The Australian and New Zealand ad market can claim to be the most effective in the world after taking three of seven Lions in the Creative Effectiveness category at Cannes today, although the jury bemoaned the quality of some of the papers.
Ogilvy & Mather Sydney’s famous ‘Share a Coke’ and Whybin\TBWA Sydney’s ‘Australia’s Largest Risk Mitigator’ work for NRMA Insurance both earned a gong, while DDB Auckland’s ‘Believ’ campaign for Lion Nathan was also awarded.
The Grand Prix was given to Wieden+Kennedy Amsterdam for the ‘Heineken’s Legendary Journey’ ad, with all entrants having to have won a creative award in the previous year before being eligible for entry.
However, the jury, which included DDB Sydney’s Russ Mitchinson, bemoaned the standard of some of the papers, particularly those coming from non-English speaking countries.
Chairman of the jury Shelly Lazarus, chairman emeritus of Ogilvy and Mather, said there had been some entries they had wanted to bump up to higher awards, but were forced to discount becaue they lacked enough analysis of the effect of the campaigns.
Mitchinson said: “There were so many creative ideas that came through and we could see the merits in so many of those, and only the quality of the paper writing was not sufficiently good to allow us to award some of those ideas, which was frustrating for the jurors.”
After the press conference he told B&T: “Anglo Saxon markets have quite a strong effectiveness culture, so there is a lot of work coming out of there which pushes creative effectiveness.
“The quality of planning and strategy output is testament to that, and the ability to craft these papers does justice to these creative ideas.”
Lazarus also paid tribute to the ANZ entries, saying they had “punched above their weight” in the category, which has a “backbone of data and creativity”, while Coke’s global advertising boss Jonathan Mildenhall said they had looked for ideas which had “made a long term difference to the marketing community”.
Australia & NZ Creative Effectiveness Lion winners:
Australia’s Largest Risk Mitigator, NRMA, Whybin\TBWA Sydney
Share A Coke, Coca-Cola, Ogilvy & Mather Sydney
Blieve, Lion Nathan, DDB Auckland
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]