ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2021 ONE Asia - Radio & Audio

Not another Sad Song

Agency Mccann Health / Hong Kong + Pfizer / Hong Kong

Client Pfizer Pristiq


Custom Content

Annual ID



Insight Hong Kong is one of the saddest cities in the world, with 61% of adults suffering from poor mental health, while 74% of those sufferers will never seek professional help. Looking at recent studies, we found that people with depression listen to sad songs. Idea Collaborating with JOOX, Asia’s largest music streaming service, we used data to identify users who showed a sudden interest in melancholy music. Then, we interrupted their playlists with an ad. A voice told them they may be suffering from depression and directed them to take a simple online test to find out more. Those who tested positive were able to book consultations with medical professionals. Results Since the campaign began, we have identified 6,000 potential sufferers who have taken the online test. The average visit to our website is 3 minutes, and this is 5 times longer than other advertising methods on JOOX.

2021 Awards

Total Points: 2

Merit Award



Mccann Health / Hong Kong

Client / Brand

Pfizer / Hong Kong

Chief Creative Officer

Matt Eastwood

Creative Director

Tommy Cheung

Executive Creative Director

Pierre Loo

Managing Director

Sam Wong

Senior Account Director

Rio Lee

Assoicate Planner

Emmy Ip

Country Brand Manager

Sabrina Choi


Connie Lo

Senior Scientific Manager

Chris Chan

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