Mother's Day Ad Strikes Gold At SPH iink Awards (ST)
Interactive ad sharing family photos stood out, say judges
SHOPPERS in 313@Somerset on Mother's Day this year might have come across an unusual sight – a large video screen covered in smiling family photos, not of airbrushed models, but submitted by the general public.
The ad campaign by Brand's Bird's Nest "was an opportunity... to present a platform for people to express the love they have for their mothers", said Ms Isabella Tan, general manager of Cerebos Pacific which owns Brand's.
The ad won the gold award in the "out-of-home" category, which refers to outdoor ads, at the SPH iink awards 2012 held last Friday at Avalon.
The Brand's ad was "definitely different from the rest", noted Mr Daniel Koh, digital creative director at Euro RSCG, who was one of the judges for the category.
Mr Koh said it stood out because it was more interactive, as people could send in entries and Mother's Day dedications via social media that would then be uploaded to the digital billboard.
Ms Nalini Naidu, group managing director of Integrated Marketing Solutions Group which created the ad, said the team chose SPHMediaBoxOffice's video wall at 313@Somerset to "bring together people of all ages".
It shared the limelight with several other innovative ads at the iink awards this year.
Another gold award winner, a print ad created for Asia Square by TBWA Singapore, features a black tie made of paper that readers could peel off the newspaper page.
The ad clinched gold in the "print creative media buy" category. This refers to ads that make use of non-conventional inclusions such as inserts, stick-ons and false covers, among others.
"The removable tie idea was a smart way to demonstrate a simple transition from formal to casual," said TBWA creative director Mel Du Toit.
Ms Vernice Soh, head of retail leasing and communications at MGPA said it was "very challenging to make commercial property ads interesting and grab attention and achieve high recall".
A print ad published in the Chinese newspapers, which was done for Si Chuan Dou Hua Restaurant by SPH Creative Services, also clinched gold. It used food art to highlight certain ingredients used in the meals served at the restaurant.
Ms Linda Loke, director of restaurants, bars and events for Si Chuan Dou Hua Restaurant, said the ad showcased the most important ingredients of the cuisine and the restaurant.
"For example, when it comes to Sichuan (food), peppercorn is the main ingredient. Almost every dish has it," Ms Loke noted.