DAVID Alberts, creative director of DDB Needham Worldwide, walked off with the Kam Fan, the top trophy at the 1994 4As creative awards presentation last Saturday - and dedicated the triumph to Mrs Wong.
The controversial campaign for Park'N Shop was almost pulled within the first few weeks of its launch after complaints that the character was just too tough, but the agency and client held firm and have been justified.
Not only has it won the territory's premier advertising award, it has also resulted in increased sales for the supermarket.
''Park'N Shop had recently invested heavily in new warehousing and refrigeration plant and the brief demanded heavy emphasis on the quality and cleanliness aspects of its produce and its stores,'' said Mr Alberts.
''I used to walk to work each day through a traditional wet market and noticed how fussy the older women were in selecting only the choicest goods.
''This had been going on for hundreds of years, so I amalgamated the idea of all those grandmothers into Mrs Wong, who is really a cartoon characterisation,'' he added.
