Dumb Ways to Die most nominated Australian ad for Direct Lions
McCann Melbourne has dominated the Direct Lions shortlist for Australia with public service ads Dumb Ways to Die shortlisted in three categories, and Guilt Trips in two.
Both ads have made the shortlist for the Best Integrated Campaign led by Direct Marketing and Guilt Trips for the V/Line is also up for Travel Entertainment and Leisure.
Dumb Ways to Die is listed in the Social media and Viral Marketing and Public Health and Safety Awareness Categories was one of the biggest viral videos this year and was said to have contributed to a change in behaviour. It has also been shortlisted for Effie awards and dominated the Mumbrella Awards earlier this month.
Also up for the Best Integrated Campaign led by Direct Marketing award are Leo Burnett Sydney’s Small World Machines for Coca-Cola and The West End Draught Reclaim for BMF West End Draught by BMF Sydney, from Australia.
Leo Burnett Sydney is also up for the Travel Entertainment and Leisure category for its Diageo Australia ad for Bundaberg Rum, Road to Recovery, while it’s Small World Machines is a contender for the Other Digital Platforms and large scale Ambient Media awards.
And Airforce FM ads for Defence Force Recruiting by George Patterson Y&R Melbourne is also up for the Public Health and Safety Public awareness messages award as well as the Dimensional Mailing award.
DDB Melbourne’s ‘Message for Jennifer’ for Parkinson’s Victoria has been nominated in two categories for flat mailing, and best low budget campaign.
While Fair Go Bro for Virgin Mobile by Havas Worldwide in Sydney is up for two awards: Acquisitions and Commercial Public Services.
DDB Sydney’s Camouflage Packs for Arnott’s Tim Tam is also shortlisted for two awards: Best Low Budget campaign, and the award for Social Media and Viral Marketing.
Joy Sculptures for Cadbury Dairy Milk by Saatchi and Saatchi is up for the Fast Moving Consumer Goods award.
Australia accounts for 27 awards of the 247 shortlisted entries for the Direct Lions categories, with 21 created in Melbourne, 15 in Sydney and one from Brisbane.
Flat Mailing:
- A Message from Jennifer for Parkinson’s Victoria, by DDB Melbourne
Dimensional Mailing:
- Air Force FM for Defence Force Recruiting, by George Patterson Y&R Melbourne
Ambient Media: small scale
- The Letterbox Tarp for Suncorp Insurance by George Patterson Y&R Brisbane
Ambient Media: large scale
- Small World Machines for Coca-Cola by Leo Burnett Sydney
Direct Response print or standard outdoor, including inserts:
- Teararoa-The Long Pathway for Tourism New Zealand by Whybin/TBWA Sydney
Websites, microsites and banners:
- Name Tunnels for Amnesty International by M&C Saatchi Sydney
Social Media and Viral Marketing:
- Dumb Ways to Die for Metro Trains by McCann Melbourne
- Camouflage Packs for Arnott’s Tim Tam by DDB Sydney
- Reverse Robberies for Parmalat Oak flavoured milk by The Monkeys Sydney
Other Digital Platforms:
- Small World Machines for Coca-Cola by Leo Burnett Sydney
Acquisitions:
- Fair Go Bro for Virgin Mobile Australia by Havas Worldwide Australia, North Sydney
Best low budget campaign:
- A Message from Jennifer for Parkinson’s Victoria fundraising by DDB Melbourne
- Camouflage Packs for Arnott’s Tim Tam by DDB Sydney
- The Day we gave Australia Parkinson’s for Shake it up Australia Foundation, Parkinsons disease by Ogilvy & Mather Sydney
Fast Moving Consumer Goods:
- Joy Sculptures for Cadbury dairy milk promotion by Saatchi and Saatchi Australia
- Telekinize the Rainbow for Skittles by Clemenger BBDO Sydney
Cars and Automotive services:
- Patrol vs Beethoven for Nissan Motor Co Australia Nissan Patrol by Whybin/TBWA Melbourne
Commercial Public Services including healthcare and medical:
- Fair Go Bro for Virgin Mobile Australia Virgin Mobile by Havas Worldwide Australia North Sydney
Travel Entertainment and Leisure:
- Guilt Trips for V/Line McCann Melbourne
- Road to Recovery for Diageo Australia for Bundaberg Rum by Leo Burnett Sydney
Corporate Image and Information:
- Pencils Equal Profits for Australian Writers and Art Directors Association (award) by Clemenger BBDO Melbourne
Charities:
- Mailbooks for Good for the Footpath Library/Random House Mailbooks for Good by BMF Sydney
Public Health and Safety, Public awareness messages:
- Dumb Ways to Die for Metro Trains by McCann Melbourne
- Air Force FM for Defence Force Recruiting Air Force by George Patterson Y&R Melbourne
Best Integrated Campaign Led by Direct Marketing:
- Dumb ways to die for Metro Trains by McCanne Melbourne
- Guilt trips for V/line by McCann Melbourne
- Small World Machines for Coca-Cola by Leo Burnett Sydney
- The West End Draught Reclaim for BMF West End Draught by BMF Sydney
I think McCann might need a new shelf in the office.
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@Cognitively Dissonant – nah, can finally push the 80s collection to the back of the shelf.
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