The Hong Kong Tourism Board was named Client of the Year and its 'Reframing Hong Kong' campaign by Grey Group Hong Kong won the Grand Kam Fan Award at Friday night's Kam Fan Awards, presented by the HK4As.
Cheil Worldwide Hong Kong was named the Agency of the Year on the back of a hefty haul of 42 awards (including 'Merit' awards). Mindshare Hong Kong was named the Media Agency of the Year. And Secret Tour won Independent Agency of the Year.
The Grand Kam Fan came from the direct category for co-creation and user-generated content. The 'Reframing' campaign invited photo submissions that would be printed as actual postcards and used in future international campaigns (see "HKTB crowdsources postcard photography in Instagram campaign"). It ended up drawing tens of thousands of submissions and was praised for generating an authentic view of Hong Kong.
In addition to Cheil, four other agencies hit double-digits (including 'Merit' awards): Ogilvy took a total of 21 awards, DDB Group won 18, Grey Group had 15 (not counting the Grand Kam Fan), and Leo Burnett had 12. Additional creative winners included Anon, Dentsu, Hakuhodo, Havas, Innovaders, M&C Saatchi Spencer, MrPaul & Partners, Narrow Door, PS Workshop, Red Fuse, Saatchi & Saatchi, Society, Tula Ltd and Wunderman Thompson.
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