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Saatchi & Saatchi wins two of just four Gold Effies as The Works take out top prize

Saatchi & Saatchi was named Effective Agency of the Year after scooping two of just four Gold awards handed out at this year’s event while Sydney independent agency The Works grabbed the Grand Effie at the Communications Council’s Effie Awards last night.

The Penny the Pirate campaign for OPSM saw Saatchis handed two of just four Golds handed out on the night in Healthcare and Most Original Thinking categories.

The remaining two Gold Effies were awarded to Adelaide independent Showpony Advertising for their Aboriginal Immunisation campaign for South Australia Health The Works for its Canadian Club campaign.

The Works took on the beer companies by urging drinkers to try Canadian Club as a solution to beat “Beer Boredom” with their ‘Keeping Australians ‘Over Beer’ for 5 years’ campaign, which saw them handed the Grand Effie.

Meat & Livestock Australia was unveiled as the winners of new category Effective Advertiser of the Year for its history of producing impactful ad campaigns, with judges commending its collaborative approach to working with agencies.

On the night there were also 10 silver and 18 bronze awards handed out, with 22 agencies being recognised for outstanding measurable results for their work with 24 different clients.

Anthony Freedman, chairman of the Australian Effie Awards said: “The Effies are important to clients and agencies because they recognise the result of commercial creativity. It is important that we celebrate the impact and therefore the value of our work, which has the power to transform client businesses as the winning cases tonight have demonstrated. Congratulations to all of winners and finalists.”

The Grand Effie Winner:

  • The Works – Canadian Club (Beam Suntory) – Keeping Australians ‘Over Beer’ for 5 years
The Works

The Works

The Effective Agency of the Year:

  • Saatchi & Saatchi Sydney
Saatchi & Saatchi

Saatchi & Saatchi

The Effective Advertiser of the Year:

  • Meat & Livestock Australia – BMF, The Monkeys, UM, One Green Bean – Delivering effectiveness through strong and enduring relationships
Meat & Livestock Association

Meat & Livestock Australia

Gold Effies winners:

Healthcare

  • Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child

Most Original Thinking

  • Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child

Small Budget

  • Showpony Advertising – SA Health – Aboriginal Immunisation

Long Term Effects

  • The Works – Canadian Club (Beam Suntory) – Keeping Australian’s ‘Over Beer’ for 5 years

Silver Effies Winners:

Financial Services Sponsor: The Digital Edge

  • Clemenger BBDO Melbourne – MLC – Save Retirement
  • Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child

Not For Profit or Cause Related Marketing Sponsor UnLtd

  • Clemenger BBDO Melbourne – DrinkWise – How To Drink Properly
  • Tongue – Cure Brain Cancer Foundation – Don’t Let Them Fight It Alone

Best State Campaign

  • GPY&R Melbourne – Public Transport Victoria – The Freeloadin’ Fare Evader

Return on Investment

  • Blue Hive Australia – Ford Motor Company of Australia – Tough Is Not Enough

Most Original Thinking

  • Grey Melbourne – MS Society – Transforming an Ugly Disease into something Beautiful

New Product or Service sponsor The Monkeys Cobbler

  • Give Art Science – FRUCOR Beverages – Maximus

PR Led Campaigns

  • Leo Burnett Melbourne – SPC Ardmona – #SPCSunday: How listening saved a hundred year old company

Bronze Effies winners:

Retail/Etail

  • Mc Cann Melbourne – Nimble – Nimble it and Move On
  • AJF Partnership – Officeworks – How Officeworks Grew Minds

Beverages

  • Leo Burnett Melbourne – 7-Eleven – Slurpee Xpandinator: Flipping value on its head

Other Consumer Goods

  • Blue Hive Australia – Ford Motor Company of Australia – Tough Is Not Enough
  • Leo Burnett Melbourne – Honda Australia – Honda Odyssey: Be Our Best Critic

Other Services Sponsor: Trapdoor Productions

  • The Brand Agency – St John Ambulance Western Australia – Break The Barrier – prioritising first aid

Travel, Leisure and Media Sponsor: B&T

  • Publicis Mojo – Tourism Northern Territory – Pushing the NT off Aussies’ bucket lists and onto their to-do lists

Government

  • Walter Thompson Sydney – NSW Government – Winning the war against alcohol-fuelled violence
  • GPY&R Melbourne – Public Transport Victoria – The Freeloadin’ Fare Evader

Not For Profit or Cause Related Marketing Sponsor UnLtd

  • Grey Melbourne – MS Society – Transforming an Ugly Disease into something Beautiful

Best State Campaign

  • The Brand Agency – St John Ambulance Western Australia – Break The Barrier – prioritising first aid
  • 303Lowe Perth – Perth Racing – Ashbeclee

Return on Investment

  • AJF Partnership – Officeworks – How Officeworks Grew Minds

Short Term Effects

  • Whybin\TBWA Sydney – IAG Group’s NRMA Insurance – Crashed Car Showroom
  • GPY&R Melbourne – The Lost Dogs Home – Human Walking Program

Most Original Thinking

  • Clemenger BBDO Melbourne – DrinkWise – How To Drink Properly

Small Budget

  • GPY&R Melbourne – The Lost Dogs Home – Human Walking Program

Digitally Led Ideas

  • Whybin\TBWA Sydney – Chobani – Inspiring your inner foodie
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