The Hallway, M&C Saatchi/Bang PR + McCann score big at the ADMA AC&E Awards; Pat Baron wins Creative OTY; Sam Viney wins Marketer OTY
It was a particularly rewarding night for The Hallway, M&C Saatchi/Bang PR and McCann Melbourne at the ADMA Australian Creativity and Effectiveness (AC&E) Awards, held last night, at the Star, Sydney.
Sydney-based Hallway received the Grand Prix, the Innovation Award and the Out-of-Home awards for its work on Ask the Google App for Google.
M&C Saatchi and Bang PR produced the successful Game of Balls for Blue Ball Foundation. Their risqué men’s health campaign, Play with Yourself, to encourage men to check for testicular cancer took out five awards — the David Ogilvy Courageous Client Award, Branded Content, Digital & Social Advertising, Media and Not-for-Profit Campaign – the most awards handed out during the evening to one agency.
McCann Melbourne’s humorous Infrequent Flyers Club for Tigerair came next with four awards: Customer Experience, Copywriting, Customer Retention\Loyalty Campaign and Integrated Campaign.
McCann Melbourne’s, executive creative director Pat Baron (far left) also took Creative of the Year – a new award for 2015.
Unlike 2013 when the Dumb Ways to Die campaign swept the board and in 2014 when Melbourne agencies dominated the gala event, this was an evening when awards were more evenly spread across Sydney and Melbourne agencies.
In all, the gala evening delivered 34 winning trophies and 35 highly commended trophies during the evening.
The AC&E Awards were established in 2014 to replace the 36-year-old ADMA Awards.
Says Jodie Sangster (left), 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 finalists.”
The judges did not award trophies in three categories: the Ambient/ Experiential, Email Marketing, and Print: Adverts, Posters, Inserts, Sales Materials & Collateral, as judges felt strongly the entries had not attained the appropriate balance between creativity and effectiveness.
Says Sangster: “This is controversial, I know, and some people will not be happy about it. But we will not give a category award if we think there aren’t any worthy campaigns that meet the creativity and effectiveness brief.”
The full list of 2015 AC&E Award winners by category comprises:
Apps
Sydney Royal Easter Show 2015 for Royal Agricultural Society of NSW by Mobbidiction
Art Direction
Mini the Muttaburrasaurus for Medibank by Whybin\TBWA Group Melbourne
Best Use of Search
That’s the beauty of automated search price lines for Priceline by Resolution @PHD
Branded Content
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Broadcast: TV, Cinema, Radio
Break the Barrier for St John Ambulance WA by The Brand Agency Perth
Copywriting
Infrequent Flyers Club for Tigerair by McCann Melbourne
Customer Acquisition Campaign
No Wallet? No Worries for Commonwealth Bank by M&C Saatchi
Customer Retention\Loyalty Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Data Strategy
Telstra Smarter Building Better Businesses for Telstra by CHE Proximity
Data Visualisation
The Sound of Azure for Microsoft Australia by Wunderman Australia
Data-Driven Mail
Google Fast Growth for Google for Work by Apparent
Digital & Social Advertising
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
E-commerce Website & Marketing
How Krispy Kreme’s new website drove 19% sales increase and kept visitors coming back for more for Krispy Kreme by Whybin\TBWA Group Sydney
Integrated Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Integrated Campaign – small budget
The Ninth Watch for The University of Queensland by Clemenger BBDO Brisbane
Media Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Mobile Marketing
Whiskas Catstacam for Mars Petcare Australia by Clemenger BBDO Sydney
Most Effective Use of Content
#MyFamilyCan for SPC Ardmona by Leo Burnett Melbourne
Not-For-Profit Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Out-Of-Home
Ask the Google app for Google Australia by The Hallway
PR Campaign
Reverse Reviews for Art Series Hotel Group by Cummins & Partners
Social Commerce
Honda Odyssey-Be Our Best Critic for Honda by Leo Burnett Melbourne
Social Media Campaign
Only GayTM in the Village for ANZ by Whybin\TBWA Group Melbourne
Use of New Technologies
Tourism New Zealand-#NZDronie for Tourism New Zealand by Whybin\TBWA Group Sydney
UX, Interface & Navigation Design
Website redesign for Blackmores by Holler
Pinnacle Awards
Grand Prix Award
Ask the Google app for Google Australia by The Hallway
Overall Customer Experience Award
Infrequent Flyers Club for Tigerair by McCann Melbourne
Courageous Client Award
Game of Balls for Blue Ball Foundation by M&C Saatchi &
Bang PR
The Innovation Award
Ask the Google app for Google Australia by The Hallway
Excellence Awards
ADMA Marketer of the Year
Sam Viney (left), Marketing Director, ALDI
ADMA Creative of the Year
Pat Baron, Executive Creative Director at McCann Melbourne
The Jon Clark Award for Outstanding Contribution
Doug Campbell (left), Director of Decision Science and Analytics, Deloitte (and former Chair of IAPA 2008-2015)
ADMA Young Marketer of the Year
Tim Kenward (below left), Senior Brand Manager, McDonalds
ADMA Young Creative of the Year
Alex Little (below, far left), Copywriter and Karsten Jurkschat below, near left), Art Director, Ogilvy Melbourne
ADMA Hall of Fame
Tony Davis, Quantium
Case studies of the winning work will be published shortly at www.acandeawards.com.
The AC&E Awards gala dinner attracted over 600 advertisers and marketers to The Star. Comedian and Triple J presenter Matt Okine took on MC duties. ADMA acknowledged its sponsors for their generous support including: IVE, Telstra, Adobe, Google, Westpac, Facebook, Australia Post. Publicis Cubed, SSI. Squiz, Edge Loyalty. Kalido. Bluestar. IncNet, Marketsoft and DRV Creative.
8 Comments
The Hallways google campaign is an adapt campaign
from 72 and Sunny USA for google in 2014
http://www.adweek.com/adfreak/google-embeds-itself-nyc-some-delightful-site-specific-outdoor-ads-160636
how can that possibly win for creativity ?
R/GA London actually did it first in 2013-
http://www.rga.com/work/google-outside/
Impressive to win an innovation award for something that’s already been done twice.
Never even heard of these awards but I have seen the Google campaign before out of the US. Which takes me back to my first point.
If you haven’t heard of this awards, are you an illiterate?
Google, what is a great overseas idea for the same client we could enter in Australia as our own?
To all you sad and jealous nay-sayers.
What exactly is wrong in staying on song with a fresh and amusing take on a proven campaign idea for your client?
Campaignabiliity by an able agency.
Looking good Karsten!
What a travesty of a decision. I really don’t understand how they could win so big for this