Dentsu Creative China clinched 6 awards at MAD STARS 2024!- 大数跨境

Dentsu Creative China clinched 6 awards at MAD STARS 2024!

电通创意

2024-08-25

导读：Dentsu Group winning Agency of the Year, Network of the Year, and Holding Company of the Year.

Following a three-day festival, MAD STARS 2024 has revealed its winners last week with Dentsu Group winning Agency of the Year, Network of the Year, and Holding Company of the Year.

Agency of the Year: DENTSU INC.

Network of the Year: DENTSU GROUP INC.

Holding Company of the Year: DENTSU GROUP

Dentsu’s creative teams in China, Vietnam, Philippines and Japan collectively secured 29 accolades. My Japan Railway, crafted by the Dentsu Inc. Tokyo team clinched The Grand Prix of the Year in Product & Service and three additional Grand Prix awards.

The Dentsu Creative China team is thrilled to have won 6 MAD STARS this year.

Lost in Time was awarded a Silver in the Design Stars, a Silver and a Bronze in the Brand Experience and Activation Stars, a Crystal in the Diverse Insights Stars, a Bronze award and was a Finalist in the Outdoor Stars. KFC Re:Store picked up a Bronze in the Strategy Stars.

LOST IN TIME

SILVER: Design Stars - Non-for-Profit/Charity/Government

SILVER: Brand Experience & Activation Stars - Use of Exhibitions & Installations

BRONZE: Brand Experience & Activation Stars - Non-for-Profit/Charity/Government

BRONZE: Outdoor Stars - Non-for-Profit/Charity/Government

CRYSTAL: Diverse Insights Stars - Non-for-Profit/Charity/Government

FINALIST: Outdoor Stars - Ambient – Transit

China has the world’s largest Alzheimer’s population, exceeding 10 million people suffering from the disease. The progression of Alzheimer’s is such that the patient gradually becomes less capable of performing basic daily tasks without assistance. Unfortunately, 70% of those impacted miss out on early detection and treatment. Early detection and intervention could help slow down the disease’s progression by 15%.

Presenting Lost in Time, one-of-a-kind artworks created by those suffering from Alzheimer’s.

Through the Clock Drawing Test, we turned the time lost by the Alzheimer’s patients into a display, campaign and real timepieces, offering a window into the distorted world of these patients.

On World Alzheimer’s Day, a display in the Shanghai metro was launched. It garnered over 17 million people walked through the display in 40 days. On World Health Day, we held an online auction. In 5 days, the watch was bid for at 20 times the regular price of an electronic watch.

Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement. Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.

KFC RE:STORE

BRONZE: Strategy Stars - Restaurants

Gaming is the new going out, the metaverse the new shopping mall. So how does a brand win at the point purchase when both attention and consumption occasions are shifting?

Welcome to KFC Re:Store, a fully shoppable experience at the intersection of craft, innovation and commerce.

Using Unreal Engine 4, the Re:Store combines traditional Chinese design and cutting edge technology, launched within QQ, a popular platform for younger users. Working with the dentsu Z creative team, we learned how to show up authentically in their world.

KFC Re:Store serves as a digital hub for the younger generation to celebrate milestones and seasonal festivities, from Christmas to Chinese New Year to Graduation. A correlation was made between virtual and real consumption behaviors, transforming food purchasing habits into a dynamic, social, and occasion-based experience, while creating new ways for fans to interact with KFC.

Reminding users of what’s great about a trip to KFC, establishing KFC as a key destination for connecting with friends.

ABOUT MAD STARS

MAD STARS is international Marketing, Advertising, Digital content festival that combines creativity with cutting-edge technology. MAD STARS aims to share MAD solutions and The maddest ideas are those that change the world. As its ultimate value is “humanity”, MAD STARS strives to become a communication platform to contribute to mankind.

www.madstars.org

-ENDS-

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