Idea of the Year - Brand Impact

TAC Zero Jersey

CLIENT: Transport accident Commission

AGENCY: sdwm

PRODUCTION: airbag

JURY comments

This powerful grassroots idea targets an often hard-to-reach regional market by focussing on the lifeblood of their community - their local footy club. It starts with a behaviour (get 1,000 footy club captains to change their jersey) and is then beautifully executed on all integrated fronts: the sentiment of the design and packaging of the Zero Jersey gifted to clubs, the sample films made to inspire communities to record their own stories of road toll loss, and the PR effect of these communities sharing their own stories through social media. It brings attention and emotional context to the Zero Round, and resulted in this market considering the impacts of road safety, projected in their own voices.

Idea of The Year - Charity/Not for Profit Impact

The Lion’s Share

CLIENT: THE lion’s share fund

co-founderS: United Nations Development Programme, FINCH,
Clemenger BBDO Melbourne

Founding partners: bbDO WORLDWIDE, MARs inc, nielsen, jc decaux, the economist

AGENCY: Clemenger BBDO Melbourne

PRODUCTION: finch

JURY comments

This is a global, world changing idea. The communications and strategy are on-point, and the promo film that has been created is impactful enough to continue to get buy-in from other organisations. This is an example of truly effective cause-based marketing, bigger than one award show cycle - it is a platform for ongoing change. The line, “For the conservation of hope’ is beautifully evocative, and kudos is given for the celebrity and UN buy-in to help generate further attention. It’s also an example that ideas these days can come from anywhere, and this is a modern way production companies, agencies, clients and organisations can work together as a united front to create strategy, communications and a platform to generate lasting impact.

Sebastian Covino & Bella Plush

Copywriter & designer

jury comments

Having two pieces of work in the showcase is testament to the talent of these creatives. The work is solid, and the polish of the design is exquisite across the board.

Dan Macnish

Technologist

jury comments

Dan’s skillset is increasingly relevant as advertising grows into the non traditional space. The project work shows great care in the craftsmanship of humanising technology experiences for emotional reaction.

Henry Bullen

Creative/animation director

JURY COMMENTS

Henry’s work demonstrates beautiful animation and visual effects work, and a mature level of craft for somebody in the early phase of their advertising career.

Data Drag Race

CLIENT: JEEP

AGENCY: Cummins&Partners 

JURY comments

A good use of targeted search crossed with aggregated data, to excellent result.

Dream Baby Dream

CLIENT: SPINIFEX GUM

AGENCY: SDWM

JURY comments

Beautifully and simply executed take on an aural petition. Great care has been taken with the craft of the design and user interface.

Doing Nothing Does Harm

CLIENT: Our Watch

AGENCY: THINKERBELL

JURY comments

An interesting use of Digital, to have a targeted audience to reconsider their behaviour.

The Perfect Candidate

CLIENT: AUSTRALIAN FUTURES

AGENCY: ISOBAR 

JURY comments

Great utility and a simple UI, makes for an easy to use, practical tool.

Deliveroo Homeless Delivery

CLIENT: DELIVEROO

AGENCY: BWM Dentsu Melbourne

JURY comments

An interesting take on a donation mechanic, working with a charity and Deliveroo to use GPS as a delivery location.

TAC Zero Jersey

CLIENT: Transport accident Commission

AGENCY: sdwm

PRODUCTIOn: airbag

JURY comments

Well considered promo activity, targeting a hard to reach demographic. Well crafted across each touchpoint to maximise engagement and social sharing, bringing great emotional context to the Zero Round.

The Lion’s Share

CLIENT: THE lion’s share fund

co-founderS: United Nations Development Programme, FINCH,
Clemenger BBDO Melbourne

Founding partners: bbDO WORLDWIDE, MARs inc, nielsen, jc decaux, the economist

AGENCY: Clemenger BBDO Melbourne

PRODUCTION: finch 

JURY comments

This is a global, world changing idea, with a thought-provoking promo film that continues to get buy-in from other organisations. A brilliant platform for ongoing change.

The Half Biscuit

CLIENT: THE Half Biscuit

AGENCY: VMLY&r Melbourne

JURY comments

A beautifully realised activation, that provides an emotional reminder of the context for the ANZAC tradition.

If You Have The Will

CLIENT: BANK OF MELBOURNE
AGENCY: SAATCHI & SAATCHI MELBOURNE
PRODUCTION: GOOD OIL, ALT.VFX

Jury Comments

A well crafted piece of film, with the CGI perfectly servicing the narrative.

Every Home is Worth Protecting

CLIENT: NRMA
AGENCY: THE MONKEYS
PRODUCTION: REVOLVER/WILL O’ROURKE, ARC.EDIT

Jury Comments

A beautifully crafted piece of narrative film with a perfect amount of emotion.

Enter Asahi

CLIENT: ASAHI

AGENCY: THE MONKEYS

PRODUCTION: IN THE THICKET, ALT.VFX

Jury Comments
This film demonstrates a world class level of craft across direction, vfx and sound.

Be A BCFing Expert

CLIENT: BCF

AGENCY: THE MONKEYS

PRODUCTION: FINCH

Jury Comments
A nicely-crafted, fun follow-up to the original film.

Afterlife Bar

CLIENT: TAC & MIFF

AGENCY: TABOO

PRODUCTION: AIRBAG

Jury Comments
A well executed film, with a great sense of whimsy.

Carriberrie

CLIENT: CARRIBERRIE

AGENCY: ISOBAR

PRODUCTION: Red Dogs VR, AIRBAG, Hase 

JURY comments

A beautifully executed virtual reality showcase, helping to preserve Indigenous song and dance.

Signs of Love

CLIENT: ANZ Bank

AGENCY: TBWA\Melbourne 

PRODUCTION:Revolver/Will O'Rourke

JURY comments

A clear Outdoor idea executed beautifully - with the resultant vandalism generating further national conversation. Building a new take on a brand’s message yearly in new, exciting and relevant ways is commendable.

Tastes Like Australia - Mitey Battle

CLIENT: Vegemite

AGENCY: Thinkerbell

JURY comments

A confident and clever way to communicate a brand’s message and values through playful sporty sledging, and amplify that into a national conversation through the media.

Walk Like a Woman

CLIENT: Plan International

AGENCY: Cummins&Partners 

JURY comments

An interesting way to partner with Spotify to have men empathise with women, and reconsider how safe they may feel walking at nighttime.

Six Word Scholarship

CLIENT: Swinburne Online

AGENCY: Ogilvy 

JURY comments

A clever use of social to engage an audience and draw attention to the university.

Cold Pizza

CLIENT: Bubba Pizza

AGENCY: By all means

JURY comments

Kudos for taking an anecdotally known insight, and generating national media coverage for the brand.

Pentridge Cellars Brand Identity

CLIENT: Pentridge cellars

AGENCY: liquorice 

JURY comments

A beautifully simple, elegant and evocative design execution.

It's all about the timepiece

CLIENT: Kennedy

AGENCY: Saatchi & Saatchi Melbourne

JURY comments

Nicely shot, timeless photography, that literally places the brand at its centre.

TAC Halo

CLIENT: TRANSPORT ACCIDENT COMMISSION

AGENCY: SDWM

JURY comments

An ingenious practical product idea that utilises something that everyone has on hand - a smart phone’s LED light.

EmotiCONS

CLIENT: Foundation Against Child Exploitation

AGENCY: Wunderman Thompson Melbourne

PRODUCTION: THE POOL COLLECTIVE

JURY comments

A bold, dark execution which invites attention.

Remove the Barrier

CLIENT: Dylan Alcott Foundation

AGENCY: BWM Dentsu

JURY comments

An elegant way to use photography to reframe a conversation, encouraging an audience to consider their perspectives.