Benjamin Li
Jun 10, 2011

Levi’s Soundwash campaign wins Grand HK Effie

HONG KONG - Levi’s ‘Soundwash – remixing brand engagement for higher payback’ campaign was top of the pops at the eighth Hong Kong Effie Awards, hosted by the HK4As at the JW Marriott Hotel last night. The campaign scooped the Grand Effie and three gold awards.

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Effie committee member Caroline Chan presents to Vitasoy, DDB Group and PHD.

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Standard Chartered, TBWA Tequila Hong Kong and PHD.

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Citibank, Publicis Worldwide (Hong Kong) and MEC.

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Effie committee member Lillian Leong, Standard Chartered Bank (Hong Kong) and TBWA Tequila Hong Kong.

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Shangri-La Hotels and Resorts and Ogilvy & Mather Advertising HK.

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ORBIS and Ogilvy & Mather Advertising.

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HK4As executive committee member Adam O’Conor, WWF Hong Kong and Leo Burnett.

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Wyeth Gold, Leo Burnett win the Merit of Pharmaceuticals / Medical Care category.

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Pizza Hut Hong Kong, Euro RSCG Hong Kong and Mindshare.

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7-Eleven's Rose Yeung, Leo Burnett and Adam O’Conor.

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Hong Kong Broadband Network and M & C Saatchi (Hong Kong).

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Effie judge Rachel Chau presents a bronze medal to Lotus Light Charity Society (HK) and Grey Advertising Hong Kong.

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Effie judge Paul Hui presents a bronze medal to McDonald’s, DDB Group and OMD Hong Kong.

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Dick Lau (Hong Kong Economic Times) presents a bronze medal to Levi’s, TBWA Tequila Hong Kong and BBH Singapore/ OMD Hong Kong.

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Metro Broadcast Corporation's Daniel Chan presents the silver medal to Levi’s, TBWA Tequila Hong Kong and OMD Hong Kong.

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Effie judge Sylvia Lee presents a silver medal to Wellcome Supermarket, McCann Worldgroup Hong Kong and UM.

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Simone Tam (HK4As) presents a silver medal to MTR.

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Now TV's Hermit Ho presents a silver medal to ORBIS and Ogilvy & Mather Advertising.

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Pixel Media's Titus Au-Yeung presents a silver medal to Metro Publishing and McCann Worldgroup (Hong Kong).

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Buspak Advertising's Tony Fung presents a gold medal to Levi’s, TBWA Tequila Hong Kong and BBH Singapore/ OMD Hong Kong.

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Wander Meijer (TNS) presents a gold medal to MTR Corporation Limited, Twohundred Limited and Pro Marketing.

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Rose Yeung presents a gold medal to Levi’s, TBWA Tequila Hong Kong and BBH Singapore/ OMD Hong Kong.

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FT.com's Nicola Hall presents a gold medal to McDonald’s, DDB Group and OMD Hong Kong.

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Financial Times' Connie Lo-Schallenberger presents a gold medal to Levi’s, TBWA Tequila Hong Kong and BBH Singapore/ OMD Hong Kong.

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Keynote speaker Calvin Soh celebrates with Grand Effie winner Levi’s, TBWA Tequila Hong Kong and BBH Singapore/ OMD Hong Kong.

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.
 

Source:
Campaign China

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