The Media Federation of Australia (MFA) announced the winners of its 19th annual awards at the Royal Hall of Industries in Sydney last night.
Hosted by actor and comedian Stephen Curry, The MFA Awards recognise the finest thinking and solutions in media communication practice that have contributed to a successful, results-driven advertising campaign.
MFA Awards chair Joe Lunn said: “Congratulations to all the winners. Our industry continues to create award-winning work that is of the highest calibre, that is innovative and most importantly, that delivers commercial outcomes, ROI and helps clients grow.”
See the full list of winners below:
Grand Prix (sponsored by Seven West Media)
Ford Motor Company Australia, ‘Tough Done Smarter’, GTB Australia/Mindshare
Judges comment: “A long-term strategy and solid business strategy that delivered over time. Over the course of 18 months, Ford became market leader. In a short-term world, it’s refreshing to have a different long-term approach that yielded fantastic results for the client.”
Best Demonstration of Short-term Results (sponsored by Facebook)
Gold: Flordis, Prospan – ‘Don’t Ignore A Cough’, AFFINITY
Silver: Go Gentle Australia, ‘Be The Bill – Harnessing the Power of Personalisation to Put Euthanasia on the Political Agenda’, Cummins&Partners
Best Demonstration of Long-term Results (sponsored by MOVE)
Gold: Ford Motor Company Australia, ‘Tough Done Smarter’, GTB Australia/Mindshare
Silver: ANZ, ‘Buy Ready’, PHD Melbourne
Best Communications Strategy
Gold: Cochlear, ‘The Hearing Test in Disguise’, CHE Proximity
Silver: Flordis, Prospan – ‘Don’t Ignore a Cough’, AFFINITY
Bronze: Coca-Cola South Pacific, Fanta relaunch, UM Sydney
Best New Product Launch/Relaunch
Gold: Microsoft, Forza Horizon 3: Leave Your Limits, Carat Australia
Best Integrated Campaign
Gold: Coca-Cola South Pacific, Fanta relaunch, UM Sydney
Silver: Google, The Google app and The Voice, PHD Australia
Best Use of a Small Budget (Up to $300,000)
Gold: Cochlear, ‘The Hearing Test in Disguise’, CHE Proximity
Silver: WWF Australia, ‘Safe Passage for Sea Creatures’, Starcom
Most Innovative Use of Media (sponsored by Nine)
Gold: Qantas, ‘Out of Office’, The Monkeys
Silver: University of Melbourne, ‘Made Possible by Melbourne’, McCann Melbourne
Bronze: Foxtel, ‘Marketing at the Speed of Sport: Foxtel’s Next Generation Media
Platform, Mindshare
Best Collaboration
Gold: University of Melbourne, ‘Made Possible by Melbourne’, McCann Melbourne
Silver: Google, The Google app and The Voice, PHD Australia
Bronze: FremantleMedia Australia, Family Feud Disney Edition, FremantleMedia Australia
Best Use of Technology
Gold: Foxtel, ‘Marketing at the Speed of Sport: Foxtel’s Next Generation Media Platform’,
Mindshare
Silver: Foxtel – Showcase, ‘How a Prison Rat Made Wentworth No.1 on Foxtel’, Mindshare
Bronze: Unilever, Streets – ‘How Hyper Relevance Put Streets Ice Cream Back on the
Lips of Aussies’, PHD
Automotive Vehicles, Products & Services
Bronze: Hyundai Motor Company Australia, ‘Hyundai Dealer Stealer’, Ansible and Initiative
Sydney
Durable Consumer Goods
Gold: LEGO Australia, ‘Build Australia’, UM Sydney
Fast Moving Consumer Goods
Gold: Unilever, Streets – ‘How Hyper Relevance Put Streets Ice Cream Back on the Lips
of Aussies’, PHD
Financial Services
Bronze: Latitude Financial Services, ‘You Can Do Better’, CHE Proximity
Food & Beverages (sponsored by the Advertising Standard Bureau)
Gold: Unilever, ‘Tapping into the Tipping Point with Lipton Ice Tea’, PHD Media
Public Sector, Utilities & Charities
Gold: WWF Australia, ‘Safe Passage for Sea Creatures’, Starcom
Silver: Go Gentle Australia, ‘Be The Bill – How we Harnessed the Power of Personalisation to Put Euthanasia on the Political Agenda’, Cummins&Partners
Media & Entertainment (sponsored by OzTAM)
Gold: SBS, Deep Water, Zenith
Silver: Foxtel – Showcase, ‘How a Prison Rat Made Wentworth No.1 on Foxtel’, Mindshare
Retail & eCommerce
Gold: Ancestry.com.au, ‘Storytelling is in Our DNA’, OMD
Silver: eHarmony, ‘Be my Valentine’, OMD Australia
Telco, Travel, Leisure & Other Services
Gold: Tourism Western Australia, ‘#JUSTANOTHERDAYINWA – How We Harnessed the
Power of Social Media to Enable a Few, to Get the Many, to Sell (to) the Lot’, Cummins&Partners
Best Use of Data, Adtech, Analytics or Research
Gold: Flordis, Prospan – ‘Don’t Ignore a Cough’, AFFINITY
Silver: Flight Centre Travel Group, ‘Building the Flight Centre Travel Group Co-op’, Ikon
Communications
Bronze: Cochlear, ‘The Hearing Test in Disguise’, CHE Proximity
Best Use of Real-time Marketing
Gold: The University of Sydney, ‘Dynamic Recruitment’, The Monkeys
Silver: Unilever, Streets – ‘How Hyper Relevance Put Streets Ice Cream Back on the Lips
of Aussies, PHD
People & Culture Award
Gold: OMD, ‘Conquering Churn with Life/Work Blend’
Silver: PHD Media, ‘Behind PHD’s Transformation – a Journey of 180 People
Marketing Team of the Year (sponsored by the AANA)
Gold: Meat & Livestock Australia
Silver: Westpac Group
Media Partner of the Year
Gold: Val Morgan
Silver: AdShel
Bronze: NOVA Entertainment
NGEN Award (in support of UnLtd)
Gold: Max Learmont and Nolan Yu, ‘League Of Hearoes’, UM
Pro-Bono – Cause Marketing Incentive (in recognition of Pam Lane)
Gold: The Pyjama Foundation, ‘OMD and The Pyjama Foundation’, OMD
Silver: Foodbank, ‘Foodbank Food Fight 2016’, Maxus
Hall of Fame
Charles Parry-Okeden
