Saatchi & Saatchi Sydney has been named Effective Agency of the Year at the 2015 Australian Effie Awards, scooping two of the evening’s four gold awards and a further silver for Luxottica’s OPSM campaign, ‘The most important story you will ever read to your child’.
The remaining two gold awards were presented to Showpony Advertising for SA Health’s Aboriginal Immunisation campaign and to The Works for Beam Suntory’s Canadian Club campaign ‘Keeping Australians ‘Over Beer’ for 5 years’ – which also went on to claim the coveted Grand Effie.
Positioning Canadian Club as a refreshing alternative to beer, this winning campaign for Beam Suntory consistently increased the Ready To Drink market by poaching beer drinkers to try the Canadian Club with a campaign built around an insight into “Beer Boredom”.
The ceremony which took place at Doltone House, Jones Bay Wharf, in Sydney last night, delivered a further 10 silver and 18 bronze awards, bringing the total number of agencies awarded for outstanding measurable results to 22 and the number of clients to 24.
A new award this year, Effective Advertiser of the Year was presented to Meat & Livestock Australia for the organisation’s long track record producing highly effective marketing and advertising campaigns which consistently create desire and ultimately demand for its products.
Judges also praised the client’s long-term ‘partnership’ approach to agency relationships. Anthony Freedman, Chairman of The Australian Effie Awards, said: “The Effies are important to clients and agencies because they recognise the result of commercial creativity.
It is important that we celebrate the impact and therefore the value of our work, which has the power to transform client businesses as the winning cases tonight have demonstrated. Congratulations to all of winners and finalists.”
The full list of Gold Effie winners by category is as follows:
Healthcare
- Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child
Most Original Thinking
- Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child
Small Budget
- Showpony Advertising – SA Health – Aboriginal Immunisation
Long Term Effects
- The Works – Canadian Club (Beam Suntory) – Keeping Australian’s ‘Over Beer’ for 5 years
| The 2015 Australian Effie Awards Winners | ||||
| Retail / Etail | ||||
| Agency | Client | Title of Campaign | Placing | |
| 178 | McCann Melbourne | Nimble | Nimble it and Move On | Bronze |
| 107 | AJF Partnership | Officeworks | How Officeworks Grew Minds | Bronze |
| Beverages | ||||
| Agency | Client | Title of Campaign | Placing | |
| 13 | Leo Burnett Melbourne | 7- Eleven | Slurpee Xpandinator: Flipping value on its head | Bronze |
| Other Consumer Goods | ||||
| Agency | Client | Title of Campaign | Placing | |
| 115 | Blue Hive Australia | Ford Motor Company of Australia | Tough Is Not Enough | Bronze |
| 141 | Leo Burnett Melbourne | Honda Australia | Honda Odyssey: Be Our Best Critic | Bronze |
| Healthcare Sponsor: Healthcare Communications Council | ||||
| Agency | Client | Title of Campaign | Placing | |
| 24 | Saatchi & Saatchi Sydney | Luxottica | The most important story you will ever read to your child | Gold |
| Financial Services Sponsor: The Digital Edge | ||||
| Entry No. | Agency | Client | Title of Campaign | Placing |
| 106 | Clemenger BBDO Melbourne | MLC | Save Retirement | Silver |
| Other Services Sponsor: Trapdoor Productions | ||||
| Agency | Client | Title of Campaign | Placing | |
| 25 | Saatchi & Saatchi Sydney | Luxottica | The most important story you will ever read to your child | Silver |
| 69 | The Brand Agency | St John Ambulance Western Australia | Break The Barrier – prioritising first aid | Bronze |
| Travel, Leisure and Media Sponsor: B&T | ||||
| Agency | Client | Title of Campaign | Placing | |
| 132 | Publicis Mojo | Tourism Northern Territory | Pushing the NT off Aussies’ bucket lists and onto their to-do lists | Bronze |
| Government | ||||
| Agency | Client | Title of Campaign | Placing | |
| 47 | J. Walter Thompson Sydney | NSW Government | Winning the war against alcohol-fuelled violence | Bronze |
| 201 | GPY&R Melbourne | Public Transport Victoria | The Freeloadin’ Fare Evader | Bronze |
| Not For Profit or Cause Related Marketing Sponsor UnLtd | ||||
| Agency | Client | Title of Campaign | Placing | |
| 88 | Clemenger BBDO Melbourne | DrinkWise | How To Drink Properly | Silver |
| 40 | Tongue | Cure Brain Cancer Foundation | Don’t Let Them Fight It Alone | Silver |
| 150 | Grey Melbourne | MS Society | Transforming an Ugly Disease into something Beautiful | Bronze |
| Best State Campaign | ||||
| Agency | Client | Title of Campaign | Placing | |
| 205 | GPY&R Melbourne | Public Tranposrt Victoria | The Freeloadin’ Fare Evader | Silver |
| 29 | The Brand Agency | St John Ambulance Western Australia | Break The Barrier – prioritising first aid | Bronze |
| 188 | 303Lowe Perth | Perth Racing | Ashbeclee | Bronze |
| Return on Investment | ||||
| Agency | Client | Title of Campaign | Placing | |
| 116 | Blue Hive Australia | Ford Motor Company of Australia | Tough Is Not Enough | Silver |
| 109 | AJF Partnership | Officeworks | How Officeworks Grew Minds | Bronze |
| Short Term Effects | ||||
| Agency | Client | Title of Campaign | Placing | |
| 44 | Whybin\TBWA Sydney | IAG Group’s NRMA Insurance | Crashed Car Showroom | Bronze |
| 153 | GPY&R Melbourne | The Lost Dogs Home | Human Walking Program | Bronze |
| Most Original Thinking | ||||
| Agency | Client | Title of Campaign | Placing | |
| 26 | Saatchi & Saatchi Sydney | Luxottica | The most important story you will ever read to your child | Gold |
| 208 | Grey Melbourne | MS Society | Transforming an Ugly Disease into something Beautiful | Silver |
| 89 | Clemenger BBDO Melbourne | DrinkWise | How To Drink Properly | Bronze |
| New Product or Service sponsor The Monkeys Cobbler | ||||
| Agency | Client | Title of Campaign | Placing | |
| 113 | Give Art Science | FRUCOR Beverages | Maximus | Silver |
| Small Budget | ||||
| Agency | Client | Title of Campaign | Placing | |
| 100 | Showpony Advertising | SA Health | Aboriginal Immunisation | Gold |
| 155 | GPY&R Melbourne | The Lost Dogs Home | Human Walking Program | Bronze |
| Digitally Led Ideas | ||||
| Agency | Client | Title of Campaign | Placing | |
| 148 | Whybin\TBWA Sydney | Chobani | Inspiring your inner foodie | Bronze |
| PR Led Campaigns | ||||
| Agency | Client | Title of Campaign | Placing | |
| 17 | Leo Burnett Melbourne | SPC Ardmona | #SPCSunday: How listening saved a hundred year old company | Silver |
| Long Term Effects | ||||
| Agency | Client | Title of Campaign | Placing | |
| 202 | The Works | Canadian Club (Beam Suntory) | Keeping Australians ‘Over Beer’ for 5 years | Gold |
| 206 | MercerBell | Allianz | ‘Ahhh Ahhh-llianz’: Connecting Allianz to the moments Australians need insurance | Silver |
| The Effective Advertiser of the Year | ||||
| Client | Agency | Title of Campaign | Placing | |
| Meat & Livestock Australia | BMF, The Monkeys, UM, One Green Bean | Delivering effectiveness trhough strong and enduring relationships | Winner | |
| The Effective Agency of the Year | ||||
| Agency | Client | Title of Campaign | Placing | |
| Saatchi & Saatchi Sydney | Winner | |||
| The Grand Effie | ||||
| Agency | Client | Title of Campaign | Placing | |
| 202 | The Works | Canadian Club (Beam Suntory) | Keeping Australians ‘Over Beer’ for 5 years | Grand Effie |
