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

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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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