The Jury started with their work

The jury led by Celso Loducca, President of Loducca, Brazil, met in Istanbul today. They will be working for 4 days going through 715 entries from 4 regional festivals and deciding on nominees in each of 19 Product & Services, 9 Media and 10 Admaking categories. The winners of the 38 CUP trophies and the Grand Cup winner will be known and presented on Saturday, March 12, in Conrad Hotel, Istanbul.

Basic principle of this advertising competition is that shortlisted entries from participating regional festivals (Golden Drum, ADFEST, FIAP and ADC*E) gain exclusive right to enter into the Intercontinental advertising selection judged by the highest level international jurors.

All The CUP finalists are pre-selected by regional juries. The CUP jury members come from regional festivals and are some of the world’s most awarded creative directors. They are able to recognize the local spirit of the best entries, too, and they have the authority to relate it to the others. The judging process is therefore fairer and guarantees equal opportunity to every entry regardless of its origin.

The judging process structure was developed by Michael Conrad. All entries are grouped in 19 Best of product and service categories and at first judged regardless of their initial media appearance. In the second group Best of Media the jury selects the best work regardless of its product or service category. In the third group Best of Admaking the craft skills are awarded.
In every category 5 nominees are selected in each of the 38 categories. At the end the jury decides on 38 winners of The Cups and on The Grand Cup winner.

The CUP 2010 jury members:
Celso Loducca, President of Loducca, Brazil – President of Jury
Michael Conrad, President of the Berlin School of Creative Leadership Worldwide
Ravi Deshpande, Chairman and Chief Creative Officer, Contract Advertising India
Ted Lim, Deputy Chairman and Executive Creative Director, Naga DDB Malaysia
Brett Mitchell, Digital Director, Droga5 Sydney, Australia
Jose Molla, Co-Founder and Co-Chief Creative Officer, La Comunidad, Argentina, USA
Johannes Newrkla, ADC*E Board, Founder and CEO, Bluetango, Austria
Jan Pautsch, Head of Creative, Scholz & Friends Berlin, Germany
Karpat Polat, President, Creative Director, DDB&Co Istanbul, Turkey
Martin Spillmann, Partner and Executive Creative Director, Spillmann/Felser/Leo Burnett Zürich, Switzerland

The Intercontinetal Advertising CUP’s Creative Summit where the best of the best, crème de la crème of four continent’s cultures will meet starts on Friday, March 11. Program is available at //
Tickets can be bought on-line at //
CUP throughout the years:


Time and place:
March 2010, Sarajevo, Bosnia and Herzegovina

Jury president:
Milka Pogliani, Chairman of European Creative Council EMEA, Chairman and Executive Creative Director, McCann Worldgroup, Italy

Number of entries:
903 entries from 4 regional festivals.

The Grand CUP winner:

Love Distance
GT Inc, Tokyo
Product or service: Sagami original 0.02 (condom)    
Client: Sagami Rubber Industries Co Ltd
CD and AD: Naoki Ito
Production company: Rock & Roll Japan

The Grand Cup, the highest ICAC award, went to GT Inc Japan for Sagami Rubber condoms for “Love distance” campaign. The CUP jury agreed that ‘Love Distance’ was the perfect example of a campaign that is fresh and unique, yet firmly rooted in local culture.
The Love Distance shows a real-life young couple 1000 km away on the different part of Japan running to meet each other. The campaign was a huge hit in Japan, where the entire country became captivated be their love story as it rolled out over one-mount on the Internet. From 1,000.000 to the 0,02 mm love distance with the thinnest condom at the end!


Time and place:
November 2008, Bled, Slovenia

Number of entries:
1.376 entries from four regional festivals.

Jury president:
Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather Mumbai, India

The Grand Cup winner:

The Key to Reserva (La Clave Reserva)
JWT Spain
Cava Freixenet Carta Nevada

The Key to Reserva from JWT Spain won The Grand Cup 2008. The Key to Reserva (La Clave Reserva) is a complex web of teasers, celebrity endorsements and top-notch production value in a Martin Scorsese attempt to shoot a newly found screenplay by Alfred Hitchock.


Time and place:
November 2007, Valencia, Spain

Number of entries:
1800 entries from four regional festivals.

Jury president:
Michael Conrad, President of the Berlin School of Creative Leadership Worldwide, Zürich and non-voting Honorary Chairman of the Jury.

The Grand CUP winner:

Pretty Neighbourhood
BBDO Argentina

The first Grand CUP Award for the best of all entries was bestowed to BBDO Argentina for the work Pretty Neighbourhood (Barrio Bonito).
BBDO focused their efforts in a highly experiential activity based in La Boca, the character-filled home town of Argentina’s most popular football team, Boca Juniors. They created a whole football neighbourhood. Pretty Neighbourhood included interactive monuments, famous artist participation, murals and installations, many of which remain in the area as a shrine to Argentina’s football heroes.

Bucuresti, 07.03.2011

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