Digital Media Awards 2019: The winners

Mindshare China won Agency of the Year honours and work for McDonald's and Nike attained platinum status at the 2019 Digital Media Awards, which took place tonight in Shanghai at the JW Marriott Hotel at Tomorrow Square.

McDonald's won its platinum for 'A taste of getting fired' and Nike for 'Run the world'.

On its way to the Agency of the Year title, Mindshare China won 19 awards: 18 for campaigns and one in the people/teams categories. The 18 campaign wins encompassed seven golds, six silvers and five bronzes. Moreover, Mindshare China swept the board in two different categories—winning all three varieties of metal (see below for details). 

Fellow GroupM agency MediaCom also made frequent appearances on the stage, with a total of seven awards: one gold and five bronzes in the campaign categories and one runner-up in the people/team categories.

Omnicom's OMD and PHD won two golds each. Other gold winners were Beijing Gridsum Technology, WeChat Advertising, Weber Shandwick, BBDO China, X-Line (Dentsu Group) and Wunderman.

In the people/team categories, both iQIYI and Amber China took home pairs of winner awards.

As for brands, two different Nike campaigns combined to win five awards, three of which were gold. McDonald's saw two campaigns generate three wins including two golds. Four different KFC campaigns together won six awards, including one gold. Work for Dulux, Lays, Maybelline, Olay, Snickers and Uniqlo also won multiple awards.

Tonight's awards followed today's Digital360Festival 2019.  

A complete list of the winners follows, broken down into special award categories, campaign categories, and awards for individuals and teams. For reference, the shortlist is here.

SPECIAL AWARDS   

Platinum Award

• McDonald's China, 'A Taste of Getting Fired'
• Nike, 'Run the world'

Agency of the Year

• Mindshare China

CAMPAIGN AWARDS

Award	Title	Agency	Brand	Market
DM01. Most Innovative Media Technology
Bronze	SGM AI Advertising Intelligent Placement&Intelligent Control System	SAIC General Motors Corporation	SGM AI Advertising Intelligent Placement&Intelligent Control System	China
M01. Search / Search Engine
Gold	TutorABC Against the Trend to Play Brand Marketing Upgrade in the Off Season	Beijing Gridsum Technology Co., Ltd.	TutorABC	China
Silver	Michelin: From Search Engine Optimization to Search Digital Marketing	Beijing Gridsum Technology Co., Ltd.	Michelin	China
Bronze	Coach x Keith Haring AR	UM	Coach	China
M02. Mobile
Gold	Dare to become	Mindshare China	Nike	China
Silver	Maybelline helping girls shine in virtual world and in reality	Mindshare China	Maybelline	China
Bronze	Top gifting choice	Mindshare China	Uniqlo	China
M03. Display, Banners and Other Rich Media
Gold	Hotel Transylvania 3: Summer Vacation	OMD Taiwan	Sony Pictures	Taiwan
Silver	HUAWEI nova 3 – Like a star	Wunderman	Huawei	China
M05. Social Media
Gold	Happiness Photo Studio	WeChat Advertising	China Central Television-2 (CCTV-2)	China
Silver	Top gifting choice	Mindshare China	Uniqlo	China
Bronze	Crunching sound drives eCommerce Boom	Mindshare China	Lays	China
M06. Apps, Gaming
Gold	The first colonel to conquer esports	Mindshare China	KFC	China
Silver	Maybelline shines girls in virtual world and in reality	Mindshare China	Maybelline	China
Bronze	Bounce 2.0 Campaign	MediaCom China	Five Gum	China
M07. Interactive Media / Video
Gold	Run the world	Mindshare China	Nike	China
Silver	Dare to become	Mindshare China	Nike	China
Bronze	A Taste of Getting Fired	BBDO China	McDonald's China	China
M08. KOL Influencer / Viral Marketing
Silver	OLAY Women’s Day Campaign “Fearless of Age, I Have my Story”	DeVries Global	OLAY	China
Silver	KFC Delivery - A War for WOW Bucket	Isobar China Group	KFC	China
M09. Digital Media Innovation
Gold	The Biggest Store, the Biggest Launch	Mindshare China	Uniqlo	China
Silver	KFC - Awaken History with Technology	Isobar China Group	KFC	China
Bronze	The first colonel to conquer eSports	Mindshare China	KFC	China
M10. Data Analytics / Insights
Gold	Anticipating Hungry Moments	OMD Hong Kong	McDonald's Hong Kong	Hong Kong
Silver	LEGO CITY ARCTIC ADVENTURE	Initiative	LEGO	China
M11. Integrated
Gold	The Secret to 10 Million Cards - Fendou	Weber Shandwick	ICBC / Mastercard	China
Silver	KFC X Gintama – Everything Will Be OK!	Isobar China Group	KFC	China
Bronze	Snickers Air	MediaCom China	Snickers	China
M12. E-Commerce
Gold	Setting the new benchmark for EC targeting	Mindshare China	Dyson	China
Silver	VS 0% Story Store	Isobar China Group	VS	China
Bronze	Crunching sound drives eCommerce boom	Mindshare China	Lays	China
S02. Food & Beverage Products - non alcoholic (including Pet Food) 食品及饮料类产品 -
Gold	A Taste of Getting Fired	BBDO China	McDonald's China	China
Silver	Crunching sound drives eCommerce boom	Mindshare China	Lays	China
Bronze	Snickers Air	MediaCom China	Snickers	China
S03. Home Furnishing, Appliances & Household Appliances
Bronze	Brighter Homes, Brighter Kids	MediaCom China	Dulux	China
S04. Pharmaceuticals, Consumer Health
Bronze	Life-Space 2018 Singles Day Campaign	JUXT Integrated Marketing Services	Life-Space	China
S05. Beauty Products, Cosmetics & Toiletries
Gold	Maybelline shines girls in reality and virtual worlds	Mindshare China	Maybelline	China
Silver	OLAY Women’s Day Campaign “Fearless of Age, I Have my Story”	DeVries Global	OLAY	China
Bronze	Pure Up™ Yogurt	MediaCom China	Anchor	China
S06. Consumer Products – Others Including Durable Goods
Bronze	Indel— the sketch class detonated the big future	Focus Media	Indel	China
S07. Cars, Automotive and Transportation Services
Gold	VW China - T-Dance	PHD China	VW	China
S08. Tourism, Entertainment, Lifestyle Services, Leisure & Retail (Including E-Commerce, Restaurants)
Gold	Run the world	Mindshare China	Nike	China
Silver	The first colonel to conquer eSports	Mindshare China	KFC	China
Bronze	Dare to become	Mindshare China	Nike	China
S10. Household Products, Maintenance
Gold	Brighter Homes, Brighter Kids	MediaCom China	Dulux	China
S12. Corporate Image & Corporate Social Responsibility
Gold	Black Spot Campaign	X-Line Co., Ltd. (Dentsu Group)	Taiwan Star	Taiwan
Silver	HKHS 70th Anniversary Public Relations Campaign	Hong Kong Housing Society	Hong Kong Housing Society	Hong Kong
S13. Charities, Public Health & Safety, Public Awareness Messages
Gold	RAINBOW NAMES	Wunderman	Shanghai Pride	China
Silver	The Plan of “Digital Buddhist Pilgrims”	InfiniStudio	WeChat Advertising	China
S14. Technology, Telecommunications, Software Products & Services
Gold	Secret Menu	PHD China	Google Translate	China
Bronze	HONOR Be Superfied	Wunderman Guangzhou	Honor	China

PEOPLE AND TEAM AWARDS