TBWA Tequila Hong Kong, BBH Singapore and OMD Hong Kong were the agencies behind this Levi’s campaign, which won gold in the categories of Brand Experience, Apparel and Media Idea.
Joanne Lao, MD of TBWA Tequila Hong Kong said, “This is a great achievement and a real testament to our ability to understand and solve our clients’ business issues from a creative and strategic approach. These wins are also a tribute to our clients, who work in close partnership with us to develop the best and most effective marketing solutions."
BBH has since parted ways with Levi Strauss & Co in Europe and Asia, ending a 28 year relationship with the iconic denim brand.
Other winners that took home gold Efffes included McDonald’s ‘M selections – chicken bacon deluxe’ by DDB Worldwide and OMD Hong Kong in the Media Innovation category.
Independent agencies Twohundred and Pro Marketing outshined other 4A agencis and won a gold Effie in the Transportation category for MTR’s ‘Not just another free iPhone app’.
This year, the Effies received a record-breaking 61 entries, an increase of almost 40 per cent on the previous year. 24 finalists were shortlisted to win a total of 14 awards.
Calvin Soh, vice-chairman and chief creative officer of Publicis Asia, gave a keynote address, highlighting how effectiveness has become more important in Asia as developed markets have stopped growing,
“Agencies in Asia used to just need to break even in the past, but the truth is Asia is now compensating for the stagnant growth in the US and Europe. Just breaking even now is not acceptable.”
For further details about this year's awards, please visit the awards website.