Happy Soldiers Tontine campaign wins MFA Awards grand prix

The awards have continued to roll in for the now defunct agency Happy Soldiers’s category-redefining campaign for Tontine pillows.

Tonight, exactly a year to the day after the campaign, based around date stamped pillows launched, it picked up the grand prix at the Media Federation Awards alogn with several other trophies.

The judges said: “The Tontine entry stood above some brilliant category winners by mastering every element of the complicated communications landscape. The transformative business idea was founded on a simple but significant insight that spanned the entire customer journey continuing to deliver well beyond the paid media investment with every pillow case change.”

The campaign kicked off with a heavy burst of advertising and PR designed to draw the public’s attention to bugs that live in old pillows. It was then followed by the launch of date stamped pillows to remind the public when it is time to buy new ones.

Over the last year the campaign has won a string of awards including the AWARD Awards, the Cannes Lions and the Effies.

The partners in Happy Soldiers announced in April that they were going their seperate ways.

The full list of MFA winners was:

  • Automotive: Initiative, Get More Value for Kia Motors Australia
  • Beverages: MediaCom, Battle Of The Steaks for Treasury Wine Estates
  • Finance/Insurance/Government/Corporate & Real Estate: Slingshot Media Ventures, Be MedicineWise for NPS MedicineWise
  • Clothing/Cosmetics & Retail: UM, Lynx Lodge for Unilever
  • Food & Grocery: Starcom, Whiskas Pledge for Mars Petcare
  • IT & Consumer Durables: Happy Soldiers, The First Pillow With An Expiry Date for Tontine
  • Media/Entertainment/Travel & Leisure: Carat Sydney, There’s Nothing Like Australia for Tourism Australia
  • Best Strategic Launch Campaign: Slingshot Media Ventures, Be MedicineWise for NPS MedicineWise
  • Best Integrated Media Campaign: Happy Soldiers, The First Pillow With An Expiry Date for Tontine
  • Best Use of A Small Budget: MEC, Intelligence That Wins Wars for Activision
  • Best Media Innovation: Ikon Communications, The Commonwealth Bank Property Guide iPhone Application for Commonwealth Bank of Australia
  • Best Demonstration of Results: Happy Soldiers, The First Pillow With An Expiry Date for Tontine
  • Best Use of Strategic Insight: OMD, The Travel Companion for Visa
  • Partnership Award: Ten Connect, Coles MasterChef Partnership for Coles
  • Pro-Bono/Cause Marketing Incentive – In Recognition of Pam Lane: ngen Charity Committee, Media Agencies Live Below The Line for The Oaktree Foundation
  • ngen Award: Alex Ryan & Sam Geer, MediaCom for Lessons Learned
  • Client Commendation: • ngen Award: Gemma Lasenby, UM for Blue For A Day

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