DDB, OMD and McDonald’s ‘I’m amazing’ campaign wins big at 2012 Kam Fan Awards

'I'm amazing' aimd to encourage young children to create their very own Mcdonald’s restaurant. The Kam Fan judges unequivocally agreed that the campaign effectively bridged the relationship between the brand and its target consumers. Also, it used a simple idea to complement the brand’s requirements and yet managed to leave a deep impression.

In addition to the above top awards, the McDonald’s ‘I’m amazing’ campaign also scooped several other awards including the outdoor Kam Fan, the media Kam Fan, a Gold in field marketing and best integrated media campaign.

A full list of the evening's awards is available here.

On the media agency side, Mindshare Hong Kong took home the best media agency award, followed by OMD and Maxus Hong Kong.

DDB led the creative agency tally with two Kam Fan awards, four Gold, six Silver and 11 Bronze, follow closely by Leo Burnett, led by its cute and heart-warming 7-Eleven campaign, won two Gold, 16 Silver and five Bronze, leaving Ogilvy & Mather in third place.

John Zeigler, president and CEO of DDB Group Asia Pacific, Japan and India said, “A real testament to an agency’s success is the partnership that they have with their clients. We are lucky we have brave clients that believe, as much as we do, in great creative product. With this mutual respect and support, we've walked this journey together and it’s great to feel part of our client success.”

DDB Hong Kong has been working on the McDonald’s account for more than 10 years. Diane Chiu, senior director, marketing, greater Asia, said the client and the agency embrace big ideas to change culture and make McDonald a stronger leader in the category.

Sanjan Raj Kurup, founder and creative chairman of Creativeland Asia, Mumbai, one of this year’s Kam Fan judges, praised this year’s entries as locally relevant and crafted to international standards. He also advised Hong Kong agencies to focus on honesty to the craft and ideas—and not to do work that feels like its coming from another region.

Ronald Ng, chief creative officer, BBDO/Promixity Singapore, added that Hong Kong works have a very local feel but with an international standard, adding that films out of Hong Kong are always spectacular, romantic and deep in culture.

This year’s Kam Fan Awards featured an increase in design categories, covering corporate image, posters, publications and packaging, among others. 

The Kam Fan Awards Gala Presentation featured traditional wet-market lamps, Canto-pop oldies from the '60s through the '80s and quite a few guests dressed in retro style with a modern twist. Ivy Wong from Next Mobile and Kym Ma of Grey Hong Kong won the best-attired man and woman awards.

The year’s theme was 'You make Hong Kong', which was created by McCann Worldgroup Hong Kong to encourage creative people to leverage Hong Kong’s unique blend of Chinese and Western cultures as an inherent advantage in advertising work.