Last night was a particularly rewarding night for Melbourne-based agencies once again at the ADMA Australian Creativity and Effectiveness (AC&E) Awards, held last night at Big Top, Luna Park, Sydney.
Clemenger BBDO Melbourne received the most awards handed out during the evening to one agency, taking home 10 awards plus three Pinnacles including the Data-Driven Award, The Courageous Client Award and the Grand Prix.
MercerBell co-founder Nick Mercer was inducted into the ADMA Hall of Fame.
For 2017, new Pinnacle categories were introduced including Social Impact and Data-Driven to ensure the Awards are aligned with industry expectations.
‘Meet Graham’ produced by Clemenger BBDO was the most awarded campaign on the night including for Courageous Client with ‘Meet Graham’ for the Transport Accident Commission (VIC), ‘Graham’ is part interactive sculpture, part educational tool and a catalyst for conversation. ‘Graham’ shows how humans would need to change or evolve in order to survive impact forces of 30km/hr.
‘Snickers Hungerithm’ also by Clemenger BBDO for Mars Chocolate Australia was also a huge win with four awards plus one Pinnacle Award in Data-Driven.
Notable in the 2017 Awards was the quality of the awards with game-changing ideas and data baked in at all stages of the campaigns. The judges noted the entries were phenomenal and a delight to judge.
In all, the gala evening delivered 42 winning trophies and 39 highly commended trophies during the evening.
“The AC&E Awards matter enormously to clients and agencies today because they’re the only awards in Australia that recognise exceptional creativity and solid business results in equal proportion, not as separate specialisations. Together they have the power to transform a business demonstrated by the fantastic work we’ve seen tonight. I congratulate all the winners, those who received highly commended trophies and the finalists, all of whom should be very proud of their work” said Jodie Sangster, ADMA CEO.
The full list of 2017 AC&E Award winners by category comprises:
Ambient/Experiential
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Apps
Adrenalin for Supercars for Supercars Official App
Art Direction
BMF for ALDI Australia for ‘Meet the Tinkletons’
Best Use of Search
Online Circle Digital for Mercedes-Benz for ‘Grow up’
Branded Content
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Broadcast: TV, Cinema, Radio
CHE Proximity for Cochlear for ‘The Hearing Test in Disguise’
Copywriting
BMF for ALDI Australia for ‘Meet the Tinkletons’
Customer Acquisition Campaign
CHE Proximity for Cochlear for ‘The Hearing Test in Disguise’
Customer Retention Campaign
Lifelounge for Guild Insurance for ‘Rewarding Choice’
Data Analytics and Planning
Woolworths Rewards for ‘Stealing Santa to Create an Email Personalisation Revolution
Data Strategy
Ogilvy Australia for Suncorp/AAMI for ‘AAMI SmartPlates’
Data Visualisation
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Data-Driven Mail
LIDA Australia for Lexus Australia for ‘Finding the 100’
Digital & Social Advertising
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
E-commerce Website & Marketing
Clemenger BBDO Melbourne for Myer for ‘Six Second Sale’
Email Marketing
Cummins & Partners Sydney for Go Gentle Australia for ‘Be the Bill’
Integrated Campaign
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
Integrated Campaign – small budget
Cummins & Partners Sydney for Go Gentle Australia for ‘Be the Bill’
Long Term Loyalty Program
CHE Proximity for AIA Insurance Australia for ‘AIA Vitality: Rewarding Healthier Habits’
Media Campaign
McCann Melbourne for University of Melbourne for ‘Made Possible by Melbourne’
Mobile Marketing
Ogilvy Australia for Suncorp/AAMI for ‘AAMI SmartPlates’
Most Effective Use of Content
BMF for Football Federation Australia, ‘You’ve Gotta Have a Team’
Not-For-Profit Campaign
Cummins & Partners Melbourne for Movember Foundation for ‘Suicide Notes Talk Too Late’
Out-Of-Home
McCann Melbourne for University of Melbourne for ‘Made Possible by Melbourne’
PR Campaign
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Social Commerce
Ogilvy Australia for IBM for ‘Cognitive Collection’
Social Media Campaign
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
UX
Adrenalin for UNSW International for ‘UNSW International Website’
Use of New Technologies
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Websites & Microsites
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
Pinnacle Awards
Data-Driven Award
Clemenger BBDO Melbourne for Mars Chocolate Australia for Snickers Hungerithm
Social Impact Award
Cummins & Partners Sydney for Go Gentle Australia for ‘Be the Bill’
Innovation Award
Ogilvy Australia for Suncorp/AAMI for ‘AAMI SmartPlates’
Grand Prix Award
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Overall Customer Experience Award
CHE Proximity for Cochlear for ‘The Hearing Test in Disguise’
Courageous Client Award
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Excellence Awards
ADMA Marketer of the Year
Stephanie Tully, Qantas
ADMA Creative of the Year
James McGrath, Clemenger BBDO Melbourne
The Jon Clark Award for Outstanding Contribution
Jo Whyte, City of Melbourne
ADMA Young Marketer of the Year
Shannon Clarke, iSelect
ADMA Young Creative of the Year
Marina Vasilieva, McCann
ADMA Hall of Fame
Nick Mercer, MercerBell
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