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SPH ads snare top honours at newspaper awards - Mar 27, 2007 (ST)

BackMar 27, 2007

The Straits Times / The Business Times News On SPH

SPH ads snare top honours at newspaper awards



By Gabriel Chen
Mar 27, 2007
The Straits Times

 

SERIES of Singapore Press Holdings (SPH) ads to showcase its Ink Awards for advertisers have in turn taken top honours at the Pacific Area Newspaper Publishers' Association (Panpa) awards.

The six ads toyed with the idea of using blood to represent the lifeline of creative people.


AD FUSION: SPH's series of ads to showcase its Ink Awards fused the idea of blood with ink and helped it to clinch the best campaign prize in the "over 50,000 circulation" category at the Panpa awards. The ads toyed with the idea of using blood to represent the lifeline of creative people, but instead of the viscous fluid, they used diluted coloured ink and water.

But instead of using the viscous fluid, they used diluted coloured ink and water. The colours were those of ink components: cyan, magenta, yellow and black.

This clever fusion of the rather macabre idea of blood with ink helped SPH scoop the best campaign prize in the 'over 50,000 circulation' category at the Panpa awards held last week. The Ink Awards were held last August.

The executive creative director of the creative services arm of SPH Marketing, Ms Linda Leong, said what made the ads compelling was that they were shot at an actual advertising agency.

Some creative professionals were even photographed receiving coloured blood transfusion, she said.

'We want to demonstrate to clients that even though we are a small in-house agency, we hold ourselves to high standards,' Ms Leong said. 'Winning regional awards consistently is an affirmation of that commitment.'

The ads, published in The Straits Times between April and May last year, bowled over the judges at the Panpa awards which were held in Sydney on March 19.

The judges said: 'Outstanding creative idea consistently applied in an imaginative and relevant manner. This is strategically strong as well as beautifully executed.'

SPH Creative Services bagged three awards at Panpa last year - and repeated the haul this year.

Aside from Ink Awards, its other two wins - highly commended awards - were for ads for the Chinese daily My Paper and for Raffles City Shopping Mall published in The Business Times.

Panpa is a Sydney-based body which comprises more than 300 newspaper publishing companies and suppliers from 14 countries in the Pacific Rim, including Australia and New Zealand.

Nearly 300 entries were received from countries throughout the Asia-Pacific.