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The consumer-selected "JAA Advertising Awards" winners have finally been decided!
The Japan Advertisers Association (JAA) announced the results of the 56th "JAA Advertising Awards: Consumer-Selected Advertising Contest" on December 14. Eligible works were advertisements published, broadcast, or displayed between October 1, 2016, and September 30, 2017.
A key feature of this award is that the judging panel excludes advertising professionals; instead, the winning entries are determined by "general consumers." A panel of 112 general consumer judges conducted the selection process over approximately one month.
A total of 1,337 entries were submitted across six categories: "Newspaper," "Magazine," "Television," "Radio," "Digital," and "Outdoor/Transportation." From these, 70 works were selected as winners. Among them, six JAA Grand Prix Awards and one Minister of Economy, Trade and Industry Award were chosen per category. Additionally, the companies or individuals involved in the six Grand Prix-winning works received Best Partner Awards.
Professor Yasuhiro Haga of Aoyama Gakuin University, who served as the chair of the judging committee, summarized the trends among the winning entries: "This year, many advertisements focused on the theme of family and parent-child bonds, and these were highly evaluated."
See the full list of winners here (PDF file). The awards are as follows.
【Newspaper Category Grand Prix】Panasonic "Harnessing the Power of the Sun to Address Layered Problems in Non-Electrified Areas"
【Best Partner Award】Creators Group MAC
■Both the visuals and copy change when folded, offering double the enjoyment. A brilliant idea that makes excellent use of the newspaper's size. The magic of photos and words. (Selection Committee Member: Female)
【Magazine Category Grand Prix】Kirakusha "Beautiful Seasonal Dishes Using Ugly Vegetables"
【Best Partner Award】Flower Arranger Hiroki Maeno / Beacon Communications K.K.
■The message "Bringing discarded vegetables to the table" comes across simply through the visuals. The color scheme is beautiful, and it's amazing that it's art yet edible. (Selection Committee: Male)
【TV Category Grand Prix】Otsuka Pharmaceutical "The Back of Dreams"
【Best Partner Award】Hakuhodo/catch/ENOAD/AOI Pro.
■It has cinematic storytelling and a powerful message, skillfully expressing the perspectives of both the person striving and those supporting them. It brings tears to my eyes every time I watch it. (Selection Committee Member: Male)
【Radio Category Grand Prix】Ajinomoto "My Mom (Mother's Day Limited CM)"
【Best Partner Award】Dentsu Inc./Dai-Nichi Co., Ltd.
■The children's words are both heartwarming and touching. Children really observe their parents closely; I was just told the same thing by my own child the other day. (Selection Committee Member: Female)
【Digital Category Grand Prix】Suntory Holdings "Working is Great. THE LAST TRAIN"
【Best Partner Award】Tokyo Metro/Dentsu Inc.
■It brightly addressed retirement, a topic often seen as heavy, and it stuck with me. Seeing the message "Working is a good thing," I headed to work today determined to do my best. (Selection Committee Member: Male)
【Outdoor/Transportation Category Grand Prix】NTT DOCOMO "Smartphone-Exclusive Toilet Paper"
【Best Partner Award】Tokyu Agency
■It effectively leverages Japan's image as the world's cleanest country. I wish they were available not just at airports, but also at stations and amusement facilities. (Selection Committee Member: Female)
【Minister of Economy, Trade and Industry Award】Canon Marketing Japan "‘Photos Are Great’ Type A"
■This wonderful commercial highlights how photos become a tool for parents and children to reflect on their lives, conveying the importance of photos. It was so moving I couldn't look directly at it. It won't leave my head. (Selection Committee Member: Male)
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