Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
Consumers choose this year's most "heartfelt" ad!
On December 15, the Japan Advertisers Association (JAA) announced the winners of the 55th "JAA Advertising Awards: Consumer-Selected Advertising Contest."
A key feature of this award is that consumers, not advertising professionals, serve as judges. Since last year, the judging method and name have been revamped to further emphasize the core principle of consumers—the recipients of advertising—making the selection.
This year saw 1,938 entries across six categories. Under the judging criteria of "Does it evoke favorability, empathy, or familiarity?", "Is it easy to understand and convincing?", and "Does it feel original?", 68 entries were selected by a total of 130 consumer judges. From these, six JAA Grand Prix Awards and one Minister of Economy, Trade and Industry Award were chosen.
Additionally, the Best Partner Award was presented to the advertising and production agencies that created the JAA Grand Prix-winning entries. Dentsu Inc. received awards in three of the six categories.
See the full list of winners here. The awards are as follows:
【JAA Grand Prix / Newspaper】 Ajinomoto "This is a dish born from... all these failures."
【Best Partner Award】Dentsu Inc., Taki Kobo
"They're all supposed to be failures, but they all look delicious. I found myself wondering why they're failures and got drawn in." (Selection Committee Member: Male)
【JAA Grand Prix / Magazine】 Kao "Being absorbed means getting dirty."
【Best Partner Award】IDR
"The simplicity of directly linking various visuals of dirty hands to the product is great. It's easy to understand, and I simply wanted to use it." (Selection Committee Member: Female)
【JAA Grand Prix / TV】Akagi Dairy "Price Increase"
【Best Partner Award】Dentsu East Japan Inc., Dentsu Kansai, Haru Kikaku Tokyo
"It made me feel like, 'If they worked that hard, I'll buy it,' and I actually went out and bought it." (Selection Committee Member: Female)
【JAA Grand Prix / Radio】Japan Post Bank "The ATM Guy / Salaryman"
【Best Partner Award】Maeba Sato (Dentsu Inc.: Planner, Copywriter)
"It was fun to listen to and really drew me in. Even when I was doing something else, I'd stop and listen intently." (Selection Committee Member: Male)
【JAA Grand Prix / Web】Japan Post "WHITE Tree Letter"
【Best Partner Award】Asatsu-DK, BB Media
"The combination of analog and digital is well done. I'd like to try using it with my digital-native grandchild." (Selection Committee Member: Female)
【JAA Grand Prix / Outdoor & Transportation】Panasonic "Advertising That's Better Left Unseen."
【Best Partner Award】Daiko Advertising, SEEDS Advertising Production Company
"It's interesting even after just one viewing, but you want to see it again and again. The uniqueness of the concept 'making the invisible visible' and the technical skill behind it really came through." (Selection Committee Member: Male)
【Minister of Economy, Trade and Industry Award / TV】Otsuka Pharmaceutical "Show Them Your True Potential."
"I was deeply moved by the effort put into this work. The storytelling, the bold visuals, and the balance with the music are all excellent." (Selection Committee Member: Male)
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