Google and The Hallway beat M&C Saatchi adult film to top gong at ADMA’s AC&E Awards
The Hallway’s Ask the Google App campaign for the search engine giant took out the top award at last night’s rebadged ADMA Awards despite M&C Saatchi’s Game of Balls campaign winning the most awards.
The campaign for the Blue Balls foundation, which saw the agency create an adult film in which the female lead explains to men how to check for testicular cancer, took home five trophies including the Brave Client Award while McCann Melbourne also enjoyed a good evening with four gongs for the Tiger Air Infrequent Flyers Club campaign.
https://www.youtube.com/watch?v=KNPLLUdgGPo
The agency’s executive creative director Pat Baron was the first recipient of the Creative of the Year while Aldi’s marketing director Sam Viney won Marketer of the Year, with Quantium founder Tony Davis inducted to the Hall of Fame at the AC&E Awards.The Hallway’s campaign for Google, which saw the agency create dozens of bespoke outdoor and mobile creative executions, won the Grand Prix, the Innovation Award and the Out-of-Home awards on the night.
Jodie Sangster, ADMA CEO said: “The AC&E Awards matter to clients and agencies 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 as the winners tonight have demonstrated. I congratulate all the winners, those who received highly commended trophies, and finalists.”
There were 34 winners in the 40 categories and 35 Highly Commended awards, while no awards were give in Ambient/ Experiential, Email Marketing, and Print: Adverts, Posters, Inserts, Sales Materials & Collateral categories as judges felt strongly the entries had not attained the appropriate balance between creativity and effectiveness.
“This is controversial, I know, and some people will not be happy about it. But we will not give a category award if we think there aren’t any worthy campaigns that meet the creativity and effectiveness brief,” said Sangster.
The winners:
Apps
Sydney Royal Easter Show 2015 for Royal Agricultural Society of NSW by Mobbidiction
Art Direction
Mini the Muttaburrasaurus for Medibank by Whybin\TBWA Group Melbourne
Best Use of Search
That’s the beauty of automated search price lines for Priceline by Resolution @PHD
Branded Content
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Broadcast: TV, Cinema, Radio
Break the Barrier for St John Ambulance WA by The Brand Agency Perth
Copywriting
Infrequent Flyers Club for Tigerair by McCann Melbourne
Customer Acquisition Campaign
No Wallet? No Worries for Commonwealth Bank by M&C Saatchi
Customer Retention\Loyalty Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Data Strategy
Telstra Smarter Building Better Businesses for Telstra by CHE Proximity
Data Visualisation
The Sound of Azure for Microsoft Australia by Wunderman Australia
Data-Driven Mail
Google Fast Growth for Google for Work by Apparent
Digital & Social Advertising
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
E-commerce Website & Marketing
How Krispy Kreme’s new website drove 19% sales increase and kept visitors coming back for more for Krispy Kreme by Whybin\TBWA Group Sydney
Integrated Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Integrated Campaign – small budget
The Ninth Watch for The University of Queensland by Clemenger BBDO Brisbane
Media Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Mobile Marketing
Whiskas Catstacam for Mars Petcare Australia by Clemenger BBDO Sydney
Most Effective Use of Content
#MyFamilyCan for SPC Ardmona by Leo Burnett Melbourne
Not-For-Profit Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Out-Of-Home
Ask the Google app for Google Australia by The Hallway
PR Campaign
Reverse Reviews for Art Series Hotel Group by Cummins & Partners
Social Commerce
Honda Odyssey-Be Our Best Critic for Honda by Leo Burnett Melbourne
Social Media Campaign
Only GayTM in the Village for ANZ by Whybin\TBWA Group Melbourne
Use of New Technologies
Tourism New Zealand-#NZDronie for Tourism New Zealand by Whybin\TBWA Group Sydney
UX, Interface & Navigation Design
Website redesign for Blackmores by Holler
Pinnacle Awards
Grand Prix Award
Ask the Google app for Google Australia by The Hallway
Overall Customer Experience Award
Infrequent Flyers Club for Tigerair by McCann Melbourne
Courageous Client Award
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
The Innovation Award
Ask the Google app for Google Australia by The Hallway
Excellence Awards
ADMA Marketer of the Year
Sam Viney, Marketing Director, ALDI
ADMA Creative of the Year
Pat Baron, Executive Creative Director at McCann Melbourne
The Jon Clark Award for Outstanding Contribution
Doug Campbell, Director of Decision Science and Analytics, Deloitte (and former Chair of IAPA 2008-2015)
ADMA Young Marketer of the Year
Tim Kenward, Senior Brand Manager, McDonalds
ADMA Young Creative of the Year
Alex Little, Copywriter and Karsten Jurkschat, Art Director, Ogilvy Melbourne
ADMA Hall of Fame
Tony Davis, Quantium
Well done Captian McHero Pants
Yeah, its me.
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I went. It was an ACE night
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Great to see a mobile first campaign for a big, grownup, global brand being recognised at the AC&E awards. That’s what we’re paid to do after all – drive results for real clients. Nice one ADMA for championing this kind of work.
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