The Monkeys wins Grand Prix for The Ship Song Project for Sydney Opera House at Festival of Branded Entertainment held in Sydney last night
The Ship Song Project by The Monkeys won the top award at last night’s Australasian Branded Entertainment Awards at the finale of yesterday’s Festival of Branded Entertainment, held at the Museum of Contemporary Art in Sydney.
The work, for Sydney Opera House, also picked up a gold in the “best brand commissioned” category.
Says Cathie McGinn, festival curator: “We were surprised and pleased by the volume, quality and of work submitted, and we’re looking forward to an even bigger and better event next year. The awards really recognise exceptional and genuinely entertaining work in this category -most remarkably the jury said how much they had enjoyed the judging process.”
The full list of winners:
Best use of a small Budget
Mizone Zonelab by The Hallway
Credits: Photoplay films
BRONZE
Medal of Honour – Warfighter by EMG
Credits: Electronic Arts (EA) and Kontented
SILVER
MJ Bale Grazed on Greatness by Whybin/TBWA Sydney
GOLD
Best non-screen
Bundy Booth by Leo Burnett Sydney
BRONZE
Durex you + 1 by The Sound Campaign
Credits: Holler, Frank PR, Zenith Optimedia
SILVER
Best transmedia
Air New Zealand – The Kiwi Sceptics by Host
BRONZE
Two Words for Tomorrow by The One Centre
Credits: Future Buro, Moffitt.Moffitt, Hello Future TV, Fourth Wall Events, Field, Radical Media SILVER
The Smirnoff Night Project by Special Group
GOLD
Best integration or Brand storytelling – fiction
Fists of Fusion by MercerBell
Credits: Publicis Mojo, Zenith Optimedia
BRONZE
Operation Intel – The Bourne Legacy by Hoodlum
SILVER
Qantas – The Great Crusade by Wonder
GOLD
Best integration or Brand storytelling – non-fiction
Air New Zealand – The Kiwi Sceptics by Host
BRONZE
The Gravity Coffee Run by Special Group
SILVER
McDonald’s Gets Grilled by UM & WTFN
GOLD
Best Brand commissioned project
Qantas The Great Crusade by Wonder
SILVER
The Ship Song Project by The Monkeys
GOLD
Grand Prix
The Ship Song Project for Sydney Opera House by The Monkeys
(Pictured: Mark Green from the Monkeys accepting the Grand Prix; Tim Burrowes, Phil Lloyd and Cathie McGinn; The Durex marketing team and Sound Campaign with their award for Durex You + 1)
5 Comments
Awesome work by the Monkeys but isn’t branded content usually something different than the long version of the tvc on YouTube? Just saying
The ship Song never ran as a TVC.
I wonder how much it all cost.
I wonder how much it cost per view on YouTube.
(There were just 250k views by the way.)
And I wonder whether the kids actully get that it’s about the Opera House.
Surely that’s world famous anyway.
Apart for a everyone involved feeling golly good, what did this achieve?
Did the number of attendees at the Opera House go up?
It all seems to be so … fluffy.
This from big fan of Nick Cave by the way.
So who else entered?
$450 seemed like an awful waste of money for a no-name festival.
How exactly is this a ‘festival’?
Probably in the same way that Branded Entertainment is actually entertainment.
Digital set top boxes have scared advertisers into thinking that the traditional broadcast commercial is dead, because the audience will just fast forward past them, so along comes the new marketing breed to sell the idea that something an audience will actually want to watch can be made around the selling of their brand.
Branded Entertainment is the latest snake oil, and the term is an oxymoron. Sponsorship has been around for a very long time, but actual programming that draws an audience and and as it’s premise promotes a brand?
Be serious. People will smell the pitch from a mile away, and never be compelled to watch what is virtually an extended ad.
Smoke and Mirrors, and their ‘festival’ is, well . . .