Effie Awards Greater China and Effie Auto Awards have announced their winners and effectiveness ranking for 2022. DENTSU CREATIVE scooped 10 trophies including 2 Golds and 8 Bronzes, ranking NO.2 amongst Greater China Most Effective Agency Networks. Besides, Dentsu Group ranks NO.3 of the Most Effective Agency Holding Groups.
DENTSU CREATIVE: 2022 Effie Awards Greater China Most Effective Agency Networks, NO.2
Dentsu Group: 2022 Effie Awards Greater China Most Effective Agency Holding Groups, NO.3
Dentsu Group: 2022 Effie Auto Awards Most Effective Agency Holding Groups, NO.3
Creative Agency: DENTSU CREATIVE
Bronze in Crossover Marketing
Setting off a Dancing Psyduck craze for KFC, we made the toy a way to express lockdown frustrations, a most-wanted holiday toy for Children's Day and an ambassador for happiness.
Creative Agency: DENTSU CREATIVE
Bronze in Positive Change - Environmental
Bronze in Business Achievement - Small Budgets
We partnered with Alipay's green initiative, Ant Forest, to inspire their customers to live a lower-carbon life with easy-to-implement behaviour shifts. Together we created This is very Green, a series of films for social media featuring a range of animals in the forest. The original films set out eight ways to adopt a greener lifestyle and were also created using a low-carbon method. We did not require travelling or shooting, which minimised our carbon footprint in production, with overall budget under US$50,000.
Creative Agency: DENTSU CREATIVE
Bronze in Brand Integration & Entertainment Partnerships - Products
We helped Master Kong to dive into the mature, exquisite, and rich "adult" market with the launch of a high-end brand - the Master Soup. Partnering with the variety show "Call Me by Fire," we brought the brand and product into different consumption scenarios, communicating with "adult" consumers.
Creative Agency: DENTSU CREATIVE
Bronze in Automotive Aftermarket - Product
Inspired by China's vast natural landscapes and local cultures, we transformed technology into art. We drove to four extreme locations in China to present Shell Helix Ultra's features in four unique artistic ways. By showcasing local art and culture, we made technology artistic, content attractive, and complicated jargon intuitive.
Creative Agency: DENTSU CREATIVE
For GAC Motor, we created a successful debut for Empow, which represented the first sports model for young people as well as the strong momentum of the market and the speed of Empow's spokesperson and Olympics athlete Bingtian Su. Meanwhile, the BGCs and UGCs from car owners also made Empow a model that embodies young people's adventurous spirit and personality.
About Effie
Effie Worldwide stands for effectiveness in marketing, spotlighting ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie Awards were launched in 1968 by the New York American Marketing Association as an awards program to honor the most effective advertising efforts. Today, Effie, also a non-profit organization, celebrates effectiveness worldwide across 50+ countries and regions. The Effie Effectiveness Index identifies and ranks the marketing industry's most effective advertisers, agencies and brands by analyzing finalist and winner data from all Effie Awards competitions globally.
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