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Gender bending Japanese makeup ad wins top EPICA prize

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Gender bending Japanese makeup ad wins top EPICA prize

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Founded in 1987, EPICA is the only creative ad prize awarded by journalists working for marketing and communications magazines around the world.

Held in Berlin, the German capital is now a major international hub for the creatives as EPICA’s Mark Tungate explains: ‘‘Berlin represents, I would say, contemporary creativity. There is also lots of start-ups here, there is a contemporary art scene, a very strong contemporary art scene. And a lot of people kind of come here and experiment and are creative. So I think in a lot of ways the creative talents of the future are being forged right here in Berlin, right now.’‘

Launched as the first European advertising competition, today it is an international celebration of creativity, attracting thousands of entries from more than 70 countries.

This year’s Grand Prix Winner, is produced by Watts of Tokyo for a Japanese cosmetics company. It starts in a simple way and ends with a big gender bending surprise.

Yoshito Imao, is from , Watts of Tokyo Inc:
‘‘Basically, the idea was to show how cosmetics work and the power they can have. We also wanted to produce an advertisement that does something unexpected. That was the basic idea.”

David Griner is the digital managing editor Adweek, and a jury member

‘‘We felt that it was a really topical ad. Gender identity is a really powerful topic right now. It is beautifully crafted, it is immaculately made. Perfect use of music. It is just a fantastic advertisement and a very bold ad to make. The entire jury loved it.’‘

Euronews is the main media partner of this year’s EPICA Awards and gave a prize for social responsibility and public awareness. It was handed Irish International BBDO for “Anatomy of a Split Second” devoted to road safety.

A moment of profound sadness descended on EPICA as a French company, one of the Gold winners, lost two colleagues in the Paris attacks.

Euronews arts correspondent Sebastian Saam is in Berlin:“There have been many debates whether advertisement and art can actually belong together and opinions differ on the topic. What the critics acknowledge is that creativity is celebrated in the advertising world . And here at the EPICA awards, the industry has shown just that.’‘

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