In The Microsoft Advertising Story Awards for Southeast Asia, two winners emerged. Young & Rubicam Singapore won in the brand category and Ignition Factory, a division of Omnicom Media Group, Asia Pacific, received top honours in the non-profit category.
This is a new award launched in January 2012. It is a worldwide competition with marketers being invited to submit a hypothetical digital media plan and creative idea for a brand or non-profit of their choice using Microsoft Advertising’s storytelling platforms. Entries from Southeast Asia and Hong Kong covered a range of brands and non-profits, but the judges felt the winning two stood out for their creative ideas and execution.
Jonny Lang from Y&R Singapore proposed a geo-located content and social network for a popular alcohol brand. The campaign creates an online experience for people to discover the best places to meet and drink.
Jeremy Paul from Ignition Factory presented a campaign to raise awareness of the increasing number of cyclist deaths in Singapore. The campaign used ghost bikes and social media to humanise statistics.