Significant seven: best print ads

Over the next few days, we are publishing highlights from this year’s Mumbrella Annual.

1. Royal Australian Navy, Human frigate
The importance of teamwork in the navy is depicted in the shape of a battle cruiser made from hundreds of recruits. The execution also shows that the navy is not just about ships, sheet metal and rivets – it’s about people. The ad won best corporate and government service at the Caxtons.
Agency: GPY&R Melbourne


2. Multiple Sclerosis, Jenga people
Likening the effects of MS to a game of jenga showed the fragility of people suffering from the disease. It was surprising to see this only pick up a bronze at Cannes.
Agency: Colenso BBDO Auckland


3. Keep Australia Beautiful, Cup
A sidewalk ripples like water after a coffee cup is chucked on the street – showing how litter eventually ends up in our waterways. An intelligent ecoawareness idea that makes simple a complex problem, and compels even the laziest reader to think twice before littering.
Agency: Clemenger BBDO Sydney


4. Surfrider Foundation, Australia, Oil spill
A powerful image that shows that humans are victims of pollution too, with an oil-covered mother washed up on the beach. Would have been higher in our list if it had been given more exposure beyond a few surfings mags.
Agency: Leo Burnett Sydney


5. Cross City Tunnel, Beat the congestion
To persuade young Sydney drivers of the benefits of using the Cross City Tunnel, the new Darling Harbour to Rushcutter’s Bay through-way is portrayed as a decongestant pill in a stomach.
Agency: Shift


6. NZ Coastguard, Lanes
A call for support from New Zealand’s coastguard, this ad uses flimsy swimming lanes in a rough sea swell and asks the question: “When was the last time you practised your 30km freestyle?” A strong idea that was dramatically executed.
Agency: DDB Auckland


7. WWF, Earth Hour – Remote
Rather than droan about climate change, this idea sees Earth Hour introduce humour as a new tactic to persuade Australians to keep flicking their switches off every year.
Agency: Leo Burnett Sydney




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