'Duracell toy' advertisement wins big at SPH iink Awards

A Procter & Gamble International print advertisement campaign for Duracell showing discarded toys returning with their batteries still running emerged the big winner at Thursday night's Singapore Press Holdings iink Awards.

It swept four top awards: the overall Grand Prix award, top awards in both the English categories for single advertisements and campaigns, and best creative agency.

The SPH iink awards, now in its ninth edition, honour the best print, digital, radio and out-of-home advertisements on SPH media. It was the way the campaign by creative agency Grey Group Singapore told a story so simply that was its winning edge, said Mr Ajay Thrivikraman, executive creative director at Publicis Singapore and one of the judges.

Grey Group Singapore's chief creative officer Ali Shabaz said that the print campaign's success showed how advertisers and creative agencies can still "push boundaries in craft and storytelling" in the medium. "Print still remains very important. But it's no longer in isolation like it was five years ago," he said, adding that advertisers now seek out not just print but also digital and outdoors advertisements.

New technologies that emerge, such as QR codes have, could provide "huge" opportunities for print if embraced, he said.

Other winners on the night included an online Health Promotion Board campaign conceived by creative agency DDB Group Singapore which entices readers to find out how healthy they really are. It ran on news portal AsiaOne and won the award for best digital advertisement.

An advertisement for airline Garuda Indonesia topped the Out-of-Home category, while one for the Volvo XC90 won for best radio advertisement.

Winning print advertisers will each receive a full page advertising space in either The Straits Times or Lianhe Zaobao. The winning digital, radio and Out-of-Home advertisers will each receive $30,000 worth of advertising space in their respective media category.