Meerkats dominates at the PADC Awards with their HBF work winning Best of Show, three of the four Gold awards, and Copywriter of the Year

Comments (73)
HBF.jpgTonight was a very big night for Meerkats, Campaign Brief's reigning Agency of the Year.

Perth's hottest agency dominated the results at this year's PADC Awards, held tonight in the ballroom at the Burswood Hotel. The agency picked up Best of Show, three Gold awards, two Silver and three Bronzes - most of it for their work on the HBF "Your health is all that matters" television and radio campaign.

2010_PADC_Table.jpgMeerkats won Best of Show and Gold for HBF 'Working Less'. Gold for the whole HBF tvc campaign, and their third Gold for the HBF radio spot 'Sound of Silence'. Their two Silver awards were for HBF 'Fish and Chips' and for the whole HBF 'Your health is all that matters' radio campaign. In addition copywriter Kurt Beaudoin won the Copywriter of the Year award.

The next best performing agency was Marketforce with one Gold, two Silver and 7 Bronzes. The agency's Gold was for their Fresh Digital - Event Branding work in the Miscellaneous category. Marketforce creative director Andrew Tinning picked up one of the big awards of the night, winning The West Australian Fellowship Award that carries with it a trip to the Cannes International Advertising Festival next June.

The Brand Agency ranked third at the awards - winning six Silver and six Bronze awards. Their best performer was the Perth Zoo 'Elephant Art' print and poster campaign, which pulled in four Silver and three Bronzes (shown below).

The West Australian sponsored Creative Champion Awards were won by Eleanor Costello (Drug & Alcohol Office) and Brendon Lewis (Marketforce).

Nick Gallagher from Brainestorm won the Upson Medal for Sound.

The Brand Agency's Craig Buchanan won Photographer of the Year.

Dewi Graves from Gatecrasher won Designer of the Year for work on the Betts account.

Liam Riddler from Curtin won the Student Creative Award.

Scott Wright from Solo Films won Commercial Director of the Year for the 'Bobisms' campaign for Westnet.

Elephant_Art_Dali.jpgElephant_Art_Van_Gogh.jpgElephant_Art_Warhol.jpg



73 Comments

Anonymous said:

Thanks to the committee for another night to remember.
Brilliant result for Meerkats and, as usual, Marketforce and Brand were breathing down their necks with some great work. The big shock was for me was 303. They usually put up a good show. I'm sure this will inspire them to bounce back with some great work next year.

Anonymous said:

Well done kats.
CB, where can we get the full lists of winners?

Ross said:

Thanks to everyone on the PADC committee for organising the night. There's an immense amount of work that goes into it and we really appreciate your efforts. And thanks also to Steve, for agreeing to MC and making sure we didn't take ourselves too seriously.

Anonymous said:

Another great night-that's two in a row for the PADC!
Well done to all involved. A great result for meerkats and Kurt in particular. And hats off to marketforce. To walk away with the most awards and finalists on the night given the year that's been, is a pretty remarkable achievement.

Anonymous said:

Were the HBF ads done in Perth? If not questions could be asked about winning awards in WA???

drowla Newsletter said:

There's a digital ad over there to the right for the Weekend West. It's about taking two bites of the cherry - but it's not a picture of a cherry, it's a picture of an apple on a cherry stalk.

The ad's kerning is also troubling me.

Also, excellent job at the PADCs, everyone.

drowla Newsletter said:

But seriously folks, when you factor in the bite dimensions, that cherryapple is HUGE.

Anonymous said:

You can win Photographer of the Year for shooting your own book now?
Is this not an ADVERTISING award show? Surely the skill of being a commercial photographer is the ability to meet a brief and solve a problem for a client. I'm entering my photos of my kids next year. Might also whip up a book of poetry and go for Copywriter of the Year.

Anonymous said:

2.52 - the HBF campaign was conceived in Perth by a Perth agency, so very deserving of their awards. Doesn't mater who or where they were directed.

Anonymous said:

The food was inedible, the booze was undrinkable, the "entertainment" unremarkable and the ticket price unreasonable. I for one won't be going again. Roll on Oasis 2011...

Anonymous said:

How did Andrew Tinning manage to win the West Australian Fellowship all by himself when all other Marketforce awards are entered and won or lost by both the writer and the art director no matter how tenuous the connection?!

CW said:

4.16- justified.

Congrats to the winning agencies!

Where can we find the official photos of the night?

Anonymous said:

Probably because he worked on it on his own 8.17.
Well done Kurt. You deserve the recognition. Well done everyone at Meerkats.
Ok the night lacked a bit of atmosphere but I had a good night out with friends.

Anonymous said:

8.23 I can't remember seeing last year's official photos - only CB's - so don't hold your breath.

Anonymous said:

I totally hear you 8.12.

As much as I ‘respect’ the fine work the committee does – the booze was shocking. Crownies? Seriously? At those ticket prices, that is bullshit.

At least the awards are back on track though, great results all round.

Anonymous said:

8.12 You are ungrateful, unbearable and judging by your bitterness, obviously un-awarded. Please don't come back next year. you are unwelcome!

Anonymous said:

I didn't win anything...and I still had a great night!

Anonymous said:

@812 Please do us all a favour and don't come back next year.

Thank God for the HBF stuff, whatever you think of it, it is real work for a real client with a real issue - and insurance at that. Once again barely legit work was the elephant in the room (I know, I know, technically none of the work is scam, technically).

And unfortunately I have to agree on the Photographer of the Year. Surely it has to be commercial work or what's the point?

Anonymous said:

What happened to Longtail? Most of the digital winners came from the 'traditional agency' digital departments.

Anonymous said:

Wasn't there sadly so can I ask what creatives aside from Kurt were responsible for the Meerkats work? Would be nice to give them a shout out too. Every time Meerkats is mentioned, it's like they have no art directors. I'm sure someone is doing up their work...?

Anonymous said:

8:12 I don't remember eating any food, but I'm sure it was at least to Junior Masterchef standard. Methinks you are a whiner.

3:53 Excellent observation, and relevant too!

4:16, 10:00 Couldn't agree more. Advertising awards should equal advertising photography. Head-scratcher indeed. Wonder what Craig will enter next year?

Anonymous said:

1031 - Cannes level work isn't good enough for the illustrious PADC judges.

Anonymous said:

Yeah, agree on the Photographer of the Year award. But aren't there guidelines that outline what is eligible for these categories? Surely there should be a condition that says the photo has to be used in ad, otherwise we'll have every landscape/wedding/portrait photographer in WA will be entering for this award next year.

Anonymous said:

Yes, It's not Craig's fault. Or the judges. In the old days the club always checked the eligibility of each entry before judging.

Anonymous said:

12:31
its not craigs fault for entering work that clearly isn't advertising? lets not forget this is not the first time either. it is an insult to the club and the other people who entered.

Anonymous said:

I don't think anyone is bagging Craig, more the critea. Personally I loved his America stuff.

And I think PADC has always struggled as to how to judge digital and design since specialist juries are not an option. But I think it is really something that should be discussed more going forward.

Anonymous said:

12:31 is correct.

It's not an insult to the club at all. The club saw what was entered and obviously had no problem with it.

I'm not saying this is right, but the club had plenty of time to reject it before judging on the grounds that it was personal work and not commissioned by a client.

Does it say that the work has to be commissioned by a client on the entry form? If not it should.

12:51 said:

1:13
i agree, i wasn't commenting on the strength of the work, just the audacity it takes to enter non advertising work into an advertising show. that's where the insult lies.

Brian Moose Peterson said:

12.31. Thats bullshit Craig would have known...he's a grown up!
Nice job but surely ineligible?

Anonymous said:

Was the design for betts more an exercise in creative direction? Comments please.

Anonymous said:

To all the winners well done. To all the losers - surely you'd be better off spending time improving your own work rather than criticising that of others? Annoyed an art director had the initiative to publish a book and received recognition for it? Do something that betters it next year then. I thought we'd moved on from the old school thinking that only a copywriter can think of a headline and an art director manage a shoot. The world is changing people, if we want international judging standards then we need to start thinking past the Subiaco state line.

Anonymous said:

Funniest moment of the night: "I'd like to thank my homeless friends in New York" I am sure I heard it - if im wrong correct me, it was worth the laughter

Anonymous said:

This is a copy and paste from the PADC Call For Entries booklet, RULE 3:

Self-promotional work, including corporate design for one's own company, house ads, agency party invitations and portfolio photography is allowable in the miscellaneous category only.

Anonymous said:

So Craig Buchanan's photography which was produced for commercial purposes, was exhibited, can be purchased on his web site, and is published in a book that you can buy at bookshops shouldn't count?

Meow. Meow.

Back to the dl brochure design losers.

Anonymous said:

2:52 it doesn't matter where the ad was shot but if you're concerned about that one how do you feel about 303's Jesus campaign winning considering it was from 303 Sydney?

Anonymous said:

The blame cannot all be thrown back at the PADC club. The urge for some agencies to continually put in work that does not completely comply is the issue. The guidelines are clear, so why is it so difficult to follow them and why should it rest solely with the Club to catch out the scammers. The Club does the best it can to catch out work and it would be so much easier on everyone if the agencies only submit legitimate work and not bullshit about how good you are by submitting stuff that is bogus. If your real advertising work it not up to scratch, then don't enter!

Anonymous said:

The question is, what work did Craigs book beat? More submissions from photographers would solve the issue. Better ideas to shoot from agencies would also help!

Anonymous said:

of course craig had to win something, would've been a travisty if he didnt, and we would've had to hear about it all year.

seems rare has slipped off the radar too?

Jenny Deacon said:

3.39. I do't get the corellation between Craigs book and design losers?
I'm not sure what all the bitterness is about. Can you enlighten us?

Anonymous said:

Good see photography getting so much attention ! If only as much attention was giving to when awarding or producing jobs .

Anonymous said:

From the PADC call for entries:
Photographer of the year - Folio entry min 3 max 6 pieces.

America is a wonderful piece of work. Maybe some photographers in Perth should stop bitchy, lift their game and do something meaningful.

Anonymous said:

3:57
I don't think this is an attack on the Club, people just have a lot of anger and are bored of pointing it at Craig because it doesn't seem to stop him entering. Everyone is sick to death of the same story every year from the same person. The only place to turn is now the Club. Rule 3 - mentioned above - is clear. If there is any space for interpretation in any other category, you must fix it now. Please do something.

Could we call for an official response from the PADC perhaps?

Anonymous said:

@339 - Huh?
Clearly the intent of the photography section is to award the best commercial work. By your logic any photo taken by anyone for any purpose would qualify so long as they tried in some way to financially benefit from it. Wedding photography, photo journalism and art photography would all be acceptable. There is no doubt that the issue would have been raised with Andrew and you can bet he would have checked the rules and obviously the work technically qualified, but I think we all know what the intent of the award is.
And 339, I don't think it was 'design losers' that were bitching about it on the night - in fact I don't think there were any there...
The problem is that, for many, the entire award system (not just PADC) is that it has become about winning the awards by any technicality possible, not about doing the best possible work on real briefs and working your butt off to do great, or even good, work that is worthy of an award. And while judges keep rewarding the former kind of work (and we saw plenty of it get up the other night, not just in photography) then every year there are always going to be these carry-ons.
And to be completely honest I think I would really miss it if we didn't have this type of stuff to bitch about.

Anonymous said:

To publish a book is quite an achievement. People who get off their ass and do something remarkable should be applauded, not bitched about. No wonder so many talented creatives leave this city. If the judges had any doubt that Craig's book wasn't eligible they would've taken it out, simple. Christ, someone does something good and he gets bagged for it. For fucks sake Perth wake up.

Erica G. said:

CB. When can we get to see a list of all category winners and FINALISTS TOO if poss please.
That would be nice.
The PADC are always way to slow to release results on-line.

Lee Guy-Wallis said:

Having had the privilege of being with the judges on the day I know the discussions that occurred with the photography award, and others. I am not speaking on behalf of the PADC committee. Yes, it was not an easy decision to award "America", but they thought under the "craft " category it was worthy,based on the fact it had been retailed , they were good shots, and not someone's one off photos, thanks to all of those offering family photos. Agreed it is not technically advertising and agreed, that should be addressed in the future. However it would be great if those in the field took the time to submit, support the PADC's and make it a real award for craft. It is difficult for the judges to compare good work when it is not submitted. No disrespect to those that did submit as I agree it was an unfair situation.
Can we all get back to submitting real work, approved by real clients, that are real creative ideas, so when judging comes along we are not forced to ring to check out the legitimate nature, offending those that are true and being lied to by those who are not

Anonymous said:

8:35 as far as I can see, people aren't commenting on the strength of the work at all. We can probably all agree that it's great work, and having a book published is no mean feat. He deserves congratulations for his achievement.

The question is whether his book should be illegible for the award - technically and - i guess - morally. There is a section for personal/folio/personal business work, it's called 'miscellaneous' . The rules (or lack of) for photographer of the year were obviously blurry, but the intent of the award show is obviously to award work that sells a product, service or brand.

I guess one could then argue a book is a commercial work and is Craig's brand. Surely if it is his personal brand it falls under 'Self-promotional work, including corporate design for one's own company'. The book does not exist to sell anything or brand a client, besides Craig Buchanan.

Anonymous said:

4:52, I don't intend to 'bitch', I'm merely regretting that this has happened because of the impact it could have on the Perth industry.
4:00 said that there weren't many photographic entries. How do you expect them to put their names and businesses on the line only to lose to a person who is not working within the same set of rules? Anyone who did enter has every right to be angry - they could have put in anything they desired rather than making sure they kept to the rules.
No, I'm not a photographer, but I can completely understand that this will affect them and their future involvement in the club. I believe what we're seeing here is arrogance. He doesn't understand that others are really struggling to get commercial work as it is - let alone fighting against limiting factors like budget, time and clients for something worth entering.

Anonymous said:

8.45PM
One of the key benefits of social media is its ability to introduce innovative ways of handling existing information streams. I'm guessing the collective anonymous on here could piece together all the necessary information below long before PADC or CB manage to.

Anonymous said:

America is a fine photography book and I congratulate Craig for doing it but I think that giving it the award really makes it tricky for the club moving forward.

Trying to engage professional photographers in the club has always been a challenge - the same goes for designers and digital - and this doesn't make it any easier. Craig took time off from his advertising gig to do the project and it certainly wasn't his earnings from his 'commercial' photography that allowed him to do that. When you have people trying to eek out a living from shooting commercial work, I can understand how this would hurt.

Look, if a creative illustrates, shoots or directs their own work for a client then I think that is fair enough but this precedent will open a can of worms if it isn't addressed next year. If a writer takes time off to write a novel or some poems, can this be entered in Copywriter of the Year?

There are plenty of photography and publishing awards that Craigs work could be be entered in and it would be competing fairly against other, similar projects.

Anonymous said:

There's quite a lot of bitching going on here. I remember at AWARD a few years ago a book called ZOO with incredible pictures of animals won gold. No-one bitched that I know of as people recognised it for the amazing photos that it contained. Surely the PADCs should be about creativity. Yes it is advertising focussed but it can't be a bad thing if we attracted more photographers, more designers, more crative people from a wider base to make PADC more relavant.

Well done Craig on your photography book - much better than that Enjo thing.

Anonymous said:

Thank you Lee, you've got more balls than the rest of us.

Andrew Tinning said:

It's an interesting one. Two years ago when I took on this role, the craft categories were looking very shaky. You could count the number of entries into copy writing, art direction and photography on a cross eyed butchers hand. Rather than bin them, we decided to 'personalise' them by adding 'of the year' hoping that this would spark some interest again. We decided to keep the rules flexible enough to try and engage those professionals who might not necessarily have considered entering in the past.

The idea was to try and make things more accessible to a wider range of commercial practitioners. Hopefully this would make the awards and the club more appealing to more exponents with the ultimate outcome being increased membership and entries resulting in more revenue and better beer next year.

Technically Craig's entry met the entry criteria but given the controversy surrounding the result, a review will definitely be on the agenda at our next meeting

Craig Buchanan said:

8:19am, thank you.

Andrew tinning said:

Oh yeh i forgot to say that personally, I'd like to see all sorts of brilliant comercial art direction, design,writing,illustration and photography being celebrated at these awards.Not just ad stuff. We should all be looking for inspiration outside of our comfort zones.

Ric Cairns said:

Just to add an historical perspective to this debate. There have always been personal and agency projects entered in the PADC Awards, and the Miscellaneous category was provided partly for these. It was there as a forum for work that (a) had not been produced to a client brief and was therefore less hindered by the various commercial constraints or (b) didn't fit any other commercial award category but did use the practitioner's skills commercially. It's important to note here that the Perth Advertising and Design Club is not in the business of handing out art awards; its charter is to recognise work in advertising and design. Opening its Photography entries to personal projects doesn't make it any more 'relevant' to photographers - in fact it undoubtedly alienates Perth's professional photographers, who produce their work to difficult briefs with tight deadlines and limited budgets, and who don't eat unless they satisfy their clients. Craig's project is superb and deserved to be acknowledged, but it needed to get its gong in the Miscellaneous category, not be competing directly with commercial work by professional photographers.

Anonymous said:

Andrew, great points but so sad you're caving in due to a lot of bitterness and jealously from the masses. Every single award show has contentious winners and there will never be 100% agreement with a decision. Move on Perth, grow up and start creating better work to make these kind of discussion redundant.

Anonymous said:

Can we please have a list of winners and finalists. The PADC are crap at getting results published.

Kim Shaw said:

Well said Ric. This was so easily sorted out back in the old days.

Anonymous said:

He's been trying to win this award for the last couple of years with pretty much the same body of work. Last year it was disqualified because it was discovered that the 'commercial' application was a couple of scammed up brochures copies given to a local travel agent. (sound familiar?).Now that he's managed to satisfy whatever it is that has driven him to do this He'll hopefully leave photography to the photographers and focus on producing some winning ads.

Anonymous said:

This could be easily sorted by simply creating a Craig Buchanan category at next year's PADCs, open to anyone called Craig Buchanan to submit anything they have done in the last year. We would all then know exactly where we stood. As would Craig. And nobody would get snippy if he picked up metal. Again.

Anonymous said:

Once again no mention of Alan Myles on the night during the thankyou speech.Without his grading what grade would those pictures be?

Craig Buchanan said:

This has been a worthy and interesting debate. However, when someone poses as me, that simply crosses the line, (9:11pm). Really dude, it wasn't funny.

(Sorry Craig, we didn't realise that wasn't your comment. It's deleted now - CB)

Anonymous said:

Good point Ric. Miscellaneous it is but still very award worthy.

8.19

Anonymous said:

So is that comment from the real Ric Cairns? I have my doubts because I find myself agreeing with him.

If I was a commercial photographer I would be going all out next year in this category - win it and people will take notice.

Anonymous said:

You know, it's funny how not one person feels the need to comment on the PADCs on the national blog. Perhaps they're not as important as you think they are?

Just saying.

Anonymous said:

Oh come on guys, I haven't been NEAR my machine for a couple of days now - and yet all these negative bitchy comments are being attributed to me.185

Jimi Hendrix said:

Castles made of sand fall into the sea, eventually...

Anonymous said:

No one has mentioned that there were many awards given to the PADC invites and even Campaign Brief invite got an award. It was a night of self indulgence all around.

Anonymous said:

8.46pm
Nonsense. Local awards like the PADCs exist specifically to reward the hard-work and effort of the local industry at every level. If someone puts a bit of thought into an invite, who are we to say it doesn't deserve to be recognised? Personally I am looking forward to the CB Anonymous Post of the Year category next year.

Anonymous said:

1127 What's your point?

It's a local awards show and the issues are local. I think this is a great discussion and I think the majority of comment on both sides are well considered and actually lack much of the bitchiness that this site usually produces.

Anonymous said:

Kim can we get a list of award winners and finalist up? Karen isnt back until next week and by the time the club get around to organising it the whole thing will seem like so yesterday. How about the current president and/or committee?

Campaign Brief said:

12:11 - The pdf of winners download is part of the story above that features all the PADC photos.

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