BEFEST Awards shortlist revealed – The Royals and The Monkeys lead the way with five nominations each
The Monkeys, The Royals Emotive and Vice lead the nominations for Mumbrella’s 2017 BEFEST Awards, Australia’s only awards program recognising excellence in branded entertainment.
Both Accenture-owned The Monkeys and independent The Royals picked up five nominations each, with three coming for respective clients Meat & Livestock Australia (MLA) and Strand Arcade.
Now in their sixth year, the BEFEST Awards take place after the Mumbrella Entertainment Marketing Summit on November 30, and this year will be hosted by Gold Logie winner Samuel Johnson.
Gold Logie winner Samuel Johnson will host the BEFEST Awards
Sportsbet is another brand with three nominations on the night, including a nod in the Content Company of the Year category where they will face off with Emotive, Junkee Media, One Green Bean, Start VR and Vice Australia.
MLA and The Monkeys dominate the Best Branded Entertainment (Fiction) category with three of the six nominations for Celebrate Australia, Spring Lamb and The Greatest Meat on Earth, up against: GOOTSYI – Common Ventures for Tourism NT; Listen To Your Book – Emotive for Audible.com.au; and Strand Arcade AW’17 Launch – The Royals for Strand Arcade.
AKQA’s No Robe campaign for Art Series Hotels is the most nominated piece of work getting a nod in three categories: Best Branded Content Campaign; Best Use of Experiential; and Best Use of a Small Budget.
Mumbrella started the BEfest (originally the Festival of Branded Entertainment) Awards in 2012.
The awards take place on November 30 at the Seymour Centre in Sydney. Get your tickets here.
The full shortlist:
BEST BRANDED CONTENT CAMPAIGN
- Android – Sportsbet
- #DoItForYourself – Emotive and Parlour for Berlei
- No Robe – AKQA, Candid Films, The Mint Partners and Toben for Art Series Hotels
- Return To Rugged – Infinity Squared for James Boag
- Summer Wonderland – Host for Air New Zealand
- Your Right Is My Right – One Green Bean, Collider, The Moth, Mamamia, McCann Media and Sonar for Maurice Blackburn Lawyers
BEST USE OF FILM CRAFT / BEST EXECUTION
- eBay Hump Shopping Network – Vice Australia for eBay
- First Press Photography – Infinity Squared for Kirin
- The Hearing Test In Disguise – Revolver/Will O’Rourke and CHE Proximity for Cochlear
- Your Right Is My Right – One Green Bean, Collider and Sonar for Maurice Blackburn Lawyers
BEST USE OF INTERACTIVE / GAMING
- Atlas Obscura VR – Start VR for Atlas Obscura
- eBay Hump Shopping Network – Vice Australia for eBay
- Out Of Office Travelogue – The Monkeys for Qantas
- Shell V-Power VR Pit Stop – Traffik Group with Edelman Australia for Shell V-Power
- Strand Arcade AW’17 Launch – The Royals for Strand Arcade
BEST USE OF EXPERIENTIAL
- Answer The Call – AFL, Virgin Australia, JCDecaux and Vizeum for The 2017 Toyota AFL Finals Series
- Captain Morgan’s Bermuda Triangle – Traffik Group for Captain Morgan Rum/Diageo Australia
- No Robe – AKQA, The Mint Partners and Toben for Art Series Hotels
- SMARTWiG – Bashful and The Kind Agency for The Star Sydney
- Tailor Made Store – Revolver/ Will O’Rourke and BWM Dentsu for Chadstone
BEST USE OF MUSIC
- Gatorade Science of Sound – Hydric Media for Gatorade & Spotify
- Listen To Your Book – Emotive for Audible.com.au
- Summer Wonderland – Host for Air New Zealand
- Strand Arcade AW’17 Launch – The Royals for Strand Arcade
- UNSW Made By Me – FleishmanHillard and TBWA Sydney for University of New South Wales
BEST BRANDED PUBLICATION (PRINT OR ONLINE)
- AWOL – Junkee Media for Qantas
- Direct Advice for Dads – Mahlab for HBF
- INTHEBLACK – BauerWorks for CPA Australia
- The Cusp – Junkee Media for Westpac
- ‘This.’ – The Royals for Deakin University
BEST BRANDED SPONSORSHIP OR PRODUCT INTEGRATION
- It’s a Small World – HelloFuture.TV for AncestryDNA
- Mills & Boon meets The Bachelorette – Harlequin Enterprises and Warner Bros. International Television Production Australia
- Samsung at Splendour in The Grass – Secret Sounds Connect and Splendour in The Grass for Samsung
- SMARTWiG – Bashful and The Kind Agency for The Star Sydney
BEST USE OF A SMALL BUDGET
- Be My Valentine – OMD Australia and Now We Collide for eHarmony
- Celeste – Where’s Your Activewear? – 303MullenLowe for eBay Australia & New Zealand
- No Robe – AKQA, Candid Films, The Mint Partners and Toben for Art Series Hotels
- The Honeyboomers – Red Engine SCC and Fleishman Hiliard for Carnival Cruise Line Australia
BEST CONTENT STRATEGY
- The Hearing Test In Disguise – Revolver/Will O’Rourke and CHE Proximity for Cochlear
- Direct Advice for Dads – Mahlab for HBF
- The Honeyboomers – Red Engine SCC and Fleishman Hiliard for Carnival Cruise Line Australia
- ‘This.’ – The Royals for Deakin University
- Upsiders – Vice Australia and MEC for Vodafone
- VCTV by Vodka Cruiser – Vizeum and The Story Lab for Vodka Cruiser
BEST BRANDED ENTERTAINMENT (NON-FICTION)
- Android – BMF Sydney for Sportsbet
- Be My Valentine – OMD Australia and Now WE Collide for eHarmony
- It’s a Small World – HelloFuture.TV for AncestryDNA
- Real Estate Tips from the Terminally Ill – The Monkeys for UBank
- SheStarts – TheStoryBoxes for BlueChilli and ANZ, MYOB, GSK, Sunsuper, Vasudhara, University of Technology Sydney, Google Australia
- The 48 Hour Destination – Flight Centre Travel Group
BEST BRANDED ENTERTAINMENT (FICTION)
- Celebrate Australia – The Monkeys for Meat & Livestock Australia
- GOOTSYI – Common Ventures for Tourism NT
- Listen To Your Book – Emotive for Audible.com.au
- Spring Lamb – The Monkeys for Meat & Livestock Australia
- Strand Arcade AW’17 Launch – The Royals for Strand Arcade
- The Greatest Meat on Earth – The Monkeys for Meat & Livestock Australia
MARKETING TEAM OF THE YEAR
- Domain
- Hoyts
CONTENT COMPANY OF THE YEAR
- Emotive
- Junkee Media
- One Green Bean
- Sportsbet
- Start VR
- Vice Australia
