MTR Corporation and The Bridge Agency win big at PR Awards HK 2025

MTR Corporation and The Bridge Agency have won big at the PR Awards Hong Kong 2025, winning Best of Show – Brand and Best of Show – Agency, respectively.

Designed to identify, recognise, and reward exceptional work in the PR and communications sector across North Asia, the awards saw plenty of excited industry experts gather at Kerry Hotel, Hong Kong, on 19 September to compete for recognition for their outstanding work. All entries were carefully evaluated by an independent panel of 27 senior and brand-side marketers.

See the full list of winners here. 

See the full jury here. 

Standing out from the crowd and impressing the jury was MTR Corporation, which took home 16 trophies, including seven golds, four silvers, and five bronzes. Its impactful campaigns included "Journey Together", created in collaboration with Mindshare Hong Kong, Uth Creative Group and The Bread Digital; "Green T Baby Fun Day", done in partnership with Frengers Communications and MORE PR & Marketing; as well as the "MTR Station Rail Voyage Exhibition" and "MTR 45th Anniversary Festivities".

The "Journey Together" campaign was the standout among MTR Corporation's initiatives, impressing the judges the most. Running throughout 2024, it aimed to reconnect with the public by emphasising the 45-year shared history between MTR and the people of Hong Kong, highlighting their collective growth and important moments.

To foster connection and resonance, the campaign released a rendition of Danny Chan’s iconic song 幾分鐘的約會, reinterpreted by local singer Hins Cheung. This cultural touchstone carried deep emotional significance for Hongkongers and was featured in TV commercials and mainstream media.

As part of its efforts to revive collective memory, the campaign revisited classic movie scenes filmed in the MTR and illustrated the urban growth journey through its line development. It also invited staff members who have served MTR for over 45 years to share heartfelt stories, revealing a rich tapestry of personal narratives that reflect Hong Kong’s transformation, along with the technological and operational advancements, as well as the cultural shifts that have shaped MTR's journey.

To heighten the nostalgia, the campaign reintroduced the original red-and-white train (白頭列車) from 45 years ago. Through nostalgia marketing and experiential engagement, the public experienced an immersive journey with ball-shaped straphangers, creating a moving museum atmosphere.

While there has been significant public interest in the “urban myth” surrounding the MTR, the campaign launched an unexplored tour - a social storytelling partnership that takes citizens to the famous secret scenes of stations, trains, and depots to uncover hints about the urban myth.

To make a big impact, the campaign hosted a grand celebration for the next generation by introducing "Chill Fun Trainival", the first-ever railway-themed carnival. It featured five zones with various amusement rides and performances, bringing joy to the community and providing citizens with a vibrant way to interact with the railway system.

On the other hand, The Bridge Agency won the esteemed Best of Show – Agency award. The agency took home 13 trophies, including four golds, six silvers, and three bronzes, with a number of thought-provoking campaigns.

These include “Don’t Let Spaces Limit Your Imagination” for Uni-China Group Brand: 24 Storage; “Hong Kong Market Eshop Launch Campaign” for Uni-China Group Brand: Hong Kong Market; “AVANTGARDEY Pop-up Store” for Festival Walk; “Banking TrendyToo presents: ‘Strive for the Best. Together We Break the Record!’” for Bank of China (Hong Kong); “Inside Out 2: Emotion Playpark” for Hong Kong Times Square; “Tyson Yoshi ‘1994’ New Song Launch Campaign” for Just Kidding; and “TamJai x Grandma’s Scones – The Mala Job Fair” done in collaboration with Hardchi Creative for TamJai International Brand: TamJai Yunnan Mixian.

The “TamJai x Grandma’s Scones – The Mala Job Fair”, created in collaboration with Hardchi Creative for TamJai Yunnan Mixian, impressed the judges the most among the campaigns developed by The Bridge Agency.

Running from December 2024 to March 2025, the campaign aimed to promote the collaboration between TamJai Yunnan Mixian and local pastry brand Grandma’s Scones of an innovative product, “Grand ‘麻’ Scones”, which “麻” sounds the same as mala, infusing the spiciness into pastries and combining their signature appetisers with flavoured scones. 

To surprise customers’ palates, both brands utilised their brand’s essence - the eight levels of TamJai’s spiciness into Grandma’s delectable scones. These scones were packaged as a gift box for sharing, 

To create a viral effect, the collaboration launched engaging content on a hot topic to attract customer attention. Amid the economic downturn affecting the food and beverage industry, the campaign focused on job hunting and partnerships with Grandma’s Scones. It featured a teaser about the brand mascot, Grandma, looking for a job due to unfavourable market conditions. Her business was impacted, prompting her to seek new opportunities, and she discovered a job ad from TamJai recruiting new team members.

One of the highlights of the campaign was the event held at K11 Art Mall. It was an experiential activation demonstrating the recruitment process through interactive games, decorations, and a pop-up store format, creating a one-of-a-kind onsite experience for customers that TamJai had never offered before. Participants could tailor their profiles, pass the TamJai dialect test, and then participate in a spicy soup blind tasting. After the tests, participants could take a photo to print their staff cards. At the event, a series of merchandise and scones were also available at TamJai outlets, aiming to sustain the buzz and further boost sales.

This year's submissions highlighted remarkable creativity and innovative PR and communications professionals who pushed the limits. MARKETING-INTERACTIVE would like to thank the esteemed panel of judges for their time and effort in evaluating over 470 entries across 39 categories. A total of 120 trophies were awarded to the top brands and agencies in the region.

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