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TV Station's Self-Promotional Ad About War Wins Grand Prix ~ 2015 ACC CM FESTIVAL Winners Announced
The All Japan Commercial Broadcasters Association (ACC) held a press conference on September 25th to announce the winners of the 2015 55th ACC CM FESTIVAL. This year saw a total of 2,609 entries. From these, five "Minister of Internal Affairs and Communications Awards / ACC Grand Prix" winners and other awards were selected.
Starting this year, the traditional TV Commercial category was revised, and a new Film category was established, dividing entries into TV Commercials (Category A) and Online Films (Category B). Mr. Yuya Furukawa of Dentsu Inc., Chair of the Film Category Judging Committee, explained that all visual expressions, including commercials, were eligible for judging to broaden the possibilities for advertising creators who conceive and realize visual ideas.
Chairman Takashi Takada summarized, "As the media environment diversifies, including interactive media, advertising expression techniques continue to evolve. We hope that through these awards, young people will be inspired to create such works themselves."
The Minister of Internal Affairs and Communications Award/ACC Grand Prix winners for each category and the chairperson's comments are as follows.
Film Category A
Advertiser: Tokai Television Broadcasting
Product Name: In-House Campaign
Title: Compilation ~Continuing to Think About War~
Advertising Agency: Dentsu Inc. Chubu Branch
Production Company: Soars Rock / Zaxx / Tokai Television Production
Commentary: Film Category Jury Chairman, Hiroya Furukawa, Dentsu Inc.
Last year's Grand Prix winner was a work that could be called the pinnacle of fiction, but this time a journalistic non-fiction piece was selected. As a television station's own advertisement, it courageously and excellently presents the extremely important issue of "war" by stating "This is how we think about it." It demonstrates one role and possibility of television commercials.
Film Category B
Advertiser: OK Go + Honda
Product Name: OK Go
Title: I Won't Let You Down
Advertising Agency: Mori / Drill Inc. / Dentsu Inc.
Production Company: morimori
Commentary: Film Category Jury Chairman, Hiroya Furukawa, Dentsu Inc.
This work competed neck-and-neck with Dai-Nichi Co., Ltd./Sanpol's "Benky Shiroishi" for the Gold in this category, ultimately winning the Grand Prix by a single vote. After carefully considering the future potential indicated by Category B, we judged this Grand Prix work to be slightly superior. We take pride in the award list demonstrating the diversity and potential of visual expression across the entire category.
Radio Commercial Category
Advertiser: Suntory Holdings
Product Name: Suntory Beer
Title: Beer-lingual
Advertising Agency: McCann Erickson
Production Company: Mega Hertz
Commentary: Radio Commercial Category Jury Chairman, Yoshimitsu Sawamoto, Dentsu Inc.
We invited radio enthusiasts from various industries to serve as judges. After a lively and enjoyable judging session, this work was selected. Defining everything through sound is the hallmark of radio commercials. This is a prime example of how a Grand Prix can be won not by spending money, but by expanding ideas.
Marketing Effectiveness Category
Advertiser: Mercedes-Benz Japan
Product Name: GLA
Campaign Name: GO! GLA
Advertising Agency: HAKUHODO THE DAY / Hakuhodo
Production Company: AOI Pro.
Commentary: Marketing Effectiveness Category Jury Chair, Mr. Tsuchihashi, Toyota Marketing Japan
To select this year's most effective marketing strategy, we appointed many female judges to gather a wide range of opinions. Mercedes-Benz, a brand representing ultra-luxury vehicles, broke into new markets with an unexpected advertising approach centered on "Super Mario." The results were outstanding, and as someone in this industry, I was "quite impressed."
Interactive Category
Advertiser: Amuse / Universal Music
Product Name: Perfume
Work Title: Perfume at SXSW
Advertising Agency: Dentsu Inc.
Production Company: Rhizomatiks Research / Dentsu Inc. Tec / Pix
Commentary: Interactive Division Jury Chairman, Mr. Masaru Kitakaze, Hakuhodo
In its second year, the judging panel positioned itself as a gathering to discover future seeds, guided by the motto "Chance and Courage." This Grand Prix winner masterfully combined advanced technologies to seamlessly connect the real live venue with a CG world, creating an unprecedented space. By sharing this experience, it also built an engaging space on the web. Both the Grand Prix and Gold Award winners featured live broadcasts as their starting point, then expanded through sharing. This demonstrated the web's potential as a medium that live-streams the times.
The winning entries and full list of works can be viewed on the ACC website.
Also announced on the same day were the 5th " Creators Hall of Fame " and the 16th " Permanent Collection " (CM Hall of Fame inductees).
The former honored five individuals: Akira Ito, the late Sugao Sugiyama, the late Mitsuo Numakami, Kazumi Kurikami, and the late Kiyoshi Onishi. Selection Committee Chairman Akira Odagiri provided commentary.
The latter selected three TV commercials and two radio commercials from works that won Bronze or higher in the ACC Awards TV Commercial and Radio Commercial categories from 2005 to 2007.
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