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
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.
https://www.youtube.com/watch?v=7i15OPuFvmA
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
topics
AANA
ANZ
Blackmores
Communications Council
Effie Awards
Effies
MLA
Narellan Pools
Officeworks
The Monkeys
Whybin/TBWA
Might want to double check the score card there Simon, not sure Saatchi & Saatchi picked up anything other than a finalist nod
User ID not verified.
Hi Woopsie,
You’re right, it was Affinity which was the other winner, changed now.
Cheers,
Alex, editor, Mumbrella