The Effies, which recognise creative ideas which result in business success, saw Coca-Cola score Gold for its ‘Burning 1 calorie is unbelievably easy’ campaign for Coke Light developed by Ogilvy & Mather; along with Levi’s Type 1 ‘How bold are you’ (pictured) work from Tequila\Hong Kong; EPS’s ‘Kill bills’ from Contract Advertising; and DDB’s ‘Shake it’ campaign for McDonald’s.
The wins were drawn from 36 submissions, a small rise from previous years. “We are impressed to see lots more non-traditional marketing mediums like digital, internet and mobile interactive campaigns compared with four or five years ago, when TV and OOH dominated,” said Ian Thubron, chairman of the Hong Kong Effie Awards.
