|Title||IN FULL BLOOM|
|Product / Service||LOTUS TROPHY DESIGN|
|Category||A02. Rebrand / Refresh of an existing Brand|
|Entrant||DDB PHILIPPINES Taguig City, THE PHILIPPINES|
|Idea Creation||DDB PHILIPPINES Taguig City, THE PHILIPPINES|
|Jovert Bantilan||DDB Philippines||Senior Art Director|
|Mark Ngo||DDB Philippines||Creative Director|
|Jimmo Garcia||DDB Philippines||Executive Creative Director|
|Chili Ramon||DDB Philippines||Copywriter|
The lotus flower figures significantly in Asian culture. It grows in murky waters but rises above the surface to blossom into a symbol of beauty, purity, and perfection.
The Lotus Petal trophy's predecessor, the Crystal Ball, was made out of glass and plastic which made it heavy and difficult to carry with one hand. Also, when the Crystal Ball was left under the sun, the glass would absorb the heat, causing the plastic stand it was mounted on to melt. To avoid these issues, the Lotus Petal trophy was carved out of dark wood. The wood makes it more mobile, and gives it a natural, organic look. It's also a nod to the beauty of our Asian resources, as the wood used is native to Thailand.
The Lotus Petal trophy was launched in February and debuted with much fanfare at this year’s AdFest. It received praise from creative professionals all over Asia. David Park, founder of Maud in Sydney says, “It's extremely unique in the way it tells our story, and I love the collectable desire it invokes to complete the entire flower.” Yoshihiro Yagi, Creative Director at Dentsu Inc. in Tokyo, says of the trophy, "This is a simple and functional idea that represents the blooming creativity of Asia.”
The AdFest is one of Asia’s most prestigious creative festivals, with the lotus being its sign and symbol. An ode to the festival’s roots, the trophy is reminiscent of a lotus petal. It’s meant to grow beautifully over time, year after year, win after win, creating a flower-like formation. It serves as a reminder for us to strive for the best and achieve what the lotus flower and AdFest represent.