Creative Standards International President, Nancy Ross, announced the winners of the 25th annual Cresta International Advertising Awards, honoring creative excellence in twelve major competitions: TV/Cinema/Online Film; Integrated Campaigns; Press; Interactive; Outdoor; Design; Promotions & Incentives; Radio; Crafts; Direct Marketing; Branded Entertainment and Ambient Media.
The Cresta Awards, launched in 1993 by Creative Standards International, counted the participation of 52 countries in this year's competition. A total of 234 ads, campaigns and interactive entries were chosen by 80 plus top creatives for finalist honors. The juries were held in 7 cities - Budapest, Charlotte, NC, Madrid, Oslo, São Paulo, Tokyo and Zagreb. In addition, a separate pre-selection jury (19 jury members from 11 countries) was conducted for Interactive entries.
All winners were then chosen by Cresta’s International Grand Jury of 86 leading creative professionals from 46 countries. Of those, 15 countries made the final cut with a total of 79 winning ads (14 TV/Cinema/Online Film; 4 Press; 5 Outdoor; 3 Integrated Campaigns; 5 Ambient Media; 4 Direct Marketing; 1 Radio; 6 Design; 16 Crafts; 9 Promotions & Incentives; 5 Branded Entertainment and 7 Interactive entries - see attached winners’ list). Selection criteria were originality of the creative idea and the quality of its execution. In addition to the 8 GRAND PRIX'S awarded, the remaining breakdown of 'Statue Levels' include 23 GOLD; 23 SILVER and 25 BRONZE Awards.
"With the news of Publicis pulling out of award shows, and the rumor about WPP following, awards are at a turning point. There are many issues concerning awards shows but those that are particularly important are: quality of judges, problem of scam ads, fairness of judging, and heavy focus on social issues. All the shows right now seem to be losing their direction and identity.
In this context, Cresta has its own unique methods. No discussions. 100% is done by majority voting. It’s one effective way to achieve political correctness. There’s no room for bias, and the healthy judging results prove this. I believe if more new but unknown work are discovered through this judging, the value of Cresta as an award will be even greater." said Yuya Furukawa, Chief Creative Officer, Dentsu Inc., Tokyo & President of Cresta's Grand Jury.
To select the Agency and Network of the Year, Cresta uses a point system for all 'Winning Statue Levels' as well as points for finalist status. Point breakdown: Grand Prix: 10 points; Gold: 7 points; Silver: 5 points; Bronze: 3 points and Finalist: 1 point.
The Agency of the Year winning 17 awards (and 137 points) is McCann, New York. Their winning entries include Four Grand Prix's (Ambient Media, Branded Entertainment, Outdoor and Promotions & Incentives) for their client, State Street Global Advisors, titled, "Fearless Girl". Adding to the success of "Fearless Girl", the entry won an Additional GOLD statue in the Direct Marketing competition. Client Lockheed Martin, titled, "The Field Trip To Mars" won the Grand Prix for Interactive as well as seven GOLD awards in the following competitions: Interactive (Digital), Ambient Media, Direct Marketing, Outdoor, Promotions & Incentives, Crafts (Virtual Reality) and Branded Entertainment. A SILVER award was won in the Direct Marketing competition for The United States Post Office, titled, "The Most Wonderful Ornament", and another SILVER was achieved for Godiva Chocolate, titled, "The Box that Keeps Giving" for its Packaging Design in the Design Competition. To round off their tally, TWO BRONZE awards in the Branded Entertainment and TV/Cinema/Online Film competitions were won for client Cigna, titled, "TV Doctors of America" and "TV Doctors".
Out of the twelve Cresta competitions, entries in eight competitions scored high enough to be awarded the Grand Prix. Continuing this list of Grand Prix winners is Grey, New York who won the Grand Prix in the Integrated Campaigns competition for their client Pantene, titled, "#DadDo". "#DadDo" also won a GOLD in the Branded Entertainment competition. An additional GOLD award was captured in the Crafts competition for Best Use of Adapted/Licensed Music for their client the National Football League, titled, "Super Bowl Babies". And rounding off their winners is a SILVER Award for client Volvo, titled, "Highway Robbery" which won in the Outdoor competition.
Forsman & Bodenfors, Gothenburg won the Grand Prix in the TV/Cinema/Online Film competition for its client PostNord, a campaign titled, "Love Logistics". A SILVER Award was scored for client A-Z, titled, "The Inner Voice" which won in the Crafts competition for Best Cinematography. An additional SILVER as well as a BRONZE was awarded to client SK-II Skincare, titled, "Marriage Market Takeover" in the competitions of Integrated Campaigns (Silver) and TV/Cinema/Online Films (Bronze).
Factory, London won the Grand Prix in the Crafts competition for Best Sound Design for client Channel 4-Rio Paralympics 2016, titled, "We're the Super Humans". A GOLD Award was also presented in the Crafts competition for Best Sound Design for client, Save The Children, titled, "Still the Most Shocking Second Day".
McCann Worldgroup became Network of the Year for the second year in a row. In all, 13 entrants from the network combined to win a total of 234 points. They represent New York, Melbourne, Sydney, Cairo, Paris, Rome, Lima, Singapore, Barcelona, Detroit, Stockholm, Tunisia and London. Following behind was Havas Worldwide with 59 points.
On a single agency basis, winning five awards and scoring 31 points is BETC Paris: 1 TV/Cinema/ Online Films, 1 Interactive and 1 Crafts (Special Effects/Computer Graphics) for 'CANAL+', 1 TV/Cinema/Online Films for 'evian', and 1 Promotions & Incentives for 'Addict Aide'. Scoring 28 points is McCann Melbourne: 1 Ambient Media, 1 Integrated and 1 Outdoor for 'University of Melbourne', and 1 Ambient Media and 1 Design (Graphic Design) for 'YMCA'
Scoring 32 points and winning four awards is HEIMAT Berlin: 1 TV/Cinema/Online Film for 'Hornbach', 1 Promotion & Incentives and 1 Crafts (Illustration) for 'Legacy Berlin', and 1 Crafts (Animation) for 'Otto'.
All winners can be viewed here.
WINNERS TALLY by COUNTRY:
WINNERS by COMPETITION:
WINNERS by AWARD LEVEL: