Australia takes home eight gold at the Caples in ‘one of its best ever performances’

Australian agencies won eight Gold trophies at this year’s John Caples International Awards, with BMF and Clemenger BBDO Proximity each collecting two gongs.  

The awards, which celebrates direct and interactive marketing, saw BMF win Gold for best interactive and best integrated campaign for its Lion Nathan, Tooheys Extra Dry “6 Beers of Separation” work where consumers were challenged to meet their idols over a beer.

The wins follow comments made by the drinks company’s former marketing director, Margaret Zabel at last week’s Adtech conference where she told delegates the 6 Beers campaign “didn’t reach all the objectives we set out for it”.

She later told Mumbrella: “In hindsight we would have given it a broader reach, using traditional channels such as TV.”

Meanwhile, Clemenger BBDO Proximity Melbourne won Gold at the Caples for the Four’N Twenty Meat Pies Salad Plate campaign and for a TV spot for Foster’s Carling brand.

Other gongs went to Tequila, Lowe Sydney, M&C Saatchi/Mark and Sapient Nitro for its already heavily-awarded Best Job in the World campaign.

Douglas Nicol, country chair, Australia for the Caples Awards and director of The Works, said: “Australia has had one of its best ever performances – it’s great to see us winning on the international stage with well rounded integrated campaigns for big clients rather than smaller one medium campaigns where we have scored well in the past .”

Australia had 61 finalists out of a total of 259.

Australian winners:

*Consumer Campaign – Integrated Campaign – GOLD / Consumer Campaign – Interactive Campaign – GOLD

BMF and Lion Nathan – Six Beers of Separation campaign

Consumers were challenged to meet their idols over a beer, through a video journey that culminated in a feature film that was distributed with Tooheys Extra Dry.

* Consumer Campaign – Integrated Campaign – GOLD

Tequila and Nissan Australia – Take the wheel campaign

To boost sales of a new luxury Nissan sports car, Tequila mailed wheels to prospects, who could then go to a microsite and hold it in front of a webcam to try out the driving experience.

*Single Consumer – Social Media – GOLD

SapientNitro and Tourism Queensland – The Best Job in the World campaign

The job of “island caretaker” was offered in a contest to promote Queensland as a tourist destination, and the campaign included footage and blog posts about the winner’s experience on the job.

*Consumer Campaign – Integrated Campaign – GOLD

Lowe Sydney and Football Federation Australia – Uzbekistan, Bahrain, Japan.

To promote interest in the Australian national soccer team’s late-stage World Cup qualifiers, Lowe Sydney released a series of online films showing opponents trying bizarre training methods to improve their skills.

*Single Consumer – Television/Infomercial – GOLD

Clemenger BBDO Proximity, Melbourne and Patties Foods: Four’N Twenty Meat Pies – The Four’N Twenty Magic Salad Plate campaign

To help Australia’s men justify their hunger for Four ‘n Twenty Meat Pies, the brand created a Magic Salad Plate, to give the appearance of healthy fare. The plate was promoted through infomercials and online.

*Single Consumer – Television/Infomercial – GOLD

Clemenger BBDO Proximity, Melbourne and Foster’s Australia – Bicep dancer ad

This ad campaign played on the theme of procrastination, encouraging men to put off important things and audition for a spot on Carling’s Team Dry instead.

*Technique – Best Art Direction – GOLD

M&C Saatchi/Mark and Optus – Cirque du Soleil

Aiming to bring the 3D circus experience to the web, M&C Saatchi and Optus created The Dralion experience online, including colorful images and renderings of the acrobatics and choreography for which Cirque du Soleil is known.


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