Western Sydney University's Unlimited ad featuring the story of former student, now lawyer Deng Thiak Adut was unanimously named the winner of the Val Morgan ACES, in partnership with AdNews.
These awards, (held last night, 4 February), marked the first of the newly restructured ACES. Adut, whose story of being a refugee and child soldier to living in Sydney and becoming a lawyer, is told in the ad, attended the event.
Now an annual celebration of advertising in film, there were well over 70 ads entered, with 40 making it onto the shortlist to be judged by the panel. The judges, The Monkeys ECD/co-founder Justin Drape, Revolver managing director and owner Michael Ritchie, Finch EP and founder Rob Galluzzo, MLA group marketing manager Andrew Howie, Y&R group managing director Andrew Dowling and AdNews editor Rosie Baker, scored the ads on originality, innovation, imagination and insights to reach the 10 top, and debated to land on a top three and an eventual winner.
In 2015, cinema saw a 37.2% rise in ad sales according to SMI data, reaching $82.9 million. Star Wars - The Force Awakens broke all records when it was released in December, making $27.2 million in ticket sales in its first weekend and saw a raft of advertisers partner with the movie release to run bespoke, themed ads.
It's gearing up for a another huge year at the box office with a release schedule dominated by franchises helping to secure advertising. Cally Scivetti, Val Morgan Cinema Network marketing director, said: “The ACES are all about celebrating the exceptional creative in locally produced advertising film and this year’s entrants have set a
new benchmark.”
The winner:
Deng Adut - Western Sydney University, VCD + WE.Collective, Production Company: Finch Company
Submitted by: Finch
You can't help but be touched by the amazing story of Western Sydney University graduate and former Sudanese refugee Deng Thiak Adut. In cinematic tones the ad tells the story of Adut's life – set to Jarryd James' 'Do you remember' - being taken from his mother at age six and forced to become a child soldier in Ethiopia. While this nightmare lasted six years it does have a happy ending with Adut studying at WSU after teaching himself to read English at the age of 15. Refugee. Lawyer. Pure inspiration.
Watch the ad here:
GPY&R's Andrew Dowling, chair of the ACES judges, said: "There was a lot of quality in all the entries - as always storytelling has come to the front. All the best ads demonstrate it and storytelling was our key criteria. The Western Sydney University ad highlights the importance of education, it's a strong story told in a culturally relevant way - it's a powerful spot."
The top 3 also included:
Strings - Transport Accident Commission (TAC)
Production Company: Finch Company
Submitted by: Finch
The Boys - Pacific Brands Underwear Group
Creative agency: Clemenger BBDO Melbourne
Submitted by: Clemenger BBDO Melbourne
Other finalists were:
The Advisors – Car Advice
Creative agency: The Monkeys
Submitted by: The Monkeys
The Ricky Gervais Anti-Ad Series – Optus
Creative agency: Emotive
Submitted by: Emotive
Wild Horse Chase - Honda Australia
Creative agency: Leo Burnett Melbourne
Submitted by: Leo Burnett Melbourne
Now this is Christmas - ALDI Australia
Creative agency: BMF
Submitted by: BMF
Nutri-Grain Presents Unstoppable Stories - Kellogg's Australia
Creative agency: J. Walter Thompson Sydney
Submitted by: J. Walter Thompson Sydney
Horses – Bingle
Creative agency: The Monkeys
Submitted by: The Monkeys
Reduce Speed Dial – Volkswagen
Production Company: Finch Company
Submitted by: Finch
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