Themed as "This year, it could be anything.", entries for the very first time are judged within one category - The Integrated. Which means Above-the-line, Below-the-line, Online, offline and even Through-the-line works will not be judged separately anymore, to reflect their true essence in the real world.
"I'll look at things like a man on the street, instead of an ad man," says Tony. " And I really hope the Best of Show would go to a genuine work piece paid by real clients and seen by the public in real."
KAM FAN awards show is equivalent to the Oscar in advertising, both in Hong Kong and Mainland China.
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