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Spikes Asia 2013 On-Site Report: Australian Rail Accident Prevention Campaign Wins 7 Awards
Asia's largest advertising festival, the "Spikes Asia Festival of Creativity," was held in Singapore from September 15 to 17. In addition to honoring creativity across the Asian region, the venue saw over 30 companies, primarily agencies and digital firms, host seminars, fostering active idea exchange and networking.
Dentsu Group wins 6 Gold Awards for 5 entries
Spikes Asia continues to expand year after year. This year, over 1,800 participants from 28 countries and regions attended, with 4,832 entries from 20 countries and regions submitted across 16 advertising categories. Australia had the most entries with 710, followed by China with 679 and Japan with 622.
Melbourne Metro Trains' "Dumb Ways to Die," which swept the Cannes Lions International Festival of Creativity, achieved a grand slam of seven Grand Prix wins in categories including Film and Branded Content & Entertainment. Set to a gentle song, the ad depicts adorable characters meeting silly deaths one after another, appealing for rail accident prevention. It achieved tangible results, reducing accidents by 20%.
Metro Trains "Dumb Ways to Die"
Philippine telecom carrier Smart Communications' "TXTBKS" campaign won two awards in Mobile and Direct. In the Philippines, excessively heavy textbooks, said to cause spinal deformities in children, are a social issue. The campaign proposed a movement to use old mobile phones as digital textbooks. SIM cards loaded with textbook data were distributed to children unable to afford expensive tablets. The initiative contributed to society through its idea: reducing backpack weight by half, boosting attendance to 95%, and improving grades for 90% of students.
Seminars and forums were also held in abundance
During the three-day event, numerous seminars, forums, workshops, and networking parties were held alongside the advertising awards ceremony. Dentsu Inc. hosted a seminar titled "From Solution to Innovation." Koichi Yamamoto, Senior Planning Director at the Marketing Design Center, discussed the agency's evolving role—shifting from providing creative solutions to clients toward proposing more innovative ideas. In a forum where speakers and audience exchanged views, Graham Kelly of Isobar, part of the Dentsu Inc. Aegis Network, lectured on creativity in social media.
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