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au's "Santaro" Wins Grand Prix ~ Winners Announced for 2016 ACC CM FESTIVAL
The All Japan Commercial Advertising Association (ACC) held a press conference on September 28 to announce the winners of the 2016 56th ACC CM FESTIVAL.
This year saw a total of 2,685 entries. Entries were divided into four categories: Film (Category A for TV commercials, Category B for online films), Radio Commercials, Marketing Effectiveness, and Interactive. From these, five "Minister of Internal Affairs and Communications Awards / ACC Grand Prix" winners and other awards were selected.
Chairman Takashi Takada summarized, "As the media environment diversifies, advertising expression techniques continue to evolve. We hope that through these awards, young people will be inspired to create such impactful works themselves."
The winners of the Minister of Internal Affairs and Communications Award / ACC Grand Prix in each category and the comments from the jury chair are as follows.
Film Category A
Advertiser: KDDI
Product Name: au
Title: au Galaho: The Voice of the Sea / au Ryugu Castle Puru Puru / Others
Advertising Agency: Dentsu Inc.
Production Company: AOI Pro.
Commentary: Film Category Jury Chairman, Dentsu Inc.'s Yuya Furukawa
Discovering masterpieces that are not yet widely known is part of the role of an award. Equally, recognizing works that have already gained early acclaim from the public with a Grand Prix at some point is also part of the role of an award. This year was the latter.
Film Category B
Advertiser: END ALS
Product Name: END ALS
Title: I'M STILL
Advertising Agency: McCann Erickson
Production Company: AOI Pro.
Commentary: Film Category Jury Chairman, Hiroya Furukawa, Dentsu Inc.
This work evoked the diverse, as-yet-unrealized potential of film as an expressive medium. Above all, its most valuable aspect is the healthy ambition to create something new that hadn't been possible before. The Grand Prix winner clearly expanded the boundaries of film creation.
Radio Commercial Category
Advertiser: Dai-Nichi Co., Ltd.
Product Name: Mosquito-Free Spray, Kinchōru, Pre-Shower
Title: Kinchō Boy Series Part 1 / Part 2 / Part 3
Advertising Agency: Dentsu Inc. Kansai Branch
Production Company: Hits Corporation
Commentary: Radio Commercial Category Jury Chairman, Yoshimitsu Sawamoto, Dentsu Inc.
With the growing popularity of listening to radio via radiko, younger audiences are rediscovering their interest in radio. As exemplified by the Grand Prix winner—a piece that became a hot topic online during its broadcast thanks to its overwhelming scriptwriting and acting prowess—I believe we've now entered an era where radio commercials aren't just broadcast; they're selected as content that spreads organically online.
Marketing Effectiveness Category
Advertiser: Akita
Product Name: Kiyora Gourmet Style
Campaign Name: Kiyora's Eggs
Advertising Agency: Talent & Assessment / Hakuhodo / catch
Production Company: Geek Pictures / Cabbage Design
Commentary: Marketing Effectiveness Category Jury Chair, Mr. Tsuchihashi Yohko, Toyota Marketing Japan
The judging was conducted with the fundamental stance of evaluating the essential effectiveness and results against the challenge. The campaign achieved high praise for successfully rebranding "eggs," the most commoditized product, and realizing sustained brand-specific purchases—not just a momentary spike—against the difficult challenge of "getting consumers to buy by name at full price!", leading to a significant sales increase.
Interactive Category
Advertiser: Kobayashi City, Miyazaki Prefecture
Product Name: Migration Promotion PR
Work Title: Ndamoshitan Kobayashi
Advertising Agency: Dentsu Inc. / Dentsu Kyushu Inc.
Production Company: Robot
Commentary: Interactive Division Jury Chairman,Kazuhiro Suda, Hakuhodo
With the theme "We want to find something that doesn't take the form of conventional advertising," we invited a jury with unprecedented diversity. The unanimous recommendation by all judges was based on its approach emphasizing wisdom over scale, its excellence as a well-made film, and its masterful integration of YouTube as a viewing environment into the core concept.
Award-winning works and the full list of entries can be viewed on the ACC website.
Also announced on the same day was the 6th "Creators Hall of Fame." Five individuals were selected: Toru Kawasaki, Akio Omori, Chizuko Goi, Akira Akiyama, and Jun Kojike. Selection Committee Chairman Kotaro Sugiyama provided commentary.
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