Effie round two finalists revealed
The Communications Council today announces the campaigns that have made Round Two of Effie judging.
The announcement:
A total of 96 finalists, from 31 agencies, are now competing for advertising effectiveness awards across 18 categories.
Effies Chairman Matthew Melhuish said: “Almost half of this year’s submissions have made it through to the second round, which bears testament to the high quality of work being produced by many of our country’s advertising agencies.
“These are examples of ideas that have spurred real change and earned impressive results, and so they have made welcome and insightful reading for our judges. Now things get a little more difficult – it will be interesting to see which ones stand out in Round Two.”
Chairman of Judges, Colin Wilson-Brown said: “I’d like to thank the 100 judges for their generosity in time and experience in judging this round of the fifth annual effectiveness awards.
“The Finalists have had to demonstrate strong cases to get through to this point but the next phase will really test their arguments and results. Round Two of Judging will take place on July 16 by a panel of 48 senior marketers and industry experts.”
The Effie winners will be announced at a gala dinner in Sydney on Thursday September 5.
The Effies are jointly presented by The Communications Council and the Australian Association of National Advertisers (AANA).
Other sponsors and supporters include Millward Brown, The Advertising Standards Bureau, Adstream, B&T, Commonwealth Bank, Healthcare Communications Council, The Digital Edge, The Newspaper Works,and Trapdoor Productions.
For further information about the Effie program visit www.effies.com.au
The full list of finalists are:
Retail/Etail:
Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning
Retail/ Etail: BWM Kmart – Making Low Prices Irresistible
Food:
- Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning
- Clemenger BBDO Sydney – Campbell’s – Helping Campbell’s Sell Out Like Never Before
- BMF – Meat & Livestock Australia – Lambnesia – An 8 year old idea smashes all sales results records
- BMF – Meat & Livestock Australia – How Steak reclaimed it’s rightful share of grill
- DDB Sydney – McDonald’s Corporation – Value which puts a McSmile on your face
Confectionary and snacks:
- Clemenger BBDO – Melbourne Mars Chocolate Australia – Chocolate’s Dysfunctional Family
- DDB Sydney – The Wrigley Company – Minting the Category. The launch that changed the flavour of chewy mints
Beverages:
- The Works – Beam Global Australia Devil’s Cut: How we made the launch of an innovative new bourbon as effective as hell.
- Clemenger BBDO Melbourne – Carlton & United Breweries Reviving a dying Australian icon
- AJF Partnership – Lion Farmers Union Iced Coffee Turning a local legend into a national hero
- The Monkeys – OAK (Parmalat) Effectively Killing Hungrythirsty Dead
- The Hallway – Frucor – Music to put you in the zone
- AJF Partnership – Lion – Dare Iced Coffee How Communication Allowed Dare to go Mental
- GPY&R Melbourne – Schweppes – The Cocktail Revolution
Other Consumer Goods:
- HOST – Berlei Helping Berlei Achieve a Bounce in Sales
- WhybinTBWA Sydney – MJ Bale Grazed on Greatness
- Healthcare – Ward6 – Gilead Beyond HIV
- Havas WW Sydney – Nurofen for Children – Mum knows best: Harnessing the power of advocacy
Financial Services:
- 303Lowe – Aussie – Why should the banks have things all their own way
- WhybinTBWA Sydney – RaboDirect – RaboDirect – Steal Back Your Dreams
- Clemenger BBDO Melbourne – National Australia Bank – New Rules for Sponsorship, one fan at a time
- Clemenger BBDO Melbourne – National Australia Bank – How not changing a thing changed everything
Other Services:
- WhybinTBWA Sydney – NRMA Insurance – Car Creation
- Havas WW Sydney/One Green Bean – Virgin Mobile Australia – How Doug Pitt helped Virgin Mobile redefine retention marketing
- Ogilvy Melbourne – AAMI – AAMI’s Rhonda and Ketut – a love story
Travel, Leisure & Media
- HOST – Air New Zealand – The Kiwi Sceptics: How Branded Content Sold Seats
- Naked Communications – Art Series – Hotels Overstay Checkout
- Meerkats – 96FM – Inside Out: How Meerkats and 96FM kept real music alive.
- GPY&R Brisbane – V8 Supercars – Facebook Powered Slot Cars
- Iris Sydney – Christchurch & Canterbury Tourism – How big thinking got Aussies back to Christchurch
Government, Corporate and Social Services
- GPY&R Melbourne – Defence Force Recruiting – Tour of Duty: GPY&R and the Australian Defence Force
- McCann – Melbourne Metro Trains – Dumb Ways to Die
- JWT Perth – RAC – Turning public indifference into pressure that drives policy change.
- Saatchi & Saatchi – Greenpeace – Getting John West to Change its Tuna
- WhybinTBWA Sydney – Taronga Conservation Society – Taronga Zoo Ensuring Wildlife Thrive, Not Just Survive.
- UM – Australia National Preventive Health Authority – My QuitBuddy
- Droga5 – The United Nations – I Was Here for World Humanitarian 2012 – a different kind of donation
- JWT/The Campaign Palace – NSW Rural Fire Service – Overcoming “It won’t happen to me”
Best State Campaign
- JWT/The Campaign Palace – NSW Rural Fire Service – Overcoming “It won’t happen to me”
- McCann – Melbourne Metro Trains – Dumb Ways to Die
- WhybinTBWA Sydney – NRMA Insurance – Car Creation
- WhybinTBWA Sydney – Taronga Conservation Society – Taronga Zoo – Ensuring Wildlife Thrive, Not Just Survive.
Return on Investment
- Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning
- GPY&R Melbourne – Defence Force Recruiting – Tour of Duty: GPY&R and the Australian Defence Force
- WhybinTBWA Sydney – NRMA Insurance – Car Creation
- WhybinTBWA Sydney – MJ Bale – Grazed on Greatness
- Havas WW Sydney/Onez Green Bean – Virgin Mobile Australia – How Doug Pitt helped Virgin Mobile redefine retention marketing
- WhybinTBWA Sydney – Taronga Conservation Society – Taronga Zoo – Ensuring Wildlife Thrive, Not Just Survive
- Clemenger BBDO Melbourne – Carlton & United Breweries – Reviving a dying Australian icon
- Droga5 – Qantas – The Unofficial Sponsor of the End of Summer
- WhybinTBWA Sydney – Domain – Dominate With Domain
- Havas WW Sydney/Naked Communications – Sony Electronics – How rewarding ‘bad’ smashed targets
- Starcom MediaVest Group – Network TEN – Million Kilo Challenge
- DDB – Telstra – Telstra AO Digital Performance Platform
Long Term Effects
- GPY&R Melbourne – Defence Force Recruiting – Tour of Duty: GPY&R and the Australian Defence Force
- Clemenger BBDO Brisbane – Leukaemia Foundation of Australia – World’s Greatest Shave Campaign
- BWM – Birds Eye – The Reanimation Of Birds Eye
Short Term Effects
- GPY&R Melbourne – Schweppes – The Cocktail Revolution
- DDB Sydney – McDonald’s Australia – From McDonald’s to Macca’s. How an American icon became Australia’s most famous brand.
- Clemenger BBDO Melbourne – Carlton & United Breweries – Reviving a dying Australian icon
- GPY&R Brisbane – V8 Supercars – Facebook Powered Slot Cars
- Naked Communications – Who Gives a Crap – Help Get Simon Off The Loo
- BMF – Meat & Livestock Australia – Lambnesia – An 8 year old idea smashes all sales results records
- Clemenger BBDO Melbourne – National Australia Bank – New Rules for Sponsorship, one fan at a time
- Clemenger BBDO Melbourne – National Australia Bank – How not changing a thing changed everything
- McCann – Melbourne Metro Trains – Dumb Ways to Die
- BMF – Meat & Livestock Australia – How Steak reclaimed it’s rightful share of grill
Most Original Thinking
- Clemenger BBDO Sydney – Hungry Jack’s – Shaking up the category and winning
- McCann – Melbourne Metro Trains – Dumb Ways to Die
- HOST – Air New Zealand – The Kiwi Sceptics: How Branded Content Sold Seats
- WhybinTBWA Sydney – MJ Bale – Grazed on Greatness
- Clemenger BBDO Melbourne – Carlton & United Breweries – Reviving a dying Australian icon
- Naked Communications – Art Series – Hotels Overstay Checkout
- The Monkeys – OAK (Parmalat) – Effectively Killing HungryThirsty Dead
- DDB Sydney – McDonald’s Australia – From McDonald’s to Macca’s. How an American icon became Australia’s most famous brand.
- GPY&R Melbourne – Schweppes – The Cocktail Revolution
- Clemenger BBDO Melbourne – National Australia Bank – How not changing a thing changed everything
- Clemenger BBDO Melbourne – National Australia Bank – New Rules for Sponsorship, one fan at a time
- Havas WW Sydney/One Green Bean – Virgin Mobile Australia – How Doug Pitt helped Virgin Mobile redefine retention marketing
New Product or Service The Monkeys OAK (Parmalat) Effectively Killing Hungrythirsty Dead NSW
27 Q. New Product or Service M&C Saatchi
Commonwealth Bank of
Australia Pay with Points NSW
40 Q. New Product or Service The Works Beam Global Australia
Devils’ Cut: How we made the launch of an
innovative new bourbon as effective as hell. NSW
63 Q. New Product or Service DraftFCB Beiersdorf Nothing Beats the power of Black and White NSW
188 Q. New Product or Service Droga5 belVita
MUM TOLD ME NOT TO EAT BISCUITS FOR
BREAKFAST NSW
116
R1. Small Budget (A)
Under $500,00 WhybinTBWA Sydney MJ Bale Grazed on Greatness NSW
185
R1. Small Budget (A)
Under $500,00 Naked Communications Art Series Hotels Overstay Checkout NSW
142
R1. Small Budget (A)
Under $500,00 Clemenger BBDO Sydney Hungry Jack’s Shaking up the category and winning NSW
98
R1. Small Budget (A)
Under $500,00 McCann Melbourne Metro Trains Dumb Ways to Die VIC
38
R1. Small Budget (A)
Under $500,00 Meerkats 96FM
Inside Out: How Meerkats and 96FM kept real music
alive. WA
154
R2. Small Budget (B)
$500,000 to $1 Million Iris Sydney
Christchurch & Canterbury
Tourism How big thinking got Aussies back to Christchurch NSW
243 S. Digital Platforms DDB Telstra Telstra AO Digital Performance Platform NSW
143 S. Digital Platforms Clemenger BBDO Sydney Hungry Jack’s Shaking up the category and winning NSW
72 S. Digital Platforms GPY&R Melbourne Defence Force Recruiting
Defence Broadcasts: How creating a live digital
broadcast studio capable of real-time Q and A VIC
114 S. Digital Platforms
Starcom MediaVest
Group Network TEN Million Kilo Challenge NSW
