After scoring a duck last year Aussie agencies have upped their game in Cyber taking a haul of 11 gongs in this year’s competition, with Dumb Ways to Die taking five.
Juror Bradley Eldridge, ECD of Soap Creative, said the haul, almost twice as many gongs as the last five years combined, will create an “awareness in the rest of the world of what Australia is doing”.
He added: “What’s changed is an awareness of what’s needed to make truly great work in agencies.”
He also blasted some entries for claiming setting up a Facebook page was “having a social media presence”.
Jury president Bob Greenberg, a founder of R/GA, said the difference between some “great ideas” which won Bronze and the Gold winners at times was simply “poor idea curation”.
Oreos’ 100-day campaign to celebrate is centenary which featured the viral ad around the Superbowl blackout and The Beauty Inside campaign by Intel claimed the Grand Prix spots.
AKQA’s James Hilton said these kind of nimble campaigns, which relied on daily news-related updates and user-supplied updates was the future for communications.
“A key insight is taking out the long-winded processes,” he said. “One of the things with everything that’s won is clients and agencies taking a real risk, ditched those processes and done something they’ve believed in.”
McCann Melbourne’s haul included four more Gold and a Silver, while four other agencies claimed Bronzes.
They were Leo Burnett Sydney for Coke’s Small World Machines, George Patterson Y&R’s Anytime Anywhere for Defence Force Recruting, The Most Powerful Arm Ever Invented by Rective Melbourne and Clemebnger BBDO Sydney’s Telekenize the Rainbow.
Australia 2013 Cyber Lions winners:
Dumb Ways to Die, Metro Trains, McCann Melbourne (4)
Dumb Ways to Die, Metro Trains, McCann Melbourne
Anytime, Anywhere, Defence Force Recruiting, George Patterson Y&R Melbourne
Telekinize the Rainbow, Skittles, Clemenger BBDO Sydney (2)
The Most Powerful Arm Ever Invented, Save Our Sons, Reactive Melbourne
Small World Machines, Coca-Cola, Leo Burnett Sydney (2)