Dragons of Asia Big winners - MARKETING Magazine Asia


Dragons of Asia Big winners

TheLastWord

(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 Last Word

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
New Zealand

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.
The Battle of the Tidelands

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:

Geometry Global Network of the Year
 

JWT

 Blue Dragon

Blue Dragon 2

Gold Dragons Asia


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