OMD’s Mutant Gum wins top gong at MFA Awards while Steal Banksy dominates
OMD’s work for the launch of Wrigley’s 5X Mutant Gum won the top prie at the Media Federation Awards last night, while Naked Communications picked up three trophies for its Steal Banksy campaign for Arts Hotels. Meanwhile Starcom boss John Sintras was recognised for his 30 years in the media industry by being the first person inducted into the MFA Hall of Fame.
The 5X Mutant Gum campaign saw The Wrigley Company tie in with 20th Century Fox for the release of X-Men First Class.
Brett Dawson, MFA chairman and Bohemia group managing partner, said: “This has been another successful year for the Media Federation Awards, with incredibly strong entries in all categories.
The winners and shortlists:
GRAND PRIX
- 5X Mutant Gum, OMD for The Wrigley Company
Automotive
WINNER:
- FJ Cruiser, Unknown Car, Shrinking Category, Increasing Petrol Prices, Tsunami – TMS for Toyota Motor Corporation of Australia
FINALISTS
- Navigating a New Media Landscape, MediaCom for Audi Q3
- Evoque Pre Launch, Mindshare for Range Rover
- Big Life. Bigger Results, TMS for Toyota Motor Corporation of Australia
Beverages
WINNER
- Share a Coke, Ikon Communications for Coca-Cola South Pacific
FINALISTS
- Twinings Australian Afternoon Tea, Naked Communications for AB Food and Beverages
- Heineken Live Kick, ZenithOptimedia for Heineken
Finance/Insurance/Government/Corporate & Real Estate
WINNER
- Shannons Supercar Showdown, Starcom for Shannons Insurance
HIGHLY COMMENDED
- Medicine Brand Choices, Slingshot Media Ventures for NPS MedicineWise
FINALIST
- Suncorp Flood, Starcom for Suncorp
Clothing/Cosmetics & Retail
WINNER
- Maybelline – Baby Lips, UM Australia for L’Oreal Australia
FINALISTS
- Dove Pink Real Beauty, Mindshare for Unilever
- Nike She Runs, Razor for Nike
Food & Grocery
WINNER
- Vita Weat, MEC for Campbell Arnott’s
FINALISTS
- Dove Pink Real Beauty, Mindshare for Unilever
- U by Kotex Channel U, Mindshare for Kimberly Clark
- Awaken your Beeflex, UM Australia for Meat & Livestock Australia
IT & Consumer Durables
WINNER
- LG Optimus Black, Mindshare for LG
FINALISTS
- Alienware Area 52, MediaCom for Dell Alienware
- LG Life’s Good Project, Mindshare for LG
- Greener Office Inspiration, Slingshot Media Ventures for 3M
Media/Entertainment/Travel & Leisure
WINNER
- Steal Banksy, Naked Communications for Art Series Hotels
FINALIST
- Million Kilo Challenge, Starcom for Channel Ten
ngen Award
WINNER
- Karlee Fancourt, OMD, “Doors for a Cause”
FINALISTS
- Rebecca Ho, Ikon Communications, YouRealm
- Jez Clark and Sally Hickson, OMD Fuse, “The be YOUNG and CARE race”
- Mark Tzintzis and Camilla Wallace, OMD Melbourne, “Bring a Dose of Reality to Reality Television”
- Robert Bellamy, UM, “30-hour Friend Famine”
- Paul Den and Kristine Ballensky, UM, “Friendless Summer”
Pro Bono / cause marketing incentive – in recognition of Pam Lane
WINNER
- MediaCom, “Bringing a Smile to Seriously Ill Children for Over 10 years”, Starlight Children’s Foundation
FINALIST
- Mindshare Australia, One Water
Partnership Award
WINNER
- It’s a Knockout, FremantleMedia Enterprises for OMD Fuse Sydney
FINALISTS
- Australia Day Lamb: Creating Chopular Culture, Powered by Nine for UM
- Priceline Makes Australian Women Feel Beautiful, SMG Red for Media Merchants
- Schwarzkopf Under The Covers With Marie Claire, SMG Red for Schwarzkopf & Henkel Australia
Best Strategic Launch Campaign
WINNER
- 5X Mutant Gum, OMD for The Wrigley Company
FINALISTS
- Share a Coke, Ikon Communications for Coca-Cola South Pacific
- Dove Pink Real Beauty, Mindshare for Unilever
Best Integrated Media Campaign
WINNER
- Nike She Runs, Razor for Nike
FINALISTS
- Share a Coke, Ikon Communications for Coca-Cola South Pacific
- 5X Mutant Gum, OMD for The Wrigley Company
- Shannons Supercar Showdown, Starcom for Shannons Insurance
Best Use of a Small Budget (Up to $300,000)
WINNER
- Steal Banksy, Naked Communications for Art Series Hotels
FINALISTS
- Australian Air Force – The Search For Australia’s Next Top Gun, UM Australia for DefenceForce Recruiting
- Australian Navy – Game On, UM Australia for Defence Force Recruiting
Best Media Innovation
WINNER
- Steal Banksy, Naked Communications for Art Series Hotels
HIGHLY COMMENDED
- 5X Mutant Gum, OMD for The Wrigley Company
FINALIST
- Yellow Pages Renovision, OMD Melbourne for Sensis
Best Demonstration of Results
WINNER
5X Mutant Gum, OMD for The Wrigley Company
FINALISTS
- Alienware Area 52, MediaCom for Dell Alienware
- Medicine Brand Choices, Slingshot Media Ventures for NPS MedicineWise
Best Application of Research
WINNER
- Jenny Craig, Mindshare Australia for Jenny Craig
FINALISTS
- Stress Test, Naked Communications for Renault Australia
- Mr Popper’s Penguins, ZenithOptimedia for 20 Century Fox
well done Naked
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Props Naked!! Fantastic idea and execution.
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Is it just me but has every agency in Australia entered for the “Share a Coke” campaign.
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