Monkey Business Wins The Day At SPH Ink Awards (BT)

BackSep 09, 2010

A TONGUE-IN-CHEEK advert showing an orangutan posing as a teacher in class took the Grand Prix at this year's SPH Ink Awards, which honours Singapore's best in print advertising.

Grey Group's maiden win – with the tagline "A Learning Experience Beyond The Ordinary" – was produced for Wildlife Reserves Singapore's promotion of conservation education.

"We tried to convey the idea that children will learn more in the Zoo, or Bird Park or Night Safari simply but creatively by transferring the animals into the traditional classroom scenario and experience," said Grey Group Singapore's chief creative officer Ali Shabaz.

The unanimous pick of the 11 judges, Grey Group Singapore won $8,000 as well as the Gold award in the Press Single (English) category. Wildlife Reserves won a full-page full-colour advertisement space in The Straits Times (ST) or Lianhe Zaobao.

At last night's awards ceremony at the Ritz-Carlton Millenia ballroom, with over 320 in attendance, one winner from each of the six categories walked away with $3,000 cash and a complimentary full-page advertisement in ST or Lianhe Zaobao.

This year's Ink Awards attracted 281 entries from 49 creative agencies, of which 33 were shortlisted as finalists. All entries were published in Singapore Press Holdings newspapers from June 2009 to May 2010.

The public also texted 10,000 votes for their favourite ad, with a Samsung 3D TV ad – including 3D glasses – emerging the winner of the Readers' Choice component. Three readers won themselves the latest iPad and iPhone 4.

Speaking at the awards ceremony, SPH marketing division's senior executive vice-president Leslie Fong said ad revenue has rebounded this year, and many breakthroughs – like making ads 3D – were achieved in print this year.

"While there is no disputing that new, digital media is attracting younger readers and viewers, it is by no means a foregone conclusion that the end of print is nigh," he said.