Ogilvy & Mather and Saatchi & Saatchi, which were once again winning more than their fair share of awards - respectively 15 and 12 gold, certificate and finalist accolades - were waiting with bated anticipation as the drum roll heightened the air of suspense.
Their rivaly, however, would have to wait for another awards show as their bid for yet one more top trophy was tripped up at the final hurdle by Dentsu's art-cum-advertising campaign for Coca-Cola.
While the Outdoor Awards judges were almost unanimous in believing that Dentsu was deserving of the event's highest honour, some of the other 140 guests in attendance that night at the Grand Hyatt in Hong Kong were not so sure.
They could not see the relevance in painting the beverage's logo on people's backs, nor could they understand the 'No Reason' tagline. But then most failed to note that Japan is a place where one can rent pets for the day.
However, it had to be said that the campaign was stunning, it was unique and it was certain to turn heads.
And it would sit well with previous winners - O&M's The Economist ads last year and Results Advertising Thailand's execution for Pfizer International Corporation in the 2000 Awards.
But if Ogilvy felt it was one of the favourites, they would not be too far wrong as its 'Well-connected' creation for The Economist was undoubtedly a stunner.
That campaign also picked up awards in the categories of Best Use of Transit Advertising and Best Billboards/Signboards.
However, one has to wonder if O&M isn't overdoing it a bit.
Its bus advertising campaign for Media Nation had a very Economist feel to it with its bold headline that read: 'If you miss this ad, there'll be another one any minute'.
However, it also has to be said that it was one of the best filler ads ever seen. On a bus, it's the best period. And that's why it was awarded a certificate.
The awards night was sponsored by Asiaray, Media Nation and Texon.
