MFA Awards 2017 Winners Revealed!

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