The best campaigns of 2022, as voted by the industry
Mumbrella's Kalila Welch asked creative agencies to share their favourite Aussie campaigns of the year, pulling together the industries' top five campaigns of 2022, with a winner that was just about unanimous.
5. Preserve Tuvalu – The Monkeys for Tuvalu
Coming in at fifth place, The Monkey’s work with Tuvalu was as confronting as it was powerful. Partnering with Thrive PR on what was a primarily earned piece of work, the campaign film and accompanying website demonstrated to audiences – and leaders at the COP27 conferences – the imminent outcomes of climate change should we not take more urgent action.
Simon Lee, chief creative officer at The Hallway, said: “Hello climate change sceptics or passive folks waiting for someone else to solve the climate change problem, this is your wakeup call! What could be more horrible than a country and its culture only being able to exist in virtual reality, due to the inaction or negative actions of the citizens of the real world? Fuck the Metaverse – it’s time to throw everything we’ve got at getting back in sync with the planet we depend on to thrive. Love your work Monkeys.”
4. You Can’t Overcook Christmas – BMF for ALDI
One of the only Christmas campaigns to be nominated in the voting process, ALDI’s kooky Christmas lunch standoff was a hit creatives across the industry. Just last week, the campaign became the first of 2022 to be awarded more than one 10/10 in Mumbrella’s Campaign Review series, with Campaign Edge’s Dee Madigan and Howatson + Company’s Dom Hickey singing the spot’s praises.
Adding to the accolades, Dan Monheit, owner of Hardhat, said: “This is just fun from start to finish. It keeps you hooked and nails the final resolution. ”
Jack Elliot and Lachlan Newman, ACDs at Wunderman Thompson Melbourne, added: “It’d be rude not to include a Christmas ad in an end of year wrap, and this one from Aldi is as satisfying as 24 prawns before 3pm. The insight is something we can all relate to, and the film is something that’s make all stunt women proud. ”
3. Special You Can Buy – BMF for ALDI
It’s clear BMF and ALDI are doing something right, with both of the grocery’s underdogs two big campaigns of the year picking up accolades from industry peers.
Launched back in July, the integrated campaign was dedicated to the store’s centre isle, contrasting the grandiose of the planets history, with the specialness of the mundane – like finding an unbeatable deal in Aldi’s special buys.
Jeremy Hogg, ECD at Howatson + Company, said: “I remember seeing this and really enjoying the tone. BMF and ALDI have done such a great job of building a consistent brand over time, without being so confined they can’t continue to create new and interesting pieces of communication. Yet it’s still so ALDI.”
Micah Walker, CCO at Bear Meets Eagle On Fire, said: “You can throw retail away or you can approach it with intelligence and craft. This is a great example of the latter. It’s undeniably Aldi in tone and yet, equally, a pleasant surprise, especially the films. This is one of those campaigns where it really feels like all the right decisions were made; start with a great thought and then execute with the right amount of peculiar.”
Jenny Mak, DDB Sydney creative director, said: “I loved it for a few reasons. It was unexpected, fresh and funny. Finding the special in everyday items was a genius way to remind everybody how random, yet exciting the Special Buys in Aldi really are. Likening a Special Buy to things like the wonder of sight, or the earth’s creation, did a great job of elevating the perceived quality of the range. I know I’ll never look at a front-loading washing machine for just $499 the same way.”
2. Rejected Ales – Howatson + Company for Matilda Bay
Howatson + Company and Matilda Bay’s concept of offering consumers access to the 27 failed brews it took to create the Matilda Bay ‘Original Ale’ was one that definitely hit home with the industry.
As well as receiving the second most votes in this prestigious process, the campaign was also well-regarded at Cannes Lions earlier in the year, picking up three silver and one bronze lions for the innovative work.
Jack Elliot and Lachlan Newman said: “Turns out 27 ordinary beers make for 1 damn good campaign. From the packaging design, to the copy, even down to the case study – it’s no wonder this won so much metal in 2022.”
Micah Walker said: “The core proposition here is familiar to be honest, but they’ve managed to take that and bring it to life in an unexpected way. I think the design work is decent but taking the time to craft every failed iteration here, is really what makes this so good. Making your less than perfect ales available to the public alongside your hero is the ultimate follow through. Good stuff. ”
Dan Monheit said: “Celebrates the Effort Bias (a bias that causes us to judge the quality of an item based on how much time and effort we think went into it) in a beautifully designed way.”
1. Until Then – Bear Meets Eagle On Fire for NRMA Insurance
Landing comfortably at first place, BMEOF’s recent brand work for NRMA Insurance was highlighted by almost every agency involved in the voting process.
The campaign was the first work to launch from NRMA Insurance since Zara Curtis was appointed as acting chief marketing officer of IAG, after Brent Smart moved across to Telstra.
Jeremy Hogg said: “This is perfect. Captivating from beginning to end. Both films are a delight, dripping with care in every little detail. Love the sound, and the imagery is beautiful and honest. The way these are executed gives a level of sophistication and respect for the audience that befits the history of the brand whilst at the same time managing to push it forward.”
Jack Elliot and Lachlan Newman said: “Bear Meets Eagle On Fire are, well, on fire. They continue to produce brave work that makes you feel something (for ad creatives that feeling is jealousy). Huge kudos to NRMA for buying such fresh work.”
Psembi Kinstan, DDB Group Melbourne ECD, said: “A fresh honest strategy with a great idea, polished to perfection. It’s hard to find an Aussie TVC better crafted than this in 2022.”
Dan Monheit said: “Clever campaign that keeps you watching. Strengthened their HELP tag line to another level, by using it to replace their brand name in OOH”
Jon Austin, ECD at Host/Havas, added: “The Bear team continuing to show their dedication to craft and incredible aesthetic with this campaign. The out of home in particular was beautifully simple, and cut through the conversation around the slightly less direct TV.”
Thank you to the following agencies for participating in the voting process.
Bastion Creative
Bear Meets Eagle On Fire
BMF
BRING Agency
CHEP Network
Clemenger BBDO
DDB
Enigma
Hardhat
Host Havas
Howatson + Company
Icon Agency
M&C Saatchi
Snack Drawer
Special Australia
TBWA
The Hallway
Thinkerbell
Think HQ
Wunderman Thompson
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