Well, It’s Not Cannes: A Case for Spikes Asia

Well, It’s Not Cannes: A Case for Spikes Asia
SHARE
THIS



It may not have the glitz and glamour of the Northern Hemisphere awards, argues young Spikes attendee and creative at DT, Sam Dickson (pictured above). However, returning from this year’s Spikes Festival which celebrates creativity in advertising, Dickson is a changed man.

The elevator conversations always started the same way: “Oh hey, you’re going somewhere soon aren’t you? Sparks or something?”

Fair question. If I hadn’t been lucky enough to win Young Spikes I wouldn’t have known much about it either.

I assumed that it would be something like Cannes, only slightly tweaked for the Asia Pacific. It wasn’t, but that’s what I ended up liking most about it.

You assume that by September you’ve seen every good creative for the year .If you missed the case study at D&AD, you’d seen it at Cannes.

Which is why when the Spikes shortlists came out, I wasn’t bursting at the seams to go and check out the work. I thought it would pretty much be a re-hash of everything I’d seen in the past 3-4 months.

Sure there were a couple of award magnets still doing the circuit, but (to my surprise) I saw some really brilliant work I’d never seen before…and much of it was region-specific. For example, ‘The Life Saving Dot’ from Grey Singapore. If you haven’t seen it, check it out below.

It’s a genius initiative to help women in rural India with iodine deficiencies (a major cause of disease in the region). They turned the bindi that all married Hindu women wear into a disposable patch that gives them their daily dose of Iodine.

Oof…take that iron fish!

Another great one is the mosquito repellent newspaper from Leo Burnett in Sri Lanka. They partnered up with national newspaper Mawbima to help fight Dengue Fever by infusing citronella into the ink printed on every page (case study here). A great idea born out of local insight.

Even some great Australian work that had flown relatively under the radar at Cannes struck a chord at Spikes. ‘Melanoma Likes Me’ from George Patts Melbourne picked up the Grand Prix for good (check it out below).

In a time where brands are being asked to stand for something and work to make positive change and not push product, it’s great to see our region is at the forefront of some this thinking.

Which is why I’m surprised that there aren’t more Aussies/Kiwis in attendance.

At the award show, it was obvious how we feel about Spikes. We’ll enter our work, we’ll send over our CEO or CCO to pick up the awards, but we won’t send over a hoard of creatives and clients to immerse themselves in the Festival like we do at Cannes.

Sometimes the glitz and glamour of the northern hemisphere agencies and award shows make us forget about the great work that’s being made on our doorstep. As a product of Australian adland, if I was guilty of this mind-set I’m sure I’m not the only one.

Spikes only crime seems to be is it’s not big enough…yet.

So when you’re divvying the award and training budget next year remember: Spikes isn’t Cannes and that’s why you should go.

 

Please login with linkedin to comment

afl grand final Millipede Outback Wrangler Phone Hacking Reload Media

Latest News

Kathmandu Launches An ‘Out There’ Sonic Logo
  • Campaigns

Kathmandu Launches An ‘Out There’ Sonic Logo

Outdoor lifestyle brand, Kathmandu, has teamed up with international music agency, MassiveMusic, to bring the brand sonically to life with the launch of a distinctive audio identity. What do you get when you combine the sound of you outdoors, a wooden melody and a unique bird call? The Sound of Kathmandu. Sound gives shape to […]

#OnlyOnTwitter: Top Moments In Australia 2021
  • Campaigns
  • Technology

#OnlyOnTwitter: Top Moments In Australia 2021

Twitter’s top moments in Australia revealed that this year, not unlike last, has been a unique one for us Down Under but our sense of humour and shared love of sport were a few things that helped us get through together. Twitter has been focused on serving the public conversation while connecting people with the […]

Method Announces Agency Development Partnership With Snapchat
  • Marketing

Method Announces Agency Development Partnership With Snapchat

Creative technology studio, Method has been selected as one of Snapchat’s first agency development partners across Australaisa. As one of a group of early Snap Development Partners selected across Australia and New Zealand, Method is able to provide clients with the opportunity to design and create Snapchat filters and games aimed to reach audiences across […]

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk
  • Advertising
  • Campaigns

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk

Big Ads and The Trade Desk have joined forces to enable traders to build rich media ads which are ready to serve at the touch of a button. Once built-in Big Ads’ creative & deal ID platform Buddy, the tags are deployed directly to The Trade Desk for the campaign to go live. Tech teams […]

Pinterest Expands Parental Leave Policies
  • Campaigns

Pinterest Expands Parental Leave Policies

Pinterest’s progressive parental policies are being expanded company wide. Beginning on January 1, 2022, employees in all global offices will have a minimum of 20 weeks of parental leave. This benefit extends to adoptive parents who will also have 20 weeks of paid leave which was previously 16 weeks. This is in addition to an […]

Acast Nabs Daisy Smith As New Regional Automation Director
  • Marketing

Acast Nabs Daisy Smith As New Regional Automation Director

Independent podcast company, Acast, has further grown its Australia and New Zealand team, hiring Daisy Smith as the region’s new automation director. Having jumped ship from Nielsen, Smith will now lead Acast’s local programmatic advertising offering, as the company continues to develop automated ad buying for agencies and direct clients. Smith boasts previous experience with […]

SCA Teams Up With Salesforce
  • Campaigns
  • Media

SCA Teams Up With Salesforce

SCA has teamed up with Salesforce. Although that's not to suggest Salesforce will be hosting the Triple M Grill Team.

Rethink Ink: A Fire Inside
  • Media
  • Partner Content

Rethink Ink: A Fire Inside

It's the latest in B&T's series of Re-Think Ink. That's the power of print and not anaphylaxis from ordering the squid.

Meltwater Appoints John Bissinella As Enterprise Solutions Manage
  • Campaigns
  • Media

Meltwater Appoints John Bissinella As Enterprise Solutions Manage

Meltwater has appointed seasoned media intelligence executive, John Bissinella as enterprise solutions manager for ANZ to help drive the continued expansion of its Enterprise solutions. He joins with a remit to consult Australia and New Zealand’s largest organisations on how to leverage the most comprehensive news, social and customer insights data available. Meltwater’s enterprise team […]

Sixt Teams Up With Bastion For A New Integrated Campaign
  • Campaigns

Sixt Teams Up With Bastion For A New Integrated Campaign

Global vehicle rental and mobility provider, Sixt, has teamed with Bastion Creative and Bastion Experience for a new integrated campaign. After launching into the Australian market, Sixt is now leveraging its “Above and Beyonding” brand positioning with eight separate film executions, several digital, print, and outdoor components, and specific creative to support its 163 retail […]