2025 Winners
Best of Show – Brand
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MTR Corporation |
Best of Show – Agency
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The Bridge Agency |
1. Best Anniversary Campaign
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McDonald’s Hong Kong McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton |
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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The Hong Kong and Shanghai Banking Corporation The HSBC 160th Anniversary Rube Goldberg Machine Agencies: Omnicom Media Group Hong Kong, NNNNNNN. |
2. Best Brand Reputation Management Strategy
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Henderson Land Development Company The Henderson Unveiling of a New Icon |
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Fullness Social Enterprises Society Tithe Ethical Consumption Movement Ethical Consumption Convenience Store Agency: Dynamic Duo (DDPR) |
3. Best Branding Strategy
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Uni-China Group 24 Storage “Don’t Let Spaces Limit Your Imagination” Agency: The Bridge Agency |
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AsiaWorld-Expo Explore All in AWE |
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PANDORA Jewelry Asia-Pacific PANDORA BE LOVE Hong Kong Agency: Guru Online Hong Kong |
4. Best Corporate Affairs Strategy
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Uber Hong Kong FROM RESISTANCE TO ACCEPTANCE: PAVING THE WAY FOR RIDESHARING Agency: Golin |
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Swire Properties Sustainability We All Count – Make Way For Nature Agencies: Anonymous, L Concept Communications |
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Wynn Resorts, Macau Wynn Macau, Wynn Palace Wynn Signature Chinese Wine Awards Agency: FINN Partners |
5. Best CSR Communications
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DFI Retail Group 7-Eleven Hong Kong & Macau “Grounds to Green” Coffee Grounds Upcycling Program Agency: Jervois One (Hong Kong) |
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Standard Chartered Bank (Hong Kong) Standard Chartered Hong Kong Marathon Standard Chartered Hong Kong Marathon 2025 Agency: Secret Tour (HK) |
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LEGO HONG KONG LEGO LEGO® Build to Give Community Tour Agency: 5IVES COMMUNICATIONS |
6. Best Engagement – Mass Community
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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McDonald’s Hong Kong McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton |
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HSBC HSBC’s Fraud Prevention University Agency: MSL Hong Kong |
7. Best Engagement – Targeted Community
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DBS Bank (Hong Kong) DBS Culinary Delights Agencies: Narrow Door, Tatler Asia |
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Uber Hong Kong The Airport Code War Agency: Omelette Digital |
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LEGO HONG KONG LEGO LEGO® Build to Give Community Tour Agency: 5IVES COMMUNICATIONS |
8. Best Experiential PR Campaign
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HSBC HSBC’s Fraud Prevention University Agency: MSL Hong Kong |
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Cathay Group Cathay Cathay – Nothing Beats Being There Agencies: Leo Burnett Hong Kong, MSL Hong Kong |
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Taikoo Place, Swire Properties Management Taikoo Place PROJECT AFTER 6: Padel Tour 2024 Agencies: PLUG, The Plastic Chair |
9. Best Innovative PR Campaign
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TamJai International TamJai Yunnan Mixian TamJai x Grandma’s Scones – The Mala Job Fair Agencies: Hardchi Creative, The Bridge Agency |
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Standard Chartered Bank (Hong Kong) Standard Chartered Hong Kong Marathon Standard Chartered Hong Kong Marathon 2025 Agency: Secret Tour (HK) |
10. Best Insights-Driven PR Campaign
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DBS Bank (Hong Kong) DBS SME Banking DBS HK SME Thought Leadership Campaign |
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DFI Retail Group Mannings Your Hair, Your Way Agency: L Concept Communications |
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MTR ELEMENTS ELEMENTS! DELIGHT-GO-ROUND Agency: Boxing Promotions |
11. Best Integrated Communications
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Cathay Group Cathay Cathay – Nothing Beats Being There Agencies: Leo Burnett Hong Kong, MSL Hong Kong |
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Standard Chartered Bank (Hong Kong) Standard Chartered Hong Kong Marathon Standard Chartered Hong Kong Marathon 2025 Agency: Secret Tour (HK) |
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Hong Kong Tourism Board Art Basel Global Partnership Agency: Sutton PR Asia |
12. Best Launch/Rebranding PR Campaign
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Henderson Leasing Agency Henderson Malls MCP, MOSTown MCP x MOSTown x LEGO® Lucky Up New Year Agencies: Event Elite Production and Promotion, Boxing Promotions |
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Henderson Land Development Company The Henderson Unveiling of a New Icon |
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
13. Best Performance PR Campaign
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Hong Kong Tourism Board, Hong Kong International Airport “Step into Hong Kong, Step into Hong Kong Movies” Twilight of the Warriors: Walled In Movie Exhibition |
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Festival Walk AVANTGARDEY Pop-up Store Agency: The Bridge Agency |
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Sun Hung Kai Properties GO PARK Sai Sha GO PARK Sai Sha Grand Launch Agency: Dynamic Duo (DDPR) |
14. Best PR Campaign – Banking, Finance & Insurance
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The Hong Kong and Shanghai Banking Corporation The HSBC 160th Anniversary Rube Goldberg Machine Agencies: Omnicom Media Group Hong Kong, NNNNNNN. |
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Bank of China (Hong Kong) Banking TrendyToo presents: “Strive for the Best. Together We Break the Record!” Agency: The Bridge Agency |
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StashAway Becoming THE Personal Financial Secretary of Hong Kongers Agency: Spotlighters |
15. Best PR Campaign – Beauty & Wellness
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SHISEIDO HONG KONG ULTIMUNE Full Bloom Beauty Campaign Agencies: Flare Communications Group, Pontac, Untitled |
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DFI Retail Group Mannings Your Hair, Your Way Agency: L Concept Communications |
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Gilead Sciences Hong Kong Proud to Care Agency: Health Impact Consulting |
16. Best PR Campaign – Customer Acquisition & Retention
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Uber Hong Kong The Airport Code War Agency: Omelette Digital |
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Uni-China Group 24 Storage “Don’t Let Spaces Limit Your Imagination” Agency: The Bridge Agency |
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Uni-China Group Hong Kong Market Hong Kong Market Eshop Launch Campaign Agency: The Bridge Agency |
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Deel How Deel became the go-to talent partner for HK Agency: Spotlighters |
17. Best PR Campaign – ESG
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DFI Retail Group 7-Eleven Hong Kong & Macau “Grounds to Green” Coffee Grounds Upcycling Program Agency: Jervois One (Hong Kong) |
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TamJai International TamJai Yunnan Mixian (“TamJai”), TamJai SamGor Mixian (“SamGor”) TamJai – TJI Pioneers Upcycling of Surplus Pork Belly Agencies: Above The Line, Hong Kong Design Institute (VTC) |
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MTR Corporation Green T Baby Fun Day Agencies: Frengers Communications, MORE PR & Marketing |
18. Best PR Campaign – Food & Beverage
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TamJai International TamJai Yunnan Mixian TamJai x Grandma’s Scones – The Mala Job Fair Agencies: Hardchi Creative, The Bridge Agency |
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Mars Company Hong Kong SNICKERS Snickers Gaming Campaign – “You’re Off Your Game When You’re Hungry” Agencies: Muse Group, EssenceMediacom Hong Kong, B-Side Creative Agency |
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McDonald’s Hong Kong McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton |
19. Best PR Campaign – Government/Public Services
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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West Kowloon Cultural District Authority M+ M+ Exhibition “I. M. Pei: Life Is Architecture” – PR Campaign (Hong Kong and Shanghai) Agency: Edelman Hong Kong |
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Hong Kong Tourism Board, Hong Kong International Airport “Step into Hong Kong, Step into Hong Kong Movies” Twilight of the Warriors: Walled In Movie Exhibition |
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The Hong Kong Jockey Club HKJC X Mill MILK Content Collaboration |
20. Best PR Campaign – Lifestyle, Entertainment & Sport
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Standard Chartered Bank (Hong Kong) Standard Chartered Hong Kong Marathon Standard Chartered Hong Kong Marathon 2025 Agency: Secret Tour (HK) |
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Sun Hung Kai Real Estate Agency apm Pass the Torch! Ignite Your Olympic Spirit @apm |
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Sun Hung Kai Properties GO PARK Sai Sha GO PARK Sai Sha Grand Launch Agency: Dynamic Duo (DDPR) |
21. Best PR Campaign – Partnership/Sponsorship
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DFI Retail Group Mannings Your Hair, Your Way Agency: L Concept Communications |
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Swire Properties Citygate Outlets “Catch The Luck” CNY Campaign Agencies: AM PM (HK), Boxing Promotions |
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Ngong Ping 360 “100% DORAEMON & FRIENDS”@Ngong Ping 360 Agency: Above The Line |
22. Best PR Campaign – Property
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Swire Properties Pacific Place ChristmasVille Agency: Dynamic Duo (DDPR) |
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Hongkong Land LANDMARK Wrap It Up! A Christmas Atelier at LANDMARK curated by Sarah Andelman Agency: Ogilvy PR |
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Cityplaza Hong Kong Cityplaza x Coca-cola “LIVE HAPPY Cheers!” Agencies: Button Creations, DDPR, Hardchi Creative |
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Hong Kong Times Square Inside Out 2: Emotion Playpark Agency: The Bridge Agency |
23. Best PR Campaign – Public Awareness
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Sun Hung Kai Properties GO PARK Sai Sha GO PARK Sai Sha Grand Launch Agency: Dynamic Duo (DDPR) |
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TamJai International TamJai Yunnan Mixian (“TamJai”), TamJai SamGor Mixian (“SamGor”) TamJai – TJI Pioneers Upcycling of Surplus Pork Belly Agencies: Above The Line, Hong Kong Design Institute (VTC) |
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MTR Corporation MTR Station Rail Voyage Exhibition |
24. Best PR Campaign – Retail
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Nan Fung Group AIRSIDE AIRSIDE Culturetainment Agency: Above The Line |
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Sun Hung Kai Real Estate Agency apm Pass the Torch! Ignite Your Olympic Spirit @apm |
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Henderson Leasing Agency Henderson Malls MCP, MOSTown MCP x MOSTown x LEGO® Lucky Up New Year Agencies: Event Elite Production and Promotion, Boxing Promotions |
25. Best PR Campaign – Travel & Hospitality
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Hong Kong Mahjong Company Traditional Mahjong School Experience Agency: Trellis Digital Company |
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The Park Lane Hong Kong, Autograph Collection Where Heritage Meets Innovation Agency: Golin |
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Swire Hotels EAST Hong Kong Arrive at a Different Place Agency: FINN Partners Greater China |
26. Best PR Event
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Central Market, Chinachem Group, Urban Renewal Authority Central Market The Pawfect Christmas at Central Market Agencies: Makeitloud Marketing, PLUG |
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Sun Hung Kai Real Estate Agency apm Pass the Torch! Ignite Your Olympic Spirit @apm |
27. Best Promotional PR Campaign
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MTR Corporation MTR 45th Anniversary Festivities |
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Sun Hung Kai Properties GO PARK Sai Sha GO PARK Sai Sha Grand Launch Agency: Dynamic Duo (DDPR) |
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TamJai International TamJai Yunnan Mixian TamJai x Grandma’s Scones – The Mala Job Fair Agencies: Hardchi Creative, The Bridge Agency |
28. Best Storytelling Strategy
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Cathay Group Cathay A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong |
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McDonald’s Hong Kong McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton |
29. Best Use of Brand Mascots
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McDonald’s Hong Kong McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton |
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Henderson Leasing Agency MOSTown MOSTown x Sanrio characters MOST-Fluffy Winter Musical Agencies: BBG Promotion, Boxing Promotions |
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Henderson Leasing Agency MCP MCP x Teletubbies Christmas Snowy Adventure |
30. Best Use of Content
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Cathay Group Cathay A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong |
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TamJai International TamJai Yunnan Mixian TamJai x Grandma’s Scones – The Mala Job Fair Agencies: Hardchi Creative, The Bridge Agency |
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Asahi Beer Asia Asahi Hong Kong Asahi Nama Jokki Agency: Flare Communications Group |
31. Best Use of Influencers
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Just Kidding Tyson Yoshi “1994” New Song Launch Campaign Agency: The Bridge Agency |
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Xiaomi H.K. Xiaomi Xiaomi 15 Series Launch Campaign Agency: Flare Communications Group |
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Mars Company Hong Kong SNICKERS Snickers Gaming Campaign – “You’re Off Your Game When You’re Hungry” Agencies: Muse Group, EssenceMediacom Hong Kong, B-Side Creative Agency |
32. Best Use of Social Media
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Cathay Group Cathay A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong |
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Swire Properties Swire Properties x LFC “Welcome to Anfield – The LFC Experience” |
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
33. Best Use of Tech/AI
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Volvo Cars Greater China VOLVO HochiCreateFusion – Your AIGC Communication Engine by Zhewen Interactive Agency: Zhewen Interactive Group |
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Bank of China (Hong Kong) Banking TrendyToo presents: “Strive for the Best. Together We Break the Record!” Agency: The Bridge Agency |
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SHISEIDO HONG KONG ULTIMUNE Full Bloom Beauty Campaign Agencies: Omelette Digital, Pontac |
34. Best Viral Campaign
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Uber Hong Kong The Airport Code War Agency: Omelette Digital |
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Cathay Group Cathay A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong |
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Festival Walk AVANTGARDEY Pop-up Store Agency: The Bridge Agency |
35. Campaign of the Year
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McDonald’s Hong Kong McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton |
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MTR Corporation Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital |
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Ngong Ping 360 “100% DORAEMON & FRIENDS”@Ngong Ping 360 Agency: Above The Line |
36. PR Leader of the Year (Agency)
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Desmond Ku Managing Director The Bridge Agency |
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Kevin On General Manager, Hong Kong The Hoffman Agency Hong Kong |
39. PR Team of the Year (Brand)
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Swire Properties |
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West Kowloon Cultural District Authority |
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MTR Corporation |
39. PR Team of the Year (Agency)
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The Bridge Agency |
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Flare Communications Group |
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The Hoffman Agency Hong Kong |