Innovative media thinking and change-making campaigns for KFC, LEGO, McDonald’s, NRMA, Paramount+, Samsung, Suncorp Group and Tourism Australia are among the many brands going head-to-head as finalists in the 2023 MFA Awards, to be announced on 21 September.
Chosen from a record number of entries, agency finalists include small and large agencies, local independents and multinationals.
Close to 150 judges, including eight CMO Signature Judges, participated in the judging this year, adding a strong advertiser voice to the selection process. Collectively the judges looked for work that demonstrated effectiveness, long-term business growth and media agencies’ industry purpose of We Are The Changers.
The judges commended this year’s entries for displaying innovative solutions and strong results for clients.
Signature judge Martin Brown, general manager, Nestlé Coffee & Dairy, said: “It was a pleasure to join an excellent judging panel to review the 2023 MFA Awards. We were looking for breakthrough ideas that delivered exceptional brand and business results. The judging panel were delighted to recommend finalists that delivered to that expectation.”
This Is Flow chief strategy officer and partner and MFA Awards steering committee member Catherine Rushton added: “We were thrilled to see the diversity of high-calibre work this year, with a range of agencies and client brands entering from all aspects of our industry. This added a welcome new flavour to the style of work showcased. Being a judge is always an inspiring experience and this year’s entries delivered an impressive display of inventiveness, effectiveness and storytelling prowess, as evidenced in the worthy list of finalists.”
MFA CEO Sophie Madden added: “The MFA Awards recognise and reward work that has delivered tangible brand and business results for clients in the short and long term, living up to our industry’s ability to influence change. It’s been incredibly encouraging to see the quality of strategic thinking and collaboration being deployed by our members and their clients, and the results they deliver. We can’t wait to celebrate with all the worthy finalists and winners on 21 September.”
The Grand Prix (presented by Seven), and awards for Industry Contribution and Hall of Fame will also be announced at the MFA Awards gala dinner on Thursday 21 September 2023 at Royal Randwick Sydney. The awards will follow on from the MFA EX conference. MFA EX will also be held in Melbourne on 5 September 2023.
The 2023 MFA Awards finalists are:
OUTCOME
Behaviour Change
Containers for Change (COEX), Turning Trash Into Cash, EssenceMediacom
Leukaemia Foundation, World’s Greatest Shave 2023, OMD
Suncorp Group, AAMI – Crash Index, OMD & Ogilvy
Brand Impact
Campari, Seizing Summer for Aperol Spritz, Mindshare
LEGO, LEGO City Goes NITRO!, Initiative Australia
NRMA Insurance, Cricket Covers, Initiative Australia
Business Impact
LEGO, LEGO City Goes NITRO!, Initiative Australia
Leukaemia Foundation, World’s Greatest Shave 2023, OMD
Data-Led Activation – Sponsored by News Corp
Kayo Sports, Using Data to Win the Game, Mindshare
Suncorp Group, AAMI – Crash Index, OMD & Ogilvy
Long-Term Results
Care Pharmaceuticals, From Sick Days to Every Day: How we doubled the size of Hydralyte by making rehydration more relevant, This Is Flow
Lotterywest, Ethical Econometrics, Initiative Australia
Tourism Whitsundays, Siri-ously in Need of a Holiday?, Wavemaker
EXECUTION
Best Content Strategy
Defence Force Recruiting, Ultimate Classroom, UM Australia
Netflix, Stranger Things 4 Launch, Wavemaker
Prime Video, Taking Aussies Back to ’07, Initiative Australia
Best Integrated Campaign
LEGO, LEGO City Goes NITRO!, Initiative Australia
McDonald’s, Macca’s Monopoly – Seeing is Believing, OMD
Sprite The Coca-Cola Company, Zesty Pep Talks by Sprite Lemon+, EssenceMediacom
Best Use of Small Budget
Amazon Prime Video AUNZ, Terminal Tournament Takeover, Initiative Australia
LEGO, LEGO City Goes NITRO!, Initiative Australia
Roadshow Films, FALL: How a Little Movie Gave Australia a Big Feeling of Vertigo, OMD
Universal Sony Home Entertainment, How a Small Budget Was Key to Driving Greater Media Value and Effectiveness for Universal Sony Home Entertainment’s Bullet Train, Slingshot Media
Environmental, Social & Governance Award – sponsored by SBS Media
Alienware by Dell, Levelling the Playing Field in Gaming, EssenceMediacom & POPSUGAR
Headspace National Youth Mental Health Foundation, Take a Step, Media Precinct
Suncorp Group, AAMI – Crash Index, OMD & Ogilvy
Innovation in Media
Digital Sustainability Initiative, GroupM
NRMA Insurance, Cricket Covers, Initiative Australia
Samsung Australia, Flipvertising, CHEP Network
Media For Good
Digital Sustainability Initiative, GroupM
Taking Responsibility: The Media Responsibility Index Changing Media and Marketing for the Better, Mediabrands
Alienware by Dell, Levelling the Playing Field in Gaming, EssenceMediacom & POPSUGAR
Partnership Awards
Alienware by Dell, Levelling the Playing Field in Gaming, EssenceMediacom & POPSUGAR
Amazon Prime Video AUNZ, Terminal Tournament Takeover, Initiative Australia
LEGO, LEGO City Goes NITRO!, Initiative Australia
CHANNEL EXCELLENCE
Best Use of Audio
LEGO, How to Build a Human, Initiative Australia & Mamamia
Mars Petcare, WHISKAS Audio Purrs, EssenceMediacom
Paramount+, The ART of Drag, Wavemaker
Best Use of Outdoor – sponsored by Outdoor Media Association (OMA)
Campari, Spritzing the Yarra with Aperol, Mindshare
NRMA Insurance, Cricket Covers, Initiative Australia
Best Use of Retail
IAG, Point of Purchase Protection, Initiative Australia
Universal Sony Home Entertainment, How Universal Sony Home Entertainment’s Bullet Train Created a Media-First Retail Partnership to Drive Results, Slingshot Media
Best Use of Screens
Amazon Prime Video AUNZ, Terminal Tournament Takeover, Initiative Australia
NRMA Insurance, Proud Helpers of Australian Cricket, Initiative Australia
Suncorp Group, AAMI – Grand Clanger Rescue, OMD
Tourism Australia, How Screens Powered Australia’s Invite to the World to Come and Say G’Day, UM Australia
Best Use of Search
Care For Kids Group, Finding The Right Local Childcare, Intender
Cash Converters, Evolving SEM to an Automated Dynamic Ecommerce Model via Value-Based Bidding, Carat
Best Use of Social
Colgate-Palmolive Australia, Colgate Sound of a Smile, Wavemaker
KFC, Modern Menu, EssenceMediacom & GroupM Nexus
Netflix, Welcome to the Upside Down Under, Wavemaker
Tourism New Zealand, If You Seek, Mindshare
Best Use of Technology
Containers for Change (COEX), Turning Trash Into Cash, EssenceMediacom, Sightline & Finecast
Samsung Australia, Flipvertising, CHEP Network
Virgin Australia, Flight Deck, PHD Australia
Events & Experiential
Campari, Spritzing the Yarra with Aperol, Mindshare
Dell, Dell XPS: Choose your own Youniverse, EssenceMediacom
LEGO, LEGO City Goes NITRO!, Initiative Australia
PEOPLE & CULTURE
Agency Talent & Culture – Less than 100 employees
Match & Wood
Ryvalmedia
The Media Store
This is Flow
Agency Talent & Culture – More than 100 employees
GroupM
Initiative Australia
PHD Australia
Wavemaker
Pro Bono/Cause Marketing Incentive – In recognition of Pam Lane
UnLTD & Radio Lollipop, Helping children’s charity radio grow its reach, Match & Wood
Kindness Factory, Supporting communities in need, Wavemaker
NGEN Award
Rebecca Cramer & Lara Wainwright, Rufus Powered by Initiative Australia
Ellie Begg, PHD Australia & Sophie Mateer, Initiative Australia
Tania Teurquetil & Janice Tsang, Havas Media
Kate O’Loughlin & Summer Treseder, Initiative Australia
The 2023 MFA Awards sponsors are:
Grand Prix Sponsor: Seven Network
Platinum Sponsors: News Corp Australia, Outdoor Media Association, SBS Media
Gold Sponsors: Ad Standards, Meta, Nine
Silver Sponsors: Foxtel Media, Lion, OzTAM, Yahoo!
