Winners of Innovate Festival Creative Contest 2017 announced

The second annual Innovative Festival Creative Contest, organised by JCDecaux Transport, has successfully concluded.  With the objectives of fostering creativity and providing an opportunity for students to showcase their talents and skills, winners of the creative contest were announced and awarded in Hong Kong recently, while the innovative ideas from several winning teams have been adopted by participating advertisers for execution in their brands' respective MTR advertising campaigns.


Innovate Festival Creative Contest 2017 Gold Award Campaign "Blue Girl Beer" winning team Hocelia received certificates from Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau (first from left); participating advertisers at the award ceremony; the Blue Girl Beer "Share the Moment" campaign poster and short film at MTR Prince Edward Station.
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Following the success of the inaugural contest held last year, more than 150 students from different tertiary institutions entered the contest enthusiastically this year. Themed "Interactive and Engagement", the challenge was to adopt the MTR advertising platform to conceive campaigns which were in line with sponsors' advertising objectives and able to interact with MTR passengers through special technology or executions. The contest also aimed to offer participating students a unique opportunity to present their innovative ideas in real-life pitching situations, where actual execution and effectiveness are of considerable importance to the sponsoring advertisers.

The Creative Contest's judging criteria was based on innovative ideas and creative use of media, plus the professional scoring by the Creative Team and management of JCDecaux Transport.  A scholarship of HK$10,000 was awarded to the top scoring Gold Award team, while ten Merit Award winners received a HK$1,000 scholarship each.  All winners also received certificates and coverage in JCDecaux Transport eNews and social media platforms.

Eleven winners were selected by a judging panel comprising of representatives from participating international and local brands including Blue Girl Beer, Bossini, China Taiping Insurance, Cotai Water Jet, Dadi Education Group, Dr. Morita, NIVEA, Pandora, Red Bull and SATAMI. 

Shirley Chan, Managing Director of JCDecaux Transport Hong Kong & Macau, said: "Many successful innovative campaigns of the MTR advertising Innovate Festival held annually since 2009 have achieved impressive effectiveness for advertisers, and significantly interacted with MTR passengers. The Creative Contest not only allows advertisers to understand young people's new advertising ideas, but also provides a platform for tertiary students to show their creativity, thus presenting a win-win-win scenario for advertisers, student contestants, as well as MTR advertising."

Hocelia, a Group Team formed by four students jointly from The Hong Kong Polytechnic University, The Hong Kong Polytechnic University SPEED and City University of Hong Kong won the Gold Award with their sparkling creative work "Share the Moment" for Blue Girl Beer!  Targeting the young generation of beer drinkers in Hong Kong, Hocelia's creative short film and slogan, together with the innovative use of the MTR advertising platform strongly impressed the judges.

The Merit Award Winning Groups', namely The Avengers (City University of Hong Kong), Chillin&Winin (City University of Hong Kong), Harry & Ray (Hong Kong Baptist University) and Digitalians (The Open University of Hong Kong and The Hong Kong Polytechnic University), brilliant creative works have been adopted by Cotai Water Jet, SATAMI and Dr. Morita respectively for implementation as the brands' campaigns in MTR advertising.

The Avengers' innovative use of mobile technology Beacon and QR Code inside MTR trains and on train door stickers was designed to engage passengers to browse the four-week Facebook posts and participate in the promotional activities of Cotai Water Jet's 10th anniversary, further enticing passengers to take Cotai Water Jets to Macau.

Both Chillin&Winin and Harry & Ray have tailor-designed creative campaigns for SATAMI.  Chilin&Winin cleverly executed the creative of "Finding a good functional bra that fits perfectly is just like finding the right boyfriend who can bring back the confidence and beauty of a lady!"  On the other hand, Harry & Ray's innovate campaign features a short film which introduces the protective strength of the SATAMI bra and its non-slip bra straps that are metaphorically compared to the unbeatable anti-typhoon strength of Li's Wind Wall in Hong Kong.  Through the interactive e12-sheet, Concourse 12-sheet Zone and Trackside Billboards at MTR Central Station with QR Code, NFC and Beacon, SATAMI has enabled MTR passengers to watch the two winning teams' lively and humorous short films on their smartphones.

By utilising the Concourse 12-sheet Zone at MTR Causeway Bay station, Digitalians' creative is themed around the "Alice in Wonderland" fairy tale with colorful illustrations to introduce the various unique features and benefits of Dr. Morita's face masks, allowing passengers to immerse in the fairy-tale world!

All the creative works of the winners are being gradually launched at different MTR stations. Winner List (Merit Awards in alphabetical order of advertiser's brand name)

School Name

Team Name

Student Name




City University of Hong Kong


Hocelia [Group]

Liu Cheuk Fung (Celia),

Koo Fung,

Chan Kei Tung (Katy),

Chung Ka Kwan (Abbie)

Blue Girl Beer


The Chinese University of Hong Kong,

The Hong Kong Polytechnic University,

City University of Hong Kong

Food Craver


Chan Yat Ting,

Tse Hing Yee,

Yuen Tsz Yan



Hong Kong Design Institute,

City university of Hong Kong

C.D Production


Law Hau Yi,

Chan Yuen Sin (Cindy)

China Taiping


City University of Hong Kong

The Avengers


Ip Man Ho (Gavin),

Tsang Kai Wun

Cotai Water Jet


Hong Kong Community College

Doggy Design


Chan Ho Wang

Dadi Education Group


The Open University of Hong Kong,

The Hong Kong Polytechnic University



Lee Wing Yi (Vanessa),

Tong Kit Man (Candace),

Lung Tsz Kit (Jason),

Wong Tik Man (Jason)

Dr. Morita


City University of Hong Kong



Ng Tsz Ching,

Kwok Cheuk Ting



City University of Hong Kong



Pang Sze Ching (Dorcas),

Kwok Ka Wang (Kevin),

Fung Lok See (Rosa),

Tsang Hiu Chiang (Trista)



City University of Hong Kong



Lee Chun Yin, (Bryan),

Chan Wing Law (Christy),

Kwok Siu Ying (Ada)

Red Bull


City University of Hong Kong



Wong Sze Mei,

Chiu Yat Long (Kyle),

Chu Kong Tin



Hong Kong Baptist University

Harry & Ray


Shing Kin Hei,

Kwan King Wai


  Guests at the Awards Ceremony
Name Title Corporation/Company/School
Vicky Kan Commercial Manager -- Media Business MTR Corporation
Grace Poon Assistant Brand Manager -- Blue Girl Beer & Sonderberg Beer Jebsen Beverage Co. Ltd. -- Beer Division
Eva Yeung Marketing Supervisor Bossini
Janet Szeto Marketing Assistant Bossini
Kenneth Cheng Senior Sales & Marketing Manager Cotai Ferry Company Limited,a subsidiary of Sands China Ltd.
Kevin He Officer, Branding and Marketing Communications, General Management Department China Taiping Insurance
Janet Zhang Assistant Officer, Branding and Marketing Communications China Taiping Insurance  
Raymond Lee Sales and Marketing Director SATAMI
Janice Lai Sales and Marketing Executive SATAMI
Karlie Ho PR & Events Manager Pandora
Alex Tham Senior Teaching Fellow, Department of Marketing City University of Hong Kong
Vera Sun Lecturer, Design Hong Kong Community College
Dr. Vanessa Liu Senior Lecture and Programme Leader, Retail and Service Management Hong Kong Polytechnic University, SPEED
Dr. Vincent Leung Lecturer, School of Business Department of Marketing Hong Kong Baptist University
Andrea Ingrassia Lecturer, Academy of Visual Arts Hong Kong Baptist University
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