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
| Award | Person/Team | Agency | Market |
| P01. Digital Disrupter of the Year (Rising Star) | |||
| Winner | Velvet Yuan | Mindshare China | China |
| Runner-up | Christopher Lam | MediaCom Hong Kong | Hong Kong |
| P02. Digital Strategist of the Year | |||
| Winner | Vivian Wang | iQIYI | China |
| Runner-up | Anthony Lau | OMD Hong Kong | Hong Kong |
| P03. Digital Marketer of the Year | |||
| Winner | Amber Liu | Amber China | China |
| Runner-up | Fiona WANG | Allyes Group | China |
| P04. Digital Communications Team of the Year | |||
| Winner | Marketing Department | iQIYI | China |
| P05. Digital Media Innovator of the Year | |||
| Winner | n/a | Amber China | China |
| Runner-up | n/a | Allyes Group | China |
