‘‘Roads that Honk’ Campaign created by Leo Burnett Mumbai for Hindustan Petroleum Corporation (HPCL) has featured in Spikes Asia 2018 Innovation shortlist. This happened to be the only entry from India that featured in this category. The technology, that has been conceptualised and executed by Leo Burnett India is aimed at safer highways across Indian roads. The #RoadsThatHonk initiative instals SmartLife poles that use radar technology across dangerous bends, alerting speeding drivers to avoid collisions.
The 2018 Spikes Asia Innovation shortlist reveals the 12 shortlisted entries that will be presented live to the Innovation jury and attendees of this year’s Festival. The category was dominated by Australian agencies; snatching 6 out 12 campaigns, 3 shortlists were from South Korean agencies.
The Innovation Spikes honour ground-breaking innovation and technological solutions that enable organisations to communicate with their audiences in new and ever more creative means. This year a total of 35 entries were received from 12 countries across APAC.
On Wednesday 26 September the shortlisted entrants will have 10 minutes to present their ideas with an opportunity for the jury to ask follow up questions on the work. Spikes Asia attendees can join the Innovation Jury, led by Tuomas Peltoniemi, President, Asia – Digital & Innovation, TBWA\Digital Arts Network, Singapore, as they hear the entrants present and showcase their work.
“The live judging format of the Innovation Awards at Spikes Asia reflects the exciting nature of this award and gives attendees a greater insight into what goes into creative work that pushes boundaries. The jury also have the opportunity to probe various elements of the campaign and the audience can hear presenters explain first-hand how their entry demonstrates creative excellence. It’s a fantastic learning opportunity and a place to spot the trends that will lead the way for next year,” said Joe Pullos, Festival Director, Spikes Asia.
The 2018 shortlisted work includes:
- ‘Project Revoice’ for The ALS Association by BMW Dentsu Sydney, Australia
- ‘Hearprint’ for Cochlear by CHE Proximity Melbourne, Australia
- ‘‘Lucy’ for Prince of Wales Hospital by Deloitte Australia Melbourne, Australia
- ‘‘FireBlanket’ for NRMA Insurance by M&C Saatchi Sydney, Australia
- ‘‘Camry WebGL Configurator’ for Toyota Motor Corporation Australia by Rotor Studios Sydney, Australia
- ‘‘Sip Safe’ for Monash University by Y&R ANZ Melbourne, Australia
- ‘‘Roads that Honk’ for Hindustan Petroleum by Leo Burnett India Mumbai, India
- ‘‘Unforgettable Bag’ for Tesco by Grey Malaysia Kuala Lumpur, Malaysia
- ‘‘Relúmino’ for Samsung Electronics by Cheil Worldwide Seoul, South Korea
- ‘‘Chatty School Bus’ for Hyundai Motor Company by Hyundai Motor Company Seoul, South Korea
- ‘‘Making the World Accessible, Dot by Dot.’ for Dot Incorporation by Serviceplan Korea Seoul, South Korea
- ‘‘Petal Paint’ for JAT Holdings (Pvt) Ltd. by Leo Burnett Colombo, Sri Lanka
Following the presentations the jury will reconvene to discuss, debate and ultimately recognise the work they consider to be of Bronze, Silver, Gold or Grand Prix standard. The winners will be awarded at the Awards Show on Friday 28 September.
