Ogilvy Takes Home Gold at the 2024 Young Lions PR Competition in Hong Kong
PRHK, Hong Kong’s association for public relations and communications professionals, announced Nistha Mitra and Tasha Cheng from Ogilvy Hong Kong as the winners of the Hong Kong PR Young Lions 2024 Competition. The runner-up teams were from The Hoffman Agency, Joyce Chan and Katherine Ng, and from Edelman, Bowie Chan and Bethanie Tsang.
Ten teams from across Hong Kong joined this year’s competition for the opportunity to represent Hong Kong at the Cannes Lions International Festival of Creativity, where they will compete against the best of the best at the Global Young Lions PR competition this June.
This year’s competition ran from 19 – 20 April, and the competitors had 24 hours to respond to a brief from Redress, a Hong Kong-based, Asia-focused environmental NGO on a mission to accelerate the transition to a circular fashion industry by educating and empowering designers and consumers in order to reduce clothing’s negative environmental impacts. Our competitors were challenged to come up with an integrated PR campaign aimed at raising public awareness of textile waste and promoting more sustainable fashion choices as a result. As Redress is an NGO that has international ambitions, they also had to ensure that the impact of their campaigns reached beyond the shores of Hong Kong.
Ogilvy impressed the judges with their campaign titled, “The Recycle Right”, which targeted not just consumers, brands and designers, key stakeholders for Redress, but also aimed to promote policy change at a time when the Hong Kong Government has been rolling out new environmental and waste management measures.
Shirley Aun. Communications Manager at Redress and judge of the PRHK’s Young Lions Competition, said: “I was deeply impressed by Nistha and Tasha’s ability to develop such a comprehensive and well-thought-out campaign in under 24 hours. They understood that multi-stakeholder efforts are required to impact real change and reduce the negative impacts of fashion, particularly in Asia where it accounts for some 60% of global exports of garments and textiles.”
The Hong Kong Young Lions PR Competition was judged by a panel from across local corporation and academic community:
- Shirley Aun Communications Manager, Redress
- Miuson Chi, General Manager, MSL Group
- Cheryl Pan, Senior Vice President & Partner, General Manager, Hong Kong & Greater Bay Area, BlueCurrent Group
- Dr Elina Tachkova, Assistant Professor in Public Relations in the Department of Communication Studies, School of Communication, Hong Kong Baptist University
- Prof Shih-chia Wu, Associate Professor of Practice, The Chinese University of Hong Kong
The Hong Kong Young Lions PR Competition is held in association with The Association of Accredited Advertising Agencies of Hong Kong, the Cannes Lions representative in Hong Kong.
The winners of this year’s Hong Kong Young Lions PR Competition will go on to compete and attend the Cannes Lions International Festival of Creativity, scheduled to take place on June 17 – 21, 2024. Festival passes, flights and accommodation will be sponsored by PRHK.