HKDI students won their first ever Best of Show and Gold Awards at the 2015 One Show China Youth Creative Festival
HKDI Students won their first ever
Best of Show and Gold Awards at
the 2015 One Show China Youth Creative Festival
8 Dec 2015
Higher Diploma students in Advertising Design of HKDI won their first ever Best of the Show and Gold Awards at the 2015 One Show China Youth Creative Festival in Beijing with an innovative social initiative campaign, beating over 1,000 counterparts from the Greater China region. HKDI student awardees will be given the opportunity to participate in the One Show Festival to be held in New York next year, furthering their reach beyond Asia and taking on the world’s best.
HKDI Year Two students CHEUK Pui-shing, Kelvin CHAN, Anthea WONG, YEUNG Chun-hay, YU Hoi-tung, CHAN Yuk-yi and CHOY Yu-leung formed the team ‘Outfo’ and went on to win the prestigious award under the guidance of internationally-acclaimed creative gurus and the judging panel. The participating teams were required to present an advertising concept promoting the ‘Buy One Cares One’ publicity campaign for a training shoe brand in the Mainland. With a view to raising awareness of the many children who go to school barefoot, the brand will donate one pair of shoes to underprivileged children at villages in China every time a pair is purchased.
To promote the campaign, the HKDI winning team proposed setting up a website themed ‘That’s Good Country Sense’, consisting of four clips: ‘The Durian’, ‘The Mechanics’, ‘The Gift’ and ‘The Pet’, to contrast lifestyles between urban and rural areas. The clips show how farmers use simple country sense to help city people solve their everyday problems. For instance, one of the clips portrays how village people propose a no-fuss solution to city people’s gift-giving problems.
Students handled the entire production procedure from concept, shooting, to acting in the video and post-production themselves. Award winner YU Hoi Tung said though the whole process was hectic, from preparation, idea execution, to filming and editing, they learnt a lot from the creative masters who demonstrated world-class concept production skills. Alistair King and Freddie Yuan, former or current creative directors at renowned advertising agencies including JWT and Ogilvy, as well as Andy Azula who led the creative team for the Pizza Hut and Microsoft accounts, were invited to coach the HKDI students through seminars and group discussions, sharing their industry experience and best practice.
YU also thinks that the knowledge and skills they acquired during their courses – photography, design, creative thinking and more – both helped the team win the competition and boosted their confidence in terms of forging a career in the advertising industry. The judges commended HKDI students on their strong creative ideas and innovative presentation which conveyed the message about mutual respect and harmony between people in urban and rural regions. After winning the competition, ‘Outfo’ will be sponsored by The One Club with $10,000 RMB sponsorship for a trip to the US to attend the One Show New York Creative Week 2016, where the students can broaden their horizons at a top international event.
Also successful at the 2015 One Show China Youth Creative Competition, which is the first round of the One Show China Youth Creative Festival, were HKDI students TSANG Yeung, Theresa LEE and TANG Hei-nga who swept the Silver Awards, while Yvonne NG, LO Cheuk-ying, LEUNG Lai-sze and CHAN Ching-hin won Bronze. All the winning works showcased students’ creativity and professional skills and were highly praised by the judging panel and worldwide advertising professionals.
The annual One Show China Youth Creative Competition and Festival are organised by The One Club China to select unique and innovative works within the China region at the highest international standards. This year, 2015 One Show received 1,371 entries of which just 120 groups were selected as finalists. They received intensive training and worked with advertising professionals around the world from 5 to 10 November 2015. Only 25 groups could present on stage and the results were announced on 11 November 2015.
Website of the organizer: http://www.oneshow.com.cn/youth_creative_workshop.php
Some clips of the winning students can be browsed at: http://www.vtc.edu.hk/ero/media/video-oneshow.zip
