Mumbrella Awards 2021 shortlist, Merrick Watts to host the gala event

The shortlist for the 2021 Mumbrella Awards has been announced, with The Monkeys and Special Group among the top nominations.

With 11 nominations, The Monkeys received two nods in the Mumbrella Award for Insight, TV Ad of the Year and Social Idea of the Year categories, as well as nominations in Best Use of Real-Time Marketing, Creative Agency of the Year and Ad Campaign of the Year.

Meanwhile, Special Group earned ten nominations across categories including TV Ad of the Year, Content Marketing Strategy of the Year, Social Idea of the Year, Best Use of Real-Time Marketing, and the Mumbrella Awards for Bravery, Insight and Innovation.

Clemenger BBDO received eight nominations; among them, the Mumbrella Award for Sustainable Practices, Pro Bono Campaign of the Year, Ad Campaign of the Year and Media Campaign of the Year.

Thinkerbell received six nominations in categories including Best Use of Experiential Marketing, Independent Agency of the Year, Full Service Agency of the Year, and PR Agency of the Year. Hero also received six nominations. They were followed closely by CHE Proximity with five nominations, including Content Marketing Strategy of the Year, the Mumbrella Award for Bravery, and the Mumbrella Award for Data-Driven Marketing.

TBWA earned four nominations for its innovative PLAYNZ campaign, up for Social Idea of the Year, the Mumbrella Award for Insight, the Mumbrella Award for Innovation and Content Marketing Strategy of the Year.

The Mumbrella Awards return to a live event this year, with winners announced on 29 July at a gala dinner at The Star in Sydney, hosted by TV and radio comedian Merrick Watts.

The official shortlist is below:

• Mumbrella Award for Bravery

• • Absolut. Pride Relay – Initiative with Pedestrian Group, The Bravery, Clemenger BBDO for Absolut
  • Give a Flybuys – CHE Proximity for Flybuys
  • Meddler in the New Zealand Election – Special Group for Every Kiwi Vote Counts
  • Proudly Ordinary – 72andSunny for Lion / Tooheys Extra Dry
  • Senior Constable Laurie Fox – MCCANN + HERO for Victoria Police

• Mumbrella Award for Culture

• • AnalogFolk
  • BMF
  • DDB Group Australia
  • Initiative
  • Ogilvy Australia

• Mumbrella Award for Insight

• • Make Lamb, Not Walls – The Monkeys, part of Accenture Interactive for Meat & Livestock Australia
  • Meddle in the New Zealand Election – Special Group for Every Kiwi Vote Counts
  • PLAY NZ – TBWA Sydney for Tourism New Zealand
  • Senior Constable Laurie Fox – McCann + Hero for Victoria Police
  • When will she be right? – The Monkeys, part of Accenture Interactive for UN Women Australia

• Mumbrella Award for Innovation

• • Meddle in the New Zealand Election – Special Group for Every Kiwi Vote Counts
  • PLAY NZ – TBWA Sydney for Tourism New Zealand
  • Senior Constable Laurie Fox – McCann + Hero for Victoria Police
  • Slow Down Songs – Brother & Co for Australian Road Safety Foundation
  • The World’s Smallest Dealership – Tribal Australia with Tribal for Volkswagen Australia

• Mumbrella Award for Data – Driven Marketing

• • Carbon Thumbprint – Deloitte Digital for Belong
  • How Did OMG Use SEO to Deliver a 63:1 ROI for Calvin Klein Australia? With Evidence, Not Opinion – Online Marketing Gurus for Calvin Klein
  • Next Gen Investment Optimisation through NBD – MediaHub Global for Western Union (WU)
  • Redeem 2020 – CHE Proximity for 7-Eleven
  • Using Historical Purchase Trends to Predict & Influence Consumer Purchasing Behaviour – Murmur for Western Sydney Wanderers

• Mumbrella Award for Collaboration

• • Do It For Dolly – UnLtd with BWM, Cox Inall Change, OTTO Empire, Natalie Shue, Seven West Media, Nine Entertainment Company, Network 10, SBS, Foxtel Media, WIN, Southern Cross Austereo, Australian Radio Network, Nova, ACA Radio, QMS Media, oOh! Media, JCDecaux, Shopper Media, Val Morgan Outdoor, Australian Community Media, ARE Media, Pacific Magazines, News Digital Media, Verizon Media, The Guardian and REA for Dolly’s Dream
  • Let’s Melbourne Again – Clemenger BBDO Melbourne with PHD and OMD for the Let’s Melbourne Again initiative.
  • Live From Aus – Digitas with, UM, Reprise, opr Agency, M&C Saatchi, Channel Ten, Prodigious, BE Productions, Centr, Sounds Australia, The Wiggles, Currumbin Wildlife Sanctuary, Citizens of the Great Barrier Reef, Mona, Questacon, Unico Zelo, Lark Distillery, Elements of Byron, ONA Coffee, Bay of Fires Lodge, d’Arenburg, Exceptional Kangaroo Island, Sydney Opera House, Three Blue Ducks, The Kangaroo Sanctuary for Tourism Australia
  • Local Luvva – Paper Moose with BWS, Carat for BWS
  • Make Lamb, Not Walls – The Monkeys, part of Accenture Interactive with One Green Bean, UM for Meat & Livestock Australia

• Mumbrella Award for Sustainable Practices
  • Finder Green for Finder
  • Fuller Brand Communication
  • OMD Australia
  • Peppermint Magazine
  • The Purple Hive Project – Thinkerbell for Bega Foods / B-Honey
  • VB Solar Exchange – Clemenger BBDO Melbourne with PHD Melbourne, CUBHouse, Clemenger PR and Multiplier Media for CUB

• Marketing Team of the Year

• • Budget Direct
  • NRMA Insurance, part of IAG
  • Optus
  • Tourism New Zealand
  • Coles Group

• Sales Team of the Year

• • Broadsheet Media
  • Pedestrian Group
  • Snap Australia
  • The Trade Desk
  • Verizon Media

• Media Brand of the Year

• • Ausbiz
  • Broadsheet Media
  • Shopper Media Group
  • Tasty Australia by BuzzFeed
  • Urban List

• Marketing Technology Company of the Year

• • Metigy
  • Playground XYZ
  • The Trade Desk
  • TrafficGuard
  • Veridooh

• Pro Bono Campaign of the Year

• • Captive Content – Leo Burnett Australia with Starcom for Minderoo Foundation | Walk Free
  • Losing Lena – Clemenger BBDO Sydney for CLAG & Creatable
  • No Home Address – Ogilvy Sydney for Whitelion
  • Slow Down Songs – Brother & Co for Australian Road Safety Foundation
  • When will she be right? – The Monkeys, part of Accenture Interactive for UN Women Australia

• Ad Campaign of the Year

• • Borrow The All Blacks – ASB with Dentsu New Zealand, Carat, Acquire Online, Search Republic for ASB
  • Give a Flybuys – CHE Proximity for Flybuys
  • Make Lamb, Not Walls – The Monkeys, part of Accenture Interactive for Meat & Livestock Australia
  • Menulog Integrated Campaign – McCann + Hero for Menulog
  • Myer – Bigger than Christmas – Clemenger BBDO Melbourne with Ikon for Myer
  • Proudly Ordinary – 72 and Sunny for Lion / Tooheys Extra Dry

• TV Ad of the Year

• • BFF – Special Group for Optus
  • Breathing life into communities – The Works with Scoundrel, Squeak E Clean, Blockhead, Turning Studios, Starcom, Frodi’s Mill for Aware Super
  • Life is Eventful – DDB Sydney for Westpac
  • Make Lamb, Not Walls – The Monkeys, part of Accenture Interactive for Meat & Livestock Australia
  • When will she be right? – The Monkeys, part of Accenture Interactive for UN Women Australia

• Media Campaign of the Year

• • Always Available – The Royals for Beyond Blue
  • Borat grabs Australia by the Balls – Rufus powered by Initiative with Rizer, The Comms Department, Hype Republic, Event 11, Ben Howling, The Artem Collective, Andy Green Images for Amazon Prime Video
  • Let’s Melbourne Again – Clemenger BBDO Melbourne with PHD and OMD for the Let’s Melbourne Again initiative.
  • Pitvertising – Clemenger BBDO Sydney for Rexona
  • Swintopia – Initiative with Isobar, 50 Crates and Bastion Effect for Swinburne University of Technology

• Content Marketing Strategy of the Year

• • Captive Content – Leo Burnett Australia with Starcom for Minderoo Foundation | Walk Free
  • Meddle in the New Zealand Election – Special Group for Every Kiwi Vote Counts
  • PLAYNZ – TBWA Sydney for Tourism New Zealand
  • Sloways – CHE Proximity with Revolver, Heckler, Rumble Studios, Thinkerbell, Mindshare for Insurance Australia Group (IAG) – NRMA Insurance
  • Unplugged – Leo Burnett Australia with OMD for Bonds

• Best Use of User Experience

• • Career Crush – Torrens University Australia with VCCP/Someone for Rion Shelley/Torrens University Australia
  • CommBank App – M&C Saatchi for CommBank
  • LaTrobe – Nuro – Clemenger BBDO Melbourne with Code on Canvas and LaTrobe In-House Digital Team for LaTrobe
  • Minecraft Scavenger Hunt – Three Scoops with Intergalactic, Merchantwise, BIG W for Microsoft Corporation / Minecraft
  • Most Important Mo’s – MITP Agency for Movember

• Social Idea of the Year

• • Live From Aus – Digitas with UM, Reprise, opr Agency, M&C Saatchi for Tourism Australia
  • Meddle in the New Zealand Election – Special Group for Every Kiwi Vote Counts
  • PLAYNZ – TBWA Sydney for Tourism New Zealand
  • We Still Love You Bathurst 1000 – The Monkeys, part of Accenture Interactive for Super Cheap Auto
  • When will she be right? – The Monkeys, part of Accenture Interactive for UN Women Australia

• Best Use of Real-Time Marketing

• • AAMI Rest Towns – Suncorp with Ogilvy & OMD for AAMI
  • Australian Open Social Response Lab – R/GA Australia for Uber Eats Australia
  • Macca’s Monopoly – Playing to WIN – OMD with DDB for McDonald’s
  • Make Lamb, Not Walls – The Monkeys, part of Accenture Interactive for Meat & Livestock Australia
  • Tonight I’ll Be Eating for Love – Special Group Australia with Mediacom and R/GA for Uber Eats

• Under-30 Achiever of the Year

• • Camille Gray, Strategist, Rufus Powered by Initiative
  • Chris Murphy, Senior Account Director, The Hallway
  • Edward Ringwood, Founder and Director, Two Palms Media
  • Jaimee Lupton, Co-founder, MONDAY Haircare
  • Kate O’Loughlin, Planning Manager, PHD Media
  • Matt Travers, Director, Sunny Digital

• Industry Leader of the Year

• • Ben Lilley, Founder, Hero
  • Beverley McGarvey, Chief Content Officer and Executive Vice President, 10 ViacomCBS Australia & New Zealand
  • Chris Freel, CEO, UnLtd
  • Dan Monheit, Cofounder, Hardhat
  • Mandie van der Merwe, Executive Creative Director, M&C Saatchi

• Production Company of Year

• • Finch
  • Good Oil
  • Revolver
  • Taste Creative Pty Ltd

• Best Use of Experiential Marketing

• • Adventure into design and creativity – Billy Blue College of Design at Torrens University Australia with SomeOne, VCCP, Unbnd Group, JCDecaux Australia for Billy Blue College of Design at Torrens University Australia
  • Heineken Zer0.0 Contact Bar – Momentum Worldwide Australia with University of Sydney, Red Havas, Elastic, DisplayWise for Lion Australia / Heineken 0.0
  • Left Unfinished – TABOO with Unbnd and Positive Ape for Transport Accident Commission (TAC)
  • The Undoing – Thinkerbell for Streamotion/Binge

• Creative Agency of the Year

• • BMF
  • Clemenger BBDO Melbourne
  • Special Group Australia
  • The Monkeys, part of Accenture Interactive
  • Thinkerbell

• PR Agency of the Year

• • Aruga
  • Eleven
  • Mango Communications
  • Poem
  • Thinkerbell

• Media Agency of the Year

• • Atomic 212
  • Initiative
  • OMD Australia
  • Zenith Media Australia

• Specialist Agency of the Year

• • Digitas
  • Jack Nimble
  • Paper Moose
  • Sparro
  • Tribal Australia

• Emerging Agency of the Year

• • Akcelo
  • Coffee Cocoa Gunpowder
  • Hero
  • Podean
  • Top Tier Marketing
  • Two Palms Media

• Promo or Experiential Agency of the Year

• • Fourth Wall
  • Traffik
  • Yakusan Brand Experience Group

• Independent Agency of the Year

• • Akcelo
  • Special Group Australia
  • Taboo
  • The Hallway
  • Thinkerbell

• Full Service Agency of the Year

• • CHE Proximity
  • The Hallway
  • Thinkerbell