Red Cross toilet seat stunt ad wins Outdoor Awards
Jack Watts Currie won best in show at last night’s Outdoor Awards with its spoof poster for the Red Cross asking a husband to put the toilet seat down.
The campaign – which generated TV coverage was to promote a Facebook based fundraising campaign called ‘For The Love Of Humanity’.
After the announcement, Red Cross Australia’s Member & Community Fundraising Manager Brad Timms told Mumbrella:
“It was a bit of a risk for Red Cross. We’re quite a conservative organisation. We did have a few complaints but if you don’t upset someone then you’re not doing it right.”
Outdoor Media Association CEO Charmaine Moldrich said: “We have seen work of a very high calibre which showcases just how creative a medium out-of-home can be.”
There were a total of 209 entries for the awards, in their second year. The chairman of the judging panel was Jonathan Kneebone, creative director of The Glue Society.
Other winners included Three Drunk Monkeys’ work for The Cancer Council and DDB’s Playland campaign for McDonald’s.
The winners:
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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what a joke. scammy one-off ideas and cryptic creative indulgence isn’t going to positively promote outdoor as a medium that should be considered on a clients media schedule. If I was Ooh! or Adshel I’d be pretty unhappy with the OMA right now.
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More awards given to agencies that develop unsuccessful campaigns – what about looking at the results for a change?
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But did the camapign raise any money for the Red Cross? That campaign was to replace the Red Cross annual Door Knock Appeal that raised millions each year. I’d be interested to know how many people who acted on the ad, signed up AND then donated to the Red Cross?
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Lol…
Jealousy bites.
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Tim,
Would you like me to make you a Mumbrella mic cube?
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The campaign delivered $5,000 for the charity – so the advertising did not work…great judging criteria for an award.
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That would be lovely, Hank.
Yes please…
Cheers,
Tim – Mumbrella
How many jealous people. And all anonymous. Cowards.
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The Anon comments are expected – the real question is – was this an effective use of outdoor – it seems yes
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@12:52pm
Funnily enough, Ooh showed us the case study about a month ago. I think it’s an incredibly effective merger of two mediums, namely social media and outdoor.
Anything that gets people talking about my brand is great in my books.
I also happen to know a few people in Red Cross and the campaign was extremely effective in other areas, especially brand perception.
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How is effectiveness judged? It cannot be to achieve the objectives of the campaign…
How is it an effective use of mediums? Just because you put a billboard up and create a social media event does not mean it is successful – it did not work. The fact that they limited the campaign to Facebook means they do not understand how to use social media and how it can be successful in raising money for a cause…
To the comment about the Red Cross seeing it as effective – I also know people there (i work at a charity) and noone over there has that opinion…
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Well done, couldn’t have happened to two nicer guys.
‘John’ – pull the carrot out. We know who you are, and your agenda.
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Ive won more than enough national and international creative and marketing awards to know a good ad when I see one.I’ll swap the carping of a bunch of anonymous bloogers anytime for the million plus dollars worth of free media the ad generated not to mention the help as we engage a younger demographic.Believe me its only first of many awards for the creative work this organisation in starting to produce.
Michael Bailey
National Manger Creative
REd Cross
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