McDonald’s & DDB HK awarded the most effective campaign at 2013 HK4As EFFIE Awards
The HK4As (the Association of Accredited Advertising Agencies of Hong Kong) held its 10th EFFIE Awards last night and the evening saw a Grand prize, 2 Golds, 6 Silvers and 11 Bronzes Awards handed out.
The winner of the Grand EFFIE and Gold went to the campaign “I’m Amazing” for McDonald’s Restaurants HK created by DDB Group HK. The other Gold went to Publicis Worldwide HK for its “Tempo Toipa – The Perfect Man” for SCA Tissue campaign.
In general figures, the brands McDonald’s, ORBIS & Tempo gained the most honors with three trophies each; creative agencies DDB (HK), O&M (HK) & Publicis (HK) bagged the highest number of trophies with three respectively, while media agency Maxus gained two trophies this year.
Desmond Chan, Co-Chairman of this year’s EFFIE, said: “It has been the 10th year for the HK4As to run the Hong Kong chapter of the EFFIEs, which is benchmarked against the International EFFIE of New York. A record breaking number of entries of 79 & the outstanding works this year are perfect gifts to our EFFIE decennial anniversary.”
“EFFIE provides a great opportunity for our colleagues to learn, expose & be more effective. We are proud of this year’s results. I wish the forthcoming EFFIEs would carry on the success we have augured in the past decade and will continue to make records.” added Lei Wang, Co-Chairman of this year’s EFFIE.
One of the judges, Spencer Lee, Head of Marketing of Ferrero Asia Ltd said: “Strong consumer insights & creative execution make this year’s winning campaigns memorable, allowing them to achieve target business results and excel themselves from the lot.”
Another Judge Michelle Leung, Head of eBay Hong Kong Marketplace added: “Effectiveness is essential in today’s marketing campaign. With technology as an integral part of our lifestyle, marketers can leverage multiple touch points to get a campaign alive within customers. The more intensive a campaign is integrated into consumers’ daily lives, the more effective it is to create a powerful impact.”
This year, 23 finalists were shortlisted out of 79 entries to win a total of 20 awards.
EFFIE Awards 2013 – Winners’ List
Grand Effie
Category: The Brand Experience
i’m Amazing
Brand: McDonald’s
Client: McDonald’s Restaurants (HK) Ltd
Agency: DDB Group Hong Kong
Gold
Category: Fast Moving Consumer Goods (FMCG)
Tempo Toipa – “The Perfect Man”
Brand: Tempo
Client: SCA Tissue
Agency: Publicis HK
Partner Agency: PHD
Gold
Category: The Brand Experience
i’m Amazing
Brand: McDonald’s
Client: McDonald’s Restaurants (HK) Ltd
Agency: DDB Group Hong Kong
Silver
Category: The Brand Experience
7-Eleven: Creating Collectable Memories of Hong Kong
Brand: 7-Eleven
Client: The Dairy Farm Company Ltd.
Agency: Leo Burnett Limited
Silver
Category: GoodWorks
OLD PARTS FOR NEW
Brand: ORBIS
Client: ORBIS
Agency: Ogilvy & Mather Advertising HK
Silver
Wyeth Learning Surprise VIDEO Library
Category: Media Idea
Brand: Wyeth Gold
Client: Wyeth Nutrition Hong Kong
Agency: OMD HK
Partner Agency: Agenda Hong Kong
Silver
Category: Small Budgets
Words from Water
Brand: A Drop of Life
Client: A Drop of Life
Partner: Grey Advertising Hong Kong Limited
Silver
Category: Small Budgets
OLD PARTS FOR NEW
Brand: ORBIS
Client: ORBIS
Partner: Ogilvy & Mather Advertising HK
Silver
Category: Small Budgets
Cage Home Integrated Campaign
Brand: Society for Community Organisation
Client: Society for Community Organisation
Partner: Publicis Hong Kong
Bronze
Category: Alcoholic Beverages / Non Alcoholic Beverages
Vita Water 7 Million Drops of Resonance
Brand: Vita Water
Client: Vitasoy International Holdings Limited
Agency: DDB Group Hong Kong
Partner Agency: PHD
Bronze
Category: Fast Moving Consumer Goods (FMCG)
Eat. Play. Love
Brand: Maxim’s Caterers Ltd.
Client: Maxim’s Caterers Ltd.
Agency: Maxus Hong Kong
Partner Agency: Group M Interaction/ DDB Group Hong Kong
Bronze
Category: Government Services/ Non Profit organizations or activities
Cage Home Integrated Campaign
Brand: Society for Community Organisation
Client: Society for Community Organisation
Agency: Publicis Hong Kong
Bronze
Category: Health / Beauty / Personal / Hygienic Products
Tempo Toipa – “The Perfect Man”
Brand: Tempo
Client: SCA Tissue
Agency: Publicis Hong Kong
Partner Agency: PHD
Bronze
Category: Health / Beauty / Personal / Hygienic Products
Tempo Icy Menthol- “Power Up”
Brand: Tempo
Client: SCA Tissue
Agency: Publicis Hong Kong
Partner Agency: PHD
Bronze
Category: Supermarkets / Restaurants / Fast food / Shops and Stores
I’m Amazing
Brand: McDonald’s
Client: McDonald’s Restaurants (HK) Ltd
Agency: DDB Group Hong Kong
Bronze
Category: Supermarkets / Restaurants / Fast food / Shops and Stores
7-Eleven: Creating Collectable Memories of Hong Kong
Brand: 7-Eleven
Client: The Dairy Farm Company Ltd.
Agency: Leo Burnett Limited
Bronze
Category: The Brand Experience
OLD PARTS FOR NEW
Brand: ORBIS
Client: ORBIS
Agency: Ogilvy & Mather Advertising HK
Bronze
Category: Brand Experience
NX1000 ‘INTERACTIVE CAMERA DEMO’
Brand: Samsung Electronics
Client: Samsung Electronics
Agency: Cheil Hong Kong Limited
Partner Agency: Starcom MediaVest Group
Bronze
Category: Media Idea
Eat. Play. Love.
Brand: Maxim’s Caterers Ltd.
Client: Maxim’s Caterers Ltd.
Agency: Maxus Hong Kong
Partner Agency: Group M Interaction / DDB Group Hong Kong
Bronze
Category: Media Idea
NX1000 ‘INTERACTIVE CAMERA DEMO’
Brand: Samsung Electronics
Client: Samsung Electronics
Agency: Cheil Hong Kong Limited
Partner Agency: Starcom MediaVest Group
Merit
Category: Supermarkets / Restaurants / Fast food / Shops and Stores
KFC Hong Kong Classics: “Some things never grow old”
Brand: KFC Hong Kong
Client: Birdland (Hong Kong) Ltd
Agency: Ogilvy & Mather Advertising HK
Merit
Category: Supermarkets / Restaurants / Fast food / Shops and Stores
7-Eleven: My sweetest encounter
Brand: 7-Eleven
Client: The Dairy Farm Company Ltd
Agency: Leo Burnett Limited
Merit
Category: GoodWorks
Words from Water
Brand: A Drop of Life
Client: A Drop of Life
Agency: Grey Advertising Hong Kong Limited
Merit
Category: Media Idea
i’m Amazing
Brand: McDonald’s
Client: McDonald’s Restaurants (HK) Ltd.
Agency: DDB Group Hong Kong