UM Sydney tops Aussie agencies at Festival of Media Asia Awards with 3 Gold, 2 Silver, 1 Bronze

Late Shift.jpgUM Sydney's campaign for Transport for New South Wales aimed at combating fatigue driving has won three Gold Awards at the 2017 Festival of Media Awards Asia announced in Singapore.

At the final tally count UM was the most awarded Australian agency at the Festival of Media Asia, with three Golds, two Silver Awards and one Bronze Award. The second most awarded Assie agency was Starcom with one Gold, two Silvers and one Bronze. MediaCom was awarded one Gold Award. OMD Sydney and Leo Burnett Melbourne scored one Silver Award each and Havas Group and PHD scored one Bronze.
UM won the Silver Awards for its work for LEGO Australia "Make LEGO the Star of Christmas", developed in partnership with Ensemble and leveraged the brand's owned, earned, shared and paid media to drive record sales. The Lego campaign won Silver for Best Communications Strategy and The Creative Use of Media

The Transport for New South Wales campaign, called "The Late Shift" won Gold for Best Use of Traditional Media, Best Use of Content and The Creative Use of Media.

The Late Shift was a first of its kind midnight to dawn live radio show, designed in partnership with Nova, sleep physicians and experts. It armed tired drivers with the knowledge and tools to identity and manage their tiredness.

Ross Raeburn, CEO of UM Australia, said the three Gold Awards were a testament to a unique culture of collaboration with Transport for NSW: "The campaign resulted from a single minded purpose and blended teams including marketing, road safety experts and UM, firstly unearthing a genuine insight and ensuring this drove through the strategy and execution. The team created hyper relevant and valued experience and connections. We're all incredibly proud of the work and its results."

UM's Bronze Award was for Best Engagement Strategy with its work for The Art Gallery of New South Wales called "The Greats", a unique experience developed in close partnership with beer brand Young Henrys. 


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