It's the campaign to end all campaigns, at least in the award stakes for 2013. Metro Trains and McCann Melbourne's 'Dumb Ways to Die' continued to storm through the awards circuit, collecting seven Spikes Grands Prix to add to its already teeming trophy collection.
It won a Grand Prix in the Branded Content & Entertainment, Digital, Film, Film Craft, Integrated, Promo & Activation and Radio categories. 'Dumb Ways to Die' also nabbed 12 Golds, four Silvers and five Bronze Spikes.
The haul translated to Advertiser of the Year for Metro Trains, Agency of the Year for McCann Melbourne and Network of the Year for McCann.
Ikea Western Australia and South Australia won the coveted Grand Prix in Creative Effectiveness for the catalogue created by 303Lowe. Three other Australian campaigns picked up a Creative Effectiveness Spike – Coca-Cola 'Share a Coke' by Ogilvy Sydney, MJ Bale 'Grazed on Greatness' by Whybin TBWA Sydney and NRMA Insurance by Whybin TBWA Sydney.
The Spikes Palm, awarded to production companies, were won by (in order) Exit Films Melbourne, Finch Sydney and Revolver Sydney.
UM Sydney was second on the Media Agency of the Year charts. The agency won a Silver for Ecco Shoes.
Changes were made earlier in the year which excluded creative agencies from winning Media Agency of the Year. Australian creative agencies collectively won two Golds, four Silvers and three Bronze Spikes in the Media category.
Reactive Sydney came second for Independent Agency of the Year.
Some of the campaigns which won across several categories were Diageo 'Road to Recovery' by Leo Burnett Sydney, McDonald's 'Australia Day' by DDB Sydney, Virgin Mobile 'Fair Go Bro' by Havas Sydney and One Green Bean, Coca-Cola 'Small World Machines' by Leo Burnett Sydney, Skittles 'Telekinize the Rainbow' by Clemenger BBDO Sydney, Schweppes 'Tumble' by George Patterson Y&R Melbourne, Google 'Build with Chrome' by M&C Saatchi/Mark, Duchenne Foundation 'The Most Powerful Arm Ever Invented' by Havas Sydney and Finch and Seek 'Volunteer to Promote Volunteering' by Leo Burnett Melbourne.
The winners:
Branded Content
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Silver:
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
DUMB WAYS TO DIE THE GAME, METRO TRAINS, McCANN MELBOURNE
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
ROAD TO RECOVERY DIAGEO AUSTRALIA BUNDABERG RUM LEO BURNETT SYDNEY
Bronze:
BOB THINKS BIG, CHRISTCHURCH & CANTERBURY TOURISM, IRIS SYDNEY
PATROL VS BEETHOVEN, NISSAN PATROL, WHYBIN\TBWA MELBOURNE
SHARE A COKE AND A SONG, COCA-COLA, HOST Sydney
Creative Effectiveness
Grand Prix:
IKEA WESTERN AUSTRALIA AND SOUTH AUSTRALIA, IKEA CATALOGUE, 303LOWE Perth
Spike:
SHARE A COKE, COCA-COLA, OGILVY & MATHER Sydney
GRAZED ON GREATNESS, M.J.BALE, WHYBIN\TBWA SYDNEY
HOW AUSTRALIA’S LARGEST RISK MITIGATOR WAS CONVINCED TO TAKE ITS BIGGEST EVER RISK, NRMA INSURANCE, WHYBIN\TBWA SYDNEY
Design
Gold:
MAILBOOKS FOR GOOD, RANDOM HOUSE / THE FOOTPATH LIBRARY MAILBOOKS FOR GOOD, BMF Sydney
Digital
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
THE MOST POWERFUL ARM EVER INVENTED, SAVE OUR SONS AND THE DUCHENNE FOUNDATION AWARENESS FOR DUCHENNE MUSCULAR DYSTROPHY, FINCH Sydney
Silver:
BUILD WITH CHROME, GOOGLE CHROME, M&C SAATCHI Sydney
HOMEPAGE FOR THE HOMELESS, LADDER HOMELESSNESS CHARITY, GEORGE PATTERSON Y&R Melbourne
DUMB WAYS TO DIE METRO TRAINS, McCANN MELBOURNE
THE MOST POWERFUL ARM EVER INVENTED, SAVE OUR SONS AND THE DUCHENNE FOUNDATION AWARENESS FOR DUCHENNE MUSCULAR DYSTROPHY, FINCH Sydney
TELEKINIZE THE RAINBOW, SKITTLES, CLEMENGER BBDO SYDNEY
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Bronze:
FIGHTER PILOT: BEHIND THE VISOR, AUSTRALIAN AIR FORCE DEFENCE FORCE RECRUITING, GEORGE PATTERSON Y&R Melbourne
ANYTIME, ANYWHERE, AUSTRALIAN DEFENCE FORCE AIRFORCE, GEORGE PATTERSON Y&R Melbourne
BEER CHASE, CARLTON DRAUGHT, CLEMENGER BBDO MELBOURNE
VOLUNTEER TO PROMOTE VOLUNTEERING, SEEK VOLUNTEER, LEO BURNETT MELBOURNE
Direct
Gold:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
TELEKINIZE THE RAINBOW, SKITTLES, CLEMENGER BBDO SYDNEY
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Silver:
BUILD WITH CHROME, GOOGLE CHROME, M&C SAATCHI/MARK Sydney
DUREXPERIMENT FUNDAWEAR, DUREX, HAVAS WORLDWIDE AUSTRALIA Sydney
TELEKINIZE THE RAINBOW, SKITTLES, CLEMENGER BBDO SYDNEY
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
Bronze:
AIR FORCE FM, DEFENCE FORCE RECRUITING, GEORGE PATTERSON Y&R Melbourne
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
PENCILS EQUALS PROFITS, AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION 2013 AWARD AWARDS, CLEMENGER BBDO MELBOURNE
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
BUILD WITH CHROME, GOOGLE CHROME, M&C SAATCHI/MARK Sydney
Film
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
BEER CHASE, CARLTON DRAUGHT, CLEMENGER BBDO MELBOURNE
Silver:
TUMBLE, SCHWEPPES, GEORGE PATTERSON Y&R Melbourne
SUNSHINE BUBBLE, DEVONDALE FAST START LIQUID BREAKFAST, DDB MELBOURNE
THE SEARCH, LION TAP KING, BMF Sydney
HANDS, VICTORIA BITTER, CLEMENGER BBDO MELBOURNE
COINCIDENCE, CARLTON MID, CLEMENGER BBDO MELBOURNE
LISA, KIA, INNOCEAN WORLDWIDE AUSTRALIA Sydney
Bronze:
SHIRT, VICTORIA BITTER, CLEMENGER BBDO MELBOURNE
ADJOINING ROOMS, CARLTON MID, CLEMENGER BBDO MELBOURNE
READY WHEN YOU'RE NOT, ALDI, BMF Sydney
AMANDA, SBS ON DEMAND, JOY. Sydney
PRINTER GURU, REFLEX, CUMMINSROSS Melbourne
Film Craft
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
TUMBLE, SCHWEPPES, REVOLVER Sydney & GEORGE PATTERSON Y&R Melbourne
BEER CHASE, CARLTON DRAUGHT, THE SWEET SHOP Melbourne & CLEMENGER BBDO MELBOURNE
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Silver:
WHERE FLAVOUR IS KING, JOHNNIE WALKER RED LABEL, Alt.VFX Brisbane & LEO BURNETT SYDNEY
HANDS, VICTORIA BITTER, EXIT FILMS Melbourne & CLEMENGER BBDO MELBOURNE
HANDS, VICTORIA BITTER, EXIT FILMS Melbourne & CLEMENGER BBDO MELBOURNE
SUNSHINE BUBBLE, DEVONDALE FAST START, PRODIGY Sydney & DDB MELBOURNE
TUMBLE, SCHWEPPES, REVOLVER Sydney & GEORGE PATTERSON Y&R Melbourne
Bronze:
DREAMING (BOON WURRUNG), ARTS CENTRE MELBOURNE, AIRBAG PRODUCTIONS Melbourne
ANTI-ESTABLISHED, DIAGEO BULLEIT, LEO BURNETT SYDNEY
TUMBLE SCHWEPPES, REVOLVER Sydney & GEORGE PATTERSON Y&R Melbourne
ANTI-ESTABLISHED, DIAGEO BULLEIT, LEO BURNETT SYDNEY
TUMBLE, SCHWEPPES, REVOLVER Sydney & GEORGE PATTERSON Y&R Melbourne
LAST DANCE, QUIT VICTORIA, JWT Melbourne
HELLO, LION NATHAN TAP KING, REVOLVER Sydney & BMF Sydney
Integrated
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
FAIR GO BRO, VIRGIN MOBILE, HAVAS WORLDWIDE Sydney
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
Media
Gold:
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Silver:
A PLACE TO REMEMBER, TRANSPORT ACCIDENT COMMISSION, GREY MELBOURNE
McDONALD'S AUSTRALIA DAY, McDONALD'S, DDB Sydney
THE MOST POWERFUL ARM EVER INVENTED, SAVE OUR SONS & DUCHENNE FOUNDATION DUCHENNE MUSCULAR DYSTROPHY CHARITY, HAVAS WORLDWIDE Sydney
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
WORLD'S LONGEST CATWALK, ECCO SHOES, UM Sydney
Bronze:
DUMB WAYS TO DIE THE GAME, METRO TRAINS, McCANN MELBOURNE
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
McDONALD'S AUSTRALIA DAY, McDONALD'S, DDB Sydney
Mobile
Bronze:
DUMB WAYS TO DIE THE GAME, METRO TRAINS, McCANN MELBOURNE
Outdoor
Gold:
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
Silver:
One campaign:
HAIR, METRO TRAINS, McCANN MELBOURNE
HELMET, METRO TRAINS, McCANN MELBOURNE
PIRANHA, METRO TRAINS, McCANN MELBOURNE
BEAR, METRO TRAINS, McCANN MELBOURNE
TOAST, METRO TRAINS, McCANN MELBOURNE
RATTLESNAKE, METRO TRAINS, McCANN MELBOURNE
MOOSE, METRO TRAINS, McCANN MELBOURNE
KIDNEY, METRO TRAINS, McCANN MELBOURNE
MOUTHGUARDS, COLGATE, GPY&R SYDNEY
MOUTHGUARDS, COLGATE, GPY&R SYDNEY
Bronze:
A PLACE TO REMEMBER, TRANSPORT ACCIDENT COMMISSION, GREY MELBOURNE
PICK OF THE DAY, KIA CERATO, INNOCEAN WORLDWIDE AUSTRALIA Sydney
VOLUNTEER TO PROMOTE VOLUNTEERING, SEEK VOLUNTEER, LEO BURNETT MELBOURNE
VOLUNTEER TO PROMOTE VOLUNTEERING, SEEK,VOLUNTEER, LEO BURNETT MELBOURNE
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
PR
Gold:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
FAIR GO BRO, VIRGIN MOBILE, ONE GREEN BEAN Sydney
McDONALD'S AUSTRALIA DAY, McDONALD'S, DDB Sydney
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
FAIR GO BRO, VIRGIN MOBILE, ONE GREEN BEAN Sydney
Silver:
McDONALD'S AUSTRALIA DAY, McDONALD'S, DDB Sydney
MOUTHGUARDS, COLGATE, GPY&R SYDNEY
FAIR GO BRO, VIRGIN MOBILE, ONE GREEN BEAN Sydney
IMPOSSIBLE ORCHESTRA, CARE AWARE, McCANN MELBOURNE
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
Bronze:
CRICKET BEACH, CRICKET BEACH/COCA-COLA SOUTH PACIFIC CRICKET/COCA-COLA, GEORGE PATTERSON Y&R Melbourne
DUREXPERIMENT FUNDAWEAR, DUREX, HAVAS WORLDWIDE Sydney & FRANK PR SYDNEY
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
Print
Silver:
One campaign:
BLOCK, VOLKSWAGEN, DDB Sydney
BRAKE, VOLKSWAGEN, DDB Sydney
One campaign:
DRYER, McDONALD'S, DDB Sydney
COUCH, McDONALD'S, DDB Sydney
JEANS, McDONALD'S, DDB Sydney
Bronze:
BIRTHDAY CAKE, MYLANTA, JWT Sydney
INSTANT MILLIONAIRE, TATTS LOTTERIES, GP Y&R Brisbane
One campaign:
HAIR, METRO TRAINS McCANN MELBOURNE
HELMET, METRO TRAINS, McCANN MELBOURNE
RATTLESNAKE, METRO TRAINS, McCANN MELBOURNE
MOOSE, METRO TRAINS, McCANN MELBOURNE
KIDNEY, METRO TRAINS, McCANN MELBOURNE
Print and Poster Craft
Bronze:
One campaign:
HAIR, METRO TRAINS, McCANN MELBOURNE
HELMET, METRO TRAINS, McCANN MELBOURNE
PIRANHA, METRO TRAINS, McCANN MELBOURNE
BEAR, METRO TRAINS, McCANN MELBOURNE
TOAST, METRO TRAINS, McCANN MELBOURNE
RATTLESNAKE, METRO TRAINS, McCANN MELBOURNE
MOOSE, METRO TRAINS, McCANN MELBOURNE
KIDNEY, METRO TRAINS, McCANN MELBOURNE
Promo and Activation
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
TELEKINIZE THE RAINBOW, SKITTLES, CLEMENGER BBDO SYDNEY
OVERSTAY CHECKOUT, ART SERIES HOTEL, NAKED COMMUNICATIONS Melbourne
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Silver:
McDONALD'S AUSTRALIA DAY, McDONALD'S, DDB Sydney
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
ROAD TO RECOVERY, BUNDABERG RUM, LEO BURNETT SYDNEY
Bronze:
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
MOUTHGUARDS, COLGATE, GPY&R SYDNEY
VOLUNTEER TO PROMOTE VOLUNTEERING, SEEK VOLUNTEER, LEO BURNETT MELBOURNE
STAND INS, NAB, CLEMENGER BBDO MELBOURNE
TELEKINIZE THE RAINBOW, SKITTLES, CLEMENGER BBDO SYDNEY
SMALL WORLD MACHINES, COCA-COLA, LEO BURNETT SYDNEY
McDONALD'S AUSTRALIA DAY, McDONALD'S, DDB Sydney
A PLACE TO REMEMBER, TRANSPORT ACCIDENT COMMISSION, GREY MELBOURNE
Radio
Grand Prix:
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Gold:
WILLIAM TELL, VOLKSWAGEN, DDB Sydney
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE
Silver:
CANON, VOLKSWAGEN, DDB Sydney
Bronze:
One campaign:
CANON, VOLKSWAGEN, DDB Sydney
WILLIAM TELL, VOLKSWAGEN, DDB Sydney
AIR FORCE FM, DEFENCE FORCE RECRUITING, GEORGE PATTERSON Y&R Melbourne
DUMB WAYS TO DIE, METRO TRAINS, McCANN MELBOURNE AUSTRALIA
VOLUNTEER YOUR VOICE, SEEK VOLUNTEER, LEO BURNETT MELBOURNE
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