Staff Reporters
Oct 13, 2022

MSL wins Grand Effie in Hong Kong

The agency became the first PR firm to bring home the highest accolade and led the metal tally with seven awards. See the full winner list and photos from the event.

Grand Effie: ‘Revolutionising NGO funding in HK’, New World Development and MSL HK
Grand Effie: ‘Revolutionising NGO funding in HK’, New World Development and MSL HK

MSL won the Grand Effie and the most metal as the Association of Accredited Advertising Agencies of Hong Kong (HK4As) presented the 2022 Hong Kong Effie Awards Wednesday evening (October 12). 

MSL’s 'Revolutionising NGO funding in HK' Share for Good campaign for New World Development (NWD), won the Grand Effie. MSL won one gold, two silvers and four bronzes. Two bronzes were for the above campaign and two other bronzes were for NWD's 'State Theatre Reborn' work.

Meanwhile, Publicis Worldwide and Starcom also won another two bronzes for AXA Hong Kong's  'When it comes to your health, No More Excuses' campaign. Publicis Groupe earned nine awards in total. 

Dentsu Mcgarrybowen and Carat Media Services were the other gold winners.

Wunderman Thompson and PHD Hong Kong won two silvers for HSBC's 'Say Goodbye to Wealth A0' campaign. 

Dentsu Mcgarrybowen together with iProspect bagged another bronze for Manulife Hong Kong's 'Choose to have a choice in retirement' campaign. 

The awards were presented at a ceremony dubbed 'Moment of Glory', held at PMQ in Hong Kong's Central district with over 100 guests, including jury members, marketers and agency professionals.  

The organisation gave out 23 awards in total—one Grand Effie, two golds, five silvers and fifteen bronzes—from a shortlist of 35. See the full winners list (PDF)

The jury included more than 30 judges. A special panel including Sandipan Roy (chief strategy officer, APAC, exisobar, Dentsu), Diane Chiu (general manager, marketing and revenue management, MTR Corporation Limited), Frankie Li (global ecommerce innovation director, Reckitt Benckiser), Sarah Trombetta (chief client officer, P&G AMEA, Grey Group PTE Limited), and Jason Spencer (managing director, Kantar Insights Hong Kong) held special judging online and selected the Grand Effie winner. 

The other contender for the Grand Effie was Dentsu Mcgarrybowen’s 'A Taste of Togetherness' for Café de Coral.

The Association of Accredited Advertising Agencies of Hong Kong (HK4As) has organised and
presented the Effie Awards in Hong Kong since 2004. 

Gold Winner: 'A Taste of Togetherness', Café de Coral, Dentsu Mcgarrybowen and Carat Media Services HK
Gold Winner: ‘Revolutionising NGO funding in HK’, New World Development and MSL HK


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