Shiseido takes Epica Grand Prix: a sign of more awards to come?

The Epica awards are usually a good weathervane for the awards season ahead. Its Film Grand Prix this year goes to Shiseido’s High School Girl? – will more success follow for this clever spot?

Established in 1987, Epica is the only advertising awards judged by journalists working for marketing and communications titles. More than 40 magazines and websites around the world are on its jury. Over the years, its choices have often gone on to win the big prizes at D&AD, Cannes and indeed CR’s own Annual.

This year’s Epica jury has given the Film Grand Prix to High School Girl? As we reported here, the ad, created in-house by Shiseido with production company Watts of Tokyo, relies on a neat twist and some great craft, explained in this case study film.

The Outdoor Grand Prix went to Austrian agency Demner, Merlicek & Bergmann for its clever MINI campaign. The agency synchronised scrolling billboards with nearby traffic lights so that, as the lights changed, the billboards displayed a MINI in a matching colour.

MINI outdoor campaign by Demner, Merlicek & Bergmann
MINI outdoor campaign by Demner, Merlicek & Bergmann

This year’s Digital Grand Prix went to J. Walter Thompson Amsterdam for Taste the Translation for the online translation service, ELAN. To compare ELAN with Google Translate, the agency took a Japanese language recipe and translated it into English using both services. The results were then given to a chef who was asked to cook the two recipes using the method described in the translations – with mixed success.

And finally, the Press Grand Prix went to adam&eveDDB for this ocean-going campaign for the John Lewis Southampton store. Photographer: Romin Favre.

John Lewis Southampton campaign by adam&eveDDB
John Lewis Southampton campaign by adam&eveDDB
John Lewis Southampton campaign by adam&eveDDB
John Lewis Southampton campaign by adam&eveDDB
John Lewis Southampton campaign by adam&eveDDB
John Lewis Southampton campaign by adam&eveDDB

See all this year’s Epica winners here

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NAO (National Audit Office)