Best of the Best Creativity from Asia
Audience Wowed by Outstanding Works of Big Brands
Toronto, ON, June 7, 2012 – Hong Kong has been home to many top notch international marketing agencies. The city has also been known for decades as one of the world’s most creative cities for innovative and memorable advertising campaigns. Many international brands’ campaigns created in Hong Kong were used around the world. Just to name a few, the current MADD’s Against Drink and Drive TV commercial was a creation from Hong Kong and is running on Canadian television; the McDonald’s Filet-O-Fish Aquarium TV commercial created in Hong Kong left a lasting impression and strong brand identity among its audiences around the world.
Tuesday, at the CCAMMA-hosted CRE8FEST, marketing and creative professionals in Toronto watched a 45-minute showreel of award-winning advertising campaigns from Greater China as well as from other parts of the Asian Pacific. At this one-of-a-kind never-before-seen in Canada showreel, viewers saw the strategies behind the making of these creatives and the successful results, including such brand names as Coca-Cola, McDonalds, General Motors, Hyundai, and KFC. There were many outstanding integrated and interactive campaigns crossing multiple platforms and media such as TV advertising, out of home, mobile, web, social media, public relations and experiential marketing. In fact, Coca-Cola has claimed its recent “Chok” multi-media campaign was the best and yielded the most results in its 35 years of history in Hong Kong.
With a fast growing Asian population and demand for ethnic marketing creative services in Canada, the stimulating showreel was a unique opportunity for marketing professionals and rookies to learn and be inspired by creative trends beyond the Canadian frontier. More than 200 marketing, advertising, and media professionals mingled at this unique event to see the best of the best from the Asia Pacific region.
“Creative industries are important economic drivers for Hong Kong. They help increase the city's innovation capacity and serve as a powerhouse for economic growth,” said Miss Gloria Lo, Director of the Hong Kong Economic and Trade Office (HKETO). “If you are a provider of creative or related services seeking to expand, Hong Kong could be the place for you. Hong Kong is now a regional hub for media and creative-related industries. The broad spectrum of Hong Kong’s creative industries includes: advertising, animation, architecture, art and culture, broadcasting, design, digital entertainment, film, music, media, publishing and multimedia. Much of the creative sector’s growth is fuelled by Hong Kong being Asia’s regional business hub and the strong presence in the city of multinational corporations as well as many small and medium scale enterprises.”
CRE8FEST was proudly sponsored by HKETO. The showreel event began with a VIP reception in the c5 Restaurant Lounge followed by the showreel in Signy & Cleophée Eaton Theatre at the Royal Ontario Museum.
CRE8FEST’s reels were provided by the HK4As Kam Fan Awards, ROI Festival China, and AdFest – three of the most well recognized advertising award shows in Asia.
The Chinese Canadian Advertising Marketing & Media Association consists of members who practice communications in Canada and the Pacific Rim. The association was founded in 1987 in Toronto originally to facilitate Canadian and newly Chinese immigrant communication professionals to meet and share Canadian business and social experience. It was expanded to include media and mainstream professionals in 1990 to create a stronger bigger network. Incorporated in 1994, CCAMMA has more than 200 members with experience in marketing, advertising, public relations, media, promotions, production, research, and Chinese marketing communications. www.ccamma.com
The Hong Kong Economic and Trade Office (HKETO), the official representative of the Government of the Hong Kong Special Administrative Region in Canada, was established in Toronto in 1991. The HKETO’s mission is to promote and facilitate exchanges between Hong Kong and Canada, with particular focus on trade and economic relations. As the world’s freest economy, Hong Kong is a leading international financial centre and a regional logistics hub. It is a gateway to mainland China and remains a best location for international companies to run their regional operations. www.hketo.ca
L to R: Loretta Lam, President of Chinese Canadian Advertising Marketing and Media Association (CCAMMA), Stephen Siu, Assistant Director (Public Relations) of Hong Kong Economic Trade Office (HKETO), Margaret Bowman, President of Bowman & Associates, Liz Evans, Associate Dean of Ted Rogers School of Management Ryerson University, Gloria Lo, Director of HKETO, Benjamin Hum, President of North American Asian Professionals Toronto Chapter, Benson Wong, Chair of CRE8FEST