Ad campaign for Ikea wins grand prix at SPH iink Awards 2015

Ad campaign for Ikea wins grand prix at SPH iink Awards 2015
PHOTO: Handout

SINGAPORE - A campaign by Bartle Bogle Hegarty Ltd (BBH) for their client IKEA entitled "IKEA - BookBook" has won big at the SPH iink Awards 2015.

The campaign won the much coveted Grand Prix award and a cash prize of $8,000. It was also awarded Gold in the Print Single - English (for "Touch"), Print Campaign- English and Integrated - SPH IS ON categories.

The results were announced at the SPH iink Awards Celebration Night tonight at Raffles City Convention Centre before a crowd of more than 300 guests from the advertising industry. Awards were given out to the creative agency, media agency and advertiser responsible for the winning advertisements.

The SPH iink Awards, now into its eleventh edition, is one of Singapore's biggest advertising awards celebrating the best works from the advertising industry. This year's awards, with the theme "Inspiration comes when you least expect it", was a great success which saw 62 finalists submitting 410 entries across 12 categories*.

Points were allocated to the winners and finalists of each category. The entry that scored the highest number of points from the judges was awarded The Grand Prix, while the highest scoring creative and media agency across all categories were 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, while OMD Singapore was named iink Media Agency Of The Year. BBH had previously won the Creative Agency of the Year award in 2012, while OMD Singapore has won the iink Media Agency Of The Year each year since 2013.

The ten main award categories* this year were: A1: Print Single - English A2: Print Campaign - English A3: Print Single/Campaign - Chinese A4: Print Classified/Recruitment/Notice A5: Print Creative Media Buy B: Digital C1: Radio Commercial C2: Radio Campaign D: Out-of-Home E: Integrated - SPH IS ON Campaign *There were 12 award categories overall including Readers' Choice Award and the LASALLE Creative Students' Challenge.

The winning advertisers from Categories A (A1 - A5) and E, as well as the Grand Prix winner, will each receive a full-page advertising space in either of SPH's flagship newspapers - The Straits Times or Lianhe Zaobao.

The winning advertiser from Category B (Digital) will receive $30,000 worth of media credits. The two winning advertisers from Categories C1 (Radio Commercial) and C2 (Radio Campaign) will each receive $10,000 worth of airtime. The winning advertiser for Category D (Out-of-Home) will receive $35,000 worth of digital airtime.

Readers' Choice Award In addition to the winners of the ten award categories, the winner of the Readers' Choice Award was also announced during the awards presentation. "Kick the Habit. Stop Problem Gambling" by National Council on Problem Gambling won over the hearts of readers and took home the award.

LASALLE Creative Students' Challenge

This year's SPH iink Awards also focused on engaging future creative professionals through the LASALLE Creative Students' Challenge. Seven teams comprising Year 2 Design Communication students from BA (Hons) Design Communication Programme, Advertising Communication Specialism participated in this challenge.

The students were tasked to conceptualise a ground-breaking integrated campaign to reinforce the SPH Newspaper brand and to use the power of print as a preferred media choice. The winning entry, titled "Always There For You", was conceptualised by Tan Yong Yu and Roxane Wee. The team walked away with $3,000 cash and a trophy.

Ms Elsie Chua, Executive Vice-President and Head, Marketing Division at SPH, said: "On a daily basis, readers of SPH's newspapers and other media platforms get to enjoy many memorable advertisements by Singapore's creative talents. These ads are the result of a successful relationship between the client and the creative team as well as the media agency. The IKEA - BookBook campaign is one successful case in point that delighted and brought a smile to all who saw the ad."

"As Asia's leading media company, we are delighted to have shone the spotlight on so many deserving talents over the years and spurred the creative industry to greater heights through the SPH iink Awards. This year, we are also pleased to include a new student engagement section to the awards and we hope to help in the discovery and development of Singapore's future creative directors," added Ms Chua.

The Awards, formerly known as the SPH Ink Awards, was originally launched to honour the best print advertisements and the creative people behind them. In 2012, three new categories - Digital, Radio and Out-of-Home - were introduced to recognise creative and effective advertisements on SPH's other media platforms. It was also renamed the SPH iink Awards, with the additional "i" representing "Integration".

To be eligible for the SPH iink Awards, entries must have appeared in at least one of SPH's media platforms during the period of June 1, 2014 to May 15, 2015. Registration for SPH iink Awards opened on April 15 and closed on May 22.

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