Dumb Ways dominates Spikes as McCann wins network of the year
McCann wins network of the year at Spikes
The heavily awarded Dumb Ways to Die public service video dominated Spikes Asia tonight, becoming the most awarded campaign in the history of Asia’s top ad show.
The campaign, by McCann Melbourne, won top honours in seven categories: branded content and entertainment, film, film craft, integrated, promo & activation, radio and digital – a category it did not win in Cannes in June.
The viral video helped McCann Melbourne win agency of the year and McCann claim network of the year.
The client behind Dumb Ways, Metro Trains, was awarded advertiser of the year earlier this week.
On a fine night for Australia, 303Lowe won the creative effectiveness grand prix for its 2012 Ikea Catalogue campaign.
In the Spikes Palm award for production companies, all three awards went to Australian firms, with Exit Films, Finch and Revolver in first, second and third place.
Sydney’s Reactive Media came second for independent agency of the year.
New Zealand picked up two grand prix – one in PR, for DraftFCB’s campaign for Mini and SPCA in which dogs were trained to drive cars, and one for media, for Whybin\TBWA’s ‘Middle-Earth Passport Stamp’ for Tourism New Zealand.
New Zealand’s Open Auckland won media agency of the year, with UM Sydney in second place. This year, only a media agency could win media agency of the year. Creative agencies dominated the media category this year.
To see the winners list in full, click here.
At what point in this orgy of reciprocal back-slapping, will anybody note that this cute and likeable campaign has not worked? Train deaths not down. Train accidents not down. The industry is in denial. People are still dying. Dumb Ways to judge advertising.
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5 minutes.
That’s how much time those involved in this campaign have spent in the office in the last 6 months of award circuit junketry.
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Go Team!
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