Aussie agencies failed to bag a single Lion in the Mobile category today, after just two agencies made the shortlist for the “most pervasive” medium in the world.
Introduced last year Australia has yet to bag a single gong in the category, despite having one of the highest rates of mobile penetration in the world.
But Aussie Mobile judge Justin Baird said the problem was a not a lack of good work, merely a timing issue.
The Jumptank principal told B&T: “We didn’t know the country of those campaigns until this morning. There are some amazing agencies doing some really good work, but it’s maybe just the timing of current campaigns.
“You look at the work of Tigerspike for Woolworths for example, where they must be tracking over a million data points.”The Grand Prix was allocated to Txtbks by DDB’s office in The Philippines, taking old mobile phones and sim cards and storing entire textbooks as SMS messages on them to cut down the burden of carrying textbooks for school children.
AKQA chief creative officer Rei Inamoto who headed the jury admitted it was a “controversial” choice because of its simplicity.
He said: “It’s not the most technologically advanced entry, it’s in fact a little bit backwards, but that’s one of the reasons I like it.”
DDB Auckland did fly the flag for Antipodean entries, scooping a Silver for the clever Secret Fishing Spots campaign for Hutchwilco, tackling the problem of lone fishermen going missing with no-one knowing where they had gone.