The subtle, but elegant “Pint-in-a-bottle” campaign created by BBDO Singapore for Guinness, has proven to be the most awarded Asian print campaign at this year's Clio Awards, the ceremony of which will take place on the 1st of October (during New York's 'Advertising Week') at Cipriani on Wall Street, and will be hosted by Whoopi Goldberg. The “Deux” and “Quatre” (2 and 4) prints, which appeared in the April 25th – May 8th edition of Singapore's I-S Magazine, were each given gold awards in the print category and those prints, as well as two other prints from the same series won two more golds, a silver and two bronze awards for print technique.
The “Deux” and “Quatre” (2 and 4) prints, which appeared in the April 25th – May 8th edition of Singapore's I-S Magazine, were each given gold awards in the print category
The campaign, which highlighted the fact that Guinness Draft was availabl in bottled form in the region via a series of simple, but effective line drawings, also won gold and silver awards at the Cannes Lions in June, despite the fact it had only received a limited run. BBDO Singapore has said the campaign, which ran only once in a single edition of I-S, was given such a limited run because Singapore is such a small country, so only limited exposire was necessary. It was also an incredibly affordable campaign, with five executions in one magazine costing only around $3000.
Four of the Five executions that made up the “Pint in a bottle” campaign
Asia performed well in general in the print categories at the Clios, despite having very little impact in the film categories. Metal awards were awarded to Ogilvy Hong Kong, Leo Burnett Manila, McCann Mumbai and Publicis Singapore, but no agency could match BBDO Singapore’s haul for its work for Guinness. Leo Burnett Manilla also one a gold award for their WWF “Iceberg” campaign, and silvers were claimed by Fred & Farid Shanghai with “911” for Porsche, McCann Mumbai with “Big Babol” for Perfetti Van Melle, Ogilvy Hong Kong with “Van Gogh” for Lego/Hamleys and Publicis Singapore with “Liking isn’t helping” for Crisis Relief Singapore. Ogilvy Hong Kong also won a silver print Clio for ‘Soccer’ for Beijing Sports Radio and McCann Mumbai won two silvers for its workfor Penguin Audiobooks. Most of the campaigns listed above also took home awards for print technique.
Asia performed well in general in the print categories at the Clios, despite having very little impact in the film categories
In the film category, whilst the region was less well represented, there were still victors in the shape of Dentsu, who took home a silver for their “Sound of Honda” creative, making it the regions most awarded film campaign. Leo Burnett taiwan, meanwhile, took home a bronze, but JWT India and TBWA both failed to take home prizes for their work, despite being featured on the shortlist for the “Make every yard count” Nike film and “Live on” films for the Malaysia Society of Transplanation respectively. So far only the print and film Clio awards have been announced, with more to follow in the coming days leading up to the Grand Clios on Friday.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who has always believed bottled beer to be inferior to a draught pint, but is more than willing to be proven wrong.
