The winners of the 57th JAA Advertising Awards: Consumer-Selected Advertising Contest have been decided.

The Japan Advertisers Association (JAA) announced the results of the 57th "JAA Advertising Awards: Consumer-Selected Advertising Contest" on January 17. Eligible works were advertisements broadcast, displayed, or published between October 1, 2017, and September 30, 2018.

A key feature of this award is that it excludes advertising professionals from judging; instead, consumers evaluate entries from a lifestyle perspective to determine the winners. 109 consumer judges conducted the selection process over approximately one month.

A total of 1,409 entries were submitted across six categories: "Newspaper," "Magazine," "Television," "Radio," "Digital," and "Outdoor/Transportation." From these, 70 works were selected as winners. Furthermore, six JAA Grand Prix Awards and one Minister of Economy, Trade and Industry Award were chosen per category. Additionally, the Best Partner Award was presented to the companies or individuals involved in the six Grand Prix-winning works.

Professor Yasuhiro Haga of Aoyama Gakuin University, who served as the chair of the judging committee, commented on the trend among the winning entries: "Compared to previous years, works that were 'fun,' 'interesting,' 'uplifting,' 'heartwarming,' and 'inspiring hope' received particularly high praise. 2018 was a year marked by successive natural disasters and immense damage. While many victims in the affected areas still face harsh living conditions, it is precisely during such times that advertisements offering straightforward, uplifting, and positive messages may have resonated deeply with consumers."

The JAA Grand Prix and Minister of Economy, Trade and Industry Award winners are as follows.

■Newspaper Advertising Category
　Ajinomoto "Thank you for the meal, Heisei."

The copy "The Last Dinner of the Heisei Era: What Will You Eat?" evokes the end of the era and catches the eye. It invites reflection on the food of that time, drawing you in. An ad perfectly matched for this year. (Judge: Female)

■Magazine Advertising Category
　NGK Insulators "Science Experiments You Can Do at Home Series"

It made me want to try it myself. It stands out from other entries, is incredibly interesting, and really piques curiosity. It's an ad uniquely suited to a magazine, allowing readers to take their time, read thoroughly, and understand. (Judge: Male)

■TV Advertising Category
　SOMPO Holdings "SOMPO Dementia Support Program Launches"

There's a common perception that dementia means losing all understanding, but this commercial shows that people with dementia can still communicate. It's a moving ad that offers a positive outlook and hope. (Judge: Female)

■Radio Advertising Category
　Panasonic "The Sound of Medals"

Using the sound of medals to cheer on the Paralympics is truly wonderful. I learned for the first time that medals differ not only in color but also in sound. A superb ad that leverages radio's unique characteristic of being heard. (Judge: Female)

■Digital Advertising Category
　Sogo & Seibu "Mother's Day Test"

I thought young people might be too caught up in their own lives to think about their parents, but this conveyed the kindness modern youth show their mothers. The child's expression while talking to their mother on the phone warmed my heart. (Judge: Male)

■Outdoor & Transportation Advertising Category
　Toho-Towa "Jurassic Pillar"

It felt like an unprecedented innovation, making full use of digital technology—like being able to buy tickets on the spot and check seat availability. Having experiential events like this in daily life is really fun. (Judge: Female)

■Minister of Economy, Trade and Industry Award

　Digital Advertising Category
　Unilever Japan Customer Marketing
"Dove Real Beauty ID"

The change in the high school girl's expression was incredibly natural yet dramatic. It made me feel uplifted, realizing how a simple compliment can bring such a bright smile. (Judge: Female)