TVB TVC Awards winners announced

Hong Kong - Hong Kong Broadband took home two awards - for the Most Popular TVC and the Most Creative - for its "Squeeze/Bell/Ants" campaign at TVB's annual TVC Awards ceremony on Saturday night.

M&C Saatchi was the creative agency for the campaign.

Yakult's "Re-meet" campaign by Dentsu grabbed two awards, one for Best of the Best and another for Most Popular TV Commercial in the dinning, food and beverage category.

McDonald also won three awards from different campaigns including the "Small Moments of Connection-Crew" and "Shake Shake Fries 2007" campaigns by DDB.

Prior to the show, K.W. Leung, controller of TVB's marketing and sales division who is also the project chairman for the awards, told Marketing that instead of selecting the entries by itself, this year TVB encouraged all agencies to participate in the awards. Winners from a list of the finalists that were selected by the 4As and research company Synovate will eventually go to a public vote online.

Leung added the awards does not necessarily serve as a force that drives advertisers to buy airtime from TVB; rather, it is a "long-term result". Advertisers are mainly attracted to the TVB's high audience ratings and interactive ad service.