2014 TCC Grand Prix Winner: SoftBank Mobile CM "Fools are strong. Much stronger than smart people." (Yoshimitsu Sawamoto / Dentsu Inc.)
The Tokyo Copywriters Club (TCC) announced the winners of its 2014 "TCC Awards" on April 30. From 6,446 entries in the General Division, they selected one TCC Grand Prix winner, eleven TCC Award winners, and two Jury Chairman's Awards. In the Newcomer Division, open to non-TCC members, they chose one Best Newcomer and twenty Newcomer Award winners from 426 entrants.
The copy selected for the TCC Grand Prix was from a SoftBank Mobile TV commercial: "Fools are strong. Much stronger than smart people." (Yoshimitsu Sawamoto / Dentsu Inc.). The Top Newcomer Award went to Hiroshi Yamazaki (TBWA Hakuhodo) for newspaper ads like "My dad was killed by this guy named Momotaro." for the Japan Newspaper Publishers & Editors Association.
Regarding this year's judging, Chairman of the Judging Committee Masayoshi Tanayama (Tanayama Advertising) stated: "Our judging policy centered on the theme: 'A world without that copy, and a world with it. What changes?' In other words, we aimed to judge from the perspective of how the advertising copy functioned in society and what impact it had." Copy encompasses words of various scales, from one-line catchphrases and commercial lines to keywords unifying large campaigns, each fulfilling a different role. From this perspective, we were able to select words with diverse types of character. The overall level of the Newcomer Award entries was high, and one of the Chairman's Awards was selected from works that did not make the Newcomer Award shortlist."
Was this article helpful?
Share this article
