MTR Advertising The Best of the Best Awards 2015 …€¦ · JCDecaux Pearl & Dean Ltd 德高貝登 Page 1 of 12 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong

JCDecaux Pearl & Dean Ltd 德高貝登 Page 1 of 12

14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong Kong Tel: (852) 2111 0111 - Fax: (852) 2529 5653

For Immediate Release

“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, 22nd March 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 grapping 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: https://drive.google.com/folderview?id=0B_zLkOoE2WhodGtfUl83TGNCZUE&usp=sharing

http://www.thebestofthebestawards.com.hk/

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



Media Enquiry:

JCDecaux Transport

Iris Ng

Marketing Director

Tel: (852) 2862 7238

Email: [email protected]

Allied Synergy Communications Ltd Alicia Chan

Managing Director

Tel: (852) 3101 8008 / 9509 8128

Email: [email protected]

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

mailto:[email protected]

mailto:[email protected]



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



Company 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



Company 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



Company Ltd





Public Voting Awards (Voted by the public)

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: Photos & 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.

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MTR Advertising The Best of the Best Awards 2015 …€¦ · JCDecaux Pearl & Dean Ltd 德高貝登 Page 1 of 12 14/F, Oxford House, Taikoo Place, 979 King’s Road, Quarry Bay, Hong