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“MTR Advertising The Best of the Best Awards 2014” Awards Ceremony adidas “all in or nothing” Campaign Took Home Best of the Best Platinum Awards (Hong Kong, 24th March 2015) The 13th “MTR Advertising The Best of the Best Awards 2014”, co-hosted by the MTR Corporation and JCDecaux Transport, was successfully concluded. The Awards Ceremony was unveiled by a strong line-up of officiating guests – Mr. Lincoln Leong, CEO of MTR Corporation, Ms. Jeny Yeung, Commercial Director of MTR Corporation, Ms. Judy Fung, Senior Manager of Media & Business Development of MTR Corporation, Mr. Emmanuel Bastide, CEO of JCDecaux Asia, Mr. Stephen Wong, CEO of JCDecaux Greater China and Ms. Amy Chan, Managing Director of JCDecaux Transport, together with hundreds of top and senior managements from advertisers, creative and media agencies, academic institutions, and alike. In recognising the collective flairs and creative excellence displayed in MTR* Advertising in 2014, a total of 27 awards in 17 categories have been awarded to winners who not only inspired the minds of professionals but also the general public. This year, the two new awards namely “Youth’s Favourite Campaign” and “Youth’s Favourite TVC” have been added aiming to encourage more participation of the younger generation, provoke their creativity and aspire them to develop career in the advertising industry. adidas “all in or nothing” campaign steals the limelight by snatching multiple awards which include “Best of the Best – Creative Platinum Award”, “Best Innovative Campaign Gold Award” and “Best Use of Integrated Media Gold Award”. In echoing the World Cup frenzy, Carat Media Services Hong Kong Limited, TBWA\ Hong Kong Limited, and adidas worked out a perfect synergy in transforming the interior of MTR trains into a changing room exclusively for world-class soccer players that completely wowed the crowd! “Doraemon - Let's Make A Wish Campaign” by 7-Eleven won the heart of general public. It was crowned with the Gold Award in “My Favourite Campaign” and “Youth’s Favourite Campaign” through smart use of 3D illusion and QR code to interact and engage with passengers. The exhibition sites at MTR Causeway Bay and Mong Kok stations presented commuters with Doraemon’s signature prop “Magnifying Torch” and Nobita’s favourite JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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“Memory Bread” that they were able to venture through a timeless and borderless journey with the comic characters. The “M&Ms are Wanted” campaign also equally gained vast support which won both “My Favourite TVC Campaign” Gold Award and “Youth’s Favourite TVC Campaign” Gold Award. The TVC shows canton pop singer Eason Chan’s hunger for M&Ms with various creative lines that strike the chord of Hong Kong citizens. For the full list of winners and members of the judging committee, 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 that were launched in the MTR* from 1st January to 31st December of the award year were automatically qualified as entrants to the Awards. This year, over 100 campaign finalists presented and competed for the awards in the judging session day. Visit www.TheBestoftheBestAwards.com.hk for details. Photo Download: Server: 1. http://media.new-point.com (Open with “My Computer”) 2. ftp://media.new-point.com (Open with Internet Explorer) Login: npftp26 Password: 27m3q1z (Folder Name: JCD BOB 2014 Awards Ceremony)
Media Enquiry: JCDecaux Transport Iris Ng Associate Marketing Director Telephone: (852) 2862 7238 Email:
[email protected]
New Point Marketing Lily Chan Project Director Telephone: (852) 3589 3899 Email:
[email protected]
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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Appendix: 1) The Best of the Best Awards 2014 MTR Advertising – List of Winners 2) The Best of the Best Awards 2014 MTR Advertising – List of Judging Panel members 3) The Best of the Best Awards 2014 MTR Advertising – Press photos & captions Appendix 1: MTR Advertising The Best of the Best Awards 2014 – List of Winners Professional Awards (Judged by industry professionals) Award
Campaign
Advertiser
Media Agency
Creative Agency
all in or nothing
adidas Hong Kong
Carat Media Services Hong Kong Limited
TBWA\ Hong Kong
Coca-Cola China Limited
UM Hong Kong
McCann & Spencer
adidas Hong Kong
Carat Media Services Hong Kong Limited
TBWA\ Hong Kong
“Fearless” Boxing Ring Interactive Challenge
FWD Insurance Company (Bermuda) Limited
PHD
X2 CREATiVE
Best Use of Integrated Media Gold Award
all in or nothing
adidas Hong Kong
Best Use of Integrated Media Silver Award
Global Banking
Citibank
Scuba Libre Collection
Best of the Best – Creative Platinum Award Best of the Best – Use of Media Platinum Award Best Innovative Campaign Gold Award Best Innovative Campaign Silver Award
Go Goal Can
all in or nothing
Carat Media Services Hong Kong Limited Mediaedge:cia Hong Kong Pte Limited
Publicis Worldwide (Hong Kong) Limited
Swatch
Maxus Hong Kong
-
PANDORA – Express The Essence Of You
PANDORA Jewelry Asia Pacific Limited
Maxus Hong Kong
-
Best Poster Campaign Gold Award
Go Goal Can
Coca-Cola China Limited
UM Hong Kong
McCann & Spencer
Best Poster Campaign Silver Award
HKBN Loves Taikooshing
Hong Kong Broadband Network Limited
The Gate Worldwide Hong Kong
The Gate Worldwide Hong Kong
OMD
BBDO
Best Use of Digital Media Gold Award Best Use of Digital Media Silver Award
Best Use of Airport Express Advertising Campaign Gold Award Best Use of Airport Express Advertising Campaign Silver Award
Enjoy the FIFA Visa Hong Kong World Cup viva Limited together with Visa Plug in to the Best Connected City in Asia
Invest Hong Kong
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
-
TBWA\ Hong Kong
Prophet
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Professional Awards (Judged by industry professionals) Best Interactive Campaign Gold Award
Do you Note? Samsung Galaxy Note 4
Best Interactive Campaign Silver Award
“Fearless” Boxing Ring Interactive Challenge
Samsung Electronics Hong Kong FWD Insurance Company (Bermuda) Limited
Starcom MediaVest Group
Cheil Hong Kong
PHD
X2 CREATiVE
Online Voting Awards (Voted by the public) Award My Favourite Campaign Gold Award My Favourite Campaign Silver Award My Favourite TVC Campaign Gold Award My Favourite TVC Campaign Silver Award Youth’s Favourite Campaign Gold Award Youth’s Favourite Campaign Silver Award Youth’s Favourite TVC Campaign Gold Award Youth’s Favourite TVC Campaign Silver Award
Campaign Doraemon Let's Make A Wish
Advertiser
Media Agency
Creative Agency
7-Eleven Hong Kong
Maxus Hong Kong
The Right Side
Global Banking
Citibank
Mediaedge:cia Hong Kong Pte Limited
Publicis Worldwide (Hong Kong) Limited
M&Ms are Wanted
MARS FOODS INC.
Maxus Hong Kong
BBDO
The Party has arrived
Cathay Pacific
UM Hong Kong
McCann Erickson
7-Eleven Hong Kong
Maxus Hong Kong
The Right Side
Hong Kong Disneyland Resort
Mindshare Hong Kong Limited
Anonymous Agency Limited
M&Ms are Wanted
MARS FOODS INC.
Maxus Hong Kong
BBDO
The Party has arrived
Cathay Pacific
UM Hong Kong
McCann Erickson
Doraemon – Let’s Make A Wish It’s Summer Playtime – Game On!
Best Performance Awards (Judged by industry professionals) Award Winner/Company Media Planner of the Year Creative Professional of the Year
Alex Chow / Carat Media Services Hong Kong Limited Kalok Luk / TBWA\ Hong Kong Limited
Best Campaign Presenter of the Year
Joe Yu / PHD
Media Agency of the Year
Maxus Hong Kong
Creative Agency of the Year
1. McCann & Spencer 2. TBWA\ Hong Kong
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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Appendix 2: The Best of the Best Awards 2014 MTR Advertising – List of Judging Panel members (name is listed in an ascending alphabetical order) Name
Title
Company
Buston Chu
Chairman
Hong Kong Institute of Marketing
Elina Lee
Director, Partnership, Marketing and Communications
Hong Kong Design Centre
Head and Associate Professor of Department of Marketing and International Business Dr. Esther Li Ling-Yee
Lingnan University
Programme Director of Master of Science in Marketing and International Business Esther Wong
Executive Creative Director
TBWA\ Hong Kong
Iris Lo
Managing Director/ Executive Creative Director Managing Director
Redlion/ Publicis Groupe
Jason Kwong
HAVAS MEDIA HONG KONG
Kineta Hung
Professor & Head Department of Communication Studies, School of Communication
Hong Kong Baptist University
KK Tsang
CEO
The Bees
Kitty Lun
Chairman/CEO
LOWE
Louis Leung
Professor
School of Journalism & Communication, The Chinese University of Hong Kong
Management Supervisor
The Gate Worldwide
Milker Ho
Group Creative Director
Leo Burnett Hong Kong
Dr. Olivine Lo Wai Yu
Senior Lecturer
Maggie Wong
Vice Chairman Ralph Szeto Founder & Managing Partner Raymond Ho
Chairman
Roid Sin
CEO
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
Department of Journalism and Communication, Hong Kong Shue Yan University Hong Kong Association of Interactive Marketing CMRS Digital Solutions Limited Hong Kong Advertisers Association OMD Hong Kong
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Rudi Leung
Partner
Turn Plus Communication Limited
Shirley Lau
Deputy General Manager
Starcom MediaVest Group
Terry Tsang
Group Creative Director
JWT
Appendix 3: The Best of the Best Awards 2014 MTR Advertising – Press photos & captions A) MCs Ms. Sarah Song and Mr. Jason Chan welcomed the guests to MTR Advertising – The Best of the Best Awards 2014.
B) (From the 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, joined together to officiate the opening ceremony to celebrate the Award’s 13th anniversary.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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C) Mr. Lincoln Leong – CEO of MTR Corporation thanked all advertising elites for their contributions to many creative MTR advertising campaigns.
D) Mr. Stephen Wong –CEO of JCDecaux Greater China encouraged the industry and the advertisers and continued to look forward to seeing more unique ideas come to life at MTR Advertising platform.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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E) all in or nothing was a clear winner that grabbed Best of the Best – Creative Platinum Award, Best Innovative Campaign Gold and Best Use of Integrated Media Gold awards. The winner representatives received the awards from Mr. Lincoln Leong, CEO of MTR Corporation and Mr. Stephen Wong, CEO, Greater China of JCDecaux.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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F) Coca-Cola Go Goal Can, winner of Best of the Best – Use of Media Platinum Award and Best Poster Campaign Gold Award.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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G) Maxus Hong Kong was named “Media Agency of the Year”. The winner’s representatives received the award from Mr. Stephen Wong, CEO, JCDecaux Greater China.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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H) McCann & Spencer and TBWA\ Hong Kong both were named “Creative Agency of the Year”. The winner’s representatives received award from Mr. Stephen Wong, CEO, JCDecaux Greater China.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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I) 7-Eleven Doraemon – Let’s Make A Wish was crowned with “My Favourite Campaign” Gold Award by the general public and “Youth’s Favourite Campaign” Gold Award by the teenagers of Hong Kong.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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J) Representatives of M&Ms are Wanted, recipient of “My Favourite TVC Campaign” Gold Award and “Youth’s Favourite TVC Campaign” Gold Award, with award presenter Ms. Jeny Yeung, Commercial Director of the MTR Corporation.
JCDecaux Pearl & Dean Ltd 德高貝登 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653
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