded: 1 Silver, 3 Bronze and no Grand Prix was awarded.

Radio & Audio:

From 84 entries received, 7 were awarded: 1 Gold, 2 Silver and 3 Bronze and the Grand Prix that went to The Unfiltered History Tour’, Vice World News, Dentsu Webchutney, Bengaluru / Dentsu Webchutney, Mumbai / Dentsu Webchutney, Gurgaon.

Social & Influencer: 

From 117 entries received, 13 were awarded: 1 Gold, 4 Silver, 7 Bronze and the Grand Prix was awarded to ‘#Pridehair’, The Procter and Gamble Company, Grey, Tokyo.

Strategy and Effectiveness:

From 193 entries received, 15 were awarded: 3 Gold, 5 Silver, 6 Bronze and the Grand Prix was awarded to ‘Make Lamb, Not Walls’, Meat & Livestock Australia, The Monkeys, Part of Accenture Interactive, Sydney.

Anupama Biswas, Senior Director – Analytics & Insight lead for APAC at The Coca-Cola Company and Jury President of this year’s Strategy and Effectiveness Spikes Jury said: “As jury members for the Strategy & Effectiveness Spikes, we were looking out for consumer insight driven transformative strategies that clearly delivered scaled business results. What really stood out was how purposeful campaigns were executed in a simple and smart way. The Jury voted unanimously for the Grand Prix winner. It ticked all the boxes of Strategy, Execution and Business results with a beautifully executed campaign that was truly effective and memorable.”

Special Awards

Agency of the Year 

1. DDB Mudra, Mumbai, India

2. CHE Proximity, Sydney, Australia

3. Leo Burnett, Sydney, Australia

Network of the Year 

1. DDB Worldwide

2. Dentsu

3. BBDO Worldwide

Agency of the Year by Market

CHE Proximity, Sydney, Australia

Cheil, Hong Kong

DDB Mudra, Mumbai, India

Grey, Tokyo, Japan

BBDO Guerrero, Makati City, The Philippines

Innocean Worldwide, Seoul, South Korea

Ogilvy Taiwan, Taipei City, Taiwan

DDB New Zealand, Auckland, New Zealand

Muma Malaysia, Petaling Jaya, Malaysia

Happiness Saigon / AN FCB Alliance, Ho Chi Minh City, Vietnam

Independent Agency of the Year

1. Special, Auckland, New Zealand

2. Special, Sydney, Australia

3. Muma Malaysia, Petaling Jaya, Malaysia

Spikes Palm

1. Early Man PVT LTD, India

2. Division, Australia

3. Dora Digs, India

4. Iconoclast, USA

5. Passion Animation Studios, United Kingdom

Media Network of the Year 

1. Mediacom

2. PHD Worldwide

3. OMD Worldwide

Strategy & Effectiveness Agency of the Year 

1. The Monkeys, Part of Accenture Interactive, Sydney, Australia

2. BMF, Sydney, Australia

3. Special, Auckland, New Zealand

“A huge thank you to all our Jury Presidents and juries who have worked tirelessly to commend the best creative work across the 24 Awards, once again setting the creative benchmark for the region,” said Susie Walker, VP, Awards & Insight, LIONS.

“We are delighted to amplify the talent in the creative communications industry and to celebrate such a creatively diverse region.”

All of the 2022 Spikes Asia winners are available to view on the Spikes Asia website.