The Monkeys, BMF, Leo’s And Whybin Clean Up In Effies Finalist List!
The finalists list for the Effies – awarding the most effective campaigns for the past year – has been revealed, with a number of high profile agencies in the running for the top gongs.
The Monkeys received the highest nominations overall, at 11. Leo Burnett and BMF both got eight nominations, and Whbin\TBWA received seven nominations. A heap of other agencies have also been shortlisted; Cummins&Partner, J. Walter Thompso, The General Stor, Mr Wolf, Meerkats Brand Leadership Company, Affinity, DDB, Clemenger BBDO, M&C Saatchi, Y&R Group, Ensemble, The Brand Agency, Grey Group, McCann, Saatchi & Saatchi, Red Planet, VML, Ogilvy, KWP Advertising, 303MullenLowe, The Royals, Atomic212, Blue Hive and Gyro.
Effies chairman Anthony Freedman said: “Congratulations to all of our finalists – each of these cases have demonstrated great results against challenging goals – an impressive achievement! The next round will be what distinguishes great from outstanding. Good luck in the next phase!”
Chairman of judges, Colin Wilson-Brown, added: “I’d like to thank the first round judges for their time, insights and scrutiny. To see such a high number of finalists progress sends a strong message around the value of the work being delivered by our industry.
“The next round takes that further, with cases and results assessed by panels of senior marketers, providing a client perspective on how agency work is driving business performance.”
The Effies Finalists
Agency | Category | Advertiser | Entry Title |
The Monkeys | A. Retail/Etail | Metcash / IGA | IGA’s War of Independence |
BMF | A. Retail/Etail | ALDI Australia | The Christmas campaign that was so effective, we had to pull it off air. |
BMF | A. Retail/Etail | ALDI Australia | On for the Retail Brave: Converting the Haters |
The General Store | A. Retail/Etail | Supercheap Auto | The Engine Oil Category: Driving Performance |
The Monkeys | B. Food, Confectionery & Snacks | Meat & Livestock Australia | Operation Boomerang |
The Monkeys | B. Food, Confectionery & Snacks | Metcash / IGA | IGA’s War of Independence |
BMF | B. Food, Confectionery & Snacks | Meat & Livestock Australia | Turning the Corner on a Forty Year Decline |
Meerkats Brand Leadership Company | B. Food, Confectionery & Snacks | Brownes Dairy | Don’t Lie to Your Mum: How honesty turned the tide for Brownes Yoghurt |
Leo Burnett Melbourne | B. Food, Confectionery & Snacks | SPC Ardmona | #MyFamilyCan |
Mr Wolf | C. Beverages | Taylors Wines | How cooling things down can heat things up |
The Monkeys | D. Other Consumer Goods | Blackmores | The power of knowledge: How an 80-year-old reclaimed thought leadership |
AFFINITY | D. Other Consumer Goods | Narellan Pools | Diving into Data for Narellan Pools |
DDB Sydney | D. Other Consumer Goods | Volkswagen Commercial Vehicles Australia | The Naked Ute |
Leo Burnett Melbourne | D. Other Consumer Goods | Honda Australia | Honda HR-V: Dream Run |
Clemenger BBDO Melbourne | D. Other Consumer Goods | A Daimler Company (Mercedes-Benz) | Mercedes-Benz Repurchase Reminder |
Leo Burnett Sydney | D. Other Consumer Goods | Samsung Electronics Australia | Samsung Galaxy Tab S2: A data love story |
The Monkeys | E. Health and Wellbeing | Blackmores | The power of knowledge: How an 80-year-old reclaimed thought leadership |
BMF | E. Health and Wellbeing | Weight Watchers Australia | Weight Watchers – The Plus Side of Living Bigger |
Cummins&Partners | E. Health and Wellbeing | National Home Doctor Service | How Advertising Helped to Stabilise Australia’s Emergency Departments |
Whybin\TBWA Group Melbourne | F. Financial Services | ANZ | Push for an Equal Future |
Whybin\TBWA Group Melbourne | F. Financial Services | ANZ | Owning the First Job Trigger |
Whybin\TBWA Sydney | F. Financial Services | Rabo Direct | Shonky Savers |
M&CSAATCHI | F. Financial Services | CommBank | Getting institution-averse Millennials to choose Australia’s biggest bank. |
M&CSAATCHI | F. Financial Services | CommBank | How the surprisingly simple made CBA a credible business player. |
Y&R Group Sydney | G. Other Services | NRMA | Roadside Assist Moments Campaign |
AFFINITY | H. Travel, Leisure & Media | Narellan Pools | Diving into Data for Narellan Pools |
Ensemble | H. Travel, Leisure & Media | Australian Grand Prix Corporation | Phil Island invites motorcycling fans to”come home” to the MotoGP |
J.Walter Thompson | I. Government | NSW Rural Fire Service | From Apathy to Action |
The Brand Agency | I. Government | Water Corporation | Drop 2: How one small action helped a city save water |
J.Walter Thompson | J. Not For Profit & Cause Related Marketing | NSW Rural Fire Service | From Apathy to Action |
Grey Melbourne | J. Not For Profit & Cause Related Marketing | MS Limited Australia | This Bike Has Multiple Sclerosis. |
Cummins and Partners | J. Not For Profit & Cause Related Marketing | Australian Red Cross Blood Service | The Best Biscuit |
J. Walter Thompson Melbourne | J. Not For Profit & Cause Related Marketing | Beyondblue | It’s not you, it’s your brain: encouraging young people to seek support for mental illness |
McCann Melbourne | J. Not For Profit & Cause Related Marketing | Seeing Eye Dogs Australia (Vision Australia) | Free Puppies Forever |
Meerkats Brand Leadership Company | K. Best State Campaign | Brownes Dairy | Don’t Lie to Your Mum: How honesty turned the tide for Brownes Yoghurt |
Saatchi & Saatchi | K. Best State Campaign | BankSA | How a piping shrike helped BankSA to find its voice |
Y&R Group Sydney | K. Best State Campaign | NRMA | Roadside Assist Moments Campaign |
J.Walter Thompson | K. Best State Campaign | NSW Rural Fire Service | From Apathy to Action |
Whybin\TBWA Group Melbourne | L. PR-led Campaign | ANZ | Push for an Equal Future |
The Monkeys | M. Return on Investment | Blackmores | The power of knowledge: How an 80-year-old reclaimed thought leadership |
Red Planet | M. Return on Investment | Qantas | Turning retail conventions on their head for the Qantas Wanderlust sale |
AFFINITY | M. Return on Investment | Narellan Pools | Diving into Data for Narellan Pools |
VML Australia | M. Return on Investment | Rip Curl | Rip Curl Search GPS |
Ogilvy Sydney | N. Long Term Effects | Transport for New South Wales | The crazy ideas that helped save lives |
KWP Advertising Pty Ltd | N. Long Term Effects | South Australian Tourism Commission | Barossa. Be Consumed. |
The Monkeys | O. Short Term Effects | Meat & Livestock Australia | Operation Boomerang |
Clemenger BBDO Melbourne | O. Short Term Effects | Myer | Myer Wonderful Hold Music |
BMF | O. Short Term Effects | ALDI Australia | The Christmas campaign that was so effective, we had to pull it off air. |
Whybin\TBWA Group Melbourne | O. Short Term Effects | ANZ | A Bank Fit For A Queen |
The General Store | O. Short Term Effects | Supercheap Auto | The Engine Oil Category: Driving Performance |
VML Australia | P. Most Original Thinking | Rip Curl | Rip Curl Search GPS |
Clemenger BBDO Melbourne | P. Most Original Thinking | Myer | Myer Wonderful Hold Music |
The Monkeys | P. Most Original Thinking | Meat & Livestock Australia | Operation Boomerang |
Whybin\TBWA Group Melbourne | P. Most Original Thinking | ANZ | Push for an Equal Future |
Leo Burnett Melbourne | P. Most Original Thinking | SPC Ardmona | #MyFamilyCan |
303 MullenLowe | P. Most Original Thinking | Budget Direct | Captain Risky |
DDB Sydney | P. Most Original Thinking | Volkswagen Commercial Vehicles Australia | The Naked Ute |
Grey Melbourne | P. Most Original Thinking | MS Limited Australia | This Bike Has Multiple Sclerosis. |
The Monkeys | P. Most Original Thinking | Metcash / IGA | IGA’s War of Independence |
DDB Sydney | P. Most Original Thinking | McDonald’s Australia | How Very UnMcDonald’s |
The Royals | P. Most Original Thinking | Deakin Univeristy | How creating mischief and mayhem led to accelerated campaign engagement and reduced stress levels amongst an audience of “freaked out” and anxious year 12 students. |
DDB Sydney | Q. New Product or Service | McDonald’s Australia | How Very UnMcDonald’s |
Atomic 212° Group | Q. New Product or Service | Double Robotics | Lucy the Robot |
Leo Burnett Sydney | Q. New Product or Service | Samsung Electronics Australia | Samsung Galaxy Tab S2: A data love story |
Blue Hive | Q. New Product or Service | Ford Motor Company | How to plug the leaky bucket |
gyro | Q. New Product or Service | USG Boral | Next Generation |
DDB | Q. New Product or Service | Westpac | Culture eats category for breakfast |
J. Walter Thompson Melbourne | R. Small Budget | Beyondblue | It’s not you, it’s your brain: encouraging young people to seek support for mental illness |
J. Walter Thompson | R. Small Budget | WA Police Union | How a social experiment shaped the political discourse |
Leo Burnett Melbourne | R. Small Budget | SPC Ardmona | #MyFamilyCan |
AFFINITY | S. Digitally Led Ideas | Narellan Pools | Diving into Data for Narellan Pools |
VML Australia | S. Digitally Led Ideas | Rip Curl | Rip Curl Search GPS |
J. Walter Thompson Melbourne | T. Insight & Strategic Thinking | Beyondblue | It’s not you, it’s your brain: encouraging young people to seek support for mental illness |
The Monkeys | T. Insight & Strategic Thinking | Metcash / IGA | IGA’s War of Independence |
The Monkeys | T. Insight & Strategic Thinking | Blackmores | The power of knowledge: How an 80-year-old reclaimed thought leadership |
cummins&partners | T. Insight & Strategic Thinking | Australian Red Cross Blood Service | Australia’s Best Tasting Biscuit |
J.Walter Thompson | T. Insight & Strategic Thinking | NSW Rural Fire Service | From Apathy to Action |
BMF | T. Insight & Strategic Thinking | ALDI Australia | On for the Retail Brave: Converting the Haters |
Leo Burnett Sydney | T. Insight & Strategic Thinking | McCafe, McDonald’s Australia | Spilling the Beans: How to Win in Coffee Without Changing What’s in the Cup |
Whybin\TBWA Group Melbourne | T. Insight & Strategic Thinking | ANZ | Push for an Equal Future |
Clemenger BBDO Melbourne | T. Insight & Strategic Thinking | National Australia Bank (NAB) | NAB Velocity |
DDB Sydney | T. Insight & Strategic Thinking | McDonald’s Australia | How Very UnMcDonald’s |
Leo Burnett Melbourne | T. Insight & Strategic Thinking | Honda Australia | Honda HR-V: Dream Run |
BMF | T. Insight & Strategic Thinking | Sportsbet | The Idea That Cost Sportsbet Millions |
Y&R Group Sydney | T. Insight & Strategic Thinking | NRMA | Roadside Assist Moments Campaign |
AFFINITY | T. Insight & Strategic Thinking | Narellan Pools | Diving into Data for Narellan Pools |
BMF | U. On-line Brands | Sportsbet | The Idea That Cost Sportsbet Millions |
Leo Burnett Sydney | V. Use of Data | Samsung Electronics Australia | Samsung Galaxy Tab S2: A data love story |
AFFINITY | V. Use of Data | Narellan Pools | Diving into Data for Narellan Pools |
Red Planet | V. Use of Data | Qantas | Turning retail conventions on their head for the Qantas Wanderlust sale |
McCann Melbourne | V. Use of Data | Melbourne International Film Festival | The Emotional Trailers |
Clemenger BBDO Melbourne | V. Use of Data | A Daimler Company (Mercedes-Benz) | Mercedes-Benz Repurchase Reminder |
A previous version of this article only included half the entries. It’s been updated with all the finalists.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.