Sportsbet, Koala among winners of inaugural In-House Agency Council Awards

The In-House Agency Council has revealed this year’s winners of the inaugural IHAC Awards, presented by TikTok and

The judging panel was chaired by creative industry leader Nick Garrett, alongside a panel of senior leaders from the marketing and advertising community. The IHAC Awards celebrate the work coming out of the industry, to recognise the brilliant in-house and hybrid teams, and to build a library of best practice case studies that IHAC members can learn from.

This year’s winners are:

In-House Agency of the Year

Winner: Sportsbet

Best Integrated Campaign

Winner: Koala – When Life Unfolds Campaign

Highly Commended: Sportsbet – Bet With Mates Campaign

Best Creative Work

Winner: Sportsbet: Elite Average Games

Highly Commended: Roller (News Corp) – Walk with Warnie

Best Innovation

Winner: 1House (Asahi Beverages) – The Carlton Draught Beer Drop

Sportsbet’s inhouse agency took out Agency of the Year for showcasing an outstanding body of work over the past 18 months, producing five above the line campaigns, including Elite Average Games, Take A Sec Before You Bet and Bet With Mates, as well as a new retail stream and a range of impactful online video and social content.

The Koala campaign ‘When Life Unfolds’ included a suite of TVCs, radio, out-of-home, digital and social, and reminds Aussies that when life throws you a few surprises, it’s always best to have a clever and comfortable sofa bed on hand. See a clip from the campaign here:

Sportsbet’s ‘Elite Average Games’ campaign featured a group of fictional ‘athletes’, competing in everyday, Aussie disciplines and made them as engaging as any real sportsperson. See a clip from the campaign here:

The Carlton Draught ‘Beer Drop’ campaign offered consumers an incentive to return to the pub, using digital channels to reach them in their homes. The team turned the incentive into a game by creating the ‘Beer Drop’, placing virtual beers all over Melbourne only visible through the CUB app. Consumers were prompted to hunt down beers and ‘claim them’ using augmented reality. See a clip from the campaign here:

IHAC Chairman Chris Maxwell said: “A big congratulations goes out to this year’s Agency of the Year winner Sportsbet and the category winners from 1House, Sportsbet and Koala. We saw some fantastic work in smart integrated thinking and real craft on display. We thank everyone for taking part in the inaugural IHAC Awards and look forward to seeing even more brilliant work next year.”

IHAC Awards jury chairman Nick Garrett added: “With so many top tier entries it was a difficult task to select our winners. I’d like to thank all of our esteemed judges and all of the talented in-house and hybrid teams that entered their work, you can all be proud.”

The In-House Agency Council (IHAC) launched in Australia in 2021 to promote the in-house agency model, build capabilities and share best practice for the industry. The IHAC Awards help showcase and celebrate the great work coming out of the industry, to recognise the brilliant teams and to build a library of best practice case studies that IHAC members can share and learn from.


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