Education Ministry's ad campaign takes top prize at SPH iink Awards 2016

The campaign titled Best Teacher/MOE Scholarship, won the coveted Grand Prix award at the SPH iink Awards 2016.
The campaign titled Best Teacher/MOE Scholarship, won the coveted Grand Prix award at the SPH iink Awards 2016. PHOTO: SPH

SINGAPORE - An ad campaign for a teaching scholarship which juxtaposes a teacher's university degree with a pupil's handmade "award" certificate took top honours at the Singapore Press Holdings (SPH) iink Awards on Friday (July 29).

The campaign by the Up & Up advertising agency, titled Best Teacher/MOE Scholarship, was created for the Ministry of Education.

Besides winning the gold award in the Print Classified/Recruitment/Notice category, the campaign also snagged the coveted Grand Prix award, earning Up & Up a cash prize of $8,000.

The SPH iink Awards, now in its 12th year, celebrates the best works of the advertising industry. A total of 58 finalists submitted 440 entries across 11 categories.

The results were announced on Friday evening at The Ritz Carlton, Millenia Singapore before an audience of more than 300 from the advertising industry.

Points are allocated to the winners and finalists of each category. The entry that scored the most points from the judges was awarded The Grand Prix.

Separately, the highest scoring creative and media agencies across all categories are crowned the iink Creative Agency Of The Year and the iink Media Agency Of The Year respectively.

BBH won the title of iink Creative Agency Of The Year for the second consecutive year. It had also won the award in 2012.

OMD Singapore was named iink Media Agency Of The Year, an accolade it has won four years in a row since 2013.

Winning advertisers from selected categories will each receive a full-page advertising space in The Straits Times or Lianhe Zaobao.

In addition to the winners of the 10 award categories, a Readers' Choice Award was given out for a Monetary Authority of Singapore ad, titled The Mousetrap. The creative agency behind it is Addiction Advertising and the media agency, BioPerfect Marketing.

Ms Elsie Chua, executive vice-president and head of the marketing division at SPH, said: "We hope this recognition will spur our creative talents to constantly break boundaries and scale new heights."