2017​ ​Effie​ ​Award​ ​Winners​ ​Announced

2017​ ​Effie​ ​Award​ ​Winners​ ​Announced
B&T Magazine
By B&T Magazine



BMF​ ​has​ ​been​ ​named​ ​Effective​ ​Agency​ ​of​ ​the​ ​Year​ ​at​ ​the​ ​2017​ ​Australian​ ​Effie​ ​Awards,​ ​scooping​ ​one Gold,​ ​one​ ​Silver​ ​and​ ​one​ ​Bronze.

The agency won for its Football​ ​Federation​ ​Australia​ ​campaign​ ​“You’ve​ ​gotta​ ​have​ ​a​ ​team: Bringing​ ​the​ ​next​ ​generation​ ​of​ ​fans​ ​into​ ​the​ ​Hyundai​ ​A-League”,​ ​three​ ​Silver​ ​for​ ​Australian​ ​Government​ ​- Department​ ​of​ ​Social​ ​Services​ ​“The​ ​campaign​ ​that​ ​got​ ​millions​ ​of​ ​Australians​ ​to​ ​help​ ​prevent​ ​violence​ ​in future​ ​generations”,​ ​two​ ​Silver​ ​for​ ​ALDI​ ​Australia’s​ ​“The​ ​ALDI​ ​Christmas​ ​campaign​ ​that​ ​out-sold​ ​it’s​ ​Effie winning​ ​predecessor”,​ ​and​ ​one​ ​Silver​ ​for​ ​TAL​ ​Insurance​ ​campaign​ ​“Launching​ ​a​ ​brand​ ​nobody​ ​had​ ​heard of…​ ​in​ ​a​ ​category​ ​nobody​ ​likes”.

Two​ ​Golds​ ​were​ ​presented​ ​to​ ​Leo​ ​Burnett​ ​Melbourne​ ​for​ ​headspace​ ​National​ ​Youth​ ​Mental​ ​Health Foundation​ ​campaign​ ​​ ​“Reword:​ ​Changing​ ​Online​ ​Bullying​ ​Behaviour”,​ ​one​ ​Gold​ ​to​ ​AFFINITY​ ​for​ ​Flordis campaign​ ​“Don’t​ ​Ignore​ ​a​ ​Cough”​ ​and​ ​one​ ​Gold​ ​to​ ​AJF​ ​Partnership​ ​for​ ​​Lion​ ​–​ ​Dare​ ​​Ice​ ​Coffee​ ​campaign “How​ ​not​ ​thinking​ ​straight​ ​led​ ​to​ ​long​ ​term​ ​growth”,​ ​which​ ​also​ ​went​ ​on​ ​to​ ​claim​ ​the​ ​coveted​ ​Grand​ ​Effie.

Dare​ ​successfully​ ​took​ ​on​ ​Australian​ ​iced​ ​coffee​ ​brands​ ​and​ ​international​ ​pick-me-ups​ ​by​ ​creating​ ​a​ ​new consumption​ ​occasion:​ ​becoming​ ​the​ ​habitual​ ​choice​ ​for​ ​whenever​ ​people​ ​are​ ​not​ ​thinking​ ​straight.​ ​The judges​ ​said​ ​the​ ​strategic​ ​challenge​ ​was​ ​significant​ ​given​ ​the​ ​breadth​ ​and​ ​strength​ ​of​ ​competition​ ​in​ ​the category.​ ​The​ ​objective​ ​was​ ​both​ ​clear,​ ​ambitious​ ​and​ ​delivered​ ​outstanding​ ​growth​ ​and​ ​ROI.

The​ ​ceremony​ ​which​ ​took​ ​place​ ​at​ ​ICC’s​ ​Parkside​ ​Ballroom​ ​in​ ​Darling​ ​Harbour,​ ​in​ ​Sydney​ ​last​ ​night, delivered​ ​a​ ​further​ ​22​ ​Silver​ ​and​ ​15​ ​Bronze​ ​awards,​ ​bringing​ ​the​ ​total​ ​number​ ​of​ ​agencies​ ​awarded​ ​for outstanding​ ​measurable​ ​results​ ​to​ ​25​ ​and​ ​the​ ​number​ ​of​ ​clients​ ​to​ ​24.

The​ ​Effective​ ​Advertiser​ ​of​ ​the​ ​Year​ ​award​ ​was​ ​presented​ ​to​ ​ANZ​ ​Australia.​ ​The​ ​jury​ ​said,​ ​​”ANZ’s​ ​entry very​ ​clearly​ ​expresses​ ​the​ ​steps​ ​they​ ​take​ ​to​ ​achieve​ ​advertising​ ​effectiveness.​ ​There​ ​may​ ​be​ ​nothing unique​ ​in​ ​their​ ​processes​ ​but​ ​ANZ​ ​is​ ​a​ ​great​ ​example​ ​of​ ​a​ ​large​ ​Australian​ ​marketing​ ​team​ ​intent​ ​on achieving​ ​best​ ​practice.The​ ​effectiveness​ ​and​ ​creative​ ​awards​ ​they​ ​have​ ​achieved​ ​are​ ​testament​ ​to​ ​the culture​ ​and​ ​approach​ ​of​ ​the​ ​team​ ​at​ ​ANZ.”

Jaimes​ ​Leggett​ ​Chair​ ​of​ ​The​ ​Communications​ ​Council,​ ​said​, ​“Now​ ​in​ ​their​ ​ninth​ ​year,​ ​the​ ​Effies​ ​have become​ ​one​ ​of​ ​the​ ​most​ ​important​ ​dates​ ​in​ ​our​ ​industry’s​ ​calendar.​ ​Each​ ​year,​ ​the​ ​quality​ ​of​ ​the​ ​cases raises​ ​the​ ​bar​ ​for​ ​great​ ​creative​ ​and​ ​strategic​ ​thinking​ ​that​ ​delivers​ ​real​ ​value​ ​to​ ​clients’​ ​businesses.​ ​These awards​ ​have​ ​one​ ​of​ ​the​ ​most​ ​rigorous​ ​judging​ ​processes,​ ​led​ ​by​ ​Chairman​ ​of​ ​Judges,​ ​Colin​ ​Wilson-Brown through​ ​three​ ​stages​ ​of​ ​judging​ ​with​ ​175​ ​agency​ ​and​ ​marketing​ ​leaders.​ ​So,​ ​even​ ​to​ ​become​ ​an​ ​Effies finalist​ ​is​ ​a​ ​huge​ ​​achievement​ ​–​ ​to​ ​​take​ ​home​ ​metal​ ​is​ ​outstanding.​ ​Congratulations​ ​to​ ​all​ ​of​ ​our​ ​winners and​ ​finalists.”

He​ ​continued:​ ​​“I’d​ ​also​ ​like​ ​to​ ​thank​ ​the​ ​effectiveness​ ​godfathers,​ ​Peter​ ​Field​ ​and​ ​Les​ ​Binet,​ ​for​ ​speaking​ ​at​ ​the awards​ ​ceremony​ ​last​ ​night,​ ​and​ ​our​ ​marquee​ ​sponsor,​ ​research​ ​driven,​ ​marketing​ ​and​ ​technology​ ​development company,​ ​Think​ ​TV,​ ​for​ ​their​ ​support.”

The​ ​full​ ​list​ ​of​ ​Gold​ ​Effie​ ​winners​ ​by​ ​category​ ​is​ ​as​ ​follows: Most​ ​Original​ ​Thinking

● Leo​ ​Burnett​ ​Melbourne​ ​-​ ​headspace​ ​National​ ​Youth​ ​Mental​ ​Health​ ​Foundation​ ​-​ ​Reword:​ ​Changing Online​ ​Bullying​ ​Behaviour

Insight​ ​&​ ​Strategic​ ​Thinking

  • ●  BMF​ ​-​ ​Football​ ​Federation​ ​Australia​ ​-​ ​You’ve​ ​Gotta​ ​Have​ ​a​ ​Team:​ ​bringing​ ​the​ ​next​ ​generation​ ​offans​ ​into​ ​the​ ​Hyundai​ ​A-League
  • ●  Leo​ ​Burnett​ ​Melbourne​ ​-​ ​headspace​ ​National​ ​Youth​ ​Mental​ ​Health​ ​Foundation​ ​-​ ​Reword:​ ​ChangingOnline​ ​Bullying​ ​Behaviour Use​ ​of​ ​Data

● AFFINITY​ ​–​ ​Flordis​ ​-​ ​Don’t​ ​Ignore​ ​a​ ​Cough Long​ ​Term​ ​Effects

● AJF​ ​Partnership​ ​-​ ​Lion​ ​-​ ​Dare​ ​Iced​ ​Coffee​ ​-​ ​How​ ​not​ ​thinking​ ​straight​ ​led​ ​to​ ​long-term​ ​growth




Please login with linkedin to comment

campbell newman

Latest News

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]