MEDIA RELEASE PR37039
"GATSBY Student CM Awards 2009" Winners Announced, Hong Kong Coed Wins Three Awards
OSAKA, Nov. 11 /Kyodo JBN-AsiaNet/--
-Mandom Holds Video Commercial Contest for Students-
Mandom Corp. has announced the winners of the "GATSBY Student CM Awards 2009," an international
contest for students of commercial video messages for the company's "GATSBY Moving Rubber" lines of hair
wax. In an award-giving ceremony held at the company's head office in Osaka after final screening on
November 7, Ms. Jazz Zhou, a City University of Hong Kong student, was given three prizes, including the
GATSBY Technical Award.
Ms. Zhou was a single-person contestant, doing planning, production and editing all by herself, up against
many predominantly team participants. Her previously unseen, unique work won her three awards -- Technical
Award, Mandom Award and Jury's Special Award. In winning the Mandom Award for which an awardee was
handpicked by Mandom employees, Ms. Zhou's work collected many votes not only for excelling in getting the
message across but also for reflecting the creator's friendly warmth and innocence, resulting in "the
commercial that makes people feel happy at first glance."
In the ceremony, Ms. Zhou was all smiles, with cleanliness and prettiness reminiscent of her work radiating
from her, as she declared, "I want to be a creator loved by people." There was another contestant from Hong
Kong, a team participant, who won the Encouragement Award.
--Summary of GATSBY Student CM Awards 2009
The contest was open for applications from students in Japan, South Korea and Hong Kong from May 12 to
August 31, 2009. A record number of applications -- more than 250 -- were sent in for two existing categories -
-
15- and 30-second commercials -- and two new categories -- 1-minute and unedited commercials.
A total of 37 commercials which passed the first round of screening were posted on the official GATSBY
website -- in Japanese, Korean and Chinese, and a mobile phone site in Japanese -- for the second round of
screening by the general public. In the final round and award ceremony on November 7, 20 individual and
group finalists gave presentations on their works in front of a panel of judges. After the final, the grand prix and
category awards were given.
For more information on award-winning commercials, please visit the official GATSBY website. Also, a report
on the award ceremony, a photo gallery and judges' comments will soon be posted in text and video on the
site.
Official GATSBY website:
-- Objectives and significance of the contest marking the 31st anniversary of GATSBY's debut:
Offering a chance for Asian students filled with creative ingenuity to express themselves and connect with the
GATSBY brand through content creation by participants
GATSBY made its debut in 1978, marking the 31st anniversary in 2009. The brand has been renewed six
times in the past to catch up with consumer preferences changing according to the times, always making new
grooming proposals and winning youth favor.
Young generations, GATSBY's target group, are looking for a place to take up a challenge and express their
hidden dreams and hopes. "GATSBY Moving Rubber," their favorite hair wax, offers a commercial contest
material easier to work with even for those students who are not necessarily aspiring to be professional
commercial producers. The contest can be a place for playful challenges and expressions where youths can
put their creative mind to work by way of music, fashion and video stemming directly from their lives as
consumers. It is also meant to be support, gratitude and encouragement from Mandom to students.
GATSBY maintains communication with youths with its website as the hub. Without confining itself to one-
way, product-oriented communication, GATSBY attaches great importance to maintaining two-way
communication with consumers based on the brand, thus helping amplify consumer-to-consumer
communication and promote hands-on, participatory means of communication to "know, play with, use and try"
products. One of the purposes of this particular contest, which is a "participatory event" using PCs and mobile
phones familiarized by youths, is to help the brand deepen ties with consumers.
Following are the awards won by the Hong Kong student and the outlines of her commercials.
<15- and 30-second CM Category>
-- GATSBY Technical Award
Title: A Gatsby tALE
Name: Jazz Zhou
School: City University of Hong Kong
This work features fresh expression with the use of 2D animation, and its sound composition is particularly
good, using none of music but sound effects such as birdsong instead.
<Other Awards>
Mandom Award
(15- and 30-second CM Category)
Title: A Gatsby tALE
Name: Jazz Zhou
School: City University of Hong Kong
Mandom is a brand for men, but the commercial has broken down such an intended end use or view of the
brand. Mandom employees voted en masse for the commercial, saying the commercial made them feel happy
at first glance.
Jury's Special Award
(15- and 30-second CM Category)
Title: A Gatsby tALE
Name: Jazz Zhou
School: City University of Hong Kong
It is an outstanding idea to pick a woman to play the main character. The commercial shows a remarkable
synchronization of the idea and its expression. It is very polite and comfortable to see.
The Encouragement Awards were given to other works.
For more information on the Grand Prix and other awards and image data on award winners, please visit the
website as specified below. Please let us know when you use any of the data posted on the site.
About Mandom Corp.
President & Executive Officer: Motonobu Nishimura
Headquarters: Osaka City
Source: Mandom Corp.
Contact:
Ms. AMANDA
MARKETING
SUNWA MARKETING CO., LTD.
Tel: +852-2805-2881
E-mail: amanda@sunwa.com.hk
Address: RM.503, 5F, No.9 Queen's Road, Central, Hong Kong
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