Spark Awards HK 2026 winners unveiled

TVB and OMD Hong Kong won big at the 13th edition of MARKETING-INTERACTIVE's Spark Awards Hong Kong 2026, held at Hotel ICON on 9 October.

TVB was crowned Media of the Year, while OMD Hong Kong took home Media Agency of the Year and earned Media Campaign of the Year for McDonald’s Hong Kong’s "Back to the Beginning" campaign.

Designed to celebrate exceptional creativity, innovation, and storytelling, the awards brought together media professionals to showcase their best work, achievements, and innovations to the broader industry. All submissions were thoroughly evaluated by an independent panel of industry experts and senior marketers.

See the full list of winners here.

See the full jury here. 

Standing out from the crowd and impressing the jury with innovative solutions and team results was TVB, which took home a total of 28 trophies, including 13 golds, 10 silvers, and five bronzes. 

Its thought-provoking campaigns included "Back to the Beginning", created in partnership with OMD Hong Kong and BBDO Hong Kong for McDonald's Hong Kong; "Hang Seng Anti-Fraud Band", created in partnership with WPP Media Hong Kong and BYFA Consultancy for Hang Seng Bank; "Redefining Cross-Border Dental Excellence" for DINGZHI DENTAL; "BOCHK Wealth Expo 2025" for Bank of China (Hong Kong) (BOCHK); and "Heroes in White", created in partnership with Sortie Agency for Herbalgy Pharmaceutical.

The "BOCHK Wealth Expo 2025" campaign created for BOCHK impressed the judges the most among the campaigns produced by TVB. Running from 15 May to 15 July 2025, the campaign aimed to position BOCHK as the most authoritative, credible and forward-thinking institution for comprehensive wealth management and global financial planning, while making the corporate event an unmissable experience for high-net-worth individuals (HNWIs).

Understanding that HNWIs are sophisticated investors who know government policy heavily shapes financial markets and long-term economic trends, the campaign created a revolutionary financial experience, uniting government policymakers, investment titans and A-list celebrities in a multidimensional expo that turned authoritative economic insight into an unmissable, high-profile lifestyle experience and drove powerful private wealth conversion.

The "BOCHK Wealth Expo 2025" was elevated into a governmental occasion, establishing definitive thought leadership through macroeconomic keynotes by policymakers such as financial secretary Paul Chan and secretary for culture, sports and tourism Rosanna Law, who joined the forum convened to shape the future of regional commerce.

Working with TVB, the campaign brought an exclusive lineup of financial experts and A-list celebrities. TVB's premier financial anchors moderated the flagship Grand Ballroom summits, adding institutional trust and analytical depth. Industry experts Kwok Sir on stocks, Agnes Wu on funds and Li Zhicheng on legacy planning shared high-value, tactical wealth strategies. 

The exclusive star-power luncheon blended an exchange session with Moses Chan, singing performances by Vincy Chan and Aska Cheung, and a curated sake tasting by Chris Wong.

In a strategic media push, BOCHK partnered with TVB to tap its wide network of government officials, financial experts and celebrities, extending the campaign's reach among high-net-worth individuals. With TVB actor and actress Natalie Tong as BOCHK ambassadors, A-list stars shared their personal wealth management journeys using the BOCHK hashtag, reinforcing the brand's position as a premier wealth management authority.

Meanwhile, OMD Hong Kong took Media Agency of the Year, with a number of campaigns having won over the judges. These include the "Back to the Beginning" campaign, done in collaboration with BBDO Hong Kong, "McDonald's – Reward Every Bite" for McDonald's Hong Kong; and the "Everyday Value Campaign", created with Fevaworks Solutions for Wellcome.

Its "Back to the Beginning" campaign for McDonald's Hong Kong impressed the judges the most, earning it Media Campaign of the Year. Running from 14 September to 29 October 2025, the campaign for McDonald's Hong Kong aimed to celebrate the brand's 50th anniversary through nostalgia and collective memory, drawing culturally relevant viewing while creating a cross-generational, co-viewing TV experience that drove large-scale awareness, engagement and earned media.

To create a shared cultural moment, McDonald's tapped into the nostalgia trend and revisited the human story behind its first store, needing a medium that could deliver uninterrupted, long-form storytelling across generations. Broadcast TV was chosen for three reasons: the effectiveness of linear TV, the power of co-viewing and its high emotional relevance.

Instead of buying standard 30-second spots during breaks, McDonald’s co-created with TVB the first-ever prime-time special-feature programme, combining the microfilm with making-of content and real stories that celebrated Hong Kong’s shared history. By transforming the branded content into a feature episode, McDonald’s delivered an unconventional 30-minute screen time on the most recognised TV channel.

Opening with defining milestones in Hong Kong's development, the documentary evoked collective memory before returning to 26 January 1975, the opening day of the city's first McDonald's in Causeway Bay. Through cinematic reconstruction and behind-the-scenes reflection, it reframed a landmark business moment as a deeply human story of ambition, service and belonging, honouring the people and shared experiences that have connected the brand with Hong Kong for 50 years.

This year, the competition was incredibly tight with over 180 entries across 40 categories and a total of 113 trophies awarded to the leading media entities across the regions at the ceremony.

MARKETING-INTERACTIVE would like to thank all our 20 esteemed panel of judges for their time in judging the entries. Congratulations to all our winners for an excellent night! See you again next year!

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