Droga5, BMF, Clemenger Lead The Effies Charge

Advertising Council Australia has revealed 111 finalists for this year’s Australian Effie Awards, representing 33 agencies and 47 clients.

Entrants with multiple finalist entries include Affinity, Bastion, Bear Meets Eagle on Fire, Clemenger BBDO, Dentsu, Innocean, Saatchi & Saatchi, and VML.

Finalists will now compete for Effie Awards trophies. The Effies cover 26 categories and are assessed by a team of 70 senior marketers, consultants and researchers.

Chair of judges, Colin Wilson-Brown said: “We continue to see a high standard of entries from Australian businesses that know the value of marketing effectiveness and how to achieve it. This year, we expanded the judging to involve more senior client-side marketers in Round One, diversifying the expertise of our judges. I’d like to thank them all for their time, insights and scrutiny.

“Round two judging takes that further as cases and results are assessed by CMOs and consultants providing a client perspective on how agency work is driving business performance.”

Finalists will be presented with certificates to mark their achievement in reaching this critical stage. Winners will be announced on the evening of Thursday 9 October at Doltone House, Jones Bay Wharf, at an exclusive industry event.

The full finalists are below.

Category	Entry	Client	Agency / Entrant
A01. Retail/Etail	Proving that going extra needn’t cost extra, how ALDI pushed the boat out to bring Aussies in at Christmas	ALDI Australia	BMF
A01. Retail/Etail	An ICONIC comeback: redefining the value of brand in a sea of bland.	THE ICONIC	Dentsu Creative
A02. Food and Beverage Brands	Great Northern’s Great Migration	Asahi Beverages	Asahi Beverages
A02. Food and Beverage Brands	A Comeback Full Of Heart: How Steggles reclaimed growth against the odds	Baiada Poultry	M+C Saatchi Group
A02. Food and Beverage Brands	From beer brand to entertainment brand, how GNBC found a new way to unlock growth and stay on top	Carlton United Breweries	Clemenger BBDO
A02. Food and Beverage Brands	AUSTRALIAN LAMB, THE ULTIMATE SOCIAL DEVICE ‘IRL’	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
A02. Food and Beverage Brands	HOW AUSTRALIAN LAMB GOT THE NATION OUT OF THE COMMENTS AND INTO THE CUTLETS	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
A02. Food and Beverage Brands	How NESCAFÉ Café Creations brewed a stirring coffee comeback	NESCAFÉ	Saatchi & Saatchi Australia
A02. Food and Beverage Brands	A very tasty year: how little moments delivered even bigger bikkies for Arnott’s in 2024	The Arnott’s Group	Saatchi & Saatchi Australia & Spark Foundry
A02. Food and Beverage Brands	Turning Chocolate Eaters into Chocolate Lovers.	Whittaker’s	Bastion Shine
A03. Restaurants and Food Delivery	Grimace’s Very Important Purple Tour	McDonald’s Australia	Akcelo
A03. Restaurants and Food Delivery	How McDonald’s Australia restored its Value perceptions	McDonald’s Australia	DDB Group Australia
A04. Other Consumer Goods	How we delivered Kia’s most successful pre-launch campaign of all time, with no car to show.	Kia Australia	Innocean Australia
A04. Other Consumer Goods	The Ultimate Comeback: How a Seasoned Champion Reclaimed the Crown	Toyota Motor Corporation Australia	Saatchi & Saatchi Australia
A06. Financial Services and Insurance	The ART of outperforming the competition: How a big blue monster led to a business boom	Australian Retirement Trust	M+C Saatchi Group
A06. Financial Services and Insurance	Super Helpful: How Aware Super Turned Advice Into Advantage	Aware Super	Thinkerbell
A06. Financial Services and Insurance	The Brighter Side of Banking: How CommBank Used Media Innovation to Help Build the Nation’s Financial Confidence	Commonwealth Bank	Commonwealth Bank
A06. Financial Services and Insurance	A Help Company: How NRMA Insurance made Help its whole business.	IAG	Droga5 ANZ, part of Accenture Song
A06. Financial Services and Insurance	NAB wrangles wild growth	NAB	TBWA\Australia
A07. Telecommunications, Utilities and Other Services	How Telstra won EOFY by creating a branded sale, not just being a brand on sale.	Telstra	+61
A07. Telecommunications, Utilities and Other Services	How Telstra beat the unbeatable year by creating a brand-led Christmas ecosystem not just another Christmas campaign.	Telstra	Bear Meets Eagle On Fire
A07. Telecommunications, Utilities and Other Services	How felix mobile branched out beyond its sustainability roots to drive some very healthy growth	TPG Telecom	Thinkerbell
A08. Travel, Leisure and Media	Chat NT	Northern Territory Tourism	Edelman Australia
A08. Travel, Leisure and Media	How Tourism New Zealand Turned Familiarity into FOMO	Tourism New Zealand	TBWA\Australia
A09. Government	A Masterclass in Government Sex Talks	Australian Government Department of Health, Disability and Ageing	Ogilvy Australia
A09. Government	HOW ADF CAREERS DROVE EFFECTIVENESS AND EFFICIENCY FOR DEFENCE FORCE RECRUITING	Defence Force Recruiting	VML Australia
A09. Government	Consent Can’t Wait: How Empathy and Understanding Redefined Consent for the next Generation	Department of Social Services	BMF
A09. Government	Jump-Scaring Young Queenslanders into Action on Sun Safety	Queensland Government Health	Clemenger BBDO
A09. Government	How Solar Victoria Helped More Households Put the Sun to Work	Solar Victoria	Hive Creative
A10. Not-For-Profit Organisations	Lifeblood Blood Supply: How a media first elevated blood donation into a national news story, saving up to 28,848 lives	Australian Red Cross Lifeblood	Clemenger BBDO
A10. Not-For-Profit Organisations	Don’t take the risk. Take the test.	Cancer Council Victoria	Bastion
A10. Not-For-Profit Organisations	Uniting Purpose and Profit: How Hospitals United for Sick Kids Found a New Way for Businesses to Give Back.	Hospitals United for Sick Kids	Clemenger BBDO
B01. New Product or Service	HOW HALF & HALF HAD A DOOZY AND WON A PLACE IN THE NATIONAL COMP	doozy drinks	Richards Rose
B01. New Product or Service	How we delivered Kia’s most successful pre-launch campaign of all time, with no car to show.	Kia Australia	Innocean Australia
B02. Challenger Brands	1001 Optometry: The Hidden Eye Test	1001 Optometry	VML Australia
B02. Challenger Brands	Proving that going extra needn’t cost extra, how ALDI pushed the boat out to bring Aussies in at Christmas	ALDI Australia	BMF
B02. Challenger Brands	Built to challenge everything: ART unleashes a big, blue super monster	Australian Retirement Trust	M+C Saatchi Group
B02. Challenger Brands	How we delivered Kia’s most successful pre-launch campaign of all time, with no car to show.	Kia Australia	Innocean Australia
B02. Challenger Brands	How supporting Australian music turned up the volume on growth for a previously unknown brand, Sprout.	Telstra	+61
B02. Challenger Brands	Defying a category in a state of decline to deliver breaking results	Victoria University	Noisy Beast
B03. Small Budget	Great Northern’s Great Migration	Asahi Beverages	Asahi Beverages
B03. Small Budget	Tapping Into a Sense of Place: How Postcode Play Reignited XXXX at the Point of Pour	Lion	AFFINITY & VML
B03. Small Budget	RSPCA SA Perfectly Adoptable Campaign	RSPCA South Australia	Them Advertising
B03. Small Budget	Umm…ergency	SA Health	Simple
B04. Positive Change	A Masterclass in Government Sex Talks	Australian Government Department of Health, Disability and Ageing	Ogilvy Australia
B04. Positive Change	Lifeblood Blood Supply: How a media first elevated blood donation into a national news story, saving up to 28,848 lives	Australian Red Cross Lifeblood	Clemenger BBDO
B04. Positive Change	Every Vape is a Hit to Your Health	Cancer Institute NSW	Bastion
B04. Positive Change	Consent Can’t Wait: How Empathy and Understanding Redefined Consent for the next Generation	Department of Social Services	BMF
B04. Positive Change	Ending the Silence to End Child Sexual Abuse, One Talk at a Time	Department of Social Services	BMF
B04. Positive Change	Uniting Purpose and Profit: How Hospitals United for Sick Kids Found a New Way for Businesses to Give Back.	Hospitals United for Sick Kids	Clemenger BBDO
B05. Social Media First	How the Boot McNugget became a collectable	McDonald’s	DDB Group Australia
B05. Social Media First	HOW AUSTRALIAN LAMB GOT THE NATION OUT OF THE COMMENTS AND INTO THE CUTLETS	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B05. Social Media First	How We Tackled Young Australians’ Suntanning Habits: A Ticking Timebomb for Skin Cancer	The Australian Government – Department of Health, Disability and Agein	Saatchi & Saatchi Australia
B06. Business-to-Business Marketing	Berger: The Painters Secret.	Dulux	DDB Group Australia
B07. Youth Marketing	Every Vape is a Hit to Your Health	Cancer Institute NSW	Bastion
B07. Youth Marketing	How a Macca’s sauce became the must-have drip	McDonald’s	DDB Group Australia
B07. Youth Marketing	KitKat Break Chair	Nestlé	VML Australia
B07. Youth Marketing	Contiki – Inspiring a new generation to live their own legend	The Travel Corporation	Not Bad Pretty Good
B08. Most Original Thinking	A Masterclass in Government Sex Talks	Australian Government Department of Health, Disability and Ageing	Ogilvy Australia
B08. Most Original Thinking	Disrupting the Algorithm to Tackle the Hidden Trends of Disrespect	Department of Social Services	BMF
B08. Most Original Thinking	A Help Company: How NRMA Insurance made Help its whole business.	IAG	Droga5 ANZ, part of Accenture Song
B08. Most Original Thinking	How Postcodes Poured XXXX Back Into Banter	Lion	AFFINITY & VML
B08. Most Original Thinking	AUSTRALIAN LAMB, THE ULTIMATE SOCIAL DEVICE ’IRL’	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B08. Most Original Thinking	An ICONIC comeback: redefining the value of brand in a sea of bland.	THE ICONIC	Dentsu Creative
B09a. Insight and Strategic Thinking – campaigns under $2 million	Don’t let cancer in.	Cancer Council Victoria	Bastion
B09a. Insight and Strategic Thinking – campaigns under $2 million	AUSTRALIAN LAMB, THE ULTIMATE SOCIAL DEVICE ’IRL’	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B09b. Insight and Strategic Thinking – campaigns over $2 million	Super that feels alive: ART’s monster move that made BIG impact	Australian Retirement Trust	M+C Saatchi Group
B09b. Insight and Strategic Thinking – campaigns over $2 million	From Insight to Impact: The Steggles Recipe for Meaningful Growth	Baiada Poultry	M+C Saatchi Group
B09b. Insight and Strategic Thinking – campaigns over $2 million	Consent Can’t Wait: How Empathy and Understanding Redefined Consent for the next Generation	Department of Social Services	BMF
B09b. Insight and Strategic Thinking – campaigns over $2 million	A Help Company: How NRMA Insurance made Help its whole business.	IAG	Droga5 ANZ, part of Accenture Song
B09b. Insight and Strategic Thinking – campaigns over $2 million	HOW AUSTRALIAN LAMB GOT THE NATION OUT OF THE COMMENTS AND INTO THE CUTLETS	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B09b. Insight and Strategic Thinking – campaigns over $2 million	“”You With RACQ?” How humour, critters and cultural connection reversed a four-year member decline	RACQ	VML Australia
B09b. Insight and Strategic Thinking – campaigns over $2 million	The Ultimate Comeback: How a Seasoned Champion Reclaimed the Crown	Toyota Motor Corporation Australia	Saatchi & Saatchi Australia
B10. Innovative Media or Channel Solutions (Inc Media Partnerships)	Lifeblood Blood Supply: How a media first elevated blood donation into a national news story, saving up to 28,848 lives	Australian Red Cross Lifeblood	Clemenger BBDO
B10. Innovative Media or Channel Solutions (Inc Media Partnerships)	From beer brand to entertainment brand, how GNBC found a new way to unlock growth and stay on top	Carlton United Breweries	Clemenger BBDO
B10. Innovative Media or Channel Solutions (Inc Media Partnerships)	The Brighter Side of Banking: How CommBank Used Media Innovation to Help Build the Nation’s Financial Confidence	Commonwealth Bank	Commonwealth Bank
B10. Innovative Media or Channel Solutions (Inc Media Partnerships)	KitKat Break Chair	Nestlé	VML Australia
B11. Innovative Marketing Strategy	How Samsung traded tradition for youth culture and market share growth	Samsung Electronics Australia	Clemenger BBDO
B12. CX	Tapping Into a Sense of Place: How Postcode Play Reignited XXXX at the Point of Pour	Lion	AFFINITY & VML
B15. Return on Investment	Proving that going extra needn’t cost extra, how ALDI pushed the boat out to bring Aussies in at Christmas	ALDI Australia	BMF
B15. Return on Investment	Lifeblood Blood Supply: How a media first elevated blood donation into a national news story, saving up to 28,848 lives	Australian Red Cross Lifeblood	Clemenger BBDO
B15. Return on Investment	YOU NEED TO SEE IT: HOW OPENING UP NEW PERSPECTIVES CREATED A RECORD-BREAKING SUMMER OF CRICKET IN	Cricket Australia	Special Australia
B15. Return on Investment	Grimace’s Very Important Purple Tour	McDonald’s Australia	Akcelo
B15. Return on Investment	HOW ’AUSSIE BEEF THE GREATEST’ DELIVERED THE GREATEST RESULTS	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B15. Return on Investment	NAB wrangles a wild ROI	NAB	TBWA\Australia
B15. Return on Investment	How NESCAFÉ Café Creations brewed up an ROI to froth about	NESCAFÉ	Saatchi & Saatchi Australia
B15. Return on Investment	How Telstra won EOFY by creating a branded sale, not just being a brand on sale.	Telstra	+61
B15. Return on Investment	A very tasty year: how little moments delivered even bigger ROI bikkies for Arnott’s in 2024	The Arnott’s Group	Saatchi & Saatchi Australia & Spark Foundry
B15. Return on Investment	The Ultimate Comeback: How a Seasoned Champion Reclaimed the Crown	Toyota Motor Corporation Australia	Saatchi & Saatchi Australia
B16. Short-Term Effects	Proving that going extra needn’t cost extra, how ALDI pushed the boat out to bring Aussies in at Christmas	ALDI Australia	BMF
B16. Short-Term Effects	Short-Term Wins, Long-Term Vision: How Steggles won with brand not bargains	Baiada Poultry	M+C Saatchi Group
B16. Short-Term Effects	Tapping Into a Sense of Place: How Postcode Play Reignited XXXX at the Point of Pour	Lion	AFFINITY & VML
B16. Short-Term Effects	Grimace’s Very Important Purple Tour	McDonald’s Australia	Akcelo
B16. Short-Term Effects	HOW AUSTRALIAN LAMB GOT THE NATION OUT OF THE COMMENTS AND INTO THE CUTLETS	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B16. Short-Term Effects	AUSTRALIAN LAMB, THE ULTIMATE SOCIAL DEVICE ’IRL’	Meat & Livestock Australia	Droga5 ANZ, part of Accenture Song
B16. Short-Term Effects	Impact at Record Speed: How Superloop dodged the IOC to win customers at the Olympics	SUPERLOOP	Leo Australia / Superloop / Zenith
B16. Short-Term Effects	How Telstra won EOFY by creating a branded sale, not just being a brand on sale.	Telstra	+61
B16. Short-Term Effects	How Telstra beat the unbeatable year by creating a brand-led Christmas ecosystem not just another Christmas campaign.	Telstra	Bear Meets Eagle On Fire
B17. Long-Term Effects	The Long Game of Good Different: The Value of Brand Resilience in a Changing World	ALDI Australia	BMF
B17. Long-Term Effects	THREE YEARS OF ILLUMINATING UV WILL SAVE 41 LIVES, 7079 SKIN CANCERS AND $64.2M	Cancer Institute NSW	303 MullenLowe
B17. Long-Term Effects	From one-off Irish novelty to Winter’s best mate – how Guinness drove demand amongst beer drinkers, and publicans’ desire to get a	Lion	Thinkerbell
B17. Long-Term Effects	How XXXX found Gold in people’s pride of their origin.	Lion	Thinkerbell
B17. Long-Term Effects	How NAB made more cents out of ‘More Than Money’	NAB	TBWA\Australia
B17. Long-Term Effects	How NESCAFÉ Café Creations brewed a stirring coffee comeback	NESCAFÉ	Saatchi & Saatchi Australia
B17. Long-Term Effects	Officeworks and the Back to School Kids: Winning Hearts, Heads and Baskets — Three Years Running	Officeworks	Clemenger BBDO
B17. Long-Term Effects	SUBWAY’S LONG GAME IN A FAST FOOD WORLD	Subway Systems Australia Pty. Ltd.	Publicis Worldwide Australia
B17. Long-Term Effects	From Recovery to Resilience: How Suncorp Rewrote Insurance Rules – and Revitalised Its Business	SUNCORP	Leo Australia / Suncorp
B17. Long-Term Effects	The biscuits that refused to crumble: how compound creativity faced down compound challenges for Arnott’s	The Arnott’s Group	Saatchi & Saatchi Australia & Spark Foundry
B18. Brand Value	The Long Game of Good Different: The Value of Brand Resilience in a Changing World	ALDI Australia	BMF
B18. Brand Value	An ICONIC comeback: redefining the value of brand in a sea of bland.	THE ICONIC	Dentsu Creative
B19. Performance Marketing	Great Northern’s Great Migration	Asahi Beverages	Asahi Beverages