24 Gold Pencils awarded at 35th AWARD Awards - McCann Melbourne wins record 17 Gold Pencils and crowned AWARD AOTY; Clems Melbourne snares Best in Show; BBDO named top network; David Droga inducted into AWARD Hall of Fame

dumb_ways_to_die.jpgThe winners of the 35th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia-Pacific region.

A total of 24 Gold Pencils were presented at this year's ceremony, with 81 silver, and 143 bronze.tool-tourist2-thumb-400x225-132124.jpg 
McCann Melbourne has achieved unprecedented success, becoming a record seventeen-time Gold Pencil winner across 12 categories for its 'Dumb Ways to Die' campaign, as well as taking home Agency of the Year.

Three Gold Pencils were presented to FCB New Zealand across Film and Video, Direct Marketing and Digital for the 'Driving Dogs' campaign, with a further Gold in the Digital category awarded to DDB DM9JaymeSyfu/Digit in Digital for 'TXTBKS'. Clemenger BBDO New Zealand also took home Gold in Film and Video for 'Blazed', while Clemenger BBDO Melbourne scored two for 'Melbourne Remote Control Tourist' in the Film and Video and Digital categories - a campaign which was also awarded Best in Show by Sir John Hegarty, chairman of judging.
Says Hegarty: "Creating something fresh that unlocks a genuine consumer advantage is rare. This idea utilises technology to deliver an experience that gives Melbourne a competitive edge. I wish I'd done it."

The award for Network of the Year went to BBDO, while Metro Trains topped the list for Client of the Year, and Finch for Production Company of the Year.

Screen Shot 2014-03-28 at 9.32.38 am.jpgThis year's ceremony also introduced the Creative Team of the Year award to recognise the most prolific of entrants - the creative or team credited across the most individual entries that won Bronze, Silver or Gold (including craft awards if that award is directly applicable to their craft). The award was presented to Brett Colliver (above, right) and Simon Vicars (above, left) from Colenso BBDO.  

droga.jpgConcluding the presentation, David Droga (near left) founder of Droga5 and one of Australia's most respected creatives, was inducted in the AWARD Hall of Fame.

Says Mark Harricks, AWARD chairman: "We did a lot of work this year to pull together a jury that had a healthy mix of experienced old hands and fresh new faces. Feedback from the juries has been extremely positive, with a lot of them surprised at the level of intensive scrutiny and rigour involved in the judging process. AWARD's primary focus is to raise the bar of creativity in our region, and this year's award winners do exactly that. I would like to congratulate all of this year's finalists and winners; you have faced the harsh scrutiny of peer judgement, and succeeded. Well done."

PAT-BARON-AWARD.jpgThe 2014 AWARD chairmen include: Chair of Judging, and Creative Innovation, Integrated and New Product Development, Sir John Hegarty (BBH London), Chair of Direct Marketing, Steve Coll (Havas Worldwide), Chair of Craft in Film, Paul Middleditch (Plaza Films), Chair of Film & Video, Steve Cochran (Colenso BBDO), Chair of Print Craft, Grant Rutherford (Publicis Mojo), Chair of Print, Poster & Outdoor, Ben Welsh (M&C Saatchi), Chair of Radio, Paul Reardon (Whybin\TBWA), Chair of Digital, Iain McDonald (Razorfish), Chair of Design, Michaela Webb (Round Studio), and Chair of PR, Media, Promotional & Experiential, Damon Stapleton (Saatchi & Saatchi).

This year again AWARD highlighted the top 5 Agencies, Clients, Production Companies, and Network of the Year:

Production Company of the Year - Top 5
1)     Finch
2)     Exit Films
3)     The Sweet Shop
4)     Curious Film
5)     Thick as Thieves


Agency of the Year - Top 5
1)     McCann Melbourne
2)     FCB New Zealand
3)     Leo Burnett Sydney
4)     Clemenger BBDO Melbourne
5)     Colenso BBDO New Zealand


Client of the Year - Top 5
1)     Metro Trains
2)     Mini / SPCA New Zealand
3)     Tourism Victoria
4)     Coca-Cola
5)     Diageo Australia


Network of the Year - Top 5
1)     BBDO
2)     McCann Erickson
3)     DDB
4)     FCB
5)     Leo Burnett


Creative Team of the Year
Brett Colliver and Simon Vicars
Agency: Colenso BBDO


Best in Show
Title: Melbourne Remote Control Tourist
Company: Clemenger BBDO Melbourne


Gold Winners

blazedNZ-thumb-400x180-129383-thumb-400x180-143747.jpgCategory: Film and Video
Subcategory: Television Commercials, individual - Over 30 seconds
Title: Blazed
Company: Clemenger BBDO New Zealand

Category: Film and Video
Subcategory: Television Commercials, individual - Over 30 seconds
Title: Dumb Ways to Die
Company: McCann Melbourne

ddogscampaignbrief.jpgCategory: Film and Video
Subcategory: Branded Content, campaign - Any Length
Title: Driving Dogs
Company: FCB New Zealand

Category: Film and Video
Subcategory: Interactive Film, campaign - Any Length
Title: Melbourne Remote Control Tourist
Company: Clemenger BBDO Melbourne

Category: Craft in Film
Subcategory: Animation
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Craft in Film
Subcategory: Original Music
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Print
Subcategory: Newspapers, campaign
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Integrated Campaign
Title: Dumb Ways to Die
Company: McCann Melbourne
 
Category: Posters and Outdoor
Subcategory: Outdoor Campaign - Any format
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: PR
Subcategory: Best Integrated Campaign Led by PR
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Print Craft
Subcategory: Art Direction, campaign
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Print Craft
Subcategory: Illustration, campaign
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Radio
Subcategory: Over 30 Seconds
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Radio
Subcategory: Copywriting
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Radio
Subcategory: Best Use of Music
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Direct Marketing
Subcategory: Integrated Solutions
Title: Driving Dogs
Company: FCB New Zealand

Category: Direct Marketing
Subcategory: Integrated Solutions
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Digital
Subcategory: Digital Campaign - Charity
Title: Dumb Ways to Die
Company: McCann Melbourne

Screen Shot 2014-03-27 at 11.21.36 am.jpgCategory: Digital
Subcategory: Mobile
Title: TXTBKS
Company: DDB DM9JaymeSyfu/Digit

Category: Digital
Subcategory: Online/Shared Film - 3 Minutes or less
Title: Driving Dogs
Company: FCB New Zealand

Category: Digital
Subcategory: Online/Shared Film - 3 Minutes or less
Title: Dumb Ways to Die
Company:  McCann Melbourne

Category: Creative Innovation
Title: Melbourne Remote Control Tourist
Company: Clemenger BBDO Melbourne
 
Category: Promotion and Experiential
Subcategory: Best use of Social Media in a Promotional Campaign
Title: Dumb Ways to Die
Company: McCann Melbourne

Category: Media
Subcategory: Best use of Media - Integrated Campaign
Title: Dumb Ways to Die
Company: McCann Melbourne

View the full list of winners - FINAL 35th Year AWARD Winners.pdf

13 Comments

producer said:

quick numbers check - revolver not in top 5? odd.

Dumb ways to award a Grand Prix said:

Kind of sad they dissed DWTD for the GP and got it so wrong. This idea was done three years ago, better and in front of the entire industry. No excuse really.


https://www.youtube.com/watch?v=b9laggWeXIs

Huh? said:


17 golds and the most awarded campaign in the history of Award, not to mention the world and it's piped for best of show by a campaign that until last night hasn't gone higher than bronze?????????

yeah but said:

17 golds and not best in show, someone didn't want to agree with every other judge did they David?

On the upside, Small world machines barely rated a mention.

Go Cats said:

LG. Luke's Good.

@Huh said:

When you know the difference between 'pipped' and 'piped' I may start to respect your opinion a little more.
Until then I'm happy to defer to Sir John's judgement.
RCT is just starting it's awards run, let's see how it goes shall we?

@Huh@Huh said:

When you know the difference between 'it's' and 'its' I may start to respect your opinion a little more.

Huh?? said:

This is actually RCT's first award show apart from SXSW where it won Best Technical Achievement. Not a bad start really.

Toby Honest said:

Yeah I'm sure Mescall et al were crying themselves to sleep on their D&AD pencils and Cannes Best of Shows...

I'm happy to see a changing of the guard to be honest.

Bad call said:

So, imagine this is the Olympics (or similar). Michael Phelps wins 17 golds and Michael Klim wins 2. Who gets the MVP? Absolutely no question.

I'm as tired of DWTD's success as the next person, but that's no reason to 'change the guard' or award another campaign. You have to judge on merits. Otherwise it makes a mockery of the show (and awards in general).

How about this Bad Call said:

To take your analogy to its logical conclusion; imagine the Olympics awarded the gold medal for the 100m, not to the runner who crossed the line first, but to the runner judged to have the best technique?

Comfetti said:

Just noticed that at AWARD in 1991 there was one gold. And a few silvers and some bronzes. You have got to be kidding now. Once it mean't something, now it's a joke.

You win some, you lose some said:

Award's always been a bit different.

Take last year, NRMA win best of show. Compare that to Virgin Mobile, which was the 13th most awarded campaign in the world for that same year, and NRMA doesn't rate a mention.

And this year - campaigns that win gold at Cannes picked up merits or bronze.

It's really down to who likes which agency, or a brief from the top about being 'the hardest show to win at'. It's not about celebrating the best work which is why agencies spend less and less on award and more on Asian / global shows.

A shame really. When CCO's start recognising a silver / bronze at award is the equivalent of best if show in Asia, or Cannes, make it tough. But until then, prop up the local industry and dish out good awards for work that warrant it.

It's not fucking D&ad for christ's sake, it's not even international.

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