Australasian Branded Entertainment Awards: shortlist revealed
The work shortlisted for the 2012 Australasian Branded Entertainment Awards can be revealed.
It is the first time branded entertainment has been awarded in its own right in Australia and New Zealand. The jury had the difficult mandate of defining what exceptional work in this category looks like, setting the standard for the industry.
The Awards will take place in Sydney on Tuesday November 20.
The work was judged by a two stage process, with over twenty judges from around the world assessing the entries. The entries were shortlisted by scoring the creative or collaborative process, demonstrating the quality of thought behind an execution, the work itself and the results.
The shortlist:
Best Brand Commissioned Project
- Cadbury Boost by Infinity2 and Droga5
- Fantastic Delites Delite-o-Matic by Clemenger BBDO Adelaide. Credits: Fantastic Snacks, Anifex
- Ice Break Add a Motor To It by The Monkeys
- Intel The Ultrabook Temptations by The Monkeys
- Lego Festival of Play by Host. Credits: One Green Bean
- Qantas The Great Crusade by Wonder
- Steve Hooker: Raising the Bar – a Red Bull Media House production by Milkmoney
- The Ship Song Project by The Monkeys
- The Smirnoff Night Project by Special Group
Best Transmedia
- Air New Zealand – The Kiwi Sceptics by Host
- Kit Kat Chunky 3 by Chieftain Communications, Credits: Newcast & Studio 33
- The Open Campaign by Cummins Ross
- The Smirnoff Night Project by Special Group
- Two Words for Tomorrow by The One Centre. Credits: Future Buro, Moffitt.Moffitt, Hello Future TV, Fourth Wall Events, Field, Radical Media
Best Non-screen
- Bundy Booth by Leo Burnett Sydney
- Durex you + 1 by The Sound Campaign. Credits: Holler, Frank PR, Zenith Optimedia
- Lego Festival of Play by Host. Credits: One Green Bean
- World Movies Secret Cinema by SBS (Subscription TV)
Best use of a Small Budget
- Dilmah Real High Tea by The Precinct Studios
- Medal of Honour – Warfighter by EMG. Credits: Electronic Arts (EA) and Kontented
- Mizone Zonelab by The Hallway. Credits: Photoplay films
- MJ Bale Grazed on Greatness by Whybin/TBWA Sydney
- The Gravity Coffee Run by Special Group
- T-World Magazine by Versus Media
Best integration or Brand storytelling – non-fiction
- Kit Kat Chunky 3 by Chieftain Communications. Credits: Newcast & Studio 33
- Lego Festival of Play by Host. Credits: One Green Bean
- McDonald’s Gets Grilled by UM & WTFN
- Schwepps – Knapsack Bartender by VICE Australia. Credits: Carat, GPYR
- The Beer Factor – Hahn by Powered (NEC). Credits: Hahn (Lion), Zenith Optimedia, Newcast, Nine
- The Gravity Coffee Run by Special Group
- Two Words for Tomorrow by The One Centre. Credits: Future Buro, Moffitt.Moffitt, Hello Future TV, Fourth Wall Events, Field, Radical Media
- Air New Zealand – The Kiwi Sceptics by Host
- Barilla – Masterchef Sponsorship 2012 by OMD Fuse Sydney
- Canon Seconds With by Leo Burnett Sydney
- The Smirnoff Night Project by Special Group
Best integration or Brand storytelling – fiction
- Cadbury Boost by Droga5. Credits: Infinity Squared
- Fists of Fusion by MercerBell. Credits: Publicis Mojo, Zenith Optimedia
- Operation Intel – The Bourne Legacy by Hoodlum
- Qantas – The Great Crusade by Wonder
Tickets to the Branded Entertainment conference which precedes the awards ceremony are still available. Tickets to the awards and cocktail reception are also available separately.
In the Feb edition of Campaign Brief the author was featured in a 2 page spread outlining what his agency had been doing in the Brand Entertainment space for close to a decade and with many bluechip clients. It was on page 33, and is probably findable online.
Anyway…
All of a sudden the industry 8 years later has come to the same conclusion I had in Feb 2007 and that Brand Advertising isn’t working and that perhaps Brand Entertainment is the solution. Bravo “industry” good to see we are forging ahead with the times.
The brains behind Mumbrella are clearly ambitious and forward thinking so all the Encore innovation and another endeavor to stitch up a new segment of the industry with Award Ceremonies and Industry Conventions has arrived. And they given their track record with probably do a decent job.
What puzzles me is with all the Award Entries above, the only one that i can recall seeing was the Ship Song. The others ? I try and keep a watchful radar on new and cool things, so why is it that i was not touched by all the rest?
If Brand Entertainment is the new Killer App surely most of the above would have shown up on my cool stuff radar.
Perhaps this initiative is really to hype up a new industry wank so people can plug their Agencies and Mumbrella and Encore can plug their products and create big industry events with big ticket fees.
If all of the above were worthy, should they not have become Meme’s ?
And if you dont know what a Meme is, then dont bother looking it up.
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Oops that was in the Feb 2007 edition of Campaign Brief
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