DDB wins top honours at Hong Kong effies with ‘I’m amazing’ campaign for McDonald’s
DDB’s ‘I’m amazing’ campaign for McDonald’s won the grand prix at the Hong Kong effies last night.
The idea behind the campaign was a McDonald’s restaurant created from the imagination of children.
‘I’m amazing’ was one of two gold effie winners. The other went to Publicis Worldwide’s ‘Tempo Toipa – The Perfect Man’ campaign for SCA Tissue, which is based on the idea of a woman desperate to find her perfect man.
There were a record 79 entries this year in the 10th anniversary of the Hong Kong effies, which is an offshoot of the long-running New York festival.
Of the six silver effies awarded, one went to Leo Burnett for 7-Eleven, OMD for Wyeth, Grey for A Drop of Life and Publicis for Society for Community Organisation. Ogilvy won two silvers for Orbis.
There were 11 bronzes awarded.
Desmond Chan, co-chairman of this year’s event, said in a press release: “It has been the tenth 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.”
Lei Wang, the HK Effies’ other co-chairman, added: “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.”
The results in full:
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
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