HONG KONG — The 2021 Effie Hong Kong Awards winners were announced at the Effie Awards “Moment of Glory” celebration held at PMQ, Central, HK. The award presentation was preluded with an Italian cocktail reception gathering around 100 guests including Effie HK jury members, marketers, and agency practitioners.
Eighteen awards – 1 Grand Effie, 4 Golds, 6 Silvers and 7 Bronzes – have been awarded from a shortlist of 36 at the award presentation. TBWA won the most medals with 2 Gold, 2 Silver, and 1 Bronze, closely followed by Ogilvy with 1 Gold, 1 Silver, and 1 Bronze. Leo Burnett also bagged 1 Gold.
A jury panel of over 30 judges, comprising senior marketing professionals from academia, agencies, and in-house local and abroad, determined the winners after two rounds of intense judging in July. A Grand Jury formed by Effie awards jury chair Andrew Brent (Founder & CEO, Think Growth Again, Dr. Royce Yuen (Co-Founder & Co-CEO, MaLogic, Rachel Catanach (President & Senior Partner, Greater China FleishmanHillard), and Jason Spencer (Chief Executive Officer, Kantar Hong Kong) held a special judging online on October 11 to select the Grand Effie. Contenders for the Grand Effie are:
- TBWA’s “Small Business Drive” for Lexus
- Ogilvy’s “Pizza Hut x IKEA Meatball Pizza” for Pizza Hut
- Leo Burnett’s “Till We Fly Again” for Cathay Pacific.
A campaign ‘of and for Hong Kong’, TBWA’s Small Business Drive won the highest accolade at the Effie Awards HK 2021.
Andrew Brent, Jury Chair, commented, “Despite the difficulties posed to many businesses by the Covid 19 epidemic, the quality of submissions this year was very high. In some cases, the challenges of trading through the coronavirus seem to have both focused companies on campaign effectiveness and stimulated some outstanding creative work. The judges’ task in selecting the award winners was not an easy one – but we are very happy with the quality of this year’s winners.”
Hong Kong Effie Winners will be listed on the Global Effie website with all Global Effie Winners as the best Marketing Campaigns under a worldwide Effie Effectiveness Index. The index ranks and identifies the most effective marketers & brands by analyzing Finalists and Winners data from Effie competitions worldwide.
The Association of Accredited Advertising Agencies of Hong Kong (HK4As) has organized and presented the Effie Awards in Hong Kong since 2004.
The full winners’ list is enclosed and can also be viewed at the HK4As website here.
2021 Effie Awards Hong Kong – List of Winners
Grand Effie
- Marketing Innovation Solutions: Customer Experience
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
Gold Effie
- General Specialty: Brand Experience – Live, Digital, Live & Digital
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead: Agency TBWA Hong Kong
- Business Challenges: Small Budgets
- Campaign: Pizza Hut X IKEA Meatball Pizza
- Brand: Pizza Hut
- Client: Jardine Restaurant Limited – Pizza Hut
- Lead Agency: Ogilvy Hong Kong
- Marketing Innovation Solutions: Customer Experience
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
- Topical & Annual Events: Current Events
- Campaign: Till We Fly Again
- Brand: Till We Fly Again
- Client: Cathay Pacific
- Lead Agency: Leo Burnett Hong Kong
Silver Effie
- Automotive
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
- Restaurants / Fast Food
- Campaign: Pizza Hut X IKEA Meatball Pizza
- Brand: Pizza Hut
- Client: Jardine Restaurant Limited – Pizza Hut
- Lead Agency: Ogilvy Hong Kong
- Business Challenges: David vs Goliath
- Campaign: VIRTUAL BEN – WE KNOW, WHAT YOU “KONG”
- Brand: WeLab Bank Debit Card & GoSave Time Deposit
- Client: WeLab Bank Limited
- Lead Agency: STUNZ CREATIVE LIMITED
- Commerce & Shopper: Brand Experience
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
- Digital: Influencer Marketing
- Campaign: How McDonald’s Turned Vegetarian Haters into Lovers
- Brand: McDonald’s
- Client: MHK Restaurants Limited
- Lead Agency: DDB Group Hong Kong
- Media Partner: OMD Hong Kong
- Positive Change: Social Good
- Campaign: “Mask-to-Go” Dispensers
- Brand: New World Development
- Client: New World Development Limited
- Lead Agency: MSL Hong Kong
Bronze Effie
- Delivery Services
- Campaign: THE AHHH 2.0
- Brand: foodpanda Hong Kong
- Client: foodpanda Hong Kong
- Lead Agency: Carat Media Services Hong Kong
- Restaurants / Fast Food
- Campaign: There’s A New Chicken In Town
- Brand: McDonald’s
- Client: MHK Restaurants Limited
- Lead Agency: DDB Group Hong Kong
- Media Partner: OMD Hong Kong
- Business Challenges: Corporate Reputation
- Campaign: “Mask-to-Go” Dispensers
- Brand: New World Development
- Client: New World Development Limited
- Lead Agency: MSL Hong Kong
- Commerce & Shopper: Data-Driven
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
- Commerce & Shopper: New Product / Service Introduction
- Campaign: Pizza Hut X IKEA Meatball Pizza
- Brand: Pizza Hut
- Client: Jardine Restaurant Limited – Pizza Hut
- Lead Agency: Ogilvy Hong Kong
- Media Planning & Innovation: Media Innovation – Emerging & New Channels / Existing Channels
- Campaign: THE AHHH 2.0
- Brand: foodpanda Hong Kong
- Client: foodpanda Hong Kong
- Lead Agency: Carat Media Services Hong Kong
- Marketing Innovation Solutions: Business / Product / Service Innovation
- Campaign: yuu Rewards Club Launch
- Brand: yuu Rewards Club
- Client: yuu Rewards Club
- Lead Agency: M&C Saatchi Spencer Hong Kong
- Media Partner: PHD Hong Kong
Merit Effie
- Automotive
- Campaign: WEAR MINI
- Brand: WEAR MINI
- Client & Lead Agency: MINI Hong Kong
- Banking & Financial Services
- Campaign: The Story Continues
- Brand: HSBC
- Client: HSBC Hong Kong
- Lead Agency: Grey Advertising Hong Kong Limited
- Contributing Agency: Ogilvy Hong Kong
- Media Partner: PHD Hong Kong
- Restaurants / Fast Food
- Campaign: A New Big Mac For A New Generation
- Brand: McDonald’s
- Client: MHK Restaurants Limited
- Lead Agency: DDB Group Hong Kong
- Media Partner: OMD Hong Kong
- General Specialty: Business to Business
- Campaign: From Survive to Thrive
- Brand: DBS SME Banking
- Client: DBS Hong Kong Limited
- Lead Agency: Dentsu Hong Kong Limited
- Media Partner: iProspect Hong Kong
- Business Challenges: Marketing Disruptors
- Campaign: THE AHHH 2.0
- Brand: foodpanda Hong Kong
- Client: foodpanda Hong Kong
- Lead Agency: Carat Media Services Hong Kong
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
- Commerce & Shopper: Crisis Response / Critical Pivot
- Campaign: Take C.A.R.E. People Before Profit
- Brand: McDonald’s: C.A.R.E. – Business Recovery Model
- Client: MHK Restaurants Limited
- Lead Agency: DDB Group Hong Kong
- Media Partner: OMD Hong Kong
Merit Effie
- Digital: Influencer Marketing
- Campaign: A New Big Mac For A New Generation
- Brand: McDonald’s
- Client: MHK Restaurants Limited
- Lead Agency: DDB Group Hong Kong
- Media Partner: OMD Hong Kong
- Digital: Social Media Marketing
- Campaign: There’s A New Chicken In Town
- Brand: McDonald’s
- Client: MHK Restaurants Limited
- Lead Agency: DDB Group Hong Kong
- Media Partner: OMD Hong Kong
- Campaign: Hang Seng Starry Tales
- Brand: Hang Seng Banking Services
- Client: Hang Seng Bank
- Lead Agency: Uth Creative Limited
- Health & Wellness Specialty: Disease Awareness & Education – Pharma / Corporate
- Campaign: Not Another Sad Song
- Brand: Pfizer Pristiq
- Client: Pfizer Hong Kong
- Lead Agency: McCann Health, Hong Kong
- Media Planning & Innovation: Media Idea
- Campaign: PEACH-UP Baby Butt
- Brand: Huggies Diamond Range
- Client: Kimberly-Clark Hong Kong
- Lead Agency 1: Havas Hong Kong
- Lead Agency 2: Wavemaker Hong Kong
- Media Planning & Innovation: Emerging & New Channels / Existing Channels
- Campaign: Small Business Drive
- Brand: Lexus
- Client: Inchcape Group Hong Kong
- Lead Agency: TBWA Hong Kong
- Marketing Innovation Solutions: Business / Product / Service Innovation
- Campaign: HSBC Life – Make Every Day Count Brand HSBC Life Well+
- Client: HSBC Life
- Lead Agency: Saatchi & Saatchi Hong Kong
- Media Partner: PHD Hong Kong
Merit Effie
- Marketing Innovation Solutions: Customer Experience
- Campaign: Everyday Gets Better with Emma
- Brand: Emma by AXA
- Client: AXA Hong Kong And Macau
- Lead Agency: Publicis Hong Kong
- Media Partner: Starcom Hong Kong
- Positive Change: Environmental
- Campaign: We are Eco-Rich
- Brand: LP10 (Lohas Park Phase 10 Residential Project)
- Client: Nan Fung Development Limited
- Lead Agency 1: Havas Hong Kong
- Lead Agency 2: Havas Media Hong Kong
- Campaign: HSBC Clean Waterways Programme
- Brand: HSBC Clean Waterways Programme
- Client: HSBC Hong Kong
- Lead Agency: Grey Advertising Hong Kong Limited
- Media Partner: PHD Hong Kong
- Positive Change: Social Good
- Campaign: HSBC Life – Make Every Day Count
- Brand: HSBC Life Well+
- Client: HSBC Life
- Lead Agency: Saatchi & Saatchi Hong Kong
- Media Partner: PHD Hong Kong
- Campaign: HSBC Clean Waterways Programme
- Brand: HSBC Clean Waterways Programme
- Client: HSBC Hong Kong
- Lead Agency: Grey Advertising Hong Kong Limited
- Media Partner: PHD Hong Kong
