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The Monkeys scoop the pool at the Effies as no long-term effectiveness gongs are handed out

The Monkeys have capped their 10th anniversary year, walking away with four of the six gold Effies, the Grand Effie and the title of Effective Agency of the Year.

Li Lin Chin has helped drive record sales for MLA

Li Lin Chin has helped drive record sales for MLA

The agency picked up three golds for its work on Meat & Livestock Australia’s Operation Boomerang and a further top prize for its campaign for Blackmores.

Judges described The Monkeys work for MLA as “bold, disruptive and extremely effective”. The campaign was the most complained about ever to the Ad Standards Board.

But the ad, featuring SBS newsreader Lee Lin Chin, was named the most successful Australia Day lamb campaign since the concept was first introduced by BMF. Along with the Grand Effie the campaign won gold in Food & Confectionary, Short Term Effects and Most Original Thinking.

Whybin TBWA\Melbourne and Affinity rounded out the top prize winners for the campaigns Owning the First Job Trigger for ANZ and Diving into Data for Narellan Pools.

There were also 13 silver and 20 bronze winners awarded.

Effective Advertiser of the Year was awarded to Officeworks.

However there were no awards handed out for long term effectiveness this year.

Effies’ chairman Anthony Freedman said the quality of entries continued to rise.

“Each year, the quality of the cases raises the bar for great creative and strategic thinking that delivers real value to clients businesses,” Freedman said.

“These awards have one of the most rigorous judging processes, led by chairman of judges Colin Wilson-Brown through three stages of judging, with 170 agency and marketing leaders, so even to become an Effies finalist is a huge achievement – to take home metal is outstanding.”

Judges said Officeworks was named Effective Advertiser of the Year for showing “the science of marketing over simple merchandising” as well as showing a long-term commitment to its agency partners.

Australian Effie Gold Winners:

Food, Confectionery Snacks

● The Monkeys – Meat & Livestock Australia – Operation Boomerang

Health & Wellbeing

● The Monkeys – Blackmores – The power of knowledge: How an 80-year-old reclaimed thought leadership

Financial Services

● Whybin\TBWA Group Melbourne – ANZ – Owning The First Job Trigger

Short Term Effects

● The Monkeys – Meat & Livestock Australia – Operation Boomerang

Most Original Thinking

● The Monkeys – Meat & Livestock Australia – Operation Boomerang

Use of Data

● Affinity – Narellan Pools – Diving into Data for Narellan Pools

Other winners:

Retail/Etail: Sponsor Think TV

BMF – Aldi Australia – The Christmas campaign that was so effective, we had to pull it off air:  Silver

BMF – Aldi – Australia On for the Retail Brave: Converting the Haters: Bronze

Food, Confectionery and Snacks

BMF – Meat & Livestock Australia – Turning the Corner on a Forty Year Decline: Bronze

Beverages

Mr Wolf – Taylors Wines – How cooling things down can heat things up: Bronze

Other Consumer Goods

Leo Burnett Sydney – Samsung Electronics Australia – Samsung Galaxy Tab S2: A data love story: Bronze

Financial Services

Whybin\TBWA Sydney – RaboDirect – Shonky Savers: Bronze

Travel, Leisure and Media Sponsor: B&T 

Affinity – Narellan Pools – Diving into Data for Narellan Pools: Silver

Government

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Silver

The Brand Agency – Water Corporation – Drop 2: How one small action helped a city save water: Bronze

Not For Profit & Cause Related Marketing Sponsor UnLtd

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Silver

J. Walter Thompson Melbourne – Beyondblue – It’s not you, it’s your brain: encouraging young people to seek support for mental illness: Bronze

McCann Melbourne – Seeing Eye Dogs Australia (Vision Australia) – Free Puppies Forever: Bronze

Best State Campaign

Meerkats Brand Leadership Company – Brownes Dairy – Don’t lie to your Mum: How honesty turned the tide for Brownes Yogurt: Silver

J.Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Bronze

Return on Investment Sponsor ThinkTV

Red Planet – Qantas – Turning retail conventions on their head for the Qantas Wanderlust sale: Silver

Affinity – Narellan Pools – Diving into data for Narellan Pools: Bronze

Short Term Effects

BMF – Aldi Australia – The Christmas campaign that was so effective, we had to pull it off air: Silver

Clemenger BBDO Melbourne – Myer Myer – Wonderul Hold Music: Bronze

Most Original Thinking Sponsor Shootsta

303 MullenLowe -Budget Direct – Captain Risky: Bronze

Grey Melbourne – MS Limited Australia – This Bike has Multiple Sclerosis: Bronze

New Product or Service Sponsor The Monkeys Cobbler

DDB Sydney – Westpac – Culture eats category for breakfast: Silver

Atomic 212° Group – Double Robotics – Lucy the Robot: Bronze

183 gyro – USG Boral – Next Generation: Bronze

Small Budget

J. Walter Thompson Melbourne – Beyondblue – It’s not you, it’s your brain: encouraging young people to seek support for mental illness: Bronze

Leo Burnett Melbourne – SPC Ardmona – #MyFamilyCan: Bronze

Digitally Led Ideas

Affinity – Narellan Pools – Diving into Data for Narellan Pools: Silver

PR Led Campaign

Whybin\TBWA Group Melbourne – ANZ Push for an Equal Future: Bronze

Insight & Strategic Thinking

Affinity – Narellan Pools – Diving into Data for Narellan Pools: Silver

Whybin\TBWA Group Melbourne – ANZ – Push for an Equal Future: Silver

J. Walter Thompson Sydney – NSW Rural Fire Services – From Apathy to Action: Bronze

On-Line Brands

BMF – Sportsbet – The Idea that cost Sportsbet Millions: Silver

Use of Data

Red Planet – Qantas – Turning retail conventions on their head for the Qantas Wanderlust sale: Silver

Leo Burnett Sydney – Samsung Electronics Australia – Samsung Galaxy Tab S2: A data love story: Bronze

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