Three Aussie agencies get up in Branded Conent

Three Aussie agencies get up in Branded Conent

Three Aussie agencies won metal in the Branded Entertainment & Content Lions overnight, but Dumb Ways to Die lost out on the top prize to Intel's clever 'Beauty Inside' campaign for a second time. 

B&T Magazine
Posted by B&T Magazine

Two Golds is no mean haul in the category for McCann Melbourne, with judges saying they were "down to the last four" for the Grand Prix contention.

Host also picked up a Silver for the follow-up Share a Coke and a Song campaign, with boss and judge Anthony Freedman admitting he had a "new appreciation" for what it means after sitting through the five days of deliberation.

"In a category like Branded Content there's a lot of debate about what content is. To be on the shortlist you have to be great," he added.

The third Aussie winner was Leo Burnett Sydney which picked up Bronze for the Road to Recovery campaign for Bundaberg Rum. 

This year's haul pips last year's three awards, with the category only introduced in 2012.

Australian Branded Content and Entertainment winners: 

Gold: 

Dumb Ways to Die, Metro Trains, McCann Melbourne (2)

Silver:

Share a Coke and a Song Coca-Cola, Host Sydney

Bronze:

Road to Recovery, Bundaberg Rum (Diageo), Leo Burnett Sydney