AD Agencies
Partha Sinha in the Effie HongKong Grand Jury
Mumbai: Partha Sinha, President of the Times of India group, was the only international face in the recently concluded grand jury meeting of Effie HK. The Association of Accredited Advertising Agencies of Hong Kong (HK4As) is the organiser and presenter of the Effie Awards in Hong Kong and has been doing so since 2004.
Other than Partha following four marketing experts were members of the grand jury.
1. Andreas Moellmann (independent brand and marketing consultant)
2. Eva Ng (global director of brand strategy, Schneider Electric)
3. Jason Spencer (managing director, Kantar Insights Hong Kong)
and
4. Lambert Chan (adjunct professor, City University of Hong Kong)
DDB Group Hong Kong’s ‘Unbroken’, for Hagar International, won the Grand Effie.
Talking of the experience, Partha said, “ It’s very interesting for an Effie to get an international jury member for the grand Effie. Grand Effie judging is the only place where some meaningful discussion takes place about the work from that market and about the award winning cases. HK could be a small market, but there are some great thought provoking pieces of work from that market. The Grand Effie winning case worked on cultural authority and hence got some disproportionate traction in the marketplace. For me, personally, it was an enriching experience”
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
