Clemenger BBDO, Melbourne takes out Agency of the Year title with 20 Gold Pencils, Best in Show + Chairman's Choice Award at 38th annual AWARD Awards tonight in Sydney; M&C Saatchi's Tom McFarlane inducted into AWARD Hall of Fame

Hero Image_ TAC- Meet Graham (1).jpgThe winners of the 38th annual AWARD Awards have been announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was "Digging for Gold" and didn't disappoint with a record number of golds being presented along with a solid gold pencil for "Best in Show". Held at Carriageworks as part of Semi Permanent festival, the ceremony delivered 35 Gold Pencils, and awarded a further 117 Silver and 149 Bronze Pencils.

Best in Show was awarded to Clemenger BBDO Melbourne for its Meet Graham campaign for Transport Accident Commission.

The award for Agency of the Year was presented to Clemenger BBDO Melbourne, which also took home the most gold pencils of the evening, scoring 20 across PR, Direct Marketing, Digital, Innovation, Integrated Campaign, Market Disruption & Product/Service Development, Creativity for Good, Design, Poster and Outdoor, Promotion & Experiential, Film & Video and Branded Entertainment & Content.
Google-ThroughTheDark-StaticLightDark1 (1).jpgR/GA followed with two gold awards across Craft in Advertising- Film and Design, as did Revolver/Will O'Rourke with 2 gold pencils for Craft in Advertising - Film, and Design. One gold award was awarded to FINCH, Leo Burnett Melbourne, GPY&R Brisbane, J. Walter Thompson Sydney, Nylon Studios, Clemenger BBDO | Touchcast Wellington, Houston Group, The Editors, Goodoil Films, Alt.vfx and Blackbird.

EXIT+BIG5B15D.jpgNetwork of the Year went to BBDO, Client of the Year was awarded to Transport Accident Commission, and Production Company of the Year was presented to Exit Films.            


Glenn-Cole-web2-thumb-300x300-251018-thumb-300x300-253697.jpgPresented by Glenn Cole (left), founder and creative co-Chair of 72andSunny, the Chairman's Choice award went to The Boys by Clemenger BBDO Melbourne for Bonds / Pacific Brands Underwear Australia.  

Says Cole: "It was hard to select The Chairman's Award. The struggle was real. In the end, I chose "The Boys" for Bonds. I respect that this team and client created a distinctive, disruptive, and original new brand voice. It's one thing to nail a one-off project execution. It's a hell of a lot harder to create a voice for an organisation that sets the table for the next decade. It's definitely harder than it looks."

Recognising the most prolific of entrants, Creative of the Year was awarded to Gavin Chimes, Marcel Sydney - an award that considers those being credited across the most individual campaigns that won Bronze, Silver or Gold (including craft awards if that award is directly applicable to their craft).

Tom McFarlane.jpgThis year, Tom McFarlane (right) of M&C Saatchi, one of the Australian advertising's most influential and effective creatives, was inducted into the AWARD Hall of Fame, celebrated for outstanding achievements.

Says Wilf Sweetland, chair of AWARD: "Congratulations to our long list of finalists and winners, especially to Clemenger BBDO Melbourne for being awarded Agency of the Year and our first ever solid Gold Pencil for Best in Show. This year a record number of 35 gold pencils have been awarded - a figure which bears testament to the outstanding level of talent in the Asia Pacific region."

The 38th AWARD Awards Jury Chairs: Chair of Innovation, Integrated Campaign, Market Disruption & Product/Service Development and Creativity for Good, Darren Spiller (Host); Chair of Direct Marketing, Mike Spirkovski (Saatchi & Saatchi); Chair of Craft in Advertising - Film, Ben Welsh (DDB); Chair of Film & Video, Ben Coulson (Clemenger BBDO); Chair of Craft in Advertising - Print/Typography/Illustration, Shane Bradnick (DDB); Chair of Print and Poster & Outdoor, Brett Colliver (DDB); Chair of Radio, Alex Derwin (BMF); Chair of Digital and Craft in Advertising - Digital, Ben Keenan (Thought Police); Chair of Design, David Park (Maud); Chair of Branded Entertainment & Content, Justin Drape (The Monkeys); and Chair of Promotion & Experiential and PR, Sinead Roarty (J. Walter Thompson).

This year again AWARD highlighted the top five agencies, clients, production companies, and Network of the Year:

Agency of the Year - Top 5
1)    Clemenger BBDO Melbourne
2)    DDB Group New Zealand
3)    Clemenger BBDO | Touchcast, Wellington
4)    The Monkeys
5)    R/GA Sydney

Production Company of the Year - Top 5
1)    Exit Films
2)    FINCH
3)    The Sweet Shop
4)    Goodoil Films
5)    Revolver/Will O'Rourke

Client of the Year - Top 5
1)    Transport Accident Commission
2)    Mars Australia
3)    Google
4)    Bonds / Pacific Brands Underwear Australia
5)    SKY Television New Zealand

Network of the Year - Top 5
1)    BBDO
2)    DDB
3)    TBWA
4)    Leo Burnett
5)    Havas Worldwide

Creative of the Year
Gavin Chimes
Agency: Marcel Sydney

Chairman's Choice
Title: The Boys
Agency: Clemenger BBDO Melbourne

Best in Show
Title: Meet Graham
Agency: Clemenger BBDO Melbourne
Client: Transport Accident Commission

Gold Pencil Winners

Category: Film & Video
Subcategory: Charity, Individual. Any Length
Title: The Lucky Ones
Agency: J. Walter Thompson Sydney

Category: Film & Video
Subcategory: Television Commercial, Individual. Over 30 Seconds
Title: Hello
Agency: Clemenger BBDO | Touchcast, Wellington

Category: Film & Video
Subcategory: Television Commercial, Campaign. 30 Seconds
Title: The Boys
Agency: Clemenger BBDO Melbourne

Category: Integrated Campaign
Subcategory: Integrated Campaign
Title: Meet Graham
Agency:  Clemenger BBDO Melbourne

Category: Poster & Outdoor
Subcategory: Charity, Individual. Any Size/Format
Title: Life Saving Stickers
Agency: GPY&R Brisbane

Category: Poster & Outdoor
Subcategory: Interactive and/or Moving Indoor, Individual
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Public Relations
Subcategory: Best Integrated Campaign Led by PR
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Direct Marketing
Subcategory: Integrated Solutions
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Direct Marketing
Subcategory: Alternative Media, Individual
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Design
Subcategory: Environmental Design
Title: The Tailor Made Store
Agency: BWM Dentsu

Category: Design
Subcategory: Large Identity and Application (Above $50,000)
Title: Qantas Rebrand
Agency: Houston Group

Category: Design
Subcategory: Weird and Wonderful
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Design
Subcategory: Entertainment Design
Title: Google Play, "Through the Dark"
Agency: R/GA Sydney

Category: Digital
Subcategory: Apps - Charity
Title: Reword
Agency: Leo Burnett Melbourne

Category: Digital
Subcategory: Digital Kiosk, Point of Sale, On-site, Outdoor Digital
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Digital
Subcategory: Online Promotion, Campaign
Title: Hungerithm
Agency: Clemenger BBDO Melbourne

Category: Innovation
Subcategory: Creative Innovation / Technological Innovation
Title: Meet Graham
Agency:Clemenger BBDO Melbourne

Category: Promotion & Experiential
Subcategory: Best use of Experiential Marketing in a Promotional Campaign
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Promotion & Experiential
Subcategory: Best use of Other Digital Media in a Promotional Campaign
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Branded Entertainment & Content
Subcategory: Entertainment - Online, Campaign/Series
Title: The Boys
Agency: Clemenger BBDO Melbourne

Category: Branded Entertainment & Content
Subcategory: Entertainment - Film
Title: Every Second Counts
Agency: FINCH

Category: Branded Entertainment & Content
Subcategory: Mobile
Title: Hungerithm
Agency: Clemenger BBDO Melbourne

Category: Branded Entertainment & Content
Subcategory: Experiential - Installation
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Branded Entertainment & Content
Subcategory: Experiential - Interactive
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Creativity For  Good
Subcategory: Design
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Craft In Advertising
Subcategory: Film - Cinematography
Title: What Is Up?
Agency: Goodoil Films

Category: Craft In Advertising
Subcategory: Film - Digital Visual Effects
Title: TAC - Speed
Agency: Blackbird

Category: Craft In Advertising
Subcategory: Film - Direction
Title: Rocket Car
Agency: Revolver/Will O'Rourke

Category: Craft In Advertising
Subcategory: Film - Digital Visual Effects
Title: Quantum Break - The Cemetery
Agency: Alt.vfx

Category: Craft In Advertising
Subcategory: Film - Best Use and/or Arrangement of Existing Music
Title: Google Play, "Through the Dark"
Agency: R/GA Sydney

Category: Craft In Advertising
Subcategory: Film - Sound Design
Title: Defence Force Recruiting 'What Is Up?'
Agency: Nylon Studios

Category: Craft In Advertising
Subcategory: Film - Editing
Title: Airforce 'What Is Up?'
Agency: The Editors

Category: Market Disruption & Product/ Service Development
Subcategory: Industry or Category Disruption
Title: Hungerithm
Agency: Clemenger BBDO Melbourne

Category: Market Disruption & Product/ Service Development
Subcategory: Industry or Category Disruption
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

Category: Market Disruption & Product/ Service Development
Subcategory: Interactive Design for Product/Service  
Title: Meet Graham
Agency: Clemenger BBDO Melbourne

DOWNLOAD FULL LIST OF WINNERS - 38th AWARD Awards Winners.pdf

4 Comments

Whitewash said:

Clemenger Melbourne vs the rest.

Not even a contest right now.

Been there said:

All work started before Nick Garrett arrived...

Dominant said:

Is that the most dominant performance by an agency at AWARD ever? I feel like that even puts the McCann Melbourne 'Dumb Ways to Die' year in the shade?

Planners eh said:

Well done to Matt Pierce who came up with this idea. Planners never get their due.

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