Nominees Category: CAMPAIGN AWARDS

Hong Kong Disneyland’s 20th Anniversary campaign, “The Most Magical Party of All,” transformed a milestone celebration into a region-wide cultural moment through a creator and celebrity-led strategy. Moving beyond traditional influencer marketing, HKDL positioned creators and celebrities as co-creators—active participants shaping and amplifying the story in real time.

From a social-first Red Carpet Party to a large-scale Grand Launch, immersive “party moments” brought together creators, celebrities, and guests across Hong Kong and the region, turning the celebration into a shared, socially visible experience.

By harnessing real-time storytelling, cross-community collaboration, and the power of collective participation, the campaign generated strong cultural momentum—making HKDL’s anniversary feel unmissable and reinforcing its position as the destination where magical moments are created and shared.

Cirque du Soleil returned to a saturated Hong Kong entertainment market where a standard announcement wouldn’t sustain a 64-show run. To prevent launch fatigue, we engineered a multi-narrative PR strategy that broadened KOOZA from a single production into a portfolio of compelling stories. We pitched economic scale to business media, the backstage reality to lifestyle press, artistic craftsmanship to culture titles, and shared wonder to parenting outlets. By replacing standard promotional tactics with unscripted, behind-the-scenes access, including an overseas media junket and organic creator documentaries, we dominated the news cycle from pre-launch to closing night. The campaign generated HK$24.48 million in PR value across 641 pieces of coverage and 183 million in reach. Most importantly, PR functioned as the primary commercial engine, driving sustained box-office demand and filling the Big Top all season.

The number of bookstores in Japan has declined by approximately 30% over the past decade, and with 40% of people visiting a bookstore only once a year or less, bookstore culture is facing a crisis. Addressing this challenge, Kinokuniya Bookstore, the industry leader, hosted “KINOFES 2026”—the first-ever all-night festival held at a bookstore—redefining the bookstore from a place to buy books into an exciting space where people can encounter new culture.

By adopting the format of a music festival, the event transformed visitors from passive buyers into active participants.

As a result, 700 tickets sold out in four hours; 60% of attendees were new customers; 75% purchased books; and the average transaction value nearly doubled compared to usual. The event achieved 50 million impressions without any paid advertising and was featured on national television.

KINOFES succeeded in revitalizing the value of physical stores, and reconnecting people with books.

Bruce Lee is one of Hong Kong’s most influential cultural icons — a symbol of philosophy, creativity, and cultural confidence rooted in the city’s identity. Yet amid globalised content and accelerated urban living, local heritage increasingly risks becoming respected but distant, particularly among younger generations.

At the same time, MTR — serving five million passenger journeys daily— has traditionally been perceived as functional rather than a cultural platform.

Marking the 85th anniversary of Bruce Lee’s birth, MTR launched “The Formless Way: Memorialising 85 Years Since Bruce Lee’s Birth” Exhibition, transforming routine journeys into moments of reflection, pride, and shared identity. Objectives were to seamlessly embed cultural storytelling into daily commutes, reconnect communities across generations with local heritage, and reposition MTR as a civic connector and cultural custodian.

To extend the impact of Hong Kong’s first large-scale CHIIKAWA DAYS exhibition, MTR transformed its railway network into a city-wide fan experience. Through themed trains, station installations, a surprise gate sound activation, MTR Mobile gamification, photo spots and limited-edition merchandise, the campaign turned routine commuting into a discoverable, shareable and collectible journey. More than a sponsorship, it repositioned MTR as an active cultural participant, driving local exploration, repeat ridership and stronger emotional engagement among commuters, fans and tourists alike. Rolled out in two waves across Light Rail and the Tuen Ma Line, the campaign sustained momentum through PR, social and KOL amplification across Hong Kong and Mainland platforms. By seamlessly integrating culture, mobility and participation, CHIIKAWA DAYS in MTR demonstrated how a transport brand could create city-wide relevance, meaningful public engagement and lasting brand affinity.

Hong Kong’s taxi industry didn’t have a product problem — it’s the trust issue that stands in the way. Passengers hadn’t abandoned taxis because they stopped loving them; they had simply stopped believing the experience was worth the risk. DASH was built to change that, and the PR strategy was built around the same idea: don’t announce a new app, transform the conversation around an entire industry. By giving drivers, passengers, and policymakers a credible new voice to rally around — backed by original research, real-time data, and a sequenced trust-building approach — DASH didn’t just enter the transport category. It reframed what the category could be. The result: 152 Tier-1 placements and 9,000 drivers onboarded within three months.