Publicis Indonesia has landed the Grand Prix for “Mudflow” at this year’s Ad Stars International Advertising Festival. The trophy continues the award-winning streak for the campaign which has collected a Silver at Cannes and Silver at Adfest 2011, Gold at Spikes and Bronze at LIA 2010.
“Mudflow”, created for charity JATAM, tasked Publicis Indonesia to deliver a unique and peaceful approach to remind the Indonesian Prime Minister about the continued uncertainties faced by the victims of the volcanic Porong mud eruption in 2006 which engulfed over 10,000 houses and community buildings including hospitals and schools. More than 750 acres of rice fields were also buried under the mud.
The solution was to create an art installation that sought to replicate the conditions the victims still face – directly in front of the Presidential Palace. The installation was set up as part of a live theatrical performance to commemorate the mudflow tragedy.
Within hours the campaign generated national and international media coverage – on and offline. Several days after launch the President was moved to fly to the Sidoarjo mudflow site.
Publicis Indonesia will donate the US$10,000 Ad Stars prize money to the fund helping the victims of the Mudflow.
The Ad Stars Festival integrates online and offline participation. It is the only festival of its kind in Korea. Entries are rising year on year. In the first year there were 3,105 entries from 29 countries. Year two saw 3,258 entries from 38 countries, rising to 7,130 entries from 46 countries for 2011.