How The Monkeys Won B&T’s Independent Agency Of The Year

How The Monkeys Won B&T’s Independent Agency Of The Year
SHARE
THIS



B&T Awards might feel far away, but it’s fast approaching amidst a swag of other B&T events, to be held at Sydney’s Town Hall on November 18. And with award entries closing on Friday August 5 (August 12 if you’re lazy and late), there’s no better time to review some of the work from winners of years gone by.

Last year, the coveted Independent Agency of the Year award was bestowed upon The Monkeys, who backed it up in 2015 to win the title for the second year in a row.

B&T tracked down a few of the campaigns and briefs The Monkeys showed last year’s judges to convince them of their independent agency prowess, and now we’re sharing them with you.

And if you’re yet to enter the awards click here. And seriously, tickets are flying out the door – get them here.

Now check out some of the campaigns that nabbed The Monkeys their prestigious title in 2015:

MLA – Australia Day

Meat and Livestock Australia approached The Monkeys to revamp the Australia Day lamb campaign, made famous through the 90’s by Lambassador Sam Kekovich.

The idea was to organise the ultimate Australia Day barbeque, hosted by the legendary cricketer, commentator and national icon, Richie Benaud. The film saw Richie invite a host of iconic Aussies from the last three hundred or so years, including Captain “Cooky” Cook to Ita Buttrose over to his place for some lamb chops.

The award-winning campaign was extended through PR, OOH, POS and social, where people could share their impressions of Richie to win the chance to BBQ with the man himself.

Bingle – As Simple As It Sounds

After launching into the Australian market five years ago, research identified that Bingle’s greatest engagement opportunity was with a younger audience.

Yet, this audience didn’t want to spend time “talking” to their insurance brand or advocating how great their insurance brand was: they just wanted to get their car insurance sorted so they could get on with their life.

“As Simple As It Sounds” brings this to life. The unexpected tone-of-voice and the execution of the ideas in unexpected ways is the approach that has resonated with the target and generated a 95pc lift in sales.

Telstra – Hello! This is Australia

A television show that ran on Channel 7 and attracted over 500,000 viewers was a collaboration between The Monkeys and Bombora Films. ‘Hello! This Is Australia’ is the story of how communication built Australia.

Hosted by comedian Dave Hughes, the one-hour documentary film tells the story of how we went from being a bunch of convict misfits and shed men to emerge the most connected culture per capita in the world.

The University of Sydney – Leadership for Good

At a time when debate about a global leadership deficit dominated headlines internationally, The Monkeys relaunched the University of Sydney brand with a new position centred on Leadership for Good.

Introducing a completely new brand design and a campaign using outdoor, press, digital and social, the campaign featured thought-provoking statements that challenged the public’s perception of leadership.

As part of the campaign a 3D virtual tour called ‘Here’ was created, which was awarded Best Education Website of 2015 and ‘Site of the Day’ by the CSS Design Awards, FWA ‘Site of the Day’ and ‘Mobile of the Day’, Awwwards ‘Site of the Day’, Communication Arts ‘Webpick of the Day’ and Webby Awards Mobile Site & Apps category winner.

IGA – It Pays to Shop Independent

An integrated campaign that features comedian Shane Jacobson re-launched the IGA brand with a new positioning ‘It Pays to Shop Independent’.

The campaign featured television, outdoor, print and digital and represents IGA’s biggest marketing push.

The campaign launches its ‘Price Match’ initiative that aims to address the perceived price barrier associated with the Independent IGA supermarket chain.

 

Latest News

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers
  • Media

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers

The winners of last year’s MFA Awards NGEN category have brought their unique idea to life and built a world-first virtual mentoring world for deaf teenagers inside Minecraft, called League of Hearoes. After months of testing, the world has launched weekly live events, attracting more than 50 deaf or hard of hearing (DOHH) teenagers.

Wednesday TV Wrap: The Block Sees Off The Bachelor (Just)
  • Media

Wednesday TV Wrap: The Block Sees Off The Bachelor (Just)

Nine’s The Block was the most watched entertainment show of Wednesday night, narrowly seeing to Ten’s The Bachelor by 881,000 to 854,000, respectively. Ten’s latest attempt at a homegrown drama, Playing For Keeps, debuted last night with a promising 583,000. The Block was enough to give Nine the biscuits, winning last night with 28 per cent audience […]

by B&T Magazine

B&T Magazine
Cummins&Partners Wins Media Account For Red Cross Blood Service
  • Advertising
  • Media

Cummins&Partners Wins Media Account For Red Cross Blood Service

The Australian Red Cross Blood Service (ARCBS) has appointed Cummins&Partners as its new media partner following an extensive competitive pitch review. The media remit has been added to creative services at Cummins&Partners, creating more of a full-service partnership with ARCBS. Samantha Bartlett, marketing director at ARCBS, said: “We are absolutely delighted to appoint Cummins&Partners as […]

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars
  • Advertising
  • Campaigns

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars

Italian youth fashion brand Diesel has unveiled its latest campaign that uses social media hate and turns it into a clever new campaign. The ad stars Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose some of the worst comments they’d received, and Diesel designed exclusive items for each […]

by B&T Magazine

B&T Magazine
Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business
  • Marketing

Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business

A common malady of marketers is how to best spend their marketing dollars and get the best outcomes (ie. sell more stuff). But a new study suggests that going “hyper-local” could be an easy and effective place to start. The study, by US marketing firm Zipsprout, says that micro-targeting local consumers via corporate sponsorships can be one of […]

by B&T Magazine

B&T Magazine
Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]