Film Craft success a sign of booming industry

Film Craft success a sign of booming industry
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Two Gold Lions among six gongs in the Film Craft category is evidence of the quality of the industry in Australia, according to one of the jurors. 

Michael Ritchie sat in the five days of deliberation with some of the world's leading directors before picking up a Gold and Silver for the 'Tumble' spot for Schweppes. 

Dumb Ways to Die landed a Gold, Silver and Bronze in the category, whilst the epic 'Beer Chase' ad produced by The Sweet Shop Melbourne for Carlton Draught was handed a Bronze.

The Tumble ad shows people throwing themselves down a hill and landing in a cool pool of water to replicate the feeling of having a Schweppes drink.

Ritchie told B&T the haul was justification for what had been a "very dangerous" shoot for his crew in New Zealand.

"We had people on rigs getting flung down hills, it was dangerous, people were hurting themselves. It was really hard to make." he said. 

"It's wonderful for GPY&R (the agency who concepted the advert) and it's perfect fr the product it's working for."

He said Dumb Ways had been considered for the Grand Prx, and had provided a "respite" for the jury each time they watched it during the five days of deliberations.

"It's a real relief from everyday life, and that's because of the uncomplicated execution."

However, this year's six gongs is back on last year where Australia picked up seven.

http://www.youtube.com/watch?v=WruIq52TGNY

http://www.youtube.com/watch?v=_GbHpqfv9is

http://www.youtube.com/watch?v=IJNR2EpS0jw

Australian Film Craft Lions winners:

Gold:

Dumb Ways to Die, Metro Trains, McCann Melbourne

Tumble, Schweppes, Revolver/Will O'Rourke

Silver:

Dumb Ways to Die, Metro Trains, McCann Melbourne

Tumble, Schweppes, Revolver/Will O'Rourke

Bronze:

Dumb Ways to Die, Metro Trains, McCann Melbourne

Beer Chase, Carlton and United Breweries, The Sweet Shop Melbourne

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