How The Monkeys Won B&T’s Independent Agency Of The Year

How The Monkeys Won B&T’s Independent Agency Of The Year

B&T Awards might feel far away, but it’s fast approaching amidst a swag of other B&T events, to be held at Sydney’s Town Hall on November 18. And with award entries closing on Friday August 5 (August 12 if you’re lazy and late), there’s no better time to review some of the work from winners of years gone by.

Last year, the coveted Independent Agency of the Year award was bestowed upon The Monkeys, who backed it up in 2015 to win the title for the second year in a row.

B&T tracked down a few of the campaigns and briefs The Monkeys showed last year’s judges to convince them of their independent agency prowess, and now we’re sharing them with you.

And if you’re yet to enter the awards click here. And seriously, tickets are flying out the door – get them here.

Now check out some of the campaigns that nabbed The Monkeys their prestigious title in 2015:

MLA – Australia Day

Meat and Livestock Australia approached The Monkeys to revamp the Australia Day lamb campaign, made famous through the 90’s by Lambassador Sam Kekovich.

The idea was to organise the ultimate Australia Day barbeque, hosted by the legendary cricketer, commentator and national icon, Richie Benaud. The film saw Richie invite a host of iconic Aussies from the last three hundred or so years, including Captain “Cooky” Cook to Ita Buttrose over to his place for some lamb chops.

The award-winning campaign was extended through PR, OOH, POS and social, where people could share their impressions of Richie to win the chance to BBQ with the man himself.

Bingle – As Simple As It Sounds

After launching into the Australian market five years ago, research identified that Bingle’s greatest engagement opportunity was with a younger audience.

Yet, this audience didn’t want to spend time “talking” to their insurance brand or advocating how great their insurance brand was: they just wanted to get their car insurance sorted so they could get on with their life.

“As Simple As It Sounds” brings this to life. The unexpected tone-of-voice and the execution of the ideas in unexpected ways is the approach that has resonated with the target and generated a 95pc lift in sales.

Telstra – Hello! This is Australia

A television show that ran on Channel 7 and attracted over 500,000 viewers was a collaboration between The Monkeys and Bombora Films. ‘Hello! This Is Australia’ is the story of how communication built Australia.

Hosted by comedian Dave Hughes, the one-hour documentary film tells the story of how we went from being a bunch of convict misfits and shed men to emerge the most connected culture per capita in the world.

The University of Sydney – Leadership for Good

At a time when debate about a global leadership deficit dominated headlines internationally, The Monkeys relaunched the University of Sydney brand with a new position centred on Leadership for Good.

Introducing a completely new brand design and a campaign using outdoor, press, digital and social, the campaign featured thought-provoking statements that challenged the public’s perception of leadership.

As part of the campaign a 3D virtual tour called ‘Here’ was created, which was awarded Best Education Website of 2015 and ‘Site of the Day’ by the CSS Design Awards, FWA ‘Site of the Day’ and ‘Mobile of the Day’, Awwwards ‘Site of the Day’, Communication Arts ‘Webpick of the Day’ and Webby Awards Mobile Site & Apps category winner.

IGA – It Pays to Shop Independent

An integrated campaign that features comedian Shane Jacobson re-launched the IGA brand with a new positioning ‘It Pays to Shop Independent’.

The campaign featured television, outdoor, print and digital and represents IGA’s biggest marketing push.

The campaign launches its ‘Price Match’ initiative that aims to address the perceived price barrier associated with the Independent IGA supermarket chain.


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