The Campaign Brief Asia Creative Ranking breakdowns for the China market proved to be a very close fight for the top position. In total there were 20 agencies based in China that won metal at the awards shows we count in the Rankings. But it was the contest for the #1 spot that proved to be the most interesting. After final calculations it was Lowe Shanghai winning out by a margin of just 25 points. Lowe picked up gongs at 5 award shows – Cannes, One Show, London International Awards, Spikes Asia and AdStars.
Lowe Shanghai’s success was driven by their Buick “Human Traffic Sign” safety print campaign and the television commercial that accompanied it.
The Buick “Human Traffic Signs” safety awareness campaign has been a big highlight on the world stage at international and regional awards shows this year.
The campaign features print and a television commercial with real traffic accident victims who come out to remind drivers and pedestrians to obey the traffic rules. Victims of traffic accidents agreed to work on the project as human traffic signs in accident-prone areas during peak hour traffic.
The campaign had it’s most success at the London International Awards where it won 2 Gold statues, along with 2 Silver, 1 Bronze and 2 Finalists. The campaign was also a big winner at Spikes Asia and in Cannes with a Gold, Silver and 2 Bronze Lions. Points were also gained at AdStars and One Show.
This article was first published in campaignbriefasia.com