| Title | TO ADMIRE/TO DIMINISH |
| Brand | THE ONE CLUB GREAT CHINA OFFICE |
| Product / Service | PORTFOLIO NIGHT |
| Category | A05. Typography |
| Entrant | SERVICEPLAN BEIJING, CHINA |
| Idea Creation | SERVICEPLAN BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Kin Chong | Serviceplan China | Chief Creative Officer |
| Marcus Ma | Serviceplan China | Managing Director |
| Adams Ho | Serviceplan China | Executive Creative Director |
| Locksin Chong | Serviceplan China | Creative Director |
| Cherie Luo | Serviceplan China | Creative Director |
| Siew Koon Tong | Serviceplan China | Group Head - Art |
| Nan Zhu | Serviceplan China | Senior Art Director |
| Zoro Zuo | Serviceplan China | Copywriter |
Key visual: "To Admire" and "To Diminish"* *A designed character combined two words Sign-Off: In What Way Talents Can Be Spotted?