Ogilvy China awarded China’s first ever Yellow Pencil at D&AD awards show

23 May, 2008


Beijing – Ogilvy China received a Yellow Pencil award during the annual Design and Art Direction Awards (D&AD), held on May 15th in London. This is the first time in the D&AD’s 46 year history a China-based agency has been granted this achievement. Ogilvy China received this prestigious award for its interactive "Don't Leave" campaign for World Wildlife Fund (WWF).

The “Don’t Leave” campaign featured unique web banners depicting household appliances like faucets and refrigerators in use or switched on. Accompanied by audio and video, these banners disabled the ability to move or change web pages unless users looked at the banners and heeded their advice to “turn off before you leave.” Users were required to interact with each banner, turning off whatever appliance was featured in order to continue browsing. The campaign promoted the ease of energy saving in a new and involving, yet simple way.

The D&AD Awards offer the creative community an opportunity to be judged by its peers. The awards are judged on great ideas that are well executed and appropriate to their mediums. It awards Yellow Pencils in a variety of creative fields including advertising, architecture, graphic design, film, and photography. Black Pencils are awarded for truly exceptional works.

In addition to the D&AD Awards, Ogilvy’s China digital and one-to-one marketing practice, OgilvyOne China, received Bronze and Silver Spikes for the adidas “Rook” campaign. The truly immersive campaign involved an in-depth website and mini-sites, as well as a weekly updated simulation game for getting users truly involved in the life of an NBA rookie or “Rook.” Other recent awards for OgilvyOne include a Bronze Pencil and a Merit Award from the One Show, held earlier this month in New York, for their work with WWF, adidas and Motorola.

Johan Vakidis, National Creative Director for OgilvyOne China, commented, “To receive these awards is a huge honor, and a real testament to the dedication of our office, and others in China, to create fun, innovative, and powerful online campaigns. OgilvyOne China has been developing outstanding digital creative work for many years, and only recently are we starting to see the gap between developed markets like the US and UK close; our work is now competing on the world stage. This should be an inspiration to all creatives and clients in China.”

Ogilvy & Mather Advertising, the advertising discipline of the Ogilvy China Group, also performed extremely well in the recent award shows. O&M secured a Bronze Spike for the GSK-Fenbid campaign, “Steps,” which featured an ambient poster depicting a false subway station exit with stairs 10x normal size to suggest the source of back pain in daily life. O&M Advertising Beijing also secured a Bronze Spike for the campaign “Target Practice,” another ambient subway piece depicting endangered species “taking aim” at various passers-by. At the One Show, O&M Advertising received a total of six awards for work with UNICEF and WWF.

“These awards highlight the Ogilvy Group’s outstanding 360 degree capabilities and our ability to deliver impactful and thought provoking campaigns,” said Nils Andersson, Group Executive Creative Director of Ogilvy & Mather, Greater China.
“The D&AD award especially proves that creative work coming out of China can compete on an international level — and Ogilvy China is at the forefront of this.”



Ogilvy China was awarded honors in the following categories at D&AD (Design and Art Direction) Awards:

Interactive (Yellow Pencil)
Campaign: “Don’t Leave”
Client: WWF
Agency: Ogilvy Beijing

Interactive (Book Entry)
Campaign: “Tiger”
Client: WWF
Agency: Ogilvy Beijing

Print (Book Entry)
Campaign: “Mix x 2”
Client: Red Bull
Agency: Ogilvy & Mather Advertising Beijing



Ogilvy China was awarded honors in the following categories at the One Show:

General (Silver Pencil)
Campaign: “Staircase” and “Invisible Child”
Client: UNICEF
Agency: Ogilvy & Mather Advertising Shanghai

Interactive (Bronze Pencil & Merit Award)
Campaign: “The Rook”
Client: adidas
Agency: OgilvyOne Shanghai

General (Merit Award)
Campaign: “Bus Stop” and “Wall”
Client: UNICEF
Agency: Ogilvy & Mather Advertising Shanghai

General (Merit Award)
Campaign: “Target Practice”
Client: WWF
Agency: Ogilvy & Mather Advertising Beijing

General (Merit Award)
Campaign: “Evolution (Tiger/Elephant/Turtle)”
Client: WWF
Agency: Ogilvy Beijing

Interactive (Merit Award)
Campaign: “Hello Freedom”
Client: Motorola
Agency: OgilvyOne Beijing

Design (Merit Award)
Campaign: “Hot Water”
Client: WWF
Agency: Ogilvy & Mather Advertising Beijing



Ogilvy China was awarded honors in the following categories at the Spikes:

Outdoor (Bronze Spike)
Campaign: “Target Practice”
Client: WWF
Agency: Ogilvy & Mather Advertising Beijing

Outdoor (Bronze Spike)
Campaign: “Steps”
Client: GSK - Fenbid
Agency: Ogilvy & Mather Advertising Beijing

Interactive / Digital (Silver and Bronze Spikes)
Campaign: “The Rook”
Client: adidas
Agency: OgilvyOne Beijing



About Ogilvy China
Ogilvy China (www.ogilvy.com.cn) is the largest marketing communications network in China. It offers the full range of marketing communication disciplines including advertising, direct marketing, interactive media, database management, public relations, graphic design, and related marketing disciplines. As Brand Stewards, the agency works to leverage the brands of its clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity. Ogilvy & Mather integrates these communications disciplines using its proprietary 360 Degree Brand Stewardship process, which holds that every point of contact builds the brand.



For more information or visuals, please contact:
Alexandra Robinton
Corporate Communications
Tel: (86 10) 8520-6458
alexandra.robinton@ogilvy.com


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