The MTR and JCDecaux Transport announced the winners of the Best of Best Awards for 2018 Tuesday night in Hong Kong, honouring a total of 25 winners in 16 categories.
Hong Kong Tourism Board’s 'Sham Shui Po - Every Bit Local' campaign, with Grey as the creative agency and Mindshare as the media agency, was the evening's top winner, taking the 'Best of the Best – Use of Media' platinum award, as well as the gold for both 'Best Integrated Campaign' and 'Best Poster Campaign'.
Grey and Mindshare were named the creative and media agency of the year, respectively.
Sony’s 'The Beauty Begins The Beauty Lasts' campaign, by Carat and The Right Side, won the 'Best of the Best – Creative' platinum award, as well as gold in 'Best Use of MTR Digital Media' and silver in 'Best Poster Campaign'.
A Lego campaign celebrating the brand's 60th anniversary won gold in the publicly voted 'My Favourite Campaign' and 'Youth’s Favourite Campaign' categories, with Initiative and I Love Fantasy Design enjoying the accolades.
Full lists of winners in both the professional-judging categories and the public-voting categories appear below, along with the 'Outstanding Performance' winners and a list of the professional judges. You can see all of the winning and shortlisted work at the awards website.
| Award | Campaign | Advertiser | Media agency | Creative agency |
|---|---|---|---|---|
|
Best of the Best – Use of Media Platinum Award |
Sham Shui Po – Every Bit Local |
Hong Kong Tourism Board |
Mindshare Hong Kong |
Grey Advertising Hong Kong
|
|
Best of the Best – Creative Platinum Award |
The Beauty Begins The Beauty Lasts |
Sony Corporation of Hong Kong |
Carat Media Services Hong Kong |
The Right Side |
|
Best Innovative & Interactive Campaign Gold Award |
Swarovski - My Christmas Song for you |
Swarovski Hong Kong |
Adcity – Havas Media | Innovaders |
|
Best Innovative & Interactive Campaign Silver Award |
The Dinosaur Hunt | Studio City Macau | GroupM Communications Hong Kong |
OgilvyOne Worldwide
Hong Kong |
|
Best Integrated Campaign Gold Award |
Sham Shui Po – Every Bit Local |
Hong Kong Tourism Board |
Mindshare Hong Kong |
Grey Advertising Hong Kong
|
|
Best Integrated Campaign Silver Award |
Create Your Pitch | adidas Hong Kong |
Carat Media Services Hong Kong |
Havas Hong Kong
|
|
Best Use of MTR Digital Media Gold Award |
The Beauty Begins The Beauty Lasts |
Sony Corporation of Hong Kong |
Carat Media Services Hong Kong |
The Right Side |
|
Best Use of MTR Digital Media Silver Award |
Sik Sik Yuen - Fortune stick telling campaign | Sik Sik Yuen | ------ | Trax Hong Kong |
|
Best Poster Campaign Gold Award |
Sham Shui Po – Every Bit Local |
Hong Kong Tourism Board |
Mindshare Hong Kong |
Grey Advertising Hong Kong
|
|
Best Poster Campaign Silver Award |
The Beauty Begins The Beauty Lasts |
Sony Corporation of Hong Kong |
Carat Media Services Hong Kong |
The Right Side |
|
Best Use of Airport Express advertising Gold Award |
True to Form by Rimowa | Rimowa | L’atelier Hong Kong | ------ |
|
Best Use of Airport Express advertising Silver Award |
Giorgio Armani Sì Passione Campaign | ------ | ------ |
Public Voting Awards
| Award | Campaign | Advertiser | Media agency | Creative agency |
|---|---|---|---|---|
|
My Favourite Campaign Gold Award |
LEGO® Bricks - Building the World’s Creativity over 60 years |
LEGO Hong Kong | Initiative |
I Love Fantasy Design
|
|
My Favourite Campaign Silver Award |
City of Dream - Art of Winning | City of Dreams | GroupM Communications Hong Kong |
Chandelier Creative |
|
My Favourite Digital Video Gold Award |
Ocean Park - Summer Carnival | Ocean Park |
dentsu X Hong Kong |
Metta Communications
|
|
My Favourite Digital Video Silver Award |
McDonalds’ Hong Kong |
OMD Hong Kong |
DDB Group Hong Kong |
|
|
Youth’s Favourite Campaign Gold Award |
LEGO® Bricks - Building the World’s Creativity over 60 years |
LEGO Hong Kong | Initiative |
I Love Fantasy Design
|
|
Youth’s Favourite Campaign Silver Award |
M&M’s Character Voting Campaign | Mars Company Hong Kong |
MediaCom Hong Kong |
BBDO Hong Kong |
| Gold Award | First Choice of Hong Kong Authentic Style Milk Tea 2018 | FrieslandCampina (Hong Kong) |
Carat Media Services Hong Kong |
ManyMany Plus |
| Silver Award |
bauhaus AW18 Leather Jacket |
Bauhaus | ----- | Live China |
Outstanding Performance Awards
| Award | Winner |
|---|---|
| Media Planner of the Year |
Lion Siu, Mindshare Hong Kong
|
| Creative Professional of the Year |
Desmond Li, Grey Advertising Hong Kong
|
| Best Campaign Presenter of the Year |
Harry Ho, Carat Media Services Hong Kong
|
| Media Agency of the Year |
Mindshare Hong Kong
|
| Creative Agency of the Year |
Grey Advertising Hong Kong
|
Judging panel (alphabetical by surname)
| Name | Title | Company |
|---|---|---|
| Ivan Au | Associate Creative Director | Cheil |
| Jenny Chan | General Manager | Zenith |
| Dr. Michael Chan | Honorary Chairman |
Hong Kong Institute of Marketing
|
| Mike Chiu | Head of Creative |
Hakuhodo Hong Kong
|
| Alice Chow | Managing Director | Mediacom |
| Sonic Choy | Executive Creative Director | Leo Burnett |
| Clement Chung | Managing Director | PHD |
| Dr. Glos HO |
Associate Head, Department of Marketing, Programme Director of MSc in Entrepreneurship and Global Marketing |
Hong Kong Baptist University
|
| Owen Ho | Representative |
The Hong Kong Advertisers Association
|
| Cedric Lam | Head of Media |
Hakuhodo Hong Kong
|
| Gal Lam | Partner, Client Leadership |
Mindshare Hong Kong
|
| Victor Lee | Executive Director |
The Hong Kong Management Association
|
| Dr. Leung Tin Wai, BBS | Professor & Head of Department, Department of Journalism and Communication |
Hong Kong Shue Yan University
|
| Victor Li | Postdoctoral Fellow |
The University of Hong Kong
|
| Melanie Lo | Chief Executive Officer Hong Kong | Group M |
| Terry Ng | Senior Lecturer, Advertising and Media Design, School of Arts and Social Sciences |
The Open University of Hong Kong
|
| Stanley Ngai | Managing Director | Wavemaker |
| Ralph Szeto | Chairman |
Hong Kong Association of Interactive Marketing
|
| Dr. Diamond Tai | Adjunct Associate Professor |
The Chinese University of Hong Kong, Shenzhen
|
| Alex Tham |
Senior Teaching Fellow, Department of Marketing |
City University of Hong Kong
|
| KC Tsang |
Senior Teaching Fellow, Programme Leader of BA (Hons) in Advertising Design |
Hong Kong Polytechnic University
|
| Kenneth Tung | Executive Creative Director |
Havas Worldwide Hong Kong
|
| Prof. Andy Wong |
Associate Dean (Undergraduate Studies) of CUHK Business School Associate Professor of Practice |
CUHK Business School
|
| Gary Wong | Managing Director |
OMD Hong Kong
|
| Spencer Wong | CEO |
M&CSAATCHISPENCER
|
| Kuk Yung | Business Director | Dentsu X Ltd. |
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