(marketingmagazine.com.my) – Award-winning campaigns in both Malaysia and rest of the region were awarded at last Friday’s Dragons Awards. While last week we featured the best campaigns in Malaysia, this week we shine the spotlight on the ‘Dragons of Asia’ campaign winners.
The campaign that won big was ‘The Last Word’ done by WWF Hong Kong and Geometry Global Hong Kong which fought a difficult linguistic battle challenging a 4,000 Chinese word and had ‘The Last Word’ on the Ivory Trade.
The culture-changing Campaign won for the Agency the following major Dragons:
• The Red Dragon for the 2016 Best Campaign in Asia
• The Red Dragon for the 2016 Agency of the Year
• The Blue Dragon for the 2016 Best Campaign by a Hong Kong Agency
• A Gold Dragon for the Best Integrated Marketing Campaign for 2016
Hong Kong is the world’s capital of the ivory trade. Yet the plight of African Elephants being killed for their ivory tusks, was too geographically and psychologically remote for the local people.
70% of the Chinese speakers in Hong Kong also assumed an Elephant’s ivory tusk fell off naturally, or was extracted surgically, just like human teeth. The public didn’t know that an Elephant had to be killed before its tusk could be cut off.
A linguistic explanation for this was discovered. There was no Chinese word for ‘Ivory’. Instead, a combination of characters ‘Elephant’ and ‘Tooth’ referred to ivory tusks, had been in common use for 4,000 years.
Linguistic experts were able to create an entirely new word to replace ‘Elephant Tooth’. The new word ‘Tooth of Life’, better described how vital a tusk was to the African Elephant in keeping them alive.
‘The Last Word’ Campaign was an Integrated Campaign combining digital, mobile, social marketing, public relations and experiential disciplines which achieved cultural, social and finally, legal change.
The Campaign culminated in January 2016, when the Chief Executive of Hong Kong, announced a total ban on the ivory trade. The new word has also been submitted to Chinese Dictionaries
Check out the full list of the night’s BIG winners:
2016 “Dragons of Asia”
Marketing Communications Industry Ranking Ladder
| Entrant | Points |
| Geometry Global Hong Kong | 73 |
| PHD India | 49 |
| Geometry Global New Zealand | 47 |
| DDB China Group | 37 |
| Leo Burnett/Arc Worldwide. Malaysia | 35 |
| Geometry Global Singapore | 34 |
| Havas Riverorchid Cambodia | 33 |
| J. Walter Thompson Vietnam | 30 |
| Geometry Global Malaysia | 29 |
| Ogilvy Public Relations/Ogilvy & Mather Advertising. Taiwan | 26 |
| Starcom. Pakistan | 22 |
| Geometry Global Japan | 22 |
| mInteraction Thailand | 22 |
| OMD China | 18 |
| TBWA Singapore | 18 |
| Geometry Global Sri Lanka | 17 |
| Geometry Global Australia | 16 |
| Geometry Global Indonesia | 16 |
| Geometry Global Philippines | 16 |
| MediaCom Communications. India | 13 |
| OMD Malaysia | 13 |
| Wunderman Shanghai. China | 12 |
| Mindshare Thailand | 10 |
| Vibgyor Brand Services India | 10 |
| Triton Communications India | 10 |
Minimum score 10 points.
Points Awarded: Red Dragon: 20 points, Blue Dragon: 15, Gold Dragon: 10,
Silver Dragon: 7, Bronze Dragon: 5 & Black Dragon: 1.
2016 Top 5 Networks of the Year
| Geometry Global |
| Omnicom |
| WPP |
| Havas |
| MediaCom |
*Rankings are based on Award points.
The Red Dragon for the Best Campaign in Asia
| Agency | Campaign | Client |
| Geometry Global Hong Kong | The Last Word | WWF Hong Kong |
Blue Dragons for the Best Campaigns by Country
| Dragon | Agency | Campaign | Client |
| Australia | Geometry Global Australia | QV Family Togetherness | Ego Pharmaceuticals |
| Cambodia | Havas Riverorchid Cambodia | RICE | Unilever Cambodia |
| China | DDB China Group | Who Art You | Alibaba/Alipay |
| Hong Kong | Geometry Global Hong Kong | The Last Word | WWF Hong Kong |
| India | PHD India | Help a Child Reach 5 | Hindustan Unilever |
| Indonesia | Geometry Global Indonesia | 5 senses of Magnum | Unilever Indonesia |
| Japan | Geometry Global Japan | Gata Battle. The Battle of the Tidelands |
Saga City |
| Malaysia | Leo Burnett/Arc Worldwide Malaysia | Health Report Card | AIA |
| New Zealand | Geometry Global New Zealand | Nutri-Grain BOLT | Kellogg’s New Zealand |
| Pakistan | Starcom Pakistan | Coke Studio TV | The Coca-Cola Export Corporation Pakistan |
| Philippines | Geometry Global Philippines | Test Your Nerves Challenge | Merck Philippines |
| Singapore | Geometry Global Singapore | Give The Gift of Play | Lego Singapore |
| Sri Lanka | Geometry Global Sri Lanka | Audi Q7 Launch. Be in it, to believe in it |
Senok Automobiles |
| Taiwan | Ogilvy Public Relations/ Ogilvy & Mather Advertising Taiwan | #MyFutureIsMineToSave | FarEasTone Telecommunications |
| Thailand | mInteraction Thailand | Burger King Thainess | Burger King Thailand |
| Vietnam | J. Walter Thompson Vietnam | KFC. Black Pepper and Lime Chicken Launch | KFC Vietnam |
Agency of the Year
Geometry Global Hong Kong
Network of the Year
Geometry Global
Dragons for the Best Campaigns by Category
1. Best Integrated Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
Gold |
Geometry Global Hong Kong |
The Last Word |
WWF Hong Kong |
|
Silver |
OMD China |
Visa Rental Bike |
Visa China |
|
Bronze |
Geometry Global |
Little Fleet |
Sealord New Zealand |
2. Best Marketing Discipline Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global New Zealand |
Nutri-Grain BOLT |
Kellogg’s New Zealand |
|
|
Silver |
Havas Riverorchid Cambodia |
RICE |
Unilever Cambodia |
|
|
Bronze |
Encompass India |
The Venus Sari |
Procter & Gamble |
|
3. Best Digital Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
PHD India |
Help a Child Reach 5 |
Hindustan Unilever |
|
|
Silver |
Leo Burnett/Arc Worldwide Malaysia |
Health Report Card |
AIA |
|
|
Bronze |
DDB China Group |
Who Art You |
Alibaba/Alipay |
|
4. Best Innovative Idea or Concept
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
MediaCom India |
Ariel: Removing the stains of Social Inequality |
Procter & Gamble |
|
|
Silver |
PHD India |
Lo Kar Lo Baat |
Hindustan Unilever |
|
|
Bronze |
Geometry Global Malaysia |
CIMB Petronas-MasterCard Dubsmash Campaign |
CIMB Bank |
|
5. Best Brand Building and/or Awareness Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global New Zealand |
Little Fleet |
Sealord New Zealand |
|
|
Silver |
PHD India |
Rin Career Ready Academy |
Hindustan Unilever |
|
|
Bronze |
Pulp Strategy Communications India |
It’s time to #Unpain |
Philips India Limited |
|
|
Bronze |
MSLGROUP China |
AXA. Empowering children on seatbelt safety |
AXA Group |
|
6. Best Business to Business or Trade Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Vibgyor Brand Services India |
Amazon Tatkal Program |
Amazon India |
|
|
Silver |
Geometry Global Malaysia |
Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan |
Unilever Malaysia |
|
|
Bronze |
BigCity Promotions India |
Reckitt Recharge Retailer Campaign |
Reckitt Benckiser Healthcare India |
|
7. Best Event or Experiential Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Havas Riverorchid Cambodia |
RICE |
Unilever Cambodia |
|
|
Silver |
Celsius Indonesia |
Pocari Sweat. Lunar Dream Project Exhibition |
Amerta Indah Otsuka |
|
|
Bronze |
DDB China Group |
Who Art You |
Alibaba/Alipay |
|
8. Best Brand Loyalty Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Mindshare/Showroom III Thailand |
Knorr Auntie reply (LINE BOT) |
Unilever Thailand |
|
|
Silver |
BI WORLDWIDE India |
Michelin. Bandhan Channel Loyalty Program |
Michelin India |
|
|
Bronze |
Edenred-Accentiv’ China |
DHL Formula 1 |
DHL |
|
9. Best Mobile Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
DDB China Group |
Who Art You |
Alibaba/Alipay |
|
|
Silver |
Geometry Global New Zealand |
Nutri-Grain BOLT |
Kellogg’s New Zealand |
|
|
Bronze |
Geometry Global Hong Kong |
The Last Word |
WWF Hong Kong |
|
10. Best Social Media or Word of Mouth Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
TBWA\Group Singapore |
Plaster The Silence |
Samaritans of Singapore |
|
|
Silver |
Geometry Global Singapore |
Give The Gift of Play |
Lego Singapore |
|
|
Bronze |
Wunderman Shanghai |
Terracotta Warrior |
United Airlines |
|
|
Bronze |
Hungama Digital Services India |
Godrej Myth-O-Logic |
Godrej Security Solutions |
|
11. Best Product Launch or Re-Launch Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Leo Burnett/Arc Worldwide Malaysia |
Zerolution. Turning Zero into Hero |
Maxis Broadband |
|
|
Silver |
MullenLowe Malaysia |
Unifi: For the Makers of Tomorrow |
Telekom Malaysia |
|
|
Bronze |
Geometry Global Hong Kong |
Wood Makes The Whisky |
Pernod Ricard Asia Travel Retail |
|
12. Best Brand Trial or Sales Generation Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global Singapore |
Give The Gift of Play |
Lego Singapore |
|
|
Silver |
J. Walter Thompson Vietnam |
KFC. Black Pepper and Lime Chicken Launch |
KFC Vietnam |
|
|
Bronze |
PHD India |
Lo Kar Lo Baat |
Hindustan Unilever |
|
13. Best Use of Public Relations
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Ogilvy Public Relations/ Ogilvy & Mather Advertising Taiwan |
#MyFutureIsMineToSave |
FarEasTone Telecommunications |
|
|
Silver |
Geometry Global Hong Kong |
The Last Word |
WWF Hong Kong |
|
|
Bronze |
mInteraction Thailand |
Burger King Thainess |
Burger King Thailand |
|
14. Best Cause, Charity Marketing or Public Sector Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Triton Communications India |
Jal Daan (The Gift of Water) |
Eureka Forbes |
|
|
Silver |
Geometry Global Hong Kong |
The Last Word |
WWF Hong Kong |
|
|
Bronze |
Wunderman Shanghai |
Holding Hands |
ShanghaiPRIDE |
|
15. Best Small Budget Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global Malaysia |
TIGER RADLER: Twistmas |
Heineken Malaysia |
|
|
Silver |
TBWA\Group Singapore |
Plaster The Silence |
Samaritans of Singapore |
|
|
Bronze |
Geometry Global Japan |
Gata Battle. |
Saga City |
|
16. Best Use of Media
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
OMD China |
Visa Rental Bike |
Visa China |
|
|
Silver |
Starcom Pakistan |
Coke Studio TV |
The Coca-Cola Export Corporation Pakistan |
|
|
Bronze |
OMD Hong Kong |
The Sound of Talent |
Wyeth Illuma |
|
17. Best Entertainment Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
OMD Malaysia |
Watsons Zumba Entertains Consumers While Changing Perceptions |
Watsons Malaysia |
|
|
Silver |
J. Walter Thompson Vietnam |
KitKat Valentine. “Say You Do” |
Nestle Vietnam |
|
|
Bronze |
MEC Taiwan |
Generation J. Jurassic World |
Universal Pictures Corporation of Taiwan |
|
2016 Young Dragons of Asia
|
Dragon |
Winner |
Company |
|
Gold |
Charles Voon |
TBWA China |
|
Silver |
Georges Cheruvelil |
PHD India |
|
Bronze |
Aparajita Saxena |
Omnicom Media Group India |
2016 Black Dragon Winners
|
Winner |
Company |
|
Adrian Adshade |
Digital Arts Network Singapore |
|
Adisorn Hengruay |
mInteraction. Thailand |
|
Blair Sugarman |
Epsilon Hong Kong |
|
Krirk Sathirawongwan |
mInteraction. Thailand |
|
Rushina Vakharia |
PHD India |
|
Priya Shetty |
PHD India |
|
Xanthus Szeto |
Geometry Global Hong Kong |
Winners Snapshot:
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