It is no surprise to see a big shift in consumer behaviour and marketing trends as we enter the post-pandemic era. However, creativity and innovation remain at the heart of all that is marketing today, and celebrating the achievements made by the marketing community and agency minds behind the work was crucial to us at this year’s MARKies Awards.
Taking home the coveted overall “Best of Show – Campaign” is Open to Art and Saatchi & Saatchi emerged victorious in the “Best of Show – Agency” category.
The team at Open to Art had their hand full winning four gold and three silver trophies.
Open to Art was launched to develop a campaign platform that positions HSBC at the forefront of digital art and culture, as well as to drive brand awareness and PR value via long-term activations and events.
The idea of the campaign was built on a consumer research which uncovered art, specifically digital art, was one of the fastest growing trends for younger consumers. The popularity of the Digital Art Fair and Hong Kong Art Fair’s digital installation among GenZ and millennials was also very evident through HSBC's social listening.
As such, the team developed a year-long initiative that aims to allow the entire city to both exhibit and experience digital art. As one of the largest banks in Hong Kong, HSBC converted many physical and digital spaces, including events, branches, traditional media spaces and even virtual ones, into art spaces.
The brand hopes to drive the relevancy between the bank and art by creating opportunities for the local community to enjoy these experiences in ways they otherwise could not, while also highlighting Hong Kong’s brightest digital creators.
As part of the campaign, the brand developed “Art of Progress”, a live multimedia installation in its wealth centres, using AI and historical data from the Hang Seng Index to create real-time art pieces in a traditional Chinese style. It also showcased its billboards in high-traffic locations featuring both HSBC’s partnership with M+ for Kusama exhibition and local digital multimedia creator. The innovative interactive element opened up a way which consumer can interact with art, symbolling the spirit behind “Open to Art”.
Furthermore, HSBC also collaborated with K11 in creating some of the world's largest NFT exhibitions, including turning K11 Musea into a guided tour of digital art. It also developed an “Open to Sound” installation on the West Kowloon Harbourfront, giving a live experiential sound experience to one of Hong Kong’s iconic water front.
Meanwhile, Saatchi & Saatchi took home the large haul of six gold, five silver and two bronze trophies. Across the three campaigns Saatchi & Saatchi entered, the campaign “Open to Art”, which was done for the client HSBC Hong Kong, won four gold and three silver trophies.
The agency's another campaign done in partnership with New World Development titled “Share for Good” won two golds, two silvers and one bronze trophy.
Coming in at a close second was Hardchi Creative which secured five gold trophies. Other big winners included Durian HK, Mindshare Hong Kong, Leo Burnett Hong Kong and Omelette.
This year’s entries were filled with unrivalled creativity and innovative marketing professionals who pushed boundaries. The celebrations took place in JW Marriott Hotel Hong Kong on 11 May 2023. MARKETING-INTERACTIVE would also like to thank our 26 judges who took time out of their busy schedules to go through the entries.
Congratulations to all of this year's winners. Please check the full list of winners here.
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