CST: 28/05/2016 02:59:59   

"MTR Advertising The Best of the Best Awards 2015" Winners Announced

66 Days ago

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--(Marketwired - 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 1st 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 visit www.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. 

Media Enquiry:

JCDecaux Transport
Iris Ng
Marketing Director
Tel: (852) 2862 7238
Email: Email Contact

Allied Synergy Communications Ltd
Alicia Chan
Managing Director
Tel: (852) 3101 8008 / 9509 8128
Email: Email Contact