For immediate release

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1 For immediate release MTR Advertising The Best of the Best s 2010 Recognition to Outstanding Advertisers, Creative and Media Agencies for their Blast of Creative Supernova (Hong Kong, 16 th March 2011) MTR Advertising The Best of the Best s 2010, jointly organised by MTR Corporation and JCDecaux Pearl & Dean, was successfully rounded off with an awards ceremony held at the Grand Hyatt Hong Kong last night. With the presence of 300 executive representatives from the advertising industry, this annual event recognised the outstanding achievements and creative excellence in MTR Advertising in The theme for this year s s is Creative Supernova, emphasizing that MTR and JCDecaux Transport have always been devoted to introducing new advertising channels for the local advertising industry to manifest their creativity, blasting rounds of Creative Supernova, and promote both advertising and creative industries in Hong Kong. The Judging Committee for this year s awards stated that there was an intense competition among the finalists campaigns. Not only did the campaigns manage to make a successful breakthrough in concepts and execution, but also blended harmoniously the creative ideas with MTR s advertising medium, bringing more than just advertisements to passengers in MTR. The winner of the Best of the Best Creative, McDonald s M Selections Sakana Supreme Burger, sets an outstanding example. The campaign has smartly transformed the Hong Kong station to a beautiful Japanese garden with a grand torii and cherry blossoms, thereby creating a popular topic for passengers and travellers. The winner of the Best of the Best Use of Media, Sony Ericsson FIFA, set the first Augmented Reality interactive game in Mong Kok Station during the time of World Cup, which successfully caught the attention of the target audience and the media. Being the best of the best, the McDonald s campaign and the Sony Ericsson campaign also earned the gold and silver awards in the Best Innovative respectively. The public were also invited to share their views. My Favourite was opened to all in January and February 2011 to vote for their favourite campaigns advertised in MTR during the year. My Favourite Platinum was awarded to McDonald's - Monopoly Promotion, which has transformed the MTR platform to a huge Monopoly game board. The campaign won the hearts of passengers, making the promotional campaign a widespread success.

2 The Best of the Best s has received enthusiastic support from advertisers, members of the advertising industry and the public since its launch in All advertising campaigns that were launched in the MTR* and Airport Express from 1 st January to 31 st December of the award year were automatically qualified as entrants to the s. This year, over 100 campaign finalists competed for the awards. For more information about the s, please visit For the full list of winners and members of the judging committee, please refer to the appendices. *MTR refers to Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line and Airport Express Line. Media Enquiry: Mint Communications Jolie Yue Senior Account Executive Tel: (852) Fax: (852) jolie@mdp.com.hk JCDecaux Transport Peggy Jor Marketing Director Tel: (852) Fax: (852) peggy.jor@jcdecaux.com.hk Appendix: 1) The Best of the Best s 2010 MTR Advertising List of winners 2) The Best of the Best s 2010 MTR Advertising List of Judging Panel members 3) The Best of the Best s 2010 MTR Advertising Press photos & captions

3 Appendix 1: MTR Advertising The Best of the Best s 2010 List of winners My Favourite Platinum My Favourite My Favourite McDonald s - Monopoly Promotion Disney's Sparkling Christmas - Storybook Fantasy Demae Iccho Senses on MTR Online Voting s (Voted by the public): Advertiser McDonald s Restaurants Hong Kong Disneyland Resort Nissin Foods Co. Ltd. Media Agency Mindshare Hong Kong Asatsu-DK Hong Kong Ltd. Creative Agency Ogilvy & Mather Advertising Asatsu-DK Hong Kong Ltd. Best of the Best Creative Platinum Best of the Best Use of Media Platinum Integrated Media Gold Integrated Media Silver Digital Media Gold Digital Media Silver Best Poster Best Poster Airport Express Advertising Professional s (Judged by industry professionals): McDonald s M Selections Sakana Supreme Burger Advertiser McDonald s Restaurants Media Agency Creative Agency Sony Ericsson FIFA Sony Ericsson MEC Please Communications Sony Ericsson FIFA Sony Ericsson MEC Please Communications glacéau vitaminwater - Photo Studio Vitasoy 70th Anniversary Coca-Cola China Vitasoy International Holdings Ltd. Universal McCann PHD At Home in Nature AIGLE Green Square Marketing Ltd Flying Girl Samsonite Cosmolite Cosmolite The Lightest and Strongest Samsonite Ever Canon Hongkong Company Samsonite Asia Starcom Worldwide Samsonite Asia ROOTZ DDB Worldwide Ltd BETC Euro RSCG (Paris) & Encl Design & Production Company (Hong Kong) Communion W Samsonite Asia Meet The Team Cathay Pacific Airways Universal McCann McCann-Erickson Cathay Pacific Central Team

4 Advertiser Media Agency Creative Agency Airport Express Advertising Best Innovative Best Innovative Best Branding Best Branding Best New Product Best New Product Best Tactical Best Tactical Be Good At Money ING PHD Twofish McDonald s M Selections Sakana Supreme Burger McDonald s Restaurants Sony Ericsson FIFA Sony Ericsson MEC Please Communications Demae Iccho Senses on MTR Stay Hilton Go Everywhere Sprite - Green Tea Flavored Sparkling Nissin Foods Co. Ltd. Hilton Hotels & Resorts Coca Cola China Asatsu-DK Hong Kong Ltd. Universal McCann izzuextreme McDonald s - Dim Jack McDonald s Restaurants Asatsu-DK Hong Kong Ltd. The Upper Storey McCann-Erickson.Guangming Ltd EAST Hotel Launch Swire Hotels Maxus TBWA\TEQUILA\ HONG KONG Outstanding Performance s (Based on accumulated scores of all campaigns): Winner Media Planner of the Year Germaine Tse () Creative Professional of the Year Irene Tsui () Media Agency of the Year Creative Agency of the Year

5 Appendix 2: MTR Advertising The Best of the Best s 2010 List of Judging Panel members MTR Advertising The Best of the Best s 2010 Judging Panel Name Title Company Ada Wong General Manager ZenithOptimedia Alice Lam Managing Partner Media Palette Canny Leung Executive Director bma Investment Group Ltd CC Tang David Yeung Iris Lo Chairman, Hong Kong Chief Creative Officer, Greater China Vice President, Marketing Communications, Consumer Group Managing Director Executive Creative Director EuroRSCG Worldwide PCCW DraftFCB Jackson Kwok CEO, Hong Kong OmnicomMediaGroup Jim Chim Sui-Man Managing Director PIP Cultural Industries Keith Ho Executive Creative Director Grey Hong Kong K.K. Tsang CEO GroupM, Hong Kong Dr. Lo Wai Luk Associate Professor Department of Cinema and Television, School of Communication, Hong Kong Baptist University Melanie Lo Leader MindShare Hong Kong Ray Wong CEO PHD Dr. Royce Yuen, JP Visiting Associate Professor The University of Hong Kong - Faculty of Business and Economics Simon Fung Executive Creative Director Metta Communications Simon Wat Marketing Director, Hong Kong Nike Hong Kong Ltd Spencer Wong Vice Chairman HK4As Stanley Wong, anothermountainman Founder Communications Yvonne Lo CEO, Hong Kong M&C Saatchi

6 Appendix 3: MTR Advertising The Best of the Best s 2010 Press photos & captions A) Ms. Anna Yau and Mr. Louis Cheung, the MC of the s Ceremony introduced this year s theme Creative Supernova, denoting MTR Advertising s continuous introduction of new formats, blasting the next round of Creative Supernova. B) Mr. Stephen Wong, CEO of JCDecaux Greater China remarked the company vision of 2011 and expressed expectation of more creative campaigns in MTR advertising in the coming year.

7 C) Mr. Stephen Wong, CEO of JCDecaux Greater China (first from right) and Ms. Jeny Yeung, General Manager Marketing & Station Commercial of MTR Corporation (left) presented souvenirs to the Guest of Honour, Mr. Ricky Wong, Chairman of Citi Telecom (HK) Ltd / Hong Kong Broadband Network Ltd. D) The McDonald s M Selections Sakana Supreme Burger by McDonald s Restaurants, won two awards, namely the Best of the Best Creative Platinum and Best Innovative. The winner s representatives received the awards from Mr. Stephen Wong, CEO of JCDecaux Greater China (first from left).

8 E) The Sony Ericsson FIFA by Sony Ericsson was awarded with the Best of the Best Use of Media Platinum and the Best Innovative. F) The McDonald s Monopoly Promotion was awarded with the My Favourite Platnium. The winner s representatives received the awards from Ms. Jeny Yeung, General Manager Marketing & Station Commercial of MTR Corporation (third from left).