Product / ServiceBAKERY
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG


The Campaign

Maxim’s Cake Shop wants people to remember its Snowy Mooncake and the slogan. Since every Chinese character has many meanings, we created 30 versions of 5s short films to tell the stories behind each character in our slogan. Not only did we air the film on TV, we created an online film puzzle, where we placed the films online for users to find and come up with their own version and uses of the character films. A truly integrated campaign that really lets users take an active part in the integration.

Success of the Campaign

Brand-liking up 80% Brand awareness up 80% No.1 selling mooncake VS 30 competitors

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Two weeks before the campaign launch, we invited the public to join an online film puzzle. We scattered our short films across different online media, on Facebook, youtube, forums, blogs and other places for people to find. Then we invited them to combine and integrate the films as messages to their friends; as entries for their online journals; and as anything else they can think of! Then, we launched our TVCs in our own combinations to promote the slogan.


Name Company Position
Spencer Wong McCann Worldgroup (Hong Kong) Executive Creative Director
Danny Chan McCann Worldgroup (Hong Kong) Creative Director
Timothy Chan, Chan Man Chung McCann Worldgroup (Hong Kong) Art Director
Jeannie Lee McCann Worldgroup (Hong Kong) Agency Producer
Nancy Yau, Elffi Li, Kelvin Au McCann Worldgroup (Hong Kong) Account Service
Chan Man Chung The Film Factory Limited Director
May Tang The Film Factory Limited Production House Producer
Chan Kwong Wing Click Music
Holly Ho Editor
Andres Lee Music Producer