303Lowe Perth was crowned the Grand Effie winner for its WA Office of Road Safety ‘Enjoy the Ride’ campaign last night at the Effie Awards while George Patterson Y&R Sydney took out Effective Agency of the Year.
303Lowe’s critically lauded campaign, which claimed Ad of the Year at the AdNews Agency of the Year Awards, also won two Gold Effies in the Government, Corporate and Social Services and Best State Campaign categories. Rather than use traditional shock tactics, ‘Enjoy the Ride’ encouraged motorists to slow down and take in the journey. The campaign purportedly affected driver behaviour and resulted in WA’s lowest speed-attributed road toll in a decade.
In addition, 303Lowe picked up a Silver and a Bronze for its Ikea WA and SA catalogue campaign while its Sydney office collected a Silver for financial services brand Challenger.
George Patterson Y&R Sydney was named Effective Agency of the Year. It won two Gold and three Silver Effies for its ‘Signed Funds’ campaign for charity organisation St Vincent de Paul.
BMF was awarded a Gold in the newly introduced Transformational Digital Business Platform category for Commonwealth Bank, while Whybin TBWA Tequila picked up Gold in the Financial Services category for its work on RaboDirect.
Naked Communications claimed two Gold and two Silver Effies for its ‘Steal Banksy’ campaign for Art Series Hotels.
Other Silver and Bronze winners on the night were Clemenger BBDO Melbourne, The Monkeys, Clemenger BBDO Sydney, George Patterson Y&R Melbourne, MediaCom, DDB Sydney, Ogilvy Sydney, Leo Burnett Sydney, Leo Burnett Melbourne, Banjo, Etcom, Ward6, AJF Partnership, MercerBell, Amnesia Razorfish and Host.
Australian Effie Awards chairman Matthew Melhuish said: “This year we are celebrating the fourth annual Effie awards, again marking our industry’s commitment to a strong and dynamic effectiveness culture. Marketing thinking has moved on a lot in recent years and the greater availability of data is helping to advance accountability and results-based approaches.
“These awards are a wonderful showcase of excellent strategic thinking, bold campaign ideas, new measurement techniques, clever use of insight and great ROI and they set the bar for us all. My congratulations go to all our finalists and winners.”
The Effies are a joint presentation by The Communications Council, Telstra and the Australian Association of National Advertisers.
GOLD WINNERS
RETAIL/E-TAIL
George Patterson Y&R Sydney
St Vincent de Paul Society
‘Signed Finds’
FINANCIAL SERVICES
Whybin TBWA Tequila
RaboDirect
‘Stealing Your Dreams’
SMALL BUDGET UNDER $500K
Naked Communications
Art Series Hotels
‘Steal Banksy’
GOVERNMENT, CORPORATE AND SOCIAL SERVICES
303Lowe Perth
WA Office of Road Safety
‘Enjoy the Ride’
TRANSFORMATIONAL DIGITAL BUSINESS PLATFORM
BMF
Commonwealth Bank
‘The World’s First Investment Property Simulator’
MOST ORIGINAL THINKING
George Patterson Y&R Sydney
St Vincent de Paul Society
‘Signed Finds’
Naked Communications
Art Series Hotels
‘Steal Banksy’
BEST STATE CAMPAIGN
303Lowe Perth
WA Office of Road Safety
‘Enjoy the Ride’
This article first appeared in the 7 September 2012 print edition of AdNews. Click here to subscribe for more news, features and opinion.
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