Focus on ‘ideas’ & mobile video: Facebook Award trends from 2016
With the launch of advertising on Instagram, creativity has become even more important for campaigns on social media. In the run up to the fifth year of The Facebook Awards, some of the trends that came from the shortlisted APAC entries include the shift from the focus on ‘likes’, memes or hashtags to ‘ideas’ as an important component of the winning entries.
Campaigns such as Proctor and Gamble India’s Ariel – Share the Load campaign by BBDO India and Pacific Brands Underwear’s The Boys campaign by Clemenger BBDO Melbourne focussed on the bigger brand ideas.
Humour continued to play an important role in the APAC shortlisted entries. Two campaigns that used humor to great effect this year were the Laziest Competition Ever for Carlton and United Brewing and The Boys for Pacific Brands Underwear both which were created by Clemenger BBDO Melbourne.
The shortlisted entries highlighted the increasing importance of mobile video as more than 80 per cent of winning entries included a video component. More than 50 per cent of winning submissions came from Australia.
There are five categories of awards this year – Best Use of Facebook; Innovation; Social for Good; Integrated and the newly launched Small Business category.
The judges of the APAC Regional Facebook Awards included:
• Pei Pei Ng, Executive Creative Director, Possible (Singapore)
• Perry Essig, Global Creative Director, TBWA (Singapore + NY)
• Masako Okamura, Executive Creative Director, Dentsu Vietnam (Vietnam)
• Troy Lim, Executive Creative Director, Publicis Singapore (Singapore)
• David Guerrero, Chairman and CCO, BBDO Guerrero (Philippines)
• Pradyumna Chauhan, National Creative Director, McCann Worldgroup MUMBAI (India )
• Ant Keogh, Executive Creative Director, Clemenger BBDO, Melbourne (Australia)
• Jung A Kim, Executive Creative Director, Innocean Worldwide (Korea)
• Scott McClelland, Executive Creative Director, BBH Asia Pacific (Singapore)
• Hagan de Villiers, ECD for Digital Arts Network (part of TBWA) (Singapore)
• Ali Shabaz, Chief Creative Officer, Grey Group SEA (Singapore)
• Spencer Wong, Chief Creative Officer, McCann & Spencer
The shortlisted entries that are moving on to the global judging event include:
• Best Use of Facebook
o The Boys; Pacific Brands Underwear; Clemenger BBDO Melbourne
o Handheld; Westpac; DDB New Zealand
o Smirnoff Instagram Your Fridge; Lion; Special Group
o The Laziest Competition Ever; Carlton and United Brewing; Clemenger BBDO Melbourne
o The Tough Sell; Volkswagon Australia; DDB Sydney
o ChocPlusWhat?; Mondelez International; SapientNitro
o Mother’s First Song; AIA Life Korea; The Creamunion
o Make It Yours; Foxtel; Foxtel
• Small Business
o #IAmNotANumber; Year13; SponsoredLinX
• Facebook for Good
o Handheld; Westpac; DDB New Zealand
o Ariel – Dad’s Apology; Proctor and Gamble India; BBDO India
o The Unconventional Oven; Kidsafe Australia; DDB Group Melbourne
o Orange Aid Presents ‘Last Day of School’; NTUC Income; BBH Asia Pacific
• Beyond Facebook/Integrated
o Unsuitable Journey; M.J. Bale; Whybin/TBWA Sydney
o Smirnoff Pure Potential; Lion; Special Group
o #MyFamilyCan; SPC Ardmona; Leo Burnett Melbourne
o Ariel – Share the Load; Proctor and Gamble India; BBDO India
• Innovation
o Celebrity Tantrum; Samsung Australia; Leo Burnett Sydney
o Canon Instazoom; Canon Singapore Pte. Ltd.; Dentsu Singapore
o Catstacam; Mars Petcare; Clemenger BBDO Sydney
o Fanshake; National Australia Bank; Clemenger BBDO Melbourne
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