In its first year as part of the Cannes Lions Division, Effie witnessed Dentsu Creative’s China team garnering 8 honors for Most Effective Agency, in addition to 2 Gold, 3 Silver, and 11 Bronze medals at the 2024 Greater China Effie Awards.
We were awarded the top honor for Most Effective Agency at the Effie Positive Change Awards and the Design Awards, while also winning accolades in Outdoor & Scenario Marketing and Video Marketing, as well as three Agency Groups titles for the Dentsu Group.
Effie champions creative marketing that matters, driving growth through creative, effective marketing. Thanks to the continued trust of our client brands and partners, Dentsu Creative has been devoted to driving business success while harnessing the marketing effectiveness of dentsu's global network for the local market.
The recognition of Positive Change Awards not only places us first but also instills greater confidence in our dedication to the Dentsu Group’s 2030 Sustainability Strategy – generating ideas for the future to solve challenges facing society.
In the year 2024, the Dentsu Creative team in China has garnered 19 Agency of the Year awards across the Greater China region, and we are excited about the prospects for 2025.
AGENCY TITLES DENTSU CREATIVE & DENTSU GROUP CLAIMED FROM EFFIE AWARDS 2024 IN GREATER CHINA:
Effie Positive Change Awards - Agency Offices of the Year, NO.1
Effie Positive Change Awards - Agency Networks of the Year, NO.1
Effie Positive Change Awards - Agency Holding Groups of the Year, NO.1
Effie Design Awards - Most Effective Agencies, NO.1
Effie Design Awards - Most Effective Holding Groups, NO.1
Effie Outdoor & Scenario Marketing Awards - Most Effective Agencies, NO.3
Effie Video Marketing Awards - Agencies of the Year, NO.2
Effie Video Marketing Awards - Agency Holding Groups of the Year, NO.3
NONPROFIT ORGANIZATION: JIAN AI ELDERLY CHARITY CENTER
CREATIVE AGENCY: DENTSU CREATIVE
GOLD: SUSTAINABLE DEVELOPMENT - Media Idea
SILVER: SUSTAINABLE DEVELOPMENT - Good Health & Well-being
GOLD: DESIGN - Creative Communications
BRONZE: DESIGN - Sustainability
BRONZE: HEALTH & WELLNESS MARKETING - Disease Awareness & Education
BRONZE: OUTDOOR & OCCASION MARKETING - Transit
SILVER: OUTDOOR & OCCASION MARKETING - Positive Change - Non-Proft Marketing
Presenting Lost in Time, one-of-a-kind artworks created by those suffering from Alzheimer’s.
Partnering with Jian Ai Charity, a non-profit focused on elderly brain health, we carried out clock-drawing test on hundreds of seniors suffering from Alzheimer's. The clock drawings reflected the different phases of early, middle, and advanced symptom advancement. We turned the clock drawings into an evocative timepiece collection, campaign and exhibition, offering a window into the time lost by those with the Alzheimer’s disease and their distorted world.
On World Alzheimer’s Day, a display in the Shanghai metro was launched. It garnered over 17 million people walked through the display in 40 days. On World Health Day, we held an online auction. In 5 days, the watch was bid for at 20 times the regular price of an electronic watch.
Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement. Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.
CREATIVE AGENCY: DENTSU CREATIVE
SILVER: VIDEO MARKETING - Micro Film-Branded Content/Product
BRONZE: VIDEO MARKETING - Business Innovation-AIGC
SHORTLISTED: VIDEO MARKETING - Short Video
In the dawn of the AI, Intel is ‘Bringing AI Everywhere’, allowing everyone to experience a unique and innovative journey powered by AI. Meanwhile the decentralized media landscape in China means that the content displayed on each user’s phone differs, shaped by the personalized algorithmic recommendations.
Intel crafted the AI-tailored short film ‘Detective Jia’, featuring a mix of genres like suspense, horror, comedy, drama, sci-fi, and thriller, with storylines specifically designed to match the preferences of the audience through algorithms. In addition, the use of AI face-swapping technology allows millions of users to perform alongside leading roles.
Fusing technology, entertainment, and creativity, the film is an experimental collaboration, illustrating the cutting-edge features and artistic potential of AI PCs.
THE RESTAURANT OF SILENCE
ADVERTISER/BRAND: YUM CHINA / KFC
CREATIVE AGENCY: DENTSU CREATIVE
BRONZE: SUSTAINABLE DEVELOPMENT - Decent Work & Economic Growth
BRONZE: SUSTAINABLE DEVELOPMENT – Restaurants
Nearly 30 million people in China have hearing impairments, representing an average of one in 50 people in the country, the highest globally. The challenges faced by hearing impaired people in fitting into mainstream society often go unnoticed by the public because they appear no different from others.
KFC opened a special restaurant designed for the ease of hearing-impaired staff. Through the use of visual symbols and interactive tools, the KFC restaurant serves as a welcoming space for disabled individuals to integrate into the community, turning it into a hub for diverse groups to come together and show love and support.
Each year, over 200 ‘angels’ work together and fulfill their roles just like everyone else. To date, KFC has launched more than 58 Angel Restaurants across 52 cities, providing a workplace for over 1,000 hearing-impaired staff members in an environment that supports seamless communication. Share One World.
UP WITH KFC CRAZY THURSDAYS!
ADVERTISER/BRAND: YUM CHINA / KFC
CREATIVE AGENCY: DENTSU CREATIVE
BRONZE: TIMELY OPPORTUNITY - Products
BRONZE: CULTURAL MARKETING - Popular Culture
SHORTLISTED: SOCIAL MEDIA - Products
Every year in Spring, young people experience intense emotional fluctuations due to a mix of stressors such as job hunting, performance evaluations, final exams, and of course the rush of Chinese New Year. They are in desperate need of an outlet to unleash their stresses.
Teaming up with Dragon Tiger Brand Medicated Oil, famously dubbed the magical power from the East, KFC has created peculiar oil essence and stickers that fascinates the mind of all drawing them into a vibrant mood. Young people are using this occasion as an outlet to unlock their creativity and escape the monotony of the workweek.
Thanks to the active recreation and the sharing of young users, the co-branded products on Xiaohongshu saw a surge in popularity with over 15 million views. These ecstatic young fans were seen rushing into stores to buy these products which resulted in the emptying of stock in mere hours.
What started as a special offer at KFC on Thursdays has now transformed into a cultural phenomenon embraced by the youth in China.
CREATIVE AGENCY: DENTSU CREATIVE
BRONZE: AI MARKETING - AIGC
BRONZE: AI MARKETING - AIPC
Intel collaborates with popular bands Secondhand Rose and Nova Heart, winners from the music variety show “The Big Band 3”, to infuse creativity and fun into content creation. Experiencing the awe-inspiring Intel Evo Ultrabook, powered by AIGC technology.
From crafting scripts to designing visuals, the computer powered by AIGC showcased an impressive ability to blend diverse styles in commercials. Meanwhile, the creative team highlighted the importance of brands staying true to their unique styles, staying relevant, and embracing new opportunities for future innovations.
With 63 million views and 2 million social media engagements, the videos made a significant impact. Searches for Intel Evo on Douyin and JD increased by 210% and 24%, respectively. Furthermore, Intel’s JD eCommerce platform recorded 3.8 million visits.
Honouring the most effective ideas worldwide for over 50 years! Effie Worldwide’s mission as a non-profit educational organization is to lead, inspire and champion the practice and practitioners of marketing effectiveness globally through education and recognition. The Effie Awards, established in 1968, are given annually to honour the most effective marketing ideas.
Effie celebrates effectiveness worldwide with over 55+ programs spanning 125+ countries and regions. Learn more about Effie’s initiatives at effie.org and about Effie Awards winners and finalists at Effie’s Case Database.
RIGHT/
Guang Cui
Chief Executive Officer, China, dentsu
MIDDLE/
Paul Lu
Chief Marketing Officer, China, Intel
LEFT/
Chris Chen
Chief Creative Officer, China, dentsu
Lost in Time, Found in Cannes!
