FWD distinguished itself at Marketing magazine’s PR Awards 2020 by taking home 12 prestigious wins, reflecting the breadth and creativity of its latest PR campaigns. In recognition of its efforts to incarnate its brand promise “Celebrate Living”, FWD was awarded the prominent title Best of Show – Brand, in addition to four gold awards, four silver awards, and three bronze awards.
“Celebrate Living” emphasises the value of living in the moment, seizing opportunities, and embracing new life experiences. Paul Tse, CMO of FWD Greater China, explaines: “Through all our campaigns, we encourage people to nurture a passion for life that not only epitomises how we position ourselves as a brand, but also how we empower people to live life to the fullest without hesitation.”
As many as four PR campaigns were the focus of attention at the PR Awards 2020. From public health, sports, entertainment to the environment, and cultural heritage, FWD covered a variety of projects and was a sponsor of several world-class events.
In 2019, FWD awakened some of our most treasured childhood memories. Critically acclaimed and widely reported as a "must see event", the FWD x "The World of Studio Ghibli’s Animation” exhibition was a resounding success and positive coverage spread like wildfire on social media, reflecting the public’s affectionate recollections of the fantasy worlds depicted in Studio Ghibli’s films. The campaign won five awards, namely the Campaign of the Year – silver award, the Best PR Campaign – Partnership/Sponsorship – gold award, the Best Integrated Communications – gold award, the Best Engagement – Mass Community – bronze award and the Best PR Campaign – Finance and Insurance – bronze award.
More recently, the #stayhomemoments campaign was designed to help flatten the curve of new COVID-19 infections by interacting with the public through social media and forming partnerships with popular merchants such as foodpanda and Hong Kong Telecom to offer Hong Kong citizens free protection offer against the illness and encourage them to stay home. The #stayhomemoments campaign earned three awards, including the Best PR Campaign – Partnership/Sponsorship – gold award, the Best Use of Social Media – silver award and the Best PR Campaign – Public Awareness – bronze award.
Proud of its Hong Kong roots, FWD actively seeks to celebrate and preserve the city’s cultural heritage for the common good. In January 2020, FWD launched the “Hong Kong Story Walk – Miniature Hong Kong” exhibition at FWD HOUSE 1881, which featured miniature replicas of classic Hong Kong stories that evoked rituals, traditions, and memories such as the Tai Hang Fire Dragon Dance, the Cheung Chau Bun Festival and the Piu Sik Parade. The miniature campaign earned FWD two awards, including the Best Campaign – Lifestyle and Entertainment – gold award, and the Best Storytelling Strategy – silver award.
Meanwhile, FWD is also alert to climate change and the diverse threats posed to our environment. The company has sponsored the North Pole Marathon for the last four years, with the race aiming to advance ecological conservation.
Besides its sponsorship, the company engaged four local influencers as race contenders who helped promote the planting of several forests across Southeast Asia. This sponsorship brought a silver award at the Best Influencers Strategy category.
Far from resting on its laurels, FWD is working hard on new yet exciting campaigns that promise to live by the values the brand has actively advocated since its inception. The company’s teams celebrate its remarkable achievements this year and look forward to more yet to come.
This article is sponsored by FWD.