“MTR Advertising The Best of the Best Awards 2015” Winners Announced



Mars Foods Inc. Hong Kong clinched "Best of the Best - Creative Platinum Award"

Ocean Park Corporation won "Best of the Best - Use of Media Platinum Award"  


HONG KONG, CHINA - Media OutReach - MAR 22, 2016 - Accolades of the 14th annual "MTR Advertising The Best of the Best Awards" co-organised by MTR Corporation and JCDecaux Transport , has been announced at the award ceremony held at the Grand Hyatt Hong Kong earlier. Hundreds of top and senior management from advertisers, creative and media agencies, academic institutions, as well as business leaders joined together to celebrate the outstanding achievements and creative excellence in MTR* advertising in 2015.


Mars Foods Inc. Hong Kong "Snickers - Hungry Slip-Ups" campaign was crowned the top winner this year snatching the "Best of the Best -- Creative Platinum Award" and the "Best Poster Campaign Gold Award".  Leveraging Hong Kong's most gossiped slip-ups of politicians and celebrities, Maxus Hong Kong, BBDO Hong Kong and Mars Foods created the smartest series of ad messages blaming "hungry" as the reason for the "slip-ups", and claiming Snickers as the snack that can rid of hunger in seconds. MTR* advertising's trackside poster was chosen as the campaign's media platform for its captive environment, which is ideal to deliver its fun, direct and attention grabbing product message effectively to target audience.

 

The "Ocean Park Summer Splash 2015" campaign, which has gained equally vast support, won the "Best of the Best -- Use of Media Platinum Award" and "Best Use of Digital Media Gold Award". The Digital Escalator Crown Bank at MTR Causeway Bay Station was fully utilized to create an immersive and engaging environment, while animations of a bunch of popular and adorable LINE FRIENDS having fun at Asia's first indoor water party at the Ocean Park Summer Splash were lively shown on the Digital Escalator Panels.

 

"HKTVmall Summer Giveaway" campaign won the hearts of the Hong Kong public and our youngsters. It was honoured with the Gold Award in "My Favourite Campaign" and Silver Award in "Youth's Favourite Campaign" categories respectively. Unprecedented in the history of MTR* advertising, the mega campaign spanned all trackside advertising space in the entire network with 51 MTR stations and 2 Airport Express stations, leveraged the name of each station to "personalize" the free gift for nearby residents. The clever and colourful creatives not only amused the commuters but also left memorable impressions on them.

 

"Cathay Pacific Airways - 40 Years of Fun" Campaign has won the Gold Awards in both "My Favourite TVC" and "Youth's Favourite TVC" categories. Celebrating 40 years of the Hong Kong Sevens, Cathay Pacific's TVC featured its flight attendants, dressed in uniforms of the last 40 years, gracefully walking through the streets of Hong Kong from past to present. An energetic and upbeat background music was adopted to further play up the fun and excitement of the sporting event.

 

This year, a total of 27 awards in 17 categories were presented, for the first time, the Professional Awards were scored jointly by industry professional juries and a panel of student judges with more than a hundred members who are studying advertising, media, communication, business, marketing, creative or design, recruited from all of Hong Kong's tertiary institutions

 

For the full list of winners and members of the Professional Judging Panel, please refer to the appendix.

 

*MTR refers to Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line and Airport Express.


Introduction:

The Best of the Best Awards has received enthusiastic support from advertisers, members of the advertising industry and the public since its launch in 2002. All advertising campaigns launched in the MTR* media platform from 1 st January to 31st December of the award year were automatically qualified as entrants to the Awards. Each year, around a hundred campaign finalists competed for the Awards. For more information, please visitwww.TheBestoftheBestAwards.com.hk

 

Photo Download:

Links:

1) Winning Campaigns :  https://drive.google.com/folderview?id=0B_zLkOoE2WhodGtfUl83TGNCZUE&usp=sharing  

           

2) Award Ceremony:  https://drive.google.com/folderview?id=0B_zLkOoE2WhoQlpUenUtREpnZVE&usp=sharing

 

Company Logo
http://release.media-outreach.com/i/Download/4501

 

Appendix:

1) List of Winners

2) List of Judging Panel Members

3) Photos & Captions

 

Appendix 1: List of Winners

Professional Awards (Judged by industry professionals (70%) and tertiary students (30%))

Award

Campaign

Advertiser

Media Agency

Creative Agency

Best of the Best -- Creative

Platinum Award

Snickers - Hungry Slip-Ups

Mars Foods Inc Hong Kong

Maxus Hong Kong

BBDO

Best of the Best --

Use of Media

Platinum Award

Ocean Park Summer Splash 2015

Ocean Park

Hong Kong

MediaCom

Metta Communications Ltd

Best Innovative Campaign

Gold Award

HKTVmall Summer Giveaway

Hong Kong TV Shopping Network Company Ltd

The Bread Digital Ltd

Anonymous Agency Ltd

Best Innovative Campaign

Silver Award

ECCO - Virtual Fitting

ECCO Shoes

HK Ltd

PHD

MICE Event Ltd

Best Use of Integrated Media Gold Award

MasterCard Priceless Hong Kong

MasterCard Asia/Pacific

(Hong Kong) Ltd

Carat Media Services Hong Kong Ltd

McCann & Spencer

Best Use of Integrated Media Silver Award

Canon Product Showcase

Canon Hong Kong Co., Ltd

Dentsu Media Hong Kong Ltd - media palette

Communion W & The Kitchen Ltd

Best Use of Digital Media

Gold Award

Ocean Park Summer Splash 2015

Ocean Park

Hong Kong

MediaCom

Metta Communications Ltd

Best Use of Digital Media

Silver Award

Shiseido - UV Photography Campaign

SHISEIDO

Hong Kong Ltd

Maxus Hong Kong

Turn Plus Communication Ltd

Best Poster Campaign

Gold Award

Snickers - Hungry

Slip-Ups

Mars Foods Inc

Hong Kong

Maxus Hong Kong

BBDO

Best Poster Campaign

Silver Award

Orbis - Trade Away Darkness

Orbis Hong Kong

----

Ogilvy & Mather HK

Best Use of Airport Express Advertising Campaign

Gold Award

HKTVmall Summer Giveaway

Hong Kong TV Shopping Network Company Ltd

The Bread Digital Ltd

Anonymous Agency Ltd

Best Use of Airport Express Advertising Campaign

Silver Award

Martell Tricentenary Travel Trail

Pernod Ricard Asia Travel Retail

----

Possible

Best Interactive Campaign

Gold Award

ECCO - Virtual Fitting

ECCO Shoes HK Ltd

PHD

MICE Event Ltd

Best Interactive Campaign

Silver Award

PANDORA 'Hear My Love' Campaign

PANDORA Jewelry Asia-Pacific Ltd

Maxus Hong Kong

Oasis Brand Communications Company Ltd

 

Public Voting Awards (Voted by the public)

Award

Campaign

Advertiser

Media Agency

Creative Agency

My Favourite Campaign

Gold Award

HKTVmall Summer Giveaway

Hong Kong TV Shopping Network Company Ltd

The Bread Digital Ltd

Anonymous Agency Ltd

My Favourite Campaign

Silver Award

TVMost 1st Guy Ten Big Ging Cook Gum Cook Awards Distribution

TV Most Broadcasts Ltd

----

----

My Favourite TVC Gold Award

40 Years of Fun

Cathay Pacific Airways

UM Hong Kong

McCann Worldgroup HK

My Favourite TVC Silver Award

Happy Tummy Dance Campaign

Cow & Gate

M2M

Soho Square

Youth's Favourite

Campaign

Gold Award

TVMost 1st Guy Ten Big Ging Cook Gum Cook Awards Distribution

TV Most Broadcasts Ltd

----

----

Youth's Favourite Campaign

Silver Award

HKTVmall Summer Giveaway

Hong Kong TV Shopping Network Company Ltd

The Bread Digital Ltd

Anonymous Agency Ltd

Youth's Favourite TVC  

Gold Award

40 Years of Fun

Cathay Pacific Airways

Universal McCann

McCann Worldgroup HK

Youth's Favourite TVC  

Silver Award

Fortune Pharmacal Fortolin

Fortune Pharmacal Co., Ltd

----

Leo Burnett

Ltd

 

Outstanding Performance Awards

Award

Winner

Media Planner of the Year

Gordon Kwan of The Bread Digital Ltd

Creative Professional of the Year

Sandy Chan of Anonymous Agency Ltd

Best Campaign Presenter of the Year

Teri Ng of BBDO

Media Agency of the Year

Maxus Hong Kong

Creative Agency of the Year

Anonymous Agency Ltd

 

Appendix 2:
List of Judging Panel Members
(name is listed in an ascending alphabetical order)

Name

Title

Company

Carol Lam

Chief Creative Officer &

Managing Director

DDB Group Hong Kong

Cecilia Chan

Managing Director

Dentsu Media Hong Kong Ltd - media palette

Prof. Chan Yuen Ying

 

Director & Professor

Journalism and Media Studies Centre

The University of Hong Kong

Denise Wong

Co-Executive Creative Director

The Gate Hong Kong

Fei Wong

Founder

Fine Effort Illustration

Ivan So

Executive Committee Member

Hong Kong Association of Interactive Marketing

Ivy Wong

Founder and CEO

VS Media Ltd

Jeffrey Hui

Chairman

Hong Kong Institute of Marketing

Jessica Lee

Managing Director

ZenithOptimedia

KK Tsang

CEO

The Bees

Leonard Chan

CEO

Pulse MediaTech Ltd

Margaret Ho

Deputy General Manager

Starcom Mediavest Group

Melanie Lo

Chief Executive Officer, Hong Kong

GroupM

Prof. Mike Wong

Professor in Practice

School of Journalism and Communication

The Chinese University of Hong Kong

Prof. Patrick Poon

Associate Professor

Department of Marketing and International Business

Lingnan University

Ray Wong

CEO

PHD

Raymond Ho

Chairman

Hong Kong Advertisers Association

Dr. Royce Yuen, JP

CEO

MaLogic

Sammy Lau

Group Creative Director

Dentsu Hong Kong Ltd

Spencer Wong

Chairman

The Association of Accredited Advertising Agencies of Hong Kong

Titania Woo

General Manager and

Company Secretary

The Hong Kong Management Association

Dr. Vincie P.Y. Lee

Assistant Professor

School of Design

The Hong Kong Polytechnic University


Appendix 3: Photo Captions

A) MCs Ms. Sarah Song and Mr. Albert Au welcomed guests to "MTR Advertising The Best of the Best Awards 2015" Ceremony

 

B) (From left) Ms. Amy Chan, Managing Director of JCDecaux Transport; Ms. Jeny Yeung, Commercial Director of MTR Corporation; Mr. Stephen Wong, CEO of JCDecaux Greater China; Mr. Lincoln Leong, CEO of MTR Corporation; Mr. Emmanuel Bastide, CEO of JCDecaux Asia as well as Ms. Judy Fung, Senior Manager of Media & Business Development of MTR Corporation, jointly officiated the opening ceremony to celebrate the Award's 14th anniversary.

 

C) Mr. Lincoln Leong, CEO of MTR Corporation thanked all advertising elites for their contributions to many creative MTR advertising campaigns showcased at MTR advertising in 2015.

 

D) Mr. Stephen Wong, CEO of JCDecaux Greater China encouraged advertisers to fully explore the unparalleled and innovative offerings at MTR advertising and looked forward to seeing many more unique ideas to turn into "Engaging Experiences" for commuters.

 

E) Mars Foods Inc. Hong Kong won two top awards, including the most prestigious "Best of the Best -- Creative" Platinum Award, and "Best Poster Campaign" Gold Award. The winner representatives received the award trophies from Mr. Stephen Wong, CEO of JCDecaux Greater China and Mr. Lincoln Leong, CEO of MTR Corporation.

 

F) Ocean Park Hong Kong, winner of the "Best of the Best -- Use of Media" Platinum Award and "Best Use of Digital Media" Gold Award.

 

G)  Maxus Hong Kong was named "Media Agency of the Year". The winner's representatives received the award from Mr. Stephen Wong, CEO of JCDecaux Greater China.

 

H) Anonymous Agency Ltd was named "Creative Agency of the Year". The winner's representatives received the award from Mr. Stephen Wong, CEO of JCDecaux Greater China.

 

I) HKTVmall's Summer Giveaway Campaign was crowned with "My Favourite Campaign" Gold Award by the Hong Kong public and "Youth's Favourite Campaign" Silver Award. The winner's representatives received the award from Ms. Jeny Yeung, Commercial Director of MTR Corporation.

 

J) Cathay Pacific Airways - 40 Years of Fun Campaign received Gold Award in both "My Favourite TVC" and "Youth's Favourite TVC" categories. The winner's representatives received the awards from Ms. Jeny Yeung, Commercial Director of MTR Corporation.

 

K) A pair of large-sized Digital Panels upgraded with interactive functions and info service content was displayed at the foyer for preview and demonstration to guests.   



The issuer is solely responsible for the content of this announcement.
SOURCE:

JCDecaux Transport

CATEGORY:

Transportation

PUBLISHED ON:

23 Mar 2016

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