As part of the Digital 360 Festival going on today and tomorrow, Campaign Asia-Pacific and Campaign China have announced the winners of the 2021 Digital Media Awards.
BBDO China was crowned Agency of the Year and also won the platinum award for a campaign on behalf of McDonald's. The agency took 16 awards across the campaign-related categories, including nine golds.
From the shortlist, the jury has awarded a total of two Grand Prix awards; 20 golds, 30 silvers and 24 bronzes across the digital media owner, media and sector categories; plus one winner and one commendation in the people/company categories.
A full list of the winners follows.
| GRAND PRIX AWARDS | ||||
| Category | Campaign Title | Agency / Company | Brand | Market |
| Platinum | Fried Chicken Dropped From Heavens | BBDO China | McDonald’s | China |
| Category | Agency | Market | ||
| Agency of the Year | BBDO China | China | ||
| DIGITAL MEDIA OWNER AWARDS | ||||||
| Category | Award | Title | Agency / Company | Brand | Market | Entry ID |
| Most Innovative Media Technology | Silver | Urban Oasis – Enjoy healthy lives at home | iClick Interactive Asia Group Limited | Blueair | Hong Kong SAR | DM01.367029 |
| Best Use of Integration | Bronze | IQIYI movies on the cloud | IQIYI | N/A | China | DM02.365683 |
| MEDIA AWARDS | ||||||
| Category | Award | Title | Agency / Company | Brand | Market | Entry ID |
| Best Digital Media Innovation | Gold | 5G Kung Fu Showdown | Ogilvy Beijing | Huawei | China | M01.365571 |
| Silver | Tmall Gen Z campaign | BBDO China | Tmall | China | M01.367384 | |
| Bronze | L'OREAL PARIS FIRST AR ONLINE LAUNCH CONFERENCE | CCE Group | L'OREAL PARIS | China | M01.365609 | |
| Best E-Commerce Campaign | Gold | M·A·C the Matt Renaissance Super Brand Day Campaign | CCE Group | M·A·C | China | M02.366937 |
| Silver | Driving EC Traffic for ABBOT | GroupM China's Programmatic | ABBOTT | China | M02.366505 | |
| Bronze | Tmall Gen Z campaign | BBDO China | Tmall | China | M02.367385 | |
| Best Gamification | Silver | Durex ”The Game of Sex“ | Medialand Digital Strategy Limited | Durex | Taiwan | M03.366881 |
| Silver | The Growth of Colonel KI | Mindshare China | KFC | China | M03.367551 | |
| Bronze | 5G Kung Fu Showdown | Ogilvy Beijing | Huawei | China | M03.365572 | |
| Best Use of Influencer | Gold | Don't Hang Your Privacy Out | BBDO China | BOSCH | China | M04.367403 |
| Silver | Wash Together | BBDO China | BOSCH | China | M04.367379 | |
| Silver | The Growth of Colonel KI | Mindshare China | KFC | China | M04.367553 | |
| Best Integrated Marketing Campaign | Silver | Voice of Volkswagen-ers | PHD Taiwan | Volkswagen | Taiwan | M05.365691 |
| Silver | Alpenliebe Sweet Summer Theater | Wavemaker | Alpenliebe | China | M05.366895 | |
| Bronze | Energize with M&G‘s Vitality | Ruder • Finn | M&G Stationary | China | M05.367589 | |
| Best Mobile Campaign | Gold | Augmented Archaeology | Ogilvy Beijing | Huawei | China | M06.365578 |
| Silver | iGO - China’s first Mixed Reality shopping navigator | Wharf China Estates Limited | Changsha IFS | China | M06.367436 | |
| Bronze | L’Occitane's COVID Idol | Mindshare China | L’Occitane | China | M06.367471 | |
| Best O2O Marketing | Gold | Fried Chicken Dropped From Heavens | BBDO China | McDonald’s | China | M07.367372 |
| Silver | S⁺ REWARDS by Sino Malls – Freestyle Raffle | REPRISE, Pontac Company Limited | S⁺ REWARDS by Sino Malls | Hong Kong SAR | M07.367378 | |
| Bronze | Pepsi Black’s Virtual Band Experience | Mindshare China | Pepsi Black | China | M07.367440 | |
| Best Out-Of-Home | Gold | LEGO Dot Your World | Initiative China | LEGO DOTS | China | M08.367301 |
| Silver | Yili Satine’s Organic Hub | Mindshare China | Yili Satine | China | M08.367444 | |
| Best Performance Marketing | Gold | Google Play Points | PHD Taiwan | Google Play Points | Taiwan | M09.365693 |
| Silver | Smarter Loan Nowadays | iProspect HK | Standard Chartered Bank HK | Hong Kong SAR | M09.367187 | |
| Bronze | The One Google Project: Exporters’ Anchor During Uncertainty | GroupM China | China | M09.367352 | ||
| Best SEO / SEM Campaign | No shortlist | |||||
| Best Social Media Campaign | Gold | Fried Chicken Dropped From Heavens | BBDO China | McDonald’s | China | M11.367375 |
| Silver | DIFFERENT CITIES, SAME COCA-COLA | Medialand Digital Strategy Limited | COCA-COLA | Taiwan | M11.366883 | |
| Bronze | Don't Hang Your Privacy Out | BBDO China | BOSCH | China | M11.367404 | |
| Best Use of Content | Gold | Dove Reborn - Put Pleasure First | BBDO China | Dove | China | M12.367360 |
| Silver | Don't Hang Your Privacy Out | BBDO China | BOSCH | China | M12.367408 | |
| Silver | DIFFERENT CITIES, SAME COCA-COLA | Medialand Digital Strategy Limited | COCA-COLA | Taiwan | M12.366884 | |
| Best Use of Data | Silver | Unlock the Power of Data | The Trade Desk and Matterkind | SCMP | Hong Kong SAR | M13.367072 |
| Bronze | Yili x Xiaomi’s Smart Beverage Advisor | Mindshare China | Yili Milk | China | M13.367524 | |
| Bronze | Google Play Points | PHD Taiwan | Google Play Points | Taiwan | M13.365694 | |
| Best Use of Interactive Media | Gold | Fried Chicken Dropped From Heavens | BBDO China | McDonald’s | China | M14.367376 |
| Silver | 2020 Virtual Shell Eco-marathon | MediaCom China | Shell | China | M14.366863 | |
| Bronze | Bringing Luxury Fashion Lifestyle to the Gaming Realm | WeSuperseed | NET-A-PORTER | Hong Kong SAR | M14.367091 | |
| Best Use of Programmatic | Gold | The One Google Project: Exporters’ Anchor During Uncertainty | GroupM China | China | M15.367356 | |
| Silver | Delivering App Download with Innovative Strategy and Optimization | GroupM China's Programmatic | RED | China | M15.366311 | |
| Bronze | Driving Quality and Young Generation Traffic for ECCO | GroupM China's Programmatic | ECCO | China | M15.366506 | |
| Best Use of Technology | Gold | Tmall Gen Z campaign | BBDO China | Tmall | China | M16.367397 |
| Gold | 5G Kung Fu Showdown | Ogilvy Beijing | Huawei | China | M16.365574 | |
| Bronze | 2020 Verizon Media DSP Summit | Corma, 087, JUST MAKE | Verizon Media | Taiwan | M16.366241 | |
| Best Use of Website & Apps | Silver | Google: Project Kepler | GroupM China | China | M17.367365 | |
| Silver | Yili x Discovery’s Kenyan Safari | Mindshare China | Yili QQ Star | China | M17.367503 | |
| Bronze | The One Google Project: Exporters’ Anchor During Uncertainty | GroupM China | China | M17.367359 | ||
| SECTOR AWARDS | ||||||
| Category | Award | Title | Agency / Company | Brand | Market | Entry ID |
| Beauty Products, Cosmetics & Toiletries | Gold | 400 Periods | BBDO China | Libresse | China | S01.367339 |
| Bronze | "Stay in & Glow" Spurs Glamglow Growth | ForwardPMX | Glamglow | Hong Kong SAR | S01.367123 | |
| Beverages (Alcoholic) | Silver | Hennessy Illuminates the Taste of Midsummer Night | RF Thunder Shanghai | Hennessy | China | S02.367255 |
| Bronze | Hennessy MAF Campaign | Shanghai Thunder Public Relations Consultant Co., Ltd | Hennessy | China | S02.367582 | |
| Cars, Automotive and Transportation Services | Silver | Bring home the circuit | MediaCom Hong Kong, McGarryBowen Hong Kong | Shell Hong Kong | Hong Kong SAR | S03.367110 |
| Silver | Voice of Volkswagen-ers | PHD Taiwan | Volkswagen | Taiwan | S03.365690 | |
| Bronze | Castrol: Protect the Protector | Mindshare China | Castrol | China | S03.367508 | |
| Consumer Products - Others Including Durable Goods |
No shortlist |
|||||
| Corporate Image & Corporate Social Responsibility | Gold | Augmented Archaeology | Ogilvy Beijing | Huawei | China | S05.365575 |
| Silver | 2020 China Shell Eco-Marathon “Minds in Motion” Campaign | burson cohn & wolfe | Shell China Limited | China | S05.367344 | |
| Bronze | YouTube: #GiveThanksWithMe | GroupM China | Taiwan | S05.367374 | ||
| Education | Bronze | The master behind working mom’s life issues | IQIYI | The Zuoyebang | China | S06.365770 |
| Fashion & Jewellery | No shortlist | |||||
| Financial Services / Insurance, Commercial Public Services, Business Products & Services | No shortlist | |||||
| Food & Beverage Products - Non-alcoholic (Including Pet Food) | Gold | Fried Chicken Dropped From Heaven | BBDO China | McDonald’s | China | S09.367369 |
| Silver | THE AHHH 2.0 | Carat Media Services Hong Kong Limited | foodpanda Hong Kong | Hong Kong SAR | S09.367160 | |
| Bronze | Dove Reborn - Put Pleasure First | BBDO China | Dove | China | S09.367345 | |
| Home Furnishing, Household Appliances | Gold | Don't Hang Your Privacy Out | BBDO China | BOSCH | China | S10.367400 |
| Silver | Wash Together | BBDO China | BOSCH | China | S10.367377 | |
| Household Products, Maintenance | No shortlist | |||||
| Pharmaceuticals, Consumer Health | Silver | Durex ”The Game of Sex“ | Medialand Digital Strategy Limited | Durex | Taiwan | S12.365730 |
| Public Health, Safety, Awareness (Including Charity) | Silver | Farmfest Hong Kong 2021 | Farmfest Hong Kong | N/A | Hong Kong SAR | S13.367155 |
| Bronze | Estee Lauder Pink Ribbon Campaign | Zenith Taiwan | Estée Lauder Companies | Taiwan | S13.367234 | |
| Technology, Telecommunications, Software Products & Services | Gold | 5G Kung Fu Showdown | Ogilvy Beijing | Huawei | China | S14.365570 |
| Gold | Augmented Archaeology | Ogilvy Beijing | Huawei | China | S14.365576 | |
| Bronze | The One Google Project: Exporters’ Anchor During Uncertainty | GroupM China | China | S14.367342 | ||
| Tourism, Entertainment, Lifestyle Services, Leisure & Retail (Including Restaurants) | Gold | Travel with Yunnan Friend, it's unimpeded. | NPLUS Digital | Go-Yunnan App | China | S15.366246 |
| Silver | The Lost Treasure | Ruder Finn Shanghai | Singapore Tourism Board | China | S15.367251 | |
| Bronze | Experience the Immersive Journey to Australia in 8D | UM China | Tourism Australia | China | S15.366072 | |
| PEOPLE AND COMPANY AWARDS | |||||
| Category | Award | Nominee | Agency / Company | Market | Entry ID |
| Digital Strategist of the Year | No shortlist | ||||
| Best Digital Marketing Team |
Commendation |
iQIYI Marketing Team | iQIYI | China | P02.365782 |
| Digital Media Innovator of the Year | Winner | N/A | iQIYI | China | P03.365780 |
