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Was the award unexpected? Mr. Sawamoto and others express their joy at the TCC Awards ceremony.
The Tokyo Copywriters Club (TCC) held its 2014 TCC Awards Ceremony and HALL OF FAME - Copywriting Hall of Fame - Induction Ceremony at Hotel New Otani in Chiyoda Ward, Tokyo, on October 29. Awards were presented to 35 winning works and 38 recipients, including TCC Grand Prix winner Yoshimitsu Sawamoto of Dentsu Inc. and Best Newcomer Award winner Hiroshi Yamazaki of TBWA Hakuhodo. Takao Onoda was inducted into the HALL OF FAME.
See the list of award-winning works and recipients here (TCC official website).
At the outset, jury chairman Masayoshi Tanayama reaffirmed this year's judging criteria—"A world without that copy, and a world with it. What changes?"—while delivering his commentary.
He praised Mr. Yamazaki's copy for the Best Newcomer Award, "My dad was killed by this guy named Momotaro," stating that despite being published only once in a newspaper, it sparked significant online discussion. He described it as "a copy that captured the essence of our times and spread widely."
Regarding the new TV commercial series for SoftBank Mobile created by Mr. Sawamoto, winner of the TCC Grand Prix, he praised it, stating, "It was a series of ads that had been praised for a long time, and it seemed impossible to praise them any further. Yet, they showed us that by breaking new ground, it is possible to reach even greater heights."
In conclusion, he stated, "All the award-winning works represented here are solid records of 2014. They also set a benchmark we must surpass—creating ads that can change the world even more than these did."
On stage, TCC Grand Prix winner Mr. Sawamoto mentioned the award was unexpected, expressing both joy and surprise: "I've never been this happy about winning an award." He commented, "They say 15-second commercials are hard to make, but this one won an award because it prioritized the client—half the dialogue is product explanation. It made me feel what I create is truly advertising. Making ads is fun. I'm grateful to be able to create at this age and receive such praise."
Mr. Onoda of the HALL OF FAME stated, "I am deeply moved," reflecting on his life from the time he joined Shiseido as a copywriter. He spoke powerfully: "In Japan, standing at the threshold of an era of declining birthrates and an aging population, the day may soon come when the advertising industry's way of thinking becomes a cultural force. Until that day, I want to keep thinking about what advertising words truly are."
The award-winning works will be compiled in the 'Copy Annual 2014 ' (Sendenkaigi), released on November 10. Following the ceremony, a celebratory launch party was held, where the award recipients raised their glasses.
Related article:
2014 TCC Grand Prix Awarded to SoftBank Mobile CM "Fools Are Stronger. Much Stronger Than Smart People." (Yoshimitsu Sawamoto / Dentsu Inc.)[2014.04.30]
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