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Where is China? | 中国为什么会缺席?


China’s ever-growing ad-market is predicted to still hold first place in 2019, right in front of the USA and India, GroupM predicts. Their ad spending amounts to billions year, but that is inordinate to Chinese participation in, or the lack there of, international award shows.
In the newest ranking of the most awarded campaigns per business sector by AdForum Business Creative Report, China Mainland is again completely missing. Other Asian countries took top spots in a few categories: Thailand and Japan had the top 5 spots in three categories, followed by India and Hong Kong each taking one. So once again we ask, where is China?

AdForum Business Creative Report的最新获奖广告排名中,中国大陆依然没有踪影。其他的一些亚洲国家则在某些领域摘得头筹:泰国和日本在三个领域获得了5个奖项,印度和香港各获得了一个。所以我们不禁要问:中国大陆地区为什么会缺席?

For the past few years China has been a pioneer of marketing and had a multitude of very successful campaigns, but rankings such as AdForum’s seem to mean that China is behind its neighbors. And sometimes, especially in terms of advertising spending, these are “very small neighbors.” Or, perhaps the lack of showing in the rankings means that China simply doesn’t care about awards and would rather focus only on creating the most impactful campaigns….? We’re not sure anyone can answer with certitude at this point, so in the meantime let’s see the international ads that are grabbing the biggest awards. Here below are some of the most awarded ads by category: automotive, finance, food & beverages, health & beauty, luxury, retail, transport and tourism.



MINI – The faith of a few


AGENCY | 代理公司: Jung von Matt / Spree
MEDIA | 媒介: Web Film

Audi Technology – Clowns

BRAND | 客户: Audi Technology
AGENCY | 代理公司: BBH London
MEDIA | 媒介: Television

Nissan – #SheDrives


BRAND | 客户: Nissan
MEDIA | 媒介: Television & Cinema

Fearless Girl Arrives


BRAND | 客户: State Street Global Advisors
AGENCY | 代理公司: McCann Worldgroup
MEDIA | 媒介: Case Study

Kasiskornbank – Friendshit

BRAND | 客户: Kasiskornbank
AGENCY | 代理公司: GREYnJ United
MEDIA | 媒介: Television

AIG Japan – Pride jersey


BRAND | 客户: AIG Japan
MEDIA | 媒介: Web Film

Skittles – Exclusive the Rainbow case study


BRAND | 客户: Skittles
AGENCY | 代理公司: DDB Chicago
MEDIA | 媒介: Others

Skittles – Exclusive the Rainbow Announcement


BRAND | 客户: Skittles
AGENCY | 代理公司: DDB Chicago
MEDIA | 媒介: Web Film

Coca-Cola – Share a Coke 1,000 Name Celebration


BRAND: | 客户 Coca-Cola
AGENCY | 代理公司: Fitzco
MEDIA | 媒介: Digital

Essity / Libresse – Blood normal


BRAND | 客户: Essity / Libresse
MEDIA | 媒介: Digital

Social service – Blink to speak


BRAND | 客户: Social service
AGENCY | 代理公司: TBWA\India
MEDIA | 媒介: Direct Marketing

Huggies – The World’s First Baby Marathon


BRAND | 客户: Huggies
AGENCY | 代理公司: Ogilvy South Africa
MEDIA | 媒介: Digital

Lacoste – Save Our Species


BRAND | 客户: Lacoste
AGENCY | 代理公司: BETC Paris
MEDIA | 媒介: Web Film

Diesel – Go With The Flaw


BRAND | 客户: Diesel
AGENCY | 代理公司: Publicis Italy
MEDIA | 媒介: Web Film

Lacoste – Timeless


BRAND | 客户: Lacoste
AGENCY | 代理公司: BETC Paris
MEDIA | 媒介: Television & Cinema

Carrefour – Black Supermarket


BRAND | 客户: Carrefour
AGENCY | 代理公司: Marcel
MEDIA | 媒介: Case Study

Burger King – Scary Clown Night


BRAND | 客户: Burger King
AGENCY | 代理公司: LOLA MullenLowe
MEDIA | 媒介: Case Study

VIELFALT KAMPAGNE – The most German supermarket

AGENCY | 代理公司: Jung von Matt/Alster
MEDIA | 媒介: Outdoor/Out of Home

Berliner Verkehrsbetriebe (BVG) – The ticket-shoe


BRAND | 客户: Berliner Verkehrsbetriebe (BVG)
AGENCY | 代理公司: Jung von Matt AG
MEDIA | 媒介: Digital

MGM Resorts – Universal Love

BRAND | 客户: MGM Resorts
MEDIA | 媒介: Case Study

Tourism Australia – DUNDEE: The Son Of A Legend Returns Home (Trailer 1)


BRAND | 客户: Tourism Australia
AGENCY | 代理公司: Droga5
MEDIA | 媒介: Television


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