UM’s Colour Your Summer campaign for Coca-Cola took home three awards at the MFA Awards. It was the most awarded work, but missed out on the Grand Prix.
The Grand Prix went to Mindshare for its #laceitup small budget campaign for charity venture Youth Off The Streets. The agency also won three other awards. The campaign, which also won in the small budget category for work under $300,000, blew judges away and gave them “goosebumps”, showing that even with a small budget, a campaign can have real impact and deliver results.
UM's campaign for Coke, which made waves last year when it replaced the iconic red cans with five coloured cans as a way to connect with teens, won Best Demonstration Of Results, Best Media Innovation, and took out the beverages category. Judges were impressed by the bravery of the campaign, which stepped away from Coca-Cola’s traditional summer TV ad burst. UM also won in the NGEN category.
The campaign had been shortlisted for five gongs. It was described as “ground-breaking work” which delivered “powerful” results.
OMD won two awards for its Paper Planes: Helping a Little Aussie Film Fly campaign for Roadshow; Best Strategic Launch Campaign and Best Integrated Campaign.
The work impressed judges with the way it “took real risks, and yet was so simple” and “transcended the challenging landscape”.
MCN took out the award for Media Owner of the Year while Henry Tajer, global CEO of IPG Mediabrands and former chairman of the Australian business, was recognised in the Hall of Fame.
Meat and Livestock Australia was named as the Marketing Team of the Year, following its success at the Effies where it was named the inaugural Advertiser of the Year. You can read a profile interview with MLA’s lead marketer, Andrew Howie, in the next issue of AdNews (30 October).
The full list of winners is below, and you can also find the full run-down of the winning campaigns, their results and what the judges thought, in the 32 page lift-out in the centre of the October 16 issue of AdNews in print.
Automotive
Ranger: Brains Over Brawn, Mindshare, Ford Australia
Beverages
#colouryoursummer, UM, Coca-Cola South Pacific
Finance/Insurance/Government/Corporate & Real Estate
Federal Budget Hub, Mindshare, National Australia Bank
Clothing/Cosmetics & Retail
Looking Fly With A Winged Eye, Carat, L'Oreal Paris
Food & Grocery
Dynamo: Mums, Mud And A Million Different Messages, MEC, Colgate Palmolive
IT & Consumer Durables
ROI Facebook, Starcom MediaVest Group, Optus
Media/Entertainment/Travel & Leisure
The Wonderful World Of Wotifia, Match Media, Wotif
Partnership Award
Australia's Largest Digital Partnership - taste.com.au & Coles NewsLifeMedia Coles
Pro Bono/Cause Marketing Incentive - In recognition of Pam Lane
Small Agency. Big Heart. And the $100,000 Challenge, Foundation, Good Beginnings Guide Dogs NSW/ACT
Best Strategic Launch Campaign
Paper Planes: Helping A Little Aussie Film Fly, OMD, Roadshow
Best Integrated Media Campaign
Paper Planes: Helping a Little Aussie Film Fly, OMD, Roadshow
Best Use Of A Small Budget (Up to $300,000)
#laceitup, Mindshare, Youth Off The Streets
Best Media Innovation
#colouryoursummer, UM, Sydney Coca-Cola South Pacific
Best Demonstration Of Results
#colouryoursummer, UM, Coca-Cola South Pacific
Best Use Of Data
Diving Into Data Makes A Big Splash For Narellan Pools, Affinity, Narellan Pools
Media Owner Of The Year
MCN - Media owner of the year Multi Channel Network N/A
Marketing Team Of The Year
The Breeding Ground For Australia's Best Marketers, Meat & Livestock Australia
NGEN
365 Candles, UM, Declan Peach & Jacqueline Osborne
MFA 5+
Earning C-Suite Attention, Starcom Mediavest Group, Caitlin Schuch, Alex Concannon & Lisa Rakowski
GrandPrix
#laceitup Mindshare Youth Off The Streets
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.