OMD’s Mutant Gum wins top gong at MFA Awards while Steal Banksy dominates

banksy cctvOMD’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

Comments


  1. Woohoo
    28 Sep 12
    11:45 am

  2. well done Naked

  3. mister a
    28 Sep 12
    1:38 pm

  4. Props Naked!! Fantastic idea and execution.

  5. Anon
    28 Sep 12
    1:45 pm

  6. Is it just me but has every agency in Australia entered for the “Share a Coke” campaign.