Whybin\TBWA Sydney, GPY&R Melbourne and McCann Melbourne receive Nominations in prized D&AD integrated & earned media category

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415441-dumb-ways-to-die.jpgWhybin\TBWA\Tequila Sydney’s ‘M.J Bale-Grazed on Greatness’, George Patterson Y&R Melbourne’s ‘Mobile Medic’ and McCann Melbourne’s ‘Dumb Ways To Die’ have received Nominations in the Integrated & Earned Media category at the 51st annual D&AD judging event.

shane3-thumb-400x223-69089.jpgTri Service - Mobile Medic-thumb-400x283-88151.jpgNominations in the category went to:

  • My Blood is Red and Black by Leo Burnett Brazil for Hemoba / Esporte Clube Vitória (Integrated)
  • M.J Bale-Grazed on Greatness by Whybin\TBWA\Tequila Sydney for M.J Bale
  • Mobile Medic by George Patterson Y&R Melbourne for Defence Force Recruiting
  • Nike+ FuelBand by R/GA for Nike
  • My Blood is Red and Black by Leo Burnett Brazil for Hemoba / Esporte Clube Vitória (Earned Media)
  • Ean Lensch, David Reti by Wieden+Kennedy Portland for Nike Olympics: Find Your Greatness
  • Dumb Ways to Die by McCann Erickson Melbourne for Metro Trains
  • YNYWYH Twitter Campaign by AMV BBDO for MasterFoods, Snickers

There were a further 11 that were awarded In-Book status by the jury for the Integrated & Earned Media category.

 

The In-Book work, which will appear in the 51st D&AD Annual, was:

  • Clouds Over Cuba by The Martin Agency for The JFK Presidential Library & Museum
  • Help! I Want to Save a Life by Droga5 for Help Remedies
  • Project Re: Brief by Johannes Leonardo for Google
  • Susan Glenn by Bartle Bogle Hegarty USA for Axe
  • Driving Dogs by Draft for MINI New Zealand
  • Honorary Islander by The Brooklyn Brothers for Promote Iceland
  • Bungay vs Bungay by Beattie McGuinness Bungay for Bungay vs Bungay
  • Push to Add Drama by Duval Guillaume for Turner Broadcasting System Europe, TNT
  • Hashtag Killer Case  by DDB Worldwide New York for Water is Life
  • iQ Street View by Happiness Brussels for Toyota Belgium
  • Don’t Cover it Up by Bartle Bogle Hegarty for Refuge

 Entrants will have to wait until the award ceremony on 12 June to find out whether they have been awarded a coveted Yellow Pencil.

 

Says Susan Hoffman, foreman of the Integrated & Earned Media Jury at D&AD 2013: “This year, I’m looking for integrated and earned campaigns that aren’t just about using gimmicks, but which really align with the product and the brand and which have some longevity. Some of the work that hasn’t made the cut has been down to the execution. A good idea falls short if the craftsmanship and quality isn’t there; it needs to work alongside strong writing, art direction and technical skills to really stand out from the crowd.”