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

Latest News

Would TikTok Be Missed?

Would TikTok Be Missed?

In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]

NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”

NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”

Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]

Mag Closures & The New Landscape For Earned Media

Mag Closures & The New Landscape For Earned Media

In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]

KitKat Partners With R U OK?

KitKat Partners With R U OK?

No one enjoys a chocolate finger for morning tea like the B&T office. On other occasions we might even have a KitKat.

oOh! Launches The Junkee Network

oOh! Launches The Junkee Network

Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend

Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]

Melbourne, Australia - August 6, 2015: A woman walks past an Optus store on Bourke St. Optus is the second largest telecommunications company in Australia.

Optus Assistant Chatbot Surpasses 2 Million Conversations

In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]