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