Whirlpool “The Journey of Thrilling Sound” VR
Experience won “Best of the
Best — Use of Media Platinum Award”
“Nike – YOU CAN’T
GUARANTEE A WIN, BUT YOU CAN GUARANTEE A FIGHT” Campaign clinched multiple
awards including “Best of the Best — Creative Platinum Award”
JCDecaux Transport launches a revolutionary
audience-targeting media planning system
Winners of the 16th annual “MTR Advertising The Best of the Best Awards 2017” have been announced at the
presentation ceremony held recently at the Conrad Hotel. One of the most celebrated annual industry
events co-organised by MTR Corporation and JCDecaux Transport, presented accolades
totaling 27 awards in 17 categories to the most outstanding works of
advertisers, media and creative agencies selected from thousands of campaigns
displayed on the MTR* advertising media platform in 2017.
Whirlpool “The Journey of Thrilling Sound” VR Experience Campaign won the “Best of the Best — Use of Media Platinum Award” and the Silver Award of both “Best Use of Integrated Media” and “Best Interactive Campaign” of MTR Advertising BOB 2017 (left); “Nike – YOU CAN’T GUARANTEE A WIN, BUT YOU CAN GUARANTEE A FIGHT” campaign won multiple awards, including the “Best of the Best — Creative Platinum Award”, “Best Use of Integrated Media Gold Award” and “Best Poster Campaign Silver Award”, as well as two public voting awards “My Favourite Campaign Gold Award” and “Youth’s Favourite Campaign Gold Award” (right).
The “Nike – YOU CAN’T GUARANTEE A WIN, BUT YOU
CAN GUARANTEE A FIGHT” campaign was
crowned the biggest winner of the year by snatching multiple awards, which
include the top accolade “Best of the
Best — Creative Platinum Award“, and “Best
Use of Integrated Media Gold Award” and “Best Poster Campaign Silver Award“, as well as two public voting
awards “My Favourite Campaign Gold Award”
and “Youth’s Favourite Campaign Gold
Award“.
For Nike’s award-winning campaign, Nike Hong Kong’s media agency Mindshare Hong Kong and creative
agency Wieden + Kennedy & Secret
Tour epitomized a bold slogan “You can’t guarantee a win, but you can
guarantee a fight. It’s time for us to stand up and fight back!” by featuring
Hong Kong’s Wonder Kid, the unbeaten professional boxer Rex Tso Sing-yu (???) and
leveraging the cool and powerful black and white visuals to dominate the whole
track of MTR Central Station. MTR passengers
were strongly impressed with the fighting spirit and lasting effects of the
campaign, making it the undisputable winner of Hong Kong people’s most favorite
MTR advertising campaign of the year.
As the first-ever Virtual Reality experience in MTR
Stations, the
Whirlpool “The Journey of Thrilling Sound” VR Experience
Campaign
has won not only “Best of the Best — Use of Media Platinum
Award”, but also the Silver Award of
both “Best Use of Integrated Media” and “Best Interactive Campaign”! To promote the launch of Whirlpool’s
Smart Silence Washer, Whirlpool (Hong Kong) and its media agency ZOO Allies have
created another space at the Experiential Zone at MTR Hong Kong Station for MTR passengers to enter virtually and
experience a scary yet fun game as if they were in the environment of noisy
washing machines. The winning campaign
has successfully interacted with MTR passengers and targeted users through advanced
VR technology.
“Canon Digital
Campaign”
was
voted Gold Award winner of both “My
Favourite Digital Video” and “Youth’s Favourite Digital Video”. Canon’s winning digital video showing in Digital
Motion Network has found immense popularity among MTR passengers and viewers of
all ages with its light-heartedness and subtlety — a young, carefree lady
looking for the beauty in her eye, and a catchy tune to express “Beauty is in the eye of the beholder. You can be your beholder’s eye!” Which has effectively communicated Canon
camera’s intrinsic benefits to viewers.
All the winning campaigns have not only inspired
the minds of the professionals but also created interactive and experiential excitement
and joy for MTR passengers beyond their imagination. Thanks to the
ever-innovating MTR advertising platform, which is perfectly conveyed in this
year’s Award theme of “Fly Beyond The
Limit”!
In its endeavour to innovate the out-of-home (OOH)
media industry and market, on the celebratory occasion of the 16th
annual MTR Advertising Best of The Best Awards, JCDecaux Transport has proudly
announced the launch of a revolutionary,
audience-targeting OOH media planning system
developed by JCDecaux Group.
Mr. Stephen Wong, CEO of JCDecaux Greater China, said: “MTR advertising
is Hong Kong’s premier outdoor media platform, not only for its reach and
popularity, but also for its innovativeness and creativity. We are now on the verge of a major
breakthrough in the digital-out-of-home arena with the launch of a
revolutionary new media planning platform which will provide more comprehensive
audience measurement, more precise micro-targeting and contextualisation of ad
contents, in what we call a 4D strategy, Digitalization, Data, Distribution and
Dynamic Contents. We are incorporating
key features of online media into our advertising model step by step, while preserving
all the key strengths of traditional outdoor media.”
For the full lists of Award winners, members
of the Professional Judging Panel, and campaign photos, please refer to the appendices.
*MTR refers to Kwun Tong
Line
,
Tsuen Wan Line, Island Line, South Island Line, Tung Chung Line, Tseung
Kwan O Line, Disneyland Resort Line and Airport Express Line.
About MTR Advertising Best of the Best
Awards
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 Downloads:
1) Winning Campaigns:
https://drive.google.com/drive/folders/1fWzu0jMPWKy1Az4vhW5eC9oCphMgBJHr?usp=sharing
2) Award Ceremony:
https://drive.google.com/drive/folders/12zUvZvwI5KoIJZbuV19C8w_i818ySVNk?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 |
Whirlpool “The Journey of Thrilling Sound” VR Experience |
Whirlpool (Hong Kong) Limited |
—– |
ZOO Allies Limited |
| Best of the Best — Creative Platinum Award |
“Nike – YOU CAN’T GUARANTEE A WIN, BUT YOU |
Nike Hong Kong Limited |
Mindshare Hong Kong Limited |
Wieden + Kennedy & Secret Tour |
| Best Innovative Campaign
Gold Award |
Madame Tussauds Hong |
Madame |
Bones Communications Limited |
please |
| Best Innovative Campaign
Silver Award |
Qantas Airways – Tourism Australia Campaign |
Qantas Airways |
Zenithmedia |
Ogilvy & Mather |
| Best Use of Integrated Media
Gold Award |
“Nike |
Nike |
Mindshare Hong Kong Limited |
Wieden & |
| Best Use of Integrated Media
Silver Award |
Whirlpool VR |
Whirlpool (Hong |
—– |
ZOO |
| Best Use of Digital Media
Gold Award |
Dyson Supersonic™ Hair Dryer — X’mas Campaign |
Dyson |
Mindshare Hong Kong Limited |
—– |
| Best Use of Digital Media
Silver Award |
BANDAI |
BANDAI NAMCO ASIA CO., Limited |
—– |
Trax Hong Kong |
| Best Poster Campaign
Gold Award |
Nike |
Nike Hong Kong Limited |
Mindshare Hong Kong Limited |
Ogilvy & Mather |
| Best Poster Campaign
Silver |
“Nike |
Nike |
Mindshare Hong Kong Limited |
Wieden & |
| Best Use of Airport Express Advertising Campaign
Gold Award |
Michael |
Michael Kors (HK) Limited |
—– |
—– |
| Best Use of Airport Express Advertising Campaign
Silver Award |
Florentia |
Florentia |
NEW |
—– |
| Best Interactive Campaign
Gold Award |
Madame Tussauds Hong |
Madame |
Bones Communications Limited |
please |
| Best Interactive Campaign
Silver Award |
Whirlpool VR |
Whirlpool (Hong |
—– |
ZOO |
|
Public |
||||
|
Award |
Campaign |
Advertiser |
Media Agency |
Creative Agency |
| My Favourite Campaign
Gold Award |
“Nike |
Nike |
Mindshare Hong Kong Limited |
Wieden & |
| My Favourite Campaign Silver |
11.11 Tmall Global |
Tmall |
Wavemaker Hong Kong Limited |
—– |
| My Favourite
Digital Video Gold Award |
Canon |
Canon |
dentsuX Hong Kong |
The Kitchen |
| My Favourite
Digital Video Silver Award |
Avène – To proof the |
Pierre Fabre Dermo-Cosmétique Hong-Kong Limited |
—– |
TOPIX |
| Youth’s Favourite
Campaign Gold Award |
“Nike |
Nike |
Mindshare Hong Kong Limited |
Wieden & |
| Youth’s Favourite Campaign
Silver Award |
Marvel |
The |
Wavemaker Hong Kong Limited |
—— |
| Youth’s Favourite Digital Video
Gold Award |
Canon |
Canon |
dentsuX Hong Kong |
The Kitchen |
| Youth’s Favourite Digital Video
Silver Award |
Expedia 2017 Q1 Feb-Mar Branding Campaign |
AAE |
Mindshare Hong |
—— |
|
Outstanding Performance |
|
|
Award |
Winner |
| Media Planner of the Year |
Polly Ip of Mindshare |
| Creative Professional of the Year |
Sammi |
| Best Campaign Presenter of the Year |
Polly Ip of Mindshare |
| Media Agency of the Year |
Mindshare Hong Kong |
| Creative Agency of the Year |
Secret Tour (HK) |
Appendix 2:
List of Judging Panel Members
(listed
in ascending alphabetical order of first names)
|
Name |
Title |
Company |
|
Caroline Chan |
Leader |
Mindshare |
|
Cecilia Chan |
Managing Director |
denstuX Dentsu Aegis Network |
|
Cedric Lam |
Head of Media |
Hakuhodo |
|
Clement Chung |
Managing Director |
PHD |
|
Derek Yip |
General Manager |
OMD Hong Kong |
|
Dr. Diamond Tai |
Adjunct Associate Professor |
The Chinese University of Hong Kong, Shenzhen |
|
Esther Wong |
Executive Creative Director |
TBWA\ Hong Kong |
|
Dr. Jeffrey Hui |
Chairman |
Hong Kong Institute of Marketing (HKIM) |
|
Jenny Chan |
General Manager |
Publicis Group, ZenithOptimedia |
|
Karen Chan |
Acting Head |
International College, HKU School of Professional and Continuing |
|
Keith Ho |
Chief Creative Officer, Managing Partner |
DDB |
|
Prof. Leung Tin Wai, BBS |
Professor & Head of Department, Department of Journalism and |
Hong Kong Shue Yan University |
|
Ralph Szeto |
Chairman |
Hong Kong Association of Interactive Marketing |
|
Raymond Ho |
Chairman |
The Hong Kong Advertisers Association (HK2A) |
|
Ricky Lam |
Managing Director |
Havas Worldwide Hong Kong |
|
Sammy Lau |
Group Creative Director |
Dentsu Hong Kong |
|
Spencer Wong |
Chairman |
The Association of Accredited Advertising Agencies of Hong Kong |
|
Stanley Ngai |
Managing Director |
Wavemaker |
|
Dr. Sunny Lam |
Associate Professor, School of Arts and Social Sciences; Program Leader, Bachelor of Arts with Honours in Creative Advertising |
The Open University of Hong Kong |
|
Dr. Terri Chan |
Assistant Professor |
Department of communication Studies, School of Communication, Hong |
|
Victor Lee |
Executive Director |
The Hong Kong Management Association |
Appendix 3: Photo Captions
A)
(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 at the Opening Ceremony
of the “MTR Advertising The Best of the Best Awards 2017”.
B)
Mr.
Lincoln Leong, CEO of MTR Corporation shared with the audience MTR’s
significant milestones achieved under Rail Gen 2.0 in 2017.
C)
Mr.
Stephen Wong, CEO of JCDecaux Greater China announced the launch of the
powerful Audience-Targeting Media Planning System developed by JCDecaux Group
at the Award Ceremony.
D)
“Nike – YOU CAN’T GUARANTEE A WIN, BUT YOU
CAN GUARANTEE A FIGHT” campaign won
multiple awards, including the “Best of the Best — Creative Platinum
Award”, “Best Use of Integrated Media Gold Award” and “Best Poster Campaign Silver Award”,
as well as two public voting awards “My Favourite Campaign Gold Award” and
“Youth’s Favourite Campaign Gold Award”. Winner representatives
from Nike Hong Kong, Mindshare Hong Kong and Wieden + Kennedy & Secret Tour
received award trophies from Mr. Stephen Wong, CEO of JCDecaux Greater China and Mr. Lincoln Leong,
CEO of MTR Corporation.
E)
Whirlpool
“The Journey of Thrilling Sound” VR Experience Campaign was named “Best of the
Best — Use of Media Platinum Award” and snatched the Silver Award of both “Best
Use of Integrated Media” and “Best Interactive Campaign”. Winner representatives from Whirlpool (Hong
Kong) and ZOO Allies received award trophies from Mr. Stephen Wong, CEO of
JCDecaux Greater China and Mr. Lincoln Leong, CEO of MTR Corporation.
F)
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.
G)
Secret
Tour (HK) Limited was named “Creative Agency of the Year”.
Secret
Tour’s representatives received the award trophy from Mr. Stephen Wong, CEO of
JCDecaux Greater China.
H)
“Nike – YOU CAN’T GUARANTEE A WIN, BUT YOU CAN
GUARANTEE A FIGHT” campaign won the Gold Award of two public voting categories
“My Favourite Campaign” and “Youth’s Favourite Campaign”. Winner representatives from Nike Hong Kong,
Mindshare Hong Kong and Wieden + Kennedy & Secret Tour received award
trophies from Ms. Jeny Yeung, Commercial Director of MTR Corporation.
I)
“Canon
Digital Campaign” was voted Gold Award winner in both “My Favourite Digital
Video” and “Youth’s Favourite Digital Video” categories. Winner representatives
received the award trophies from Ms. Jeny Yeung, Commercial Director of MTR
Corporation.
J)
Pairs
of Digital Panels empowered with the latest technologies demonstrating updating
display of real time information such as limited time promotions, financial
index, UV index, etc. were set up at the foyer.
