It’s a little known fact that crocodiles love media, especially the ones living in Cairns. Want proof? Ask Paul Hogan, Rob Irwin or Matt Wright – the Outback Wrangler. The Cairns Crocodiles Awards is another who loves media, hosting several categories that showcase the very best strategy, planning and execution of media campaigns we all know and cherish.
Another little known fact is that when Hoges muttered the now infamous words, “That’s not a trophy? That’s a trophy!”, in a director’s cut version of Crocodile Dundee, he was proudly holding aloft Cairns Crocodiles silverware that every agency worth their ‘salty’ will definitely want a piece of, or two.
But what does it take to win a media category at the Cairns Crocodiles Awards?
This year’s winners of media categories provide a clue, and while it might not be as difficult (or dangerous) as wrangling a prehistoric, toothy, snappy reptile, it’s pretty darn close, but a whole lot more fun!
Integrated
| Agency | Campaign | Client | |
| Gold | Resolution Digital | MECCA Presents Sol De Janeiro | MECCA |
| Silver | The Monkeys, part of Accenture Song | Hello Christmas | Telstra |
| Bronze | Seven Network / OMD | AAMI to the Rescue | Suncorp Group |
Resolution Digital’s fabulously evocative “MECCA Presents Sol De Janeiro” picked up the inaugural Integrated gong. Judges loved the campaign’s “clear and clever” audience targeting along with the use of “very relevant creative and integrated main and digital media media mix.” They also loved the “amazing results.”
Here’s how you can enter the Cairns Crocodiles Awards now!
Media
| Agency | Campaign | Client | |
| Gold | Initiative | Cricket Covers | IAG |
| Silver | EssenceMediacom Australia | Barbie: Painting Australia Pink | Warner Bros |
| Bronze | Ogilvy Singapore | Social Undistancing |
Closeup Toothpaste
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Some of the best media campaigns are those that turn up in unexpected places and Initiative’s “Cricket Covers” for NRMA is the perfect example of smart, creative use of media. “So simple, yet so impactful,” said one judge. “Brilliant,” said another. “NRMA delivers the best return on OOH assets and gains more than $3 million in earned media during Test Cricket.”
Media/Entertainment Campaign
| Agency | Campaign | Client | |
| Gold | EssenceMediacom Australia | Barbie: Painting Australia Pink | Warner Bros |
| Silver | Howatson+Company | Mobster’s Lament | ABC |
| Bronze | Initiative | Take Me Back to 07, Girlfriend | Amazon |
Forget Ken, there’s no doubt that EssenceMediacom and Barbie are a better match, showing up literally everywhere. “Pink creative brilliance,” said one judge. “Great results after bringing Barbie to life outside the silver screen.”
Out of Home
| Agency | Campaign | Client | |
| Gold | EssenceMediacom Australia | Barbie: Painting Australia PINK | Warner Bros |
| Silver | The Hallway | Impressions | Boody |
| Bronze | Howatson+Company | Bedverts | 10:pm |
EssenceMediacom’s work for Barbie literally made the film unmissable. But the media plan was creative and innovative, with some truly inspired activations and choices. All told, it ensured Barbie’s spot as the biggest film of that year.
Cairns loves outdoor. If you do too, then enter the Cairns Crocodiles Awards now!
Print and Publishing Campaign
| Agency | Campaign | Client | |
| Gold | Rufus, powered by Initiative | Take Me Back to 07, Girlfriend | Amazon |
| Silver | The Brag Media | Rolling Stone Australia Movember Zine | Movember |
| Bronze | EssenceMediacom Australia | Launching a paper, to make driving safer. |
The Queensland Government
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Initiative’s Rufus sub-brand picked up the Gold in Print & Publishing for its “Take Me Back To ‘07, Girlfriend” campaign that saw the agency resurrect the beloved Aussie print mag for a special edition to promote the launch of Class of ‘07 on Amazon Prime Video. Hitting on nostalgia and targeting influencers with a clever execution, one judge called it “ingenious” and that it illustrated the “enduring power of print.”
Have a killer print idea? Then you should enter the Cairns Crocodiles Awards now!
Radio and Audio
| Agency | Campaign | Client | |
| Gold | Howatson+Company | TOUCH | Mastercard |
| Silver | Connecting Plots | Let’s Clean Things Up | 30 Seconds |
| Bronze | BRING – Universal Music for Brands | Do It Again | FIFA |
Howatson+Company’s “TOUCH” campaign for Mastercard was exceptional and, in a less competitive field, would have picked up a couple more Crocodiles. However, as it stands, “TOUCH” was a beautifully executed piece of work that made our judges think long and hard, reconsidering what they take for granted in this world – something only the best creative can.
Social and Influencer
| Agency | Campaign | Client | |
| Gold | Ogilvy Singapore | Skins For Skin | Vaseline |
| Silver | Howatson+Company | I’m Dying Inside | Modibodi |
| Bronze | World Vision Australia | 1000 Girls |
World Vision Australia
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Ogilvy Singapore’s “Skins for Skin” was a resounding success for Vaseline, perfectly leveraging the reach and engagement that only the best social campaigns can. “Great audience targeting and use of multiple channels, including packaging, to contribute to a very successful clever campaign,” said one judge.
