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"MTR Advertising The Best of the Best Awards 2016" Winners Announced


April 24, 2017 - Hong Kong, China

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, Chun Wong and Shaw Yin Yin, 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. 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 Ocean Park Ocean Park Dentsu Media Metta
Best - Summer Splash Hong Kong Communications
Use of Media Campaign Limited
Platinum Award
----------------------------------------------------------------------------
Best of the Nike - RIO 16 Nike Hong Kong Mindshare Ogilvy &
Best - Creative - Unlimited 17 Limited Hong Kong Mather (Hong
Platinum Award Days Limited Kong) Private
Limited
----------------------------------------------------------------------------
Best Innovative Ocean Park Ocean Park Dentsu Media Metta
Campaign Summer Splash Hong Kong Communications
Gold Award Campaign Limited
----------------------------------------------------------------------------
Best Innovative MetLife Metropolitan OMD Hong Kong BBDO Hong Kong
Campaign "Upgrade Your Life Insurance
Silver Award Life" Campaign Company of Hong
Kong Limited
and MetLife
Limited
----------------------------------------------------------------------------
Best Use of ManulifeMOVE Manulife PHD Limited mcgarrybowen
Integrated (International) Hong Kong
Media Gold Limited
Award
----------------------------------------------------------------------------
Best Use of Nike Free Nike Hong Kong Mindshare Ogilvy &
Integrated Revolution Limited Hong Kong Mather (Hong
Media Silver Limited Kong) Private
Award Limited
----------------------------------------------------------------------------
Best Use of Nike - RIO 16 Nike Hong Kong Mindshare Ogilvy &
Digital Media - Unlimited 17 Limited Hong Kong Mather (Hong
Gold Award Days Limited Kong) Private
Limited
----------------------------------------------------------------------------
Best Use of HSBC 2016 The Hongkong Mindshare J. Walter
Digital Media Credit Card and Shanghai Hong Kong Thompson Hong
Silver Award Starts Today Banking Limited Kong
Campaign Corporation
Limited
----------------------------------------------------------------------------
Best Poster Nike Free Nike Hong Kong Mindshare Hong Ogilvy &
Campaign Revolution Limited Kong Limited Mather (Hong
Gold Award Kong) Private
Limited
----------------------------------------------------------------------------
Best Poster Samsung Galaxy Samsung Starcom Cheil HK
Campaign S7edge - Electronics Hong Kong
Silver Award Capturing HK H.K. Co., Ltd.
Campaign
----------------------------------------------------------------------------
Best Use of HK JEBN HK JEBN Limited ----- -----
Airport Express Limited Bird's
Advertising Nest and
Campaign Health Food
Gold Award
----------------------------------------------------------------------------
Best Use of NIRAV MODI NIRAV MODI Zenithmedia -----
Airport Express Haut
Advertising Diamantaire
Campaign
Silver Award
----------------------------------------------------------------------------
Best Ocean Park Ocean Park Dentsu Media Metta
Interactive Summer Splash Hong Kong Communications
Campaign Campaign Limited
Gold Award
----------------------------------------------------------------------------
Best Reebok - The Reebok Hong Carat Media Hong Kong
Interactive ZPump Kong Services Hong Maker
Campaign Interactive Kong Limited
Silver Award Rhythm
Challenge
----------------------------------------------------------------------------

----------------------------------------------------------------------------
Public Voting Awards (Voted by the public)
----------------------------------------------------------------------------
Award Campaign Advertiser Media Agency Creative
Agency
----------------------------------------------------------------------------
My Favourite Disney Hong Kong Mindshare ANON
Campaign Halloween Time Disneyland Hong Kong
Gold Award Resort Limited
----------------------------------------------------------------------------
My Favourite HKTVmall - $99 HKTVmall ------ 100Most
Campaign Crazy Meat Set
Silver Award
----------------------------------------------------------------------------
My Favourite Café de Coral Café de Coral GroupM McCann &
TVC Gold Award Sizzling Plate Communications Spencer
Campaign Company
Limited
----------------------------------------------------------------------------
My Favourite Carlsberg ICD Carlsberg HK OMD Hong Kong ------
TVC Silver Fitting Room Limited
Award Campaign
----------------------------------------------------------------------------
Youth's Ocean Park Ocean Park Dentsu Media Metta
Favourite Halloween Fest Hong Kong Communications
Campaign Campaign Limited
Gold Award
----------------------------------------------------------------------------
Youth's Disney Hong Kong Mindshare ANON
Favourite Halloween Time Disneyland Hong Kong
Campaign Resort Limited
Silver Award
----------------------------------------------------------------------------
Youth's Carlsberg ICD Carlsberg HK OMD Hong Kong ------
Favourite TVC Fitting Room Limited
Gold Award Campaign
----------------------------------------------------------------------------
Youth's Fortune Fortune Zenithmedia Red Rabbit
Favourite TVC Pharmacal - Pharmacal Communications
Silver Award "Choice"
Campaign
----------------------------------------------------------------------------

----------------------------------------------------------------------------
Outstanding Performance Awards
----------------------------------------------------------------------------
Award Winner
----------------------------------------------------------------------------
Cecilia Chan of Dentsu Media Hong Kong
Media Planner of the Year 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, City University of Hong Kong Department of Marketing---------------------------------------------------------------------------- Alice Chow Managing Director MediaCom Ltd.---------------------------------------------------------------------------- Andrew Lee CEO & Chief Brand Designer Metta Communications---------------------------------------------------------------------------- Carol Lam Chief Creative Officer & DDB Group Hong Kong Managing Director---------------------------------------------------------------------------- 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 West Kowloon Cultural Participation, Outgoing District Authority, HKU Head of College and SPACE International College Principal Lecturer---------------------------------------------------------------------------- Kit Koh Executive Creative Director BBDO----------------------------------------------------------------------------Leung Tin Wai, BBS, Professor, Head of Hong Kong Shue Yan Department, Department of University Journalism and Communication---------------------------------------------------------------------------- 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 The Open University of Hong of Arts and Social Sciences Kong Programme Leader, Bachelor of Arts with Honors in Creative Advertising and Media Design (CAMD)---------------------------------------------------------------------------- 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.

Media Enquiry:
JCDecaux Transport
Raymond Wong
Associate Marketing Director
Tel: (852) 3960 3386
Email: Email Contact

Allied Synergy Communications Ltd
Alicia Chan
Managing Director
Tel: (852) 3101 8008 / 9509 8128
Email: Email Contact

MarketWire

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