JWT was the top winner at AdFest 2008 among Malaysian agencies, grabbing the Best of Press award for an ad for Scott Kitchen Towels as well as another gold for the overall Scott print campaign.
The three ads in the campaign show a piece of Scott’s paper towel flat on a table. Next to it there is a bottle of olive oil, a wine glass or a cup of coffee tipped over, spilling its liquid content onto the sheet of paper. The towel appears like a rectangular drain, into which the liquid slides.
The Best of Press was for the oil version.
JWT writer Daniel Kee says that it was a pleasant surprise to win the Best of Category. “The work did a bit disappointingly at the Kancils. I’m glad that it has been justified.” The oil and wine versions only picked up a silver each at the local Kancil Awards.
Meanwhile, Y & R Malaysia won the Best of Radio prize for its innovative work for Colgate 360 toothbrush.
The toohbrush was positioned as providing thorough cleaning of the mouth, and Y & R replaced the beeps used to blot out profanities and vulgarities in songs with a brushing sound. At the end of the song, the following message was played: “Colgate 360 toothbrush. (Brushing sound) For a whole clean mouth.”
Y & R creative director Rahul Mathew says: “We were using the natural content played by the radio stations to put across a message, which is ‘get a clean mouth’. It works perfectly for the brand!”
McCann Erickson earned its gold in the Print Craft: Best Use of Illustration category for a poster campaign for Global Environment Centre.
The three posters are supposed to be put up on a wall where a power switch or water tap is located. There is a perforated “window” in the posters through which the switch or tap appears.
The posters feature extremely detailed illustrations which took a six-person McCann team about a month to create. The illustrations show the domino effects from leaving the power on or letting water drip from the tap.
One poster depicts a skull-like face reminiscent of Edvard Munch’s expressionist painting, The Scream. On closer inspection, one can see that the “face” is created by a landscape filled with hundreds of tombstones. The headline says, “Will the water you waste today kill you tomorrow?”
Near the tap these words of advice are written: “Turn taps off when not in use. Help save more than just water.”