The 70th Dentsu Inc. Advertising Awards Ceremony was held.
The award ceremony for the 70th Dentsu Inc. Advertising Awards, Japan's oldest comprehensive advertising prize, was held on July 3rd at the Grand Prince Hotel New Takanawa in Minato Ward, Tokyo. Approximately 1,000 attendees, including advertisers, media companies, and industry professionals, were present.
Certificates and trophies were presented to the winning companies, including Otsuka Pharmaceutical, which was selected for the Grand Prize for the second consecutive year, and other recipients of the Dentsu Inc. Advertising Awards.
List of Winners: https://adawards.dentsu.jp/prize/list70/
In his address, Dentsu Advertising Awards Council Chairman Takashi Imai stated, "Among the entries, alongside those using conventional methods, there were also works that conveyed how the latest digital technology, AI, has entered the practical application stage in the advertising world. I felt this year's Dentsu Awards encapsulated a microcosm of the current advertising industry. I earnestly ask advertisers and all related parties to believe in the potential of advertising communication and to continue persevering with creative ingenuity and challenges in tackling various issues."
Akira Ohira, Chairman of the Council, reported on the selection process and judging. He highlighted Otsuka Pharmaceutical, whose corporate culture fosters deep understanding of advertising, and Akagi Dairy, recipient of a Special Award for tackling the difficult challenge of 'price increases' with a unique approach. He noted, "The fierce competition, with eight companies sharing the eight Dentsu Inc. Awards and seventeen companies sharing the top honors across twenty categories, reflects advertisers' diverse challenges amid increasingly specialized issues."
Otsuka Pharmaceutical's Managing Director Masatsune Inoue reflected on the award-winning products Pocari Sweat, Calorie Mate, and Oronamin C, all long-selling items: "We revisited assets accumulated over many years and challenged ourselves to become meaningful to customers." Regarding Pocari Sweat specifically, he noted that promotions were conducted not only through TV commercials but also across video sites and outdoor advertising, implementing a multidimensional approach while monitoring responses. "This is no longer an era where good products sell themselves. We learned the difficulty of moving people's hearts through advertising production. We intend to continue pursuing advertising activities in our own way," he stated in his remarks.
Toshihiro Yamamoto, President of Dentsu Inc., remarked, "This year's Dentsu Inc. Awards featured many works that didn't just end with exposure to advertising, but truly stirred consumers. I believe one prevailing trend is humanism as an indispensable element in the face of technological progress. Precisely because we live in uncertain times, the sentiment that 'the future must be created by the people living in the present' is becoming increasingly apparent. I believe a prime example of this is Otsuka Pharmaceutical's TV series advertisement featuring the copy 'I am surely more than I imagine.'" He concluded, "We will strive for further refinement and evolution so that the Dentsu Inc. Advertising Award continues to be a compelling prize."
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