View in : 中文(HK)  
 
SOURCE: JCDecaux Transport
24th April 2017

“MTR Advertising The Best of the Best Awards 2016” Winners Announced

Ocean Park Summer Splash Campaign clinched "Best of the Best -- Use of Media Platinum Award"

Nike - RIO 16 - Unlimited 17 Days won " Best of the Best -- Creative Platinum Award"

  

HONG KONG, CHINA - Media OutReach - 24 thApril 2017 - Winners of the 15th annual "MTR Advertising The Best of the Best Awards 2016" co-organised by MTR Corporation and JCDecaux Transport, have been announced at the award ceremony held at the Hong Kong Convention and Exhibition Centre on 20th April evening.   In recognising the outstanding achievements and creative excellence displayed in MTR* Advertising in 2016, a total of 27 awards in 17 categories were awarded to winning advertisers, media and creative agencies, who not only inspired the minds of professionals but also created excitement and joy for the general public.


The " Ocean Park Summer Splash Campaign" stole the limelight of the evening by snatching multiple awards including the top accolade " Best of the Best -- Use of Media Platinum Award", " Best Interactive Campaign -- Gold Award", as well as " Best Innovative Campaign -- Gold Award". Ocean Park, Dentsu Media Hong Kong Limited and Metta Communications created an interactive SpongeBob Zone in MTR Tsim Sha Tsui Station, at which the first-ever water game toy was installed in an MTR station to attract passengers to play, drive anticipation of the exhilarating water-themed attractions at the park, as well as promoting admission discounts and the exclusive SpongeBob merchandises via scanning QR code on the innovative game panel in this annual campaign.  A TV Ring Zone with pillar-domination was also employed to maximize the campaign excitement with TVC broadcast.


Nike Hong Kong's " Nike - RIO 16 - Unlimited 17 Days" campaign was the other top winner and crowned the " Best of the Best -- Creative Platinum Award" and the " Best Use of Digital Media Campaign -- Gold Award".  In echoing the 2016 Rio Olympics frenzy, Nike Hong Kong Limited, Mindshare Hong Kong Limited and Ogilvy & Mather (Hong Kong) Private Limited and adopted the perfect MTR advertising solution by fully utilizing the Digital Escalator Crown Bank at the high traffic MTR Causeway Bay Station to launch a 17-days' sports unlimited activation program during Rio Olympics period to get everyone in town to participate and inspired to unleash their limits.  The flexibility of the dynamic Digital Escalator Crown Bank has vividly amplified the movements of various athletes wearing Nike sports gear, effectively delivering the campaign message, and grabbing the attention of target audience.

  

" Disney Halloween Time" campaign caught many eyeballs of the Hong Kong public and was voted the Gold Award and Silver Award winner of "My Favourite Campaign" and "Youth's Favourite Campaign" respectively .  The Escalator Crown Bank at MTR Tsim Sha Tsui Station was dominated to introduce the infamous Disney Villains and their evil power and wicked fun, successfully creating an immersive environment and drawing traffic to Disney's once a year Halloween night attraction!


" Ocean Park Halloween Fest Campaign" won the hearts of our youngsters and was honoured with the Gold Award in the" Youth's Favourite Campaign" category.  By featuring celebrities Helena Law ( 羅蘭), Chun Wong (秦煌) and Shaw Yin Yin (邵音音), who have starred in Ocean Park's talk of the town "Halloween Fest" together with Ghostbusters characters to showcase the all-new unique experiences at eight attractions, Ocean Park has created the Halloween horror sensation in the zone domination at MTR Causeway Bay Station.


" Café de Coral Sizzling Plate Campaign" was voted Gold Award winner in "My Favourite TVC" . The winning TVC features Café de Coral's "Happiness First" slogan by celebrity spokesperson Dayo Wong ( 黃子華). Together with the fast food chain's delicious and Sizzling Pork Plate dinner footage, the simple and direct message was effectively communicated to MTR passengers.


Winning the Gold Award and Silver Award in "Youth's Favorite TVC" and "My Favorite TVC" categories respectively, the " Carlsberg ICD Fitting Room Campaign" TVC has found immense popularity with its imaginary fitting room, where massage chairs and unlimited serving of Carlsberg beer were available for customers' enjoyment.

 

This year marked the 15th anniversary of "MTR Advertising The Best of the Best Awards".  Thriving on the successful evolution and innovation excellence in the past, the Awards has already become a highly anticipated annual event for the industry and the Hong Kong public at large.

 

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

 

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

 

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 & Video Download Links:

1)     Winning Campaigns:

https://drive.google.com/drive/folders/0B_zLkOoE2WhoVUVQTkZfU3BjXzg?usp=sharing

       

2)    Award Ceremony: 

https://drive.google.com/drive/folders/0B_zLkOoE2WhoSVAwaFJpM2FySVk?usp=sharing  

 

 

Appendix:

1) List of Winners

2) List of Judging Panel Members

3) Photos & Captions

 

 

Appendix 1: List of Winners

Award

Campaign

Advertiser

Media Agency

Creative Agency

Best of the Best --

Use of Media

Platinum Award

Ocean Park Summer Splash Campaign

Ocean Park

Dentsu Media Hong Kong Limited

Metta Communications

Best of the Best -- Creative

Platinum Award

Nike - RIO 16 - Unlimited 17 Days

Nike Hong Kong Limited

Mindshare

Hong Kong Limited

Ogilvy & Mather (Hong Kong) Private Limited

Best Innovative Campaign

Gold Award

Ocean Park Summer Splash Campaign

Ocean Park

Dentsu Media Hong Kong Limited

Metta Communications

Best Innovative Campaign

Silver Award

MetLife "Upgrade Your Life" Campaign

Metropolitan Life Insurance Company of Hong Kong Limited and MetLife Limited

OMD Hong Kong

BBDO Hong Kong

Best Use of Integrated Media Gold Award

ManulifeMOVE

Manulife (International) Limited

PHD Limited

mcgarrybowen

Hong Kong

Best Use of Integrated Media Silver Award

Nike Free Revolution

Nike Hong Kong Limited

Mindshare

Hong Kong Limited

Ogilvy & Mather (Hong Kong) Private Limited

Best Use of Digital Media

Gold Award

Nike - RIO 16 - Unlimited 17 Days

Nike Hong Kong Limited

Mindshare

Hong Kong Limited

Ogilvy & Mather (Hong Kong) Private Limited

Best Use of Digital Media

Silver Award

HSBC 2016 Credit Card Starts Today Campaign

The Hongkong and Shanghai Banking Corporation Limited

Mindshare

Hong Kong Limited

J. Walter Thompson Hong Kong

Best Poster Campaign

Gold Award

Nike Free Revolution

Nike Hong Kong Limited

Mindshare

 Hong Kong Limited

Ogilvy & Mather (Hong Kong) Private Limited

Best Poster Campaign

Silver Award

Samsung Galaxy S7edge -- Capturing HK Campaign

Samsung Electronics H.K. Co., Ltd.

Starcom

Hong Kong

Cheil HK

Best Use of Airport Express Advertising Campaign

Gold Award

HK JEBN Limited Bird's Nest and Health Food

HK JEBN Limited

-----

-----

Best Use of Airport Express Advertising Campaign

Silver Award

NIRAV MODI Haut Diamantaire

NIRAV MODI

Zenithmedia

-----

Best Interactive Campaign

Gold Award

Ocean Park Summer Splash Campaign

Ocean Park

Dentsu Media

Hong Kong Limited

Metta Communications

Best Interactive Campaign

Silver Award

Reebok - The ZPump Interactive Rhythm Challenge

Reebok Hong Kong

Carat Media Services Hong Kong Limited

Hong Kong Maker

 

Public Voting Awards (Voted by the public)

Award

Campaign

Advertiser

Media Agency

Creative Agency

My Favourite Campaign

Gold Award

Disney Halloween Time

Hong Kong Disneyland Resort

Mindshare

Hong Kong Limited

ANON

My Favourite Campaign

Silver Award

HKTVmall - $99 Crazy Meat Set

HKTVmall

------

100Most

My Favourite TVC Gold Award

Café de Coral Sizzling Plate Campaign

Café de Coral

GroupM 

Communications Company Limited

McCann & Spencer

My Favourite TVC Silver Award

Carlsberg ICD Fitting Room Campaign

Carlsberg HK Limited

OMD Hong Kong

------

Youth's Favourite

Campaign

Gold Award

Ocean Park Halloween Fest Campaign

Ocean Park

Dentsu Media Hong Kong Limited

Metta Communications

Youth's Favourite Campaign

Silver Award

Disney Halloween Time

Hong Kong Disneyland Resort

Mindshare

Hong Kong Limited

ANON

Youth's Favourite TVC  

Gold Award

Carlsberg ICD Fitting Room Campaign

Carlsberg HK Limited

OMD Hong Kong

------

Youth's Favourite TVC  

Silver Award

Fortune Pharmacal - "Choice" Campaign

Fortune Pharmacal

Zenithmedia

Red Rabbit Communications

 

Outstanding Performance Awards

Award

Winner

Media Planner of the Year

Cecilia Chan of Dentsu Media Hong Kong Limited

Creative Professional of the Year

Chloe Wong of Metta Communications

Best Campaign Presenter of the Year

Polly Ip of Mindshare Hong Kong Limited

Media Agency of the Year

Mindshare Hong Kong Limited

Creative Agency of the Year

Metta Communications

 

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

Name

Title

Company

Alex Tham

Senior Teaching Fellow,

Department of Marketing

City University of Hong Kong

Alice Chow

Managing Director

MediaCom Ltd.

Andrew Lee

CEO & Chief Brand Designer

Metta Communications

Carol Lam

Chief Creative Officer &

Managing Director

DDB Group Hong Kong

Celine Ho

Vice Chairman

The Hong Kong Advertisers Association

Diamond Tai

Adjunct Associate Professor

The Chinese University of Hong Kong, Shenzhen

Doris Kuok

Managing Director

MEC HK

Gary Wong

General Manager

OMD HK

Jeffrey Hui

Chairman

Hong Kong Institute of Marketing (HKIM)

Jenny Chan

General Manager

Zenithmedia

Ken Wong

Head of Learning and Participation, Outgoing Head of College and Principal Lecturer

West Kowloon Cultural District Authority, HKU SPACE International College

Kit Koh

Executive Creative Director

BBDO

Leung Tin Wai, BBS,

Professor, Head of Department, Department of Journalism and Communication

Hong Kong Shue Yan University

Melanie Lo

CEO, HK

GroupM Hong Kong

Paul Ho

Executive Creative Director

Saatchi & Saatchi

Spencer Wong

Chairman

The Association of Accredited Advertising Agencies of Hong Kong

Stanley Ngai

Managing Director

Maxus HK

Sunny Lam

 

Associate Professor, School of Arts and Social Sciences

Programme Leader, Bachelor of Arts with Honors in Creative Advertising and Media Design (CAMD)

The Open University of Hong Kong

Victor Lee

Executive Director

The Hong Kong Management Association

Vincent Siu

Business Director

Cheil Hong Kong Limited


Appendix 3: Award Ceremony Photo Captions

A) MCs Ms. Sarah Song and Mr. Cyrus Chow welcomed guests to "MTR Advertising The Best of the Best Awards 2016" Ceremony


B) (From left) Ms. Shirley 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, and Ms. Judy Fung, Senior Manager of Media & Business Development of MTR Corporation, jointly officiated the opening ceremony to celebrate the Award's 15th anniversary.

 

C) Mr. Lincoln Leong, CEO of MTR Corporation shared with the audience MTR's significant milestones under Rail Gen 2.0 in 2016. 

 

D) Mr. Stephen Wong, CEO of JCDecaux Greater China elaborated that the complementary nature of the Internet, Mobile and Out-of-home platforms has boosted JCDecaux's leading position in out-of-home media, offering the company even greater scope for innovative solutions for advertisers.

 

E) "Ocean Park Summer Splash Campaign" won multiple awards, including the most prestigious "Best of the Best -- Use of Media Platinum Award", as well as "Best Interactive Campaign -- Gold Award" and "Best Innovative Campaign -- Gold Award".   Winner representatives from Ocean Park, Dentsu Media Hong Kong Limited and Metta Communications received award trophies from Mr. Stephen Wong, CEO of JCDecaux Greater China and Mr. Lincoln Leong, CEO of MTR Corporation.

 

F) "Nike - RIO 16 - Unlimited 17 Days" campaign was crowned the "Best of the Best -- Creative Platinum Award" and the "Best Use of Digital Media Campaign -- Gold Award".   Winner representatives from Nike Hong Kong Limited, Mindshare Hong Kong Limited and Ogilvy & Mather (Hong Kong) Private Limited received award trophies from Mr. Stephen Wong, CEO of JCDecaux Greater China and Mr. Lincoln Leong, CEO of MTR Corporation.

 

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

 

H) Metta Communications was named "Creative Agency of the Year".  Metta Communications' representatives received the award trophy from Mr. Stephen Wong, CEO of JCDecaux Greater China.

 

I) "Disney Halloween Time" campaign was voted the Gold Award and Silver Award winner of "My Favourite Campaign" and "Youth's Favourite Campaign" respectively. Winner representatives received the award trophies from Ms. Jeny Yeung, Commercial Director of MTR Corporation.

 

J) "Café de Coral Sizzling Plate Campaign" was voted Gold Award winner in "My Favourite TVC" category. Winner representatives received the award trophy from Ms. Jeny Yeung, Commercial Director of MTR Corporation.

 

K) "Carlsberg ICD Fitting Room Campaign" TVC was voted Gold Award and Silver Award winner in "Youth's Favorite TVC" and "My Favorite TVC" categories respectively. Winner's representatives received the award trophies from Ms. Jeny Yeung, Commercial Director of MTR Corporation.

 

L) A virtual Stamp Collection game enabled by Beacon, the latest interactive technology via mobile devices, was installed on the digital panels at the foyer for demonstration to guests.

 




Gallery

  •