"MTR Advertising The Best of the Best Awards 2015" Winners Announced

HONG KONG, CHINA--(Marketwired - Mar 22, 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 grabbing 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:
1) Winning Campaigns : https://drive.google.com/folderview?id=0B_zLkOoE2WhodGtfUl83TGNCZUE&usp=sharing  

2) Award Ceremony: https://drive.google.com/folderview?id=0B_zLkOoE2WhoQlpUenUtREpnZVE&usp=sharing

Company Logo
http://release.media-outreach.com/i/Download/4501

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
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		HKTVmall Summer Giveaway		Hong Kong TV Shopping Network Company Ltd		The Bread Digital Ltd		Anonymous Agency 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		HKTVmall Summer Giveaway		Hong Kong TV Shopping Network Company Ltd		The Bread Digital Ltd		Anonymous Agency 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		HKTVmall Summer Giveaway		Hong Kong TV Shopping Network Company Ltd		The Bread Digital Ltd		Anonymous Agency Ltd
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: Photo 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.