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