The Hallway, MC&C Saatchi/Bang PR and McCann Melbourne were the stars at the ADMA Australian Creativity and Effectiveness (AC&E) Awards held last night at the Star, Sydney.
Sydney-based Hallway received the Grand Prix, the Innovation Award and the Out-of-Home awards for their work on Ask the Google App for Google.
M&C Saatchi and Bang PR produced the successful Game of Balls for Blue Ball Foundation. Their risqué men’s health campaign, Play with Yourself, to encourage men to check for testicular cancer took out five awards — the David Ogilvy Courageous Client Award, Branded Content, Digital & Social Advertising, Media and Not-for-Profit Campaign – the most awards handed out during the evening to one agency.
McCann Melbourne’s humorous Infrequent Flyers Club for Tigerair came next with four awards: Customer Experience, Copywriting, Customer Retention\Loyalty Campaign and Integrated Campaign.
McCann Melbourne’s, Executive Creative Director Pat Baron also took Creative of the Year – a new award for 2015.
Unlike 2013 when the Dumb Ways to Die campaign swept the board and in 2014 when Melbourne agencies dominated the gala event, this was an evening when awards were more evenly spread across Sydney and Melbourne agencies.
In all, the gala evening delivered 34 winning trophies and 35 highly commended trophies during the evening.
The AC&E Awards were established in 2014 to replace the 36-year-old ADMA Awards.
“The AC&E Awards matter to clients and agencies because they’re the only awards in Australia that recognise exceptional creativity and solid business results in equal proportion, not as separate specialisations. Together they have the power to transform a business as the winners tonight have demonstrated. I congratulate all the winners, those who received highly commended trophies, and finalists,” said Jodie Sangster, ADMA CEO.
The judges did not award trophies in three categories: the Ambient/ Experiential, Email Marketing, and Print: Adverts, Posters, Inserts, Sales Materials & Collateral, as judges felt strongly the entries had not attained the appropriate balance between creativity and effectiveness.
“This is controversial, I know, and some people will not be happy about it. But we will not give a category award if we think there aren’t any worthy campaigns that meet the creativity and effectiveness brief, “said Sangster.
The full list of 2015 AC&E Award winners by category comprises:
Apps
Sydney Royal Easter Show 2015 for Royal Agricultural Society of NSW by Mobbidiction
Art Direction
Mini the Muttaburrasaurus for Medibank by Whybin\TBWA Group Melbourne
Best Use of Search
That’s the beauty of automated search price lines for Priceline by Resolution @PHD
Branded Content
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Broadcast: TV, Cinema, Radio
Break the Barrier for St John Ambulance WA by The Brand Agency Perth
Copywriting
Infrequent Flyers Club for Tigerair by McCann Melbourne
Customer Acquisition Campaign
No Wallet? No Worries for Commonwealth Bank by M&C Saatchi
Customer Retention\Loyalty Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Data Strategy
Telstra Smarter Building Better Businesses for Telstra by CHE Proximity
Data Visualisation
The Sound of Azure for Microsoft Australia by Wunderman Australia
Data-Driven Mail
Google Fast Growth for Google for Work by Apparent
Digital & Social Advertising
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
E-commerce Website & Marketing
How Krispy Kreme’s new website drove 19 per cent sales increase and kept visitors coming back for more for Krispy Kreme by Whybin\TBWA Group Sydney
Integrated Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Integrated Campaign – small budget
The Ninth Watch for The University of Queensland by Clemenger BBDO Sydney
Media Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Mobile Marketing
Whiskas Catstacam for Mars Petcare Australia by Clemenger BBDO Sydne
Most Effective Use of Content
#MyFamilyCan for SPC Ardmona by Leo Burnett Melbourne
Not-For-Profit Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Out-Of-Home
Ask the Google app for Google Australia by The Hallway
PR Campaign
Reverse Reviews for Art Series Hotel Group by Cummins & Partners
Social Commerce
Honda Odyssey-Be Our Best Critic for Honda by Leo Burnett Melbourne
Social Media Campaign
Only GayTM in the Village for ANZ by Whybin\TBWA Group Melbourne
Use of New Technologies
Tourism New Zealand-#NZDronie for Tourism New Zealand by Whybin\TBWA Group Sydney
UX, Interface & Navigation Design
Website redesign for Blackmores by Holler
Pinnacle Awards…
Grand Prix Award
Ask the Google app for Google Australia by The Hallway
Overall Customer Experience Award
Infrequent Flyers Club for Tigerair by McCann Melbourne
Courageous Client Award
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
The Innovation Award
Ask the Google app for Google Australia by The Hallway
Excellence Awards…
ADMA Marketer of the Year
Sam Viney, Marketing Director, ALDI
ADMA Creative of the Year
Pat Baron, Executive Creative Director at McCann Melbourne
The Jon Clark Award for Outstanding Contribution
Doug Campbell, Director of Decision Science and Analytics, Deloitte (and former Chair of IAPA 2008-2015)
ADMA Young Marketer of the Year
Tim Kenward, Senior Brand Manager, McDonalds
ADMA Young Creative of the Year
Alex Little, Copywriter and Karsten Jurkschat, Art Director, Ogilvy Melbourne
ADMA Hall of Fame
Tony Davis, Quantium
