Clemenger BBDO Melbourne takes home Grand Prix for Bonds ‘The Boys’ at the 2016 ADMA AC&E Awards; Steve Coll takes Creative OTY title; Brendon Cook named Marketer OTY

It was a particularly rewarding night for Melbourne-based agencies with Clemenger BBDO Melbourne and TBWA Melbourne winning multiple awards at the ADMA Australian Creativity and Effectiveness (AC&E) Awards, held last night at The Star, Sydney.

Clemenger BBDO Melbourne received the most awards handed out during the evening to one agency, taking home the Grand Prix, the Most Courageous Client, Out-of-Home, Data- Driven Mail and Branded Content gongs for its work on campaigns for Pacific Brands/Bonds and Mercedes-Benz Australia.

TBWA Melbourne won awards in Integrated Campaign, Broadcast and PR categories for ANZ’s Continued Push for an Equal Future campaign and TBWA Sydney for best Customer Acquisition Campaign for RaboDirect’s Shonky Savers campaign resulting in hours of deliberation by the judges. The Broadcast category was particularly tight this year with two entries proving exceptionally strong.

Notable in the 2016 Awards was the quality of the Not-for-Profit entries where all campaigns entered were of an incredibly high calibre, a stand-out category in 2016.

For the first time, All AC&E entrants were requested to verify the information they supplied in their entries. Non-compliant entries were reviewed by a new Audit Committee which weighed any additional evidence provided and carried out their own investigations. Recommendations were then given to the third round judges. Only agencies that could prove their results went through to the final round, making the AC&E Awards the most rigorous in the country.

“The Boys” produced by Clemenger BBDO was the most awarded campaign on the night, including Most Courageous Client for Bonds/Pacific Brands. “

Isobar and TBWA Melbourne both won awards for client ANZ for Banker Desktop (Customer Experience and UX/Interface & Navigation Design) and ANZ’s Continued Push for and Equal Future (Broadcast and PR Campaign).

In all, the gala evening delivered 32 winning trophies and 35 highly commended trophies during the evening.

Says Jodie Sangster, CEO, ADMA: “The AC&E Awards matter to clients and agencies because they’re the only awards in Australia that recognise exceptional creativity and solid business results in equal proportion, not as separate specialisations. Together they have the power to transform a business as the winners tonight have demonstrated. I congratulate all the winners, those who received highly commended trophies and the finalists, all of whom should be very proud of their work.”

The Boys” features a pair of talking testicles in a new online and TVC campaign, offering a humorous look inside the world of men’s underwear.

ADMA Creative of the Year was awarded to Steve Coll (left), ECD of WiTH Collective (who incidentally is an ADMA Board member). The accolade is awarded to “the most creative, the most influential, the most driven and prominent individual in the creative world.”

The ADMA Marketer of the Year title went to Brendon Cook (right) from oOh! Media. The Jon Clark Award for Outstanding Contribution went to Luke Brown from Affinity. Maureen Teague from HIF was named ADMA Young Marketer of the Year and Melissa Hawkett from 303 MullenLowe was named ADMA Young Creative of the Year. The late Neil Lawrence was inducted into the ADMA Hall of Fame.

The full list of 2016 AC&E Award winners by category comprises:

Ambient/Experiential

eBay Virtual Reality Department Store for eBay by Traffik with Pulse Communications

Apps

Wild About Whales for NSW National Parks & Wildlife Service by Mobbidiction

Art Direction

Stoneleigh No 50: The Instagrammable House for Pernod Ricard/Stoneleigh Wine by Society

Best Use of Search

Always On Regional NSW Search Engine Marketing for Destination NSW by Match

Branded Content

The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne

Broadcast: TV, Cinema, Radio

ANZ’s continued push for an Equal Future for ANZ Australia by TBWA Melbourne

Copywriting

Optus Olympics for Optus by WiTH Collective

Customer Acquisition Campaign

RaboDirect Shonky Savers for RaboDirect by TBWA Sydney

Data Analytics

90 ways to say ‘$1 Chips’ for KFC Australia by Olgivy Australia

Data Strategy

Telstra Business Check-in by CHE Proximity with CX Agency Lavender.

Data Visualisation

Interactive Buildings: Planning law, in 3D for NSW Planning & Environment by Wunderman- Bienalto

Data-Driven Mail

GLC Hologram for Mercedes-Benz Australia by Clemenger BBDO Melbourne

Digital & Social Advertising

Get Cash for Westpac by Track/DDB Group in collaboration with MediaCom and Facebook

E-commerce Website & Marketing

Sleep is Back for Love to Dream Ltd by Affinity

Integrated Campaign

Supermarket Switch for Aldi by BMF

Integrated Campaign – small budget

Re-Pie-Cling for Goodman Fielder/Pampas by Havas Media Australia

Media Campaign

Soap Tube for Campbell’s Soup Australia by TKT Sydney

Most Effective Use of Content

Hands off our Ambos for SA Health by Showpony Advertising

Not-For-Profit Campaign

Stop it at the Start for the Australian Government Department of Social Services by BMF

Out-Of-Home

The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne

PR Campaign

ANZ’s continued push for an Equal Future for ANZ Australia by TBWA Melbourne

Social Media Campaign

Hands off our Ambos for SA Health by Showpony Advertising

UX, Interface & Navigation Design

Banker Desktop for ANZ Australia by Isobar

Pinnacle Awards

Grand Prix Award

The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne

Overall Customer Experience Award

Banker Desktop for ANZ Australia by Isobar

Courageous Client Award

The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne

Excellence Awards

ADMA Marketer of the Year

Brendon Cook, oOh! Media

ADMA Creative of the Year

Steve Coll, WiTH Collective

The Jon Clark Award for Outstanding Contribution

Luke Brown, Affinity

ADMA Young Marketer of the Year

Maureen Teague, HIF

ADMA Young Creative of the Year

Melissa Hawkett, 303 MullenLowe

ADMA Hall of Fame

Neil Lawrence

Case studies of the winning work can be viewed here.

The AC&E Awards Gala Dinner attracted over 600 advertisers and marketers to The Star. Comedian David Smiedt took on MC duties. ADMA acknowledged its sponsors for their generous support including Google, Westpac, oOH!Media, Qantas, SSI, Smart Video, Publicis Cubed, DRV Creative, Wink Models IncNet, Marketsoft ,Sildemaster and Which-50 Media and IVE/Bluestar, Affinity and Engage Digital.