An international panel of expert judges has named M&C Saatchi’s “Game of Balls” campaign for the Blue Balls Foundation as the winner of IAB’s Creative Showcase Best of the Best Award. As the best campaign of Creative Showcase Round 10, the campaign is automatically entered into this year’s prestigious IAB MIXX Awards which will be held in New York on 26 and 27 September.
The judges also made special mention of Deepend’s “Ed and the Curious Crew” campaign for The Royal Children’s Hospital, “Qantas Instameet” by Razorfish Australia and VLM’s “Loaded” campaign for McDonald’s Australia.
“The tenth year of Creative Showcase has delivered some amazing work, with an emphasis on video and integrated campaigns,” said Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair ofjJudges. “The judges had a tough time choosing a winner from the year’s entrants, which shows the incredible creativity and technical depth prevalent in the industry today.”
M&C Saatchi’s “Game of Balls” sought to raise awareness of testicular cancer with a unique and cheeky campaign. In an industry first, M&C Saatchi partnered with Digital Playground, one of the world’s biggest adult film studios, to be part of their biggest pornographic release of the year, a tribute to “Game of Thrones”. In the middle of the action, the star stops, turns to the viewer and shows how to check himself for testicular cancer. Viewers were then directed to the Blue Ball Foundation, an Australian awareness charity. The campaign achieved staggering results: the message spread organically across the net, with 1.5-plus million views in its first four weeks and as of January 2016, over 15 million views. (You can view the case study here.)
“This collaboration between The Blue Ball Foundation and Digital Playground seriously raised awareness and ensured they reached their target with their pants down,” said judge Elke Klinkhammer, Chief Creative Officer at McCann Worldgroup in Germany.
Judge Federico Garcia, Creative Director at Translation LLC, USA said the Game of Balls campaign was the winner thanks to its unique take on a big issue, done in a fun and light-hearted way. “Great insight, perfect media placement,” he said.
M&C Saatchi’s campaign joins a distinguished list of Australian creative campaigns which have been award winning at the IAB MIXX Awards in previous years. At the 2015 awards Soap Creative and JWT Australia won gold in the “Public Service” category for their “I Touch Myself” campaign for the Cancer Council of NSW, while M&C Saatchi secured gold in the “Special Innovation – Can’t be Contained – People’s Choice” category for its “Clever Buoy” campaign for Optus. VLM Australia, Clemenger BBDO and Isobar Australia also received Silver and Bronze awards in 2015.
The panel of international judges who reviewed the campaigns of IAB Australia’s Creative Showcase Round 10 to choose the Best of the Best were:
- Scott Ex Rodgers, Senior Creative Director, SVP at BBDO New York, USA
- Daniel Granatta, Freelance Creative Director, USA
- Duncan Gray, Chief Creative Officer Europe at Fenton, UK
- Federico Garcia, Creative Director – Translation LLC, USA
- Elke Klinkhammer, Chief Creative Officer at McCann Worldgroup, Germany
- Jonny Watson, Digital Creative Director at VCCP Blue, UK
Creative Showcase Round 10 Best of the Best Winner
Creative agency: M&C Saatchi
Brand: The Blueball Foundation
Please login with linkedin to comment
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]