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Google and The Hallway beat M&C Saatchi adult film to top gong at ADMA’s AC&E Awards

The Hallway’s Ask the Google App campaign for the search engine giant took out the top award at last night’s rebadged ADMA Awards despite M&C Saatchi’s Game of Balls campaign winning the most awards.

The campaign for the Blue Balls foundation, which saw the agency create an adult film in which the female lead explains to men how to check for testicular cancer, took home five trophies including the Brave Client Award while McCann Melbourne also enjoyed a good evening with four gongs for the Tiger Air Infrequent Flyers Club campaign.

The agency’s executive creative director Pat Baron was the first recipient of the Creative of the Year while Aldi’s marketing director Sam Viney won Marketer of the Year, with Quantium founder Tony Davis inducted to the Hall of Fame at the AC&E Awards.The Hallway’s campaign for Google, which saw the agency create dozens of bespoke outdoor and mobile creative executions, won the Grand Prix, the Innovation Award and the Out-of-Home awards on the night.

Jodie Sangster, ADMA CEO said: “The AC&E Awards matter to clients and agencies because they’re the only awards in Australia that recognise exceptional creativity and solid business results in equal proportion, not as separate specialisations.

“Together they have the power to transform a business as the winners tonight have demonstrated. I congratulate all the winners, those who received highly commended trophies, and finalists.”

There were 34 winners in the 40 categories and 35 Highly Commended awards, while no awards were give in Ambient/ Experiential, Email Marketing, and Print: Adverts, Posters, Inserts, Sales Materials & Collateral categories as judges felt strongly the entries had not attained the appropriate balance between creativity and effectiveness.

“This is controversial, I know, and some people will not be happy about it. But we will not give a category award if we think there aren’t any worthy campaigns that meet the creativity and effectiveness brief,” said Sangster.

The winners:

Apps

Sydney Royal Easter Show 2015 for Royal Agricultural Society of NSW by Mobbidiction

Art Direction

Mini the Muttaburrasaurus for Medibank by Whybin\TBWA Group Melbourne

Best Use of Search

That’s the beauty of automated search price lines for Priceline by Resolution @PHD

Branded Content

Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR

Broadcast: TV, Cinema, Radio

Break the Barrier for St John Ambulance WA by The Brand Agency Perth

Copywriting

Infrequent Flyers Club for Tigerair by McCann Melbourne

Customer Acquisition Campaign

No Wallet? No Worries for Commonwealth Bank by M&C Saatchi

Customer Retention\Loyalty Campaign

Infrequent Flyers Club for Tigerair by McCann Melbourne

 

Data Strategy

Telstra Smarter Building Better Businesses for Telstra by CHE Proximity

Data Visualisation

The Sound of Azure for Microsoft Australia by Wunderman Australia

Data-Driven Mail

Google Fast Growth for Google for Work by Apparent

Digital & Social Advertising

Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR

E-commerce Website & Marketing

How Krispy Kreme’s new website drove 19% sales increase and kept visitors coming back for more for Krispy Kreme by Whybin\TBWA Group Sydney

Integrated Campaign

Infrequent Flyers Club for Tigerair by McCann Melbourne

Integrated Campaign – small budget

The Ninth Watch for The University of Queensland by Clemenger BBDO Brisbane

Media Campaign

Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR

Mobile Marketing

Whiskas Catstacam for Mars Petcare Australia by Clemenger BBDO Sydney

Most Effective Use of Content

#MyFamilyCan for SPC Ardmona by Leo Burnett Melbourne

Not-For-Profit Campaign

Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR

Out-Of-Home

Ask the Google app for Google Australia by The Hallway

PR Campaign

Reverse Reviews for Art Series Hotel Group by Cummins & Partners

Social Commerce

Honda Odyssey-Be Our Best Critic for Honda by Leo Burnett Melbourne

Social Media Campaign

Only GayTM in the Village for ANZ by Whybin\TBWA Group Melbourne

Use of New Technologies

Tourism New Zealand-#NZDronie for Tourism New Zealand by Whybin\TBWA Group Sydney

UX, Interface & Navigation Design

Website redesign for Blackmores by Holler

Pinnacle Awards

Grand Prix Award

Ask the Google app for Google Australia by The Hallway

Overall Customer Experience Award

Infrequent Flyers Club for Tigerair by McCann Melbourne

Courageous Client Award

Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR

The Innovation Award

Ask the Google app for Google Australia by The Hallway

Excellence Awards

ADMA Marketer of the Year

Sam Viney, Marketing Director, ALDI

ADMA Creative of the Year

Pat Baron, Executive Creative Director at McCann Melbourne

The Jon Clark Award for Outstanding Contribution

Doug Campbell, Director of Decision Science and Analytics, Deloitte (and former Chair of IAPA 2008-2015)

ADMA Young Marketer of the Year

Tim Kenward, Senior Brand Manager, McDonalds

ADMA Young Creative of the Year

Alex Little, Copywriter and Karsten Jurkschat, Art Director, Ogilvy Melbourne

ADMA Hall of Fame

Tony Davis, Quantium

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