The Agenda-developed campaign, which revolved around consumer participation, asked users to upload mugshots that could potentially feature on special edition Pepsi cans.
In all, five golds were handed out during the ceremony, including gold to Sunsilk and MindShare Fulcrum in the Best Online Campaign category; Pepsi and Agenda in the Best Innovative Approach category; SCMP and OgilvyOne Hong Kong in the Best Viral Marketing category; ASB Bank New Zealand and OMD in the Best Activation category; and finally; Motorola and Ogilvy & Mather in Best Use of Mobile. HP’s ‘Toyrama’ campaign from Arc Worldwide Singapore landed silver in the Digital Media Award category.
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