McCann WorldGroup wins best of show for Cathay Pacific at Hong Kong Kam Fan Awards; BBDO named creative agency of the year
The Hong Kong 4As staged its annual Kam Fan creative awards show last night.
Hong Kong’s most prestigious and sought after award, the Grand Kam Fan for Best of Show, was Cathay Pacific Airways’ “Altitude Brew”, created by McCann WorldGroup HK – Cathay Pacific Central Team. The campaign concept surrounds a beer scientifically crafted to taste best at 35,000 feet. This also won the Design & Crafts Kam Fan. Cathay Pacific’s overall performance saw them also awarded the Client of the Year Award.
“The Grand Kam Fan is more than an ad, it is more than a piece of communication. It is engagement in truest form. It is a piece of innovation that required co-creation between the agency and the client. The Grand Kam Fan this year is something that I would be very proud of if I have done it myself” said Ted Lim, Jury Chairman of this year’s awards.
The creative agency of the year was BBDO Hong Kong.
“The Kam Fan Awards is a celebration of work from Hong Kong, but the quality that it recognizes is nothing short of world-class” said Spencer Wong, Chairman of the Kam Fan Organizing Committee.
This year, the Kam Fan bar was raised to make it on par with international standards, and to be recognized at international shows. Wong called on the local industry to continue to fight the good fight to create, innovate & redefine work that is worthy not just in Hong Kong, but on the world stage.
The CreateHK Office of the Government of the HKSAR continues to sponsor overseas trips to the Kam Fan Winners, and 3 teams of Young Kam Fan Winners to participate in international awards shows for recognition and experiences.
Overall, the Kam Fan Awards handed out 1 Grand Kam Fan award, 2 Kam Fan awards, 3 Gold, 25 Silver and 40 Bronze Medals.
Gold awards were presented to BBDO Hong Kong for the Society for Community Organization for “Wardrobe Apartment” in the Direct – Ambient category; Grey Advertising Hong Kong for the Hong Kong Tourism Board “Hong Kong Decoded” in the Poster Design category; and Cheil Worldwide Hong Kong in the Print Craft – Illustration category for JBL “Block out the Chaos”.
Betsy Beer, which won the Grand Kam Fan, is the private-label craft beer specially formulated to be enjoyed at 35,000 feet. Fusing science with traditional brewing methods, Betsy Beer is a product like no other. Its launch on selected routes triggered a global conversation on a scale the airline had never seen before. Due to its success, Betsy has now been expanded across all key routes, as well as craft outlets around Hong Kong. Following the campaign, 83% of customers agreed that Betsy Beer differentiated Cathay from other airlines and 74% of customers agreed that Betsy positively enhances the passengers’ travel experience.
“We are thrilled to receive this recognition from the esteemed panel of judges. To have a Hong Kong brand celebrated for its creativity and innovation is something we’re extremely proud of, and it couldn’t have been done without a strong spirit of agency-client partnership”, jointly remarked Brandon Cheung, Managing Director and Martin Lever, Executive Creative Director, Cathay Pacific Team, McCann Worldgroup Asia Pacific.
DOWNLOAD FULL RESULTS: HK4As Kam Fan 2017 Winners List.pdf
