The shortlist for the 2022 Mumbrella Awards has been announced, with Thinkerbell’s name against 12 nominations and strong competition from Special, The Monkeys and PHD.
Thinkerbell is again in the lead after it last became the most nominated agency at the 2020 Mumbrella Awards, solely or as part of a collaboration. It is set to compete in several important categories, including Full Service Agency of the Year, PR Agency of the Year and Creative Agency of the Year, all of which Thinkerbell won in 2021.
Meanwhile, Special, The Monkeys and PHD have each received eight nominations. Special has been named three times in a single category (TV Ad of the Year), competing with Thinkerbell in two agency categories. The Monkeys is in the running for awards including Pro Bono Campaign of the Year, Content Marketing Strategy of the Year and Social Idea of the Year. PHD has secured two entries in Ad Campaign of the Year, and eyeing other awards including Media Campaign of the Year and Mumbrella Award for Data-Driven Marketing.
Initiative has received seven nominations in categories including Mumbrella Award for Collaboration, Ad Campaign of the Year and Media Agency of the Year – the last of which it won at the 2021 Mumbrella Awards.
Agencies and groups including Ogilvy and Havas have received five nominations, while those including BMF, Howatson+Company, OMD, CHEP Network and M&C Saatchi have received four.
Other nominated organisations include Pedestrian Group, Broadsheet Media, Man of Many, Guardian Australia, Suncorp and Uber, competing for other media and campaign categories.
Paul McDermott will host the 2022 Mumbrella Awards
The Mumbrella Awards will be a live event this year, set to take place on 4 August at Australian Turf Club. The ceremony will be hosted by writer and comedian Paul McDermott.
The official shortlist is below:
Mumbrella Award for Bravery
- XXXX Budgy Smugglers – Thinkerbell for Lion / XXXX
- The Mo-Hair Suit – Bullfrog for Politix
- Forza Horizon 5 – iGo – Bastion Experience with Ogilvy PR for Microsoft Xbox
- Waiting on Zuck – Decade of Action
- David’s Unusables – Special with The Post Office for Motor Neurone Disease New Zealand
- NAB JAB – Six Black Pens & TBWA with Mindshare for NAB
Mumbrella Award for Culture
- BMF
- Host/Havas
- The Monkeys Australia, part of Accenture Interactive
- Half Dome
- Hatched
Mumbrella Award for Insight
- Crime Interrupted – Host/Havas with Casefile Presents for Australian Federal Police
- Rejected Ales – Howatson+Company for Matilda Bay
- Empower Moves – The Monkeys Australia, part of Accenture Interactive for UN Women Australia
- One House to Save Many – Leo Burnett Australia with CSIRO, James Cook University, Room 11 Architects, The Glue Society, OMD. for Suncorp Group
Mumbrella Award for Innovation
- Ramp Rater – Thinkerbell with Google for NRMA Insurance
- Action Audio – AKQA for Tennis Australia
- Project Huey – R/GA with Stab Magazine for Google Brand Studio
- Use It Up Tape – R/GA with BehaviourWorks for OzHarvest
- Donation Dollar – Saatchi & Saatchi for Royal Australian Mint
- Creatable – The Rocket Stove – FINCH with UNICEF Burundi, UNICEF Australia, Natakomi, Atticus for UNICEF
Mumbrella Award for Data – Driven Marketing
- Macca’s Monopoly – OMD with DDB Sydney, Annalect, Digitas for McDonald’s
- Defending BIG W’s Toy Mania from Data-Fuelled Price Competition, with Data-Fuelled Personalisation – Carat for BIG W
- The Internet Is Not The Internet When It’s Hungry – Thinkerbell for Mars Wrigley Australia / Snickers
- Real-Time Routes – PHD Media for Virgin Australia
- realestate.com.au Property Owner Track Acquisition – REA Group
Mumbrella Award for Collaboration
- Coffee Scrub – CHEP Network with 7-Eleven, phd, Adore Beauty, Botany Essentials for 7-Eleven
- A Fire Inside – Initiative Australia with Icon, FINCH, Tuesday Club, Thinkerbell, Nine Entertainment Company, Minderoo for NRMA Insurance
- Empower Moves – The Monkeys Australia, part of Accenture Interactive with TikTok for UN Women Australia
- Performance Enhancing Music – CHEP Network with Spotify, Resonance Sonic Branding for Samsung Electronics Australia
- In Our Image – PHD Media with Google, Pedestrian Group, Refinery29 Australia, Getty Images, Nine Entertainment Group and Essence for Google – Pixel 6
Mumbrella Award for Sustainable Practices
- Clean Future – Unilever
- Tourism Noosa Sustainability Programs – Tourism Noosa
- Creatable – The Rocket Stove – FINCH with UNICEF Burundi, UNICEF Australia, Natakomi, Atticus for UNICEF
- Use It Up Tape – R/GA with BehaviourWorks for OzHarvest
- Water Watchers – Yarra Valley Water with Thinkerbell
Marketing Team of the Year
- HBF
- Optus
- Suncorp
- Uber
- Seven
Sales Team of the Year
- Guardian Australia
- Yahoo
- The Trade Desk ANZ
- Val Morgan Cinema
- Seven
- Pedestrian Group
Media Brand of the Year
- Refinery29 Australia
- Broadsheet Media
- Man of Many
- Shopper
- Seven
Marketing Technology Company Of The Year
- Plattar
- Ogury
- impact.com
- TRAVLR
- Tracksuit
Pro Bono Campaign of the Year
- The A-Z of things more likely to kill you than AZ – Hardhat with Good One
- Dreamy – Ogilvy Australia for Common Ground
- Donation Dollar – Saatchi & Saatchi for Royal Australian Mint
- Empower Moves – The Monkeys Australia, part of Accenture Interactive with TikTok for UN Women Australia
- Boys Do Cry – The Hallway and Initiative Australia for Gotcha4Life Foundation
Ad Campaign of the Year
- Golf Ad Break Championship – DDB Group Sydney with PHD Sydney for Volkswagen
- KFC Degustation – Ogilvy Australia with Ogilvy PR Australia, Geometry, Mediacom Australia, AKQA for KFC Australia
- Tall Poppy – Thinkerbell with The Jim Henson Company, Initiative, Hardie Grant, for CGU Insurance
- You Can’t Overcook Christmas – BMF for ALDI Australia
- Our Green Gold – TBWA with Eleven for Hort Innovation
- One House to Save Many – Leo Burnett Australia with CSIRO, James Cook University, Room 11 Architects, The Glue Society, OMD. for Suncorp Group
- Helping You Help Them – 72andSunny ANZ with Director: Patrick Fileti, Production: Thirteen & Co, Sound Design: Otis, Post Production: Vandal, Media: PHD for Google Australia
TV Ad of the Year
- Yuleglide – Special
- You Can’t Overcook Christmas – BMF with FINCH, Zenith
- Toyota Landcruiser – Saatchi & Saatchi Australia
- The Violinist – Special
- Grey Wiggle – Special
- Google x AFL – Helping You Help Them 2021 – 72andSunny ANZ with Director: Patrick Fileti, Production: Thirteen & Co, Sound Design: Otis, Post Production: Vandal, Media: PHD
Media Campaign of the Year
- A Fire Inside – Initiative Australia with The Tuesday Club, Thinkerbell, Finch, Nine Entertainment for NRMA Insurance
- In Our Image – PHD Media with Google, Pedestrian Group, Refinery29 Australia, Getty Images, Nine Entertainment Group and Essence for Google – Pixel 6
- Crime Interrupted – Host/Havas for Australian Federal Police
- Origin SnackDown – HERO with UM, Channel 9 for Menulog
- ALDI’s Christmas 2021: Australia’s True Christmas Surprise – Zenith Australia for Aldi
Content Marketing Strategy of the Year
- Thrive by Five – M&C Saatchi with Bohemia, Finch for Minderoo Foundation
- Empower Moves – The Monkeys Australia, part of Accenture Interactive for UN Women Australia
- Crime Interrupted – Host/Havas for Australian Federal Police
- Performance Enhancing Music – CHEP Network for Samsung Electronics Australia
- The Book of Limbo – Howatson+Company for Belong
Best Use of User Experience
- Ramp Rater – Thinkerbell with Google for NRMA Insurance
- Craft Camera Action – M&C Saatchi for BIG W
- Playwaves – Akcelo for Lego
- Planet Puberty – GHO Sydney for Family Planning NSW
- Instapour – M&C Saatchi for BWS
Social Idea of the Year
- Thrive by Five – M&C Saatchi with Bohemia, Finch for Minderoo Foundation
- Empower Moves – The Monkeys Australia, part of Accenture Interactive for UN Women Australia
- #VideoSnapChallenge – We Are Social for Samsung
- Macca’s, Remixed – DDB Sydney for McDonald’s
- Remove The Barrier – Great Barrier Reef Foundation with Arcadia, Only Everything, We Are Different
Best Use of Real-Time Marketing
- Pizzas for Podiums – Hijacking the Olympics and Winning Gold for Pizza Hut – The Wired Agency for Pizza Hut Australia
- David’s Unusables – Special with The Post Office for Motor Neurone Disease New Zealand
- McGowan Sofa Bed – The Royals for Koala
- REA Group
- Squid Game Sydney – Akcelo for Netflix
- Federal Budget 2021 – Six Black Pens with NAB, Mindshare for NAB
Under-30 Achiever of the Year
- Matt Travers, Director, Sunny Digital
- Grace Watkins, CEO & Co-founder, Click Management
- Kate Holland, Marketing Manager, UnLtd/MOOD
- Stephanie Romeo (previously Stephanie Tannous), Marketing Manager Australia & New Zealand, Unilever
- Camille Gray, Strategy Director, Initiative Australia
Industry Leader of the Year
- Sharyn Smith, Director, Social Soup
- Melissa Fein, CEO, Initiative Australia
- Barbara Humphries, Executive Creative Director, The Monkeys Australia, part of Accenture Interactive
- Laura Aldington, CEO, Host/Havas
- Nick Shelton, Director & Publisher, Broadsheet Media
- Simone Gupta, CEO, Havas PR (OGB, Red Havas, Organic)
Production Company of Year
- Mushroom Creative House
- Visual Domain
- Revolver
Best Use of Experiential Marketing
- Bluey – Only on Airbnb – BBC Studios (Bluey) and Airbnb with Ludo Studio, Thrive PR for Bluey
- KFC Big Bucket – Prism Sport + Entertainment with Mediacom, Ogilvy, OPR, Geometry, Stanhaz Events, NRL for KFC (Yum)
- Look Up! The Future of Used Cars has Arrived – Milkman Agency with We Are Different and Executive Event Producer Michal Frydrych for CARS24
- Squid Game Sydney – Akcelo for Netflix
- The Wheel Of Time – LADbible Australia for Amazon Prime Video
Creative Agency of the Year
- Thinkerbell
- Special
- The Monkeys Australia, part of Accenture Interactive
- BMF
PR Agency of the Year
- Adhesive
- Eleven
- Thrive PR
- Thinkerbell
Media Agency of the Year
- Ryvalmedia
- Atomic 212°
- Hatched
- PHD Media Australia
- Initiative Australia
Specialist Agency of the Year
- AKQA
- Shadowboxer
- G Squared
- Apparent
- Orchard
- AnalogFolk
Emerging Agency of the Year
- Snack Drawer
- Lionize
- Campfire x
- Howatson+Company
- Bullfrog
Promo or Experiential Agency of the Year
- Traffik
- George P Johnson
- Jack Morton Australia with Weber Shandwick Australia
Independent Agency of the Year
- Think HQ
- Thinkerbell
- Apparent
- The Royals
- Howatson+Company
- Special
Full Service Agency of the Year
- Apparent
- CHEP
- Thinkerbell