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Australia leads innovation shortlist at Spikes

Australia leads the innovation category shortlist at Spikes Asia with three finalists out of the ten shortlisted entries.

Australian agencies did enter 14 times in the category, with the finalists including M&C Saatchi Sydney for its Clever Bouy campaign for Optus, Leo Burnett Sydney’s Samsung Safe Driving Program and Finch Sydney’s Attention Powered Car for RACWA.

No Australian agencies picked up awards in the innovation category at the Cannes Lions festival, however Samsung’s Safe Driving Program did pick up a silver in the radio category.

In June, M&C Saatchi’s group innovation director Ben Cooper defended campaigns such as the Clever Buoy for Optus as more than scams to win awards.

Speaking at the Mumbrella360 conference, Cooper who joined M&C Saatchi as innovation director in March, said: “That’s not what this is about. Clever Bouys started with a brief that was making the intangible tangible and showing the power of the network. What it’s ended up to be is a genuine product that can actually help us have a safer relationship with the beach.

“It will no doubt win awards but ultimately it is something that we want to see all the way through. What I’ve seen is an appetite from all of us to build something that will really make a difference and it just happened to come from an ad agency.

“I believe these ideas can come from anywhere. What we’re really good at is connecting audiences with ideas, we’re brilliant at that. The innovation needs to come from anywhere and we’re all responsible for driving these ideas. The truth is, in our world we probably will get awards for it and I applaud that because I think its award-winning stuff.”

The shortlisted entries in full:

TXTBKS SMART COMMUNICATIONS DDB/DM9JAYMESYFU/DIGIT MAKATI CITY THE PHILIPPINES
COKE 2ND LIFE CAPS COCA-COLA OGILVY BEIJING CHINA
CLEVER BUOY OPTUS M&C SAATCHI SYDNEY AUSTRALIA
SOUND OF HONDA / AYRTON SENNA 1989 HONDA MOTOR CO. DENTSU TOKYO JAPAN
POCKET FIRE EXTINGUISHER CITY OF LAS PINAS DDB/DM9JAYMESYFU/DIGIT MAKATI CITY THE PHILIPPINES
THE GOOD ROAD CASTROL ACTIV, BANGALORE TRAFFIC POLICE OGILVY & MATHER BANGALORE INDIA
VISION SHIFT SYSTEM SONY MARKETING DENTSU TOKYO JAPAN
SAFE DRIVING PROGRAM SAMSUNG LEO BURNETT SYDNEY AUSTRALIA
ATTENTION-POWERED CAR ROYAL AUTOMOBILE CLUB OF WESTERN AUSTRALIA FINCH SYDNEY AUSTRALIA
SAMSUNG POWER SLEEP SAMSUNG CHEIL WORLDWIDE SEOUL SOUTH KOREA
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