HaHaHa Osaka Creativity Awards Final Judging Session & Awards Party Held
The Osaka Advertising Association held the final judging session and awards party for the first "HaHaHa Osaka Creativity Awards" on January 17 at Aizen Universe in Chuo Ward, Osaka City.
The final judging session featured panel members including Chairman Kenichiro Mogi (neuroscientist), Ai Sakai (leader of Yoshimoto Shinkigeki), Shinya Nakajima (Director, Tohokushinsha Film Corporation), Jiro Nishida (Yomiuri TV Producer), and Haachu (Writer/Blogger). Each judge scored the 25 finalist entries—10 in the TV/Web Commercial category, 5 in the Radio/Audio category, and 10 in the Long-Form Video category—on a scale of 1 to 5 points.
The judging took place in an atmosphere charged with excitement throughout. It was a format akin to a "mixed martial arts tournament," evaluating works that blended varying budgets and mixed media like video, audio, and signage. While Mr. Mogi remarked, "It's tough with so many evaluation criteria," all judges were engrossed in each unique entry.
After each work was presented, the "Ha Award" was given to the piece that elicited the most startled "Ha!" reaction. The "HaHa Award" went to the work that drew the most impressed "Ha-ha!" or "Wow!" response. The "HaHaHa Award" was awarded to the piece that made people laugh out loud with "HaHaHa!" Winners received a trophy and a cash prize of ¥88,888.
Additionally, a "Special Award" was given to works that didn't fit into the main categories but which the judges felt deserved recognition. The winners are as follows.
◆Ha Award…MBS Radio Program "Chayamachi Story Bar" (Mainichi Broadcasting System)
◆HaHa Award… (Single CD) Beboga "4-Character Melody" [Idol MV as an ad slot!? Beboga "4-Character Melody" MV featuring ads from 37 companies] (Dentsu Inc.)
◆HaHaHa Award…Ezaki Glico Almond Peak "Micro Slacker" (Dentsu Inc.)
◆Special Award… Nanto Bank "Will Trust" [Nanto Family Clan Teaser & Main Edition] (Hakuhodo) / Super Underground Idol "GINZAN BOYZ" [(First MV) Gingira Ginzan Paradise -GGGZPDS-] (Dentsu Inc.)
Subsequently, the "HaHaHa Grand Prix" was awarded to the entry judged most outstanding from a comprehensive perspective. House Foods' web video corporate ad "Come on, Curry! A world without curry is unimaginable." (Hakuhodo) was selected as the Grand Prix winner.
This video ad comically depicts the lethargic atmosphere of a world without curry and the joy of people in a world where curry has returned. Jury Chairman Mogi stated, "It's a highly polished work where the direction and appeal to the product perfectly match, making it worthy of the first Grand Prix."
After concluding the inaugural judging, Mr. Nakajima remarked, "I think the essence of 'HaHaHa' is how much passion seeps through in the desire to create something unprecedented together with the advertiser." Haachu commented, commented, "The judging was fun. It feels like I can approach commercials with a fresh perspective." Sakai remarked, "Each work struck me from a completely different angle; it was just pure enjoyment." Mogi noted, "The rich creativity unique to Osaka really came through." Nishida also expressed anticipation for the second edition, saying, "Next year, I truly hope creators will aim for a 'HaHaHa' award with their works."
Details will be announced soon on the Osaka Advertising Association website.
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