Following weeks of intense online judging by 70 of the country’s top marketing, media and advertising gurus, ADMA has announced the finalists in 30 categories for the 2015 Australian Creativity and Effectiveness Awards.
The finalists are below and the winners will be announced at the annual AC&E Awards Gala Dinner at the Star in Pyrmont, Sydney on Thursday, 29 October 2015.
Now in its second year, the AC&E Awards replaced the 35-year-old ADMA Awards in 2014, when ADMA decided to move in step with the industry and only reward those campaigns that demonstrated creativity and effectiveness in equal proportion.
ADMA CEO Jodie Sangster said agencies and clients once again supported the new awards regime with nearly 550 entries submitted this year. She noted the judges, specialising in areas such as marketing, media, data, content, technology, social and PR, were impressed with the quality and number of campaigns that met the joint creativity and effectiveness criteria.
“Creativity and effectiveness together is the right balance in today’s marketing world. Creativity is more than good copywriting and art direction. It’s about clever ways to engage with the customer while effectiveness is the solid business results and outcomes the client requires. Now, more than ever, they belong together in the judging criteria,” she said.
“It is a brilliant achievement to be a finalist in the AC&E Awards. Judging is rigorous and not every category will always receive an award. As a result, we are pleased that so many agencies and clients supported our philosophy and we look forward to building a greater culture of effectiveness and creativity.”
Leigh Terry, Chairman of the Judges, said the judging for this year’s AC&E Awards was intense, but rewarding. “I’m delighted with the quality and diversity of the finalists’ entries. There were several brilliant case studies and clever ideas this year that displayed great creative thinking alongside effectiveness of not just engagement, but true business results. I look forward to congratulating the winners and finalists at the gala dinner on 29 October.”
Starlight Children’s Foundation CEO Louise Baxter, who chaired several panels this year, including the broadcast category, said: “The AC&E Awards allow us to recognise the amazing people and talent that are currently reshaping Australia’s marketing, media, PR and advertising industry. The entries this year just blew me away. The creativity, personalisation and the interactivity was just remarkable and is clearly the future for effective campaigns in a digital world.”
The finalists
Ambient or Experiential
Whybin\TBWA Group Melbourne – ANZ – Only GAYTM in the Village
Whybin\TBWA Group Melbourne – Medibank – Mimi the Muttaburrasaurus
Revolution360 and Frost Collective – ACON – Ending HIV Giant Condom Campaign Activation
GPY&R Melbourne – Public Transport Victoria – Model Commuters
Whybin\TBWA Group Sydney – Airbnb – #StayWithPride
Clemenger BBDO Melbourne – National Australia Bank – Fansplant
Traffik – Samsung Australia – Samsung SlideLiner
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
Leo Burnett Melbourne – Crikey – Set In Stone
Leo Burnett Melbourne – Honda Australia – Magic Mobile Drive-In
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Apps
R/GA– ANZ Stadium – Game Day App
DT Creative Technology Agency – Officeworks – Growing Minds App
Mobiddiction – Royal Agricultural Society of NSW – Sydney Royal Easter Show 2015
WiTH Collective – Fairfax Media – Melbourne Night Noodle Markets Map
Art Direction
Wunderman Australia– Art Gallery Society of NSW – Pop to Popism
MarchOne – Children’s Research Institute – Cure Childhood Diseases
Whybin\TBWA Group Melbourne – Medibank – Mimi the Muttaburrasaurus
MercerBell –Toyota – Heavy Hitter
Brains Design –Telstra – Hackdivate: Be a Legend and Do Good
Leo Burnett Melbourne – SPC Ardmona –#MyFamilyCan
WiTH Collective – Fairfax Media – World’s Best Fielder
Best Use of Search
Ogilvy – Accor – Accor Fights Back
Columbus – David Jones – Two Heads Are Better Than One
Resolution – ANZ – We Live in Your Paid SERPs
Resolution – Priceline – That’s the Beauty of Automated Search
Branded Content
R/GA– Telstra – Second Chance Song
303Lowe Perth – Perth Racing – AshBecLee
Whybin\TBWA Group Sydney – Gatorade/PepsiCo – #Gatorade-Gchallenges
Ogilvy – Coca Cola – #colouryoursummer
Whybin\TBWA Group Melbourne – 3AW – It’s Your Call
Emotive – Optus – Let’s Make an Anti-Ad with Ricky Gervais
The Media Store – Toyota Motor Corporation Australia – Family Wisdom from the Phil Seat
Clemenger BBD0 Sydney – Mars Food Australia – The Dolmio Pepper Hacker
M&C Saatchi and Bang PR – Blue Ball Foundation – Game of Balls
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Broadcast: TV, Cinema, Radio
Kalido – Ancestry – ANZAC Day 2015
BMF Advertising – ALDI Australia – The Perfect Aussie Christmas
Clemenger BBDO Melbourne – Transport Accident Commission – Strings
Clemenger BBDO Melbourne – Victoria Bitter – Raise a Glass
McCann Melbourne – Tigerair – Infrequent Flyers Club
The Brand Agency Perth – St John Ambulance WA – Break the Barrier
Leo Burnett Melbourne – SPC Ardmona #MyFamilyCan
Copywriting
Wunderman Australia – Art Gallery Society of NSW – Pop to Popism
Clemenger BBDO Melbourne – DrinkWise Australia – How to Drink Properly
The Works – Beam Suntory – Canadian Club Tastes like Australia is Over Beer?
McCann Melbourne – Tigerair – Infrequent Flyer Club
Havas Worldwide Sydney – eBay – Hump Month
The Hallway – Google Australia – Ask the Google App
Customer Acquisition Campaign
Wunderman Australia – Art Gallery Society of NSW – Pop to Popism
DDB RAPP Sydney – Westpac – The Big Switch
Ogilvy – American Express – Chief Future Officer
Whybin\TBWA Group Melbourne – Medibank – Generation Better
Whybin\TBWA Group Melbourne – Medibank – The Skipping Girl
CHE Proximity – Telstra – Smarter Building Better Businesses
Leo Burnett Melbourne – Honda Australia – Honda Odyssey – Be Our Best Critic
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Clemenger BBDO Sydney – Tourism Australia and Virgin Australia – Someday
Customer Retention/Loyalty Campaign
R/GA, Tongue and OMD – Telstra – Thanks Loyalty Program
DDB RAPP Sydney – Westpac – You First Service Messaging
DDB RAPP Sydney – Westpac – The Big Switch
Red Guerilla – Brown-Forman – The Bar That Jack Built – Jack Daniels
Lavender – Telstra’s Check-In
Soap Creative – ING Direct – The Goal Getter
McCann Melbourne – Tigerair – The Infrequent Flyers Club
George Patterson Y&R – BCF – You-Wish-Fish
LIDA – NRMA Insurance – TrackR Welcome Program
CHE Proximity – Telstra – The NBN for YOU video
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
WiTH Collective – Qantas Points Destination
Data Analytics & Planning
R/GA – Telstra – NBN Real-Time
DDB RAPP Sydney – Westpac – The Big Switch
Lavender – St George Banking Group – Property Sellers
Columbus Agency – Virgin Australia – Happy Hour
CHE Proximity – Telstra – Building Better Businesses
Affinity – Narellan Pools – Diving into Data for Narellan
Data Strategy
Affinity – Narellan Pools – Diving into Data for Narellan
DDB RAPP Sydney – Westpac – You First Service Messaging
DDB RAPP Sydney – Westpac – Business Relationship Email
Lavender – St George Banking Group – Property Sellers
Apparent – Google – Google Fast Growth
CHE Proximity –Telstra – Building Better Businesses
MEC – Colgate Palmolive – Dynamo: Mums, Mud and a Million Different Messages
Cadreon – NSW Rural Fire Service – Prepare, Act & Survive
CHE Proximity – Telstra – The NBN for YOU video
Data Visualisation
Wunderman Australia – Microsoft Australia – The Sound of Azure
DDB RAPP Sydney – Westpac – Back-to-Business
Lavender – Telstra – Check-in
WiTH Collective – Genea – Genea Fertility Census
Data-driven Mail
Wunderman Australia – Art Gallery Society of NSW – Pop to Popism
CHE Proximity – AustralianSuper – ‘QuickSuper’ Pill Box DM
DDB RAPP Sydney – Westpac – Back-to-Business
Lavender – St George Banking Group – Amplify
Lavender – St George Banking Group – Property Sellers
Apparent – Google – Google Fast Growth
MercerBell – BT – Redirection
The Works – Lavender – Telstra– First 100 Days Program
LIDA – NRMA Insurance – TrackR Welcome Program
Digital & Social Advertising
R/GA – ANZ – Rally for Good
Whybin\TBWA Group Melbourne – 3AW – It’s Your Call
Clemenger BBDO Melbourne – DrinkWise Australia – How to Drink Properly
Clemenger BBD Sydney – Mars Food Australia – The Dolmio Pepper Hacker
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
M&C Saatchi & Bang PR – Blue Ball Foundation – Game of Balls
Clemenger BBDO Sydney – Mars Petcare Australia –Whiskas Catstacam
Digital: Websites & Microsites
M&C Saatchi – Commonwealth Bank – Where’s My Wallet
Lowe Profero – Johnson & Johnson – Nightlight
Wunderman Australia – Microsoft Australia –The Sound of Azure
BMF Advertising – Meat and Livestock Australia – Beef Oracle
WiTH Collective – Adventure World Travel – Extraordinary Trivia
Clemenger BBDO Sydney – Tourism Australia and Virgin Australia – Someday
E-Commerce Website & Marketing
Amblique – Cotton On
Amblique – EMU Australia
Whybin\TBWA Group Sydney – Krispy Kreme
Email Marketing
DDB RAPP Sydney – Westpac – The Big Switch
DDB RAPP Sydney – Westpac – Business Relationship Email
Lavender – Telstra – Check-in
Apparent Communications – AMP Capital – Black Sky Thinking
Soap Creative – ING Direct – The Goal Getter
CHE Proximity – The NBN for YOU Video
WiTH Collective – Qantas – Points Destination
Integrated Campaign
R/GA – Telstra – Second Chance song
303 Lowe – Perth Racing –AshBecLee
BMF Advertising – ALDI Australia – Specially Selected For the Perfect Aussie Christmas
Whybin\TBWA Group Melbourne – ANZ – Equal Future
McCann Melbourne – Tigerair – Infrequent Flyers Club
GPY&R Melbourne – Schweppes Australia – This Calls for Cocktails
Traffik – Samsung Australia – Samsung Slideliner
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
Leo Burnett Melbourne – Honda Australia – Magic Mobile Drive-In
Clemenger BBDO Sydney – Mars Petcare Australia –Whiskas Catstacam
Clemenger BBDO Sydney – Tourism Australia –Restaurant Australia
Integrated Campaign – Small Budget
DDB RAPP Sydney – Westpac – You First Service Messaging
CHE Proximity – iSelect – Shoot, Send & Save
Soap Creative – ING Direct – Dreamstarter
Clemenger BBDO Brisbane – The University of Queensland –The Ninth Watch
Leo Burnett Melbourne – Honda Australia – Be Our Best Critic
Media Campaign
Affinity – Narellan Pools – Diving into Data for Narellan
303Lowe Sydney – Royal Life Saving Australia – Sinkers
Lavender – Telstra – Check-in
MEC – Colgate Palmolive –Mums, Mud and a Million Different Messages
OMD Melbourne – Roadshow Films – Into the Storm
OMD Melbourne – Roadshow Films – Paper Planes: Helping a Little Aussie Film Fly
GPY&R Melbourne – Schweppes Australia – This Calls for a Cocktail
M&C Saatchi & Bang PR – Blue Ball Foundation – Game of Balls
Clemenger BBDO Sydney Mars Petcare Australia – Whiskas Catstacam
Clemenger BBDO Melbourne – Carlton United Breweries – Name in the Game
Mobile Marketing
The Hallway – Google – Ask the Google App
Ogilvy – Coca Cola – #colouryoursummer
M&C Saatchi – Commonwealth Bank – Where’s My Wallet
Whybin\TBWA Group Sydney – Tourism New Zealand – #NZDronie
Leo Burnett Melbourne – Honda Australia – Magic Mobile Drive-In
WiTH Collective – Adventure World Travel – Extraordinary Trivia
WiTH Collective – Qantas – Points Destination
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Most Effective Use of Content
R/GA – Telstra – Second Chance Song
303Lowe Perth – Perth Racing – AshBecLee
Whybin\TBWA Group Melbourne – Medibank – The Skipping Girl
Emotive – Optus – Let’s Make an Anti-Ad with Ricky Gervais
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Not-For-Profit Campaign
Wunderman Australia – Art Gallery Society of NSW – Pop to Popism
303Lowe Sydney – Royal Life Saving Australia – Sinkers
Revolution360 and Frost Collective – ACON – Ending HIV: Giant Condom Campaign Activation
NPS MedicineWise – Winter is Coming
Showpony Advertising – SA Health – Aboriginal Immunisation
The Brand Agency Perth – St John Ambulance WA – Break the Barrier
UTS: Insearch – I found another way into UTS2
GPY&R Sydney – Climate Reality Project – Why? Why Not?
M&C Saatchi & Bang PR – Blue Ball Foundation – Game of Balls
Out-of-Home
303Lowe Perth – Transperth – Show Your Good Side
GPY&R Melbourne – Public Transport Victoria – Model Commuters
BMF Advertising – Meat & Livestock Australia’s Beef Oracle
The Hallway – Google Australia’s Ask the Google App
Leo Burnett Melbourne – Crikey – Set in Stone
Leo Burnett Melbourne – Honda Australia – Magic Mobile Drive-In
PR Campaign
Whybin\TBWA Group Melbourne – Medibank – Mimi the Muttaburrasaurus
Cummins & Partners – Art Series Hotel Group – Reverse Reviews
Whybin\TBWA Group Sydney – Airbnb – #StayWithPride
Clemenger BBDO Melbourne – National Australia Bank – Fansplant
Clemenger BBDO Sydney – Mars Food Australia – The Dolmio Pepper Hacker
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Print: Adverts, Posters, Inserts, Sales Materials & Collateral
BMF Advertising – George Weston Foods – Feed Their Amazingness
Social Commerce
R/GA– Telstra – PWC Closed Loop
Whybin\TBWA Group Sydney – MasterCard – Using Social Media to Drive Business Results
Bashful – General Pants Group – #GivePeace
Leo Burnett Melbourne – Honda Australia – Be Our Best Critic
Social Media Campaign
R/GA– ANZ – Rally For Good
BMF Advertising – George Weston Foods – Feed Their Amazingness
Whybin\TBWA Group Sydney – Gatorade/PepsiCo – #Gatorade – Gchallenges
Whybin\TBWA Group Melbourne – ANZ Only GAYTM in the Village
Whybin\TBWA Group Melbourne – 3AW – It’s Your Call
Emotive – Optus – Let’s Make an Anti-Ad with Ricky Gervais
George Patterson Y&R – Melanoma Patients Australia – Melanoma Likes Me
Leo Burnett Melbourne – Honda Australia – Be Our Best Critic
Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan
Clemenger BBDO Sydney – Mars Petcare Australia – Whiskas Catstacam
Use of New Technologies
Whybin\TBWA Group Sydney – Tourism New Zealand – #NZDronie
The Creative Shop Pty Ltd – AFC Asian Cup – Local Organising Committee – Host City Brand
Activation Services
Clemenger BBDO Sydney – Mars Food Australia – The Dolmio Pepper Hacker
UX, Interface & Navigation Design
Wunderman Australia – Microsoft – The Sound of Azure
CHE Proximity – AGL – AGL Solar Website
Holler – Blackmores – Blackmores Website Redesign
The FARM Digital – Sydney Film Festival – Sydney Film Festival Website Relaunch
WiTH Collective – Adventure World Travel – Extraordinary Trivia
WiTH Collective – Genea – Fertility Census
WiTH Collective – Fairfax Media – World’s Best Fielder
Deloitte Digital – QSuper – QSuper Website
