Staff Reporters
Jun 6, 2018

EMA winners: Experiential Marketing Agency of the Year

The winning agency has won exciting new businesses and broken new ground with innovative work.

“Go with the Flaw”, a world premiere of the Diesel x Christopher Lee capsule collection.
“Go with the Flaw”, a world premiere of the Diesel x Christopher Lee capsule collection.

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here

GOLD WINNER: Auditoire China
Auditoire also won GOLD in Best Launch and Best Live Event categories

In a year where major international agencies faced stiff competition from local start-ups, Auditoire stood out for winning exciting new business and breaking ground with innovative work.

As part of TBWA\Worldwide and the Omnicom Group network, Auditoire often executes the Asia-leg of global campaigns such as the Volvo Ocean Race and Schneider Electric Innovation Summits, but its work on local campaigns for the likes of Diesel was held in especially high regard this year.

“Go with the Flaw”, a world premiere of the Diesel x Christopher Lee capsule collection was a highlight of the agency’s work in Beijing. The industrial chic theme was carried through from tickets to the 751 New Gasmeter location. 

For the event, moments of engagement included a “movie archive tunnel” stacked with retro tech, and an interactive area kitted out with mug shot photo booths and a DJ-fuelled after-party.

Like most agencies in China, automotive makes up a significant part of Auditoire’s client base, including ride and drives, launches and road shows, the Porsche Carrera Cup Asia and of course, Auto Shanghai. Auditoire also organised the GQ China Man of the Year 2017 awards in Beijing association with Audi.

Other major work included ongoing activations for Moët Hennessy including the Hennessy Declassified Interactive Exhibition in Guangzhou and the latest instalment of the Hennessey Artistry series, which this year attracted 1,000 live attendees and millions via social media.

Much talked-about activations for Maybelline and Adidas in 2016 drew attention to the agency’s flair for digital amplification. In 2017, it took the second edition of its Republic of Sports concept created for Adidas to Shanghai, Beijing, Chengdu and Guangzhou from June to August, attracting 174,447 visitors, 142.6 million streaming views and 15.873 million media impressions along the way.

Already this year, exciting new work for Lincoln Navigator and continued work for Mercedes-Benz and MoetHennessy in particular are the fruits of this labour.


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