OMD sweeps MFA Awards with Wrigley campaign

By By Frank Chung | 27 September 2012
Wrigley '5X Mutant Gum' campaign by OMD and Soap Creative.

OMD has scooped the Grand Prix at the 2012 Media Federation Awards for its Wrigley '5X Mutant Gum' campaign, with the Omnicom-owned agency taking home four gongs in total.

OMD's campaign, developed with collaborating partner Soap Creative, also won in the Best Strategic Launch Campaign and Best Demonstration of Results categories.

The judges said: "The 5X Mutant Gum entry harnessed a product innovation, data, technology and took advantage of a strong media property to deliver an amazing result."

The other big winner of the night was Naked Communications, which took out the Media/Entertainment/Travel & Leisure, Best Use of a Small Budget (Up to $300,000) and Best Media Innovation categories for its Art Series Hotels 'Steal Banksy' campaign.

Meanwhile, Mindshare was awarded two gongs for work on Jenny Craig and LG.

Ikon Communications won in the Beverages category for Coca-Cola 'Share a Coke'; TMS took out Automotive for Toyota 'FJ Cruiser. Unknown Car! Shrinking Category! Increasing petrol prices! Tsunami!'; while MEC won Food & Grocery for Campbell Arnott's 'Vita-Weat – Top That'.

OMD's Karlee Fancourt won the NGen Award for her 'Doors for a Cause' campaign for Youngcare, while Starcom MediaVest chief executive John Sintras was this year's Hall of Fame inductee.

The awards were presented at a gala ceremony at Sydney's Hordern Pavilion in Moore Park.


MFA AWARDS 2012 WINNERS

GRAND PRIX

AGENCY: OMD
CAMPAIGN: '5X Mutant Gum'
CLIENT: The Wrigley Company
COLLABORATING PARTNER: Soap Creative

AUTOMOTIVE

WINNER

AGENCY: TMS
CAMPAIGN: FJ Cruiser. Unknown Car! Shrinking Category! Increasing petrol prices! Tsunami!' 
CLIENT: Toyota
COLLABORATING PARTNERS: Saatchi & Saatchi, SMG Red

FINALISTS

AGENCY: MediaCom
CAMPAIGN: ‘Audi Q3 Navigating a New Media Landscape’
CLIENT: Audi
COLLABORATING PARTNERS: Rapp, Mass Media

AGENCY: Mindshare
CAMPAIGN: ‘Evoque Pre Launch’
CLIENT: Range Rover

AGENCY: TMS
CAMPAIGN: ‘Big Life. Bigger Results’
CLIENT: Toyota
COLLABORATING PARTNERS: MCM, MTV, Nine Entertainment Co.

BEVERAGES

WINNER

AGENCY: Ikon Communications
CAMPAIGN: 'Share a Coke'
CLIENT: Coca-Cola South Pacific
COLLABORATING PARTNERS: Ogilvy, Naked Communications, Wunderman, Urban, One Green Bean 

FINALISTS

AGENCY: Naked Communications
CAMPAIGN: ‘Twinings Australian Afternoon Tea’
CLIENT: AB Food & Beverages
COLLABORATING PARTNERS: AC Agency, Vizeum, Wearedigital

AGENCY: ZenithOptimedia
CAMPAIGN: ‘Heineken Live Kick’
CLIENT: Heineken
COLLABORATING PARTNER: Holler

FINANCE/INSURANCE/GOVERNMENT/CORPORATE & REAL ESTATE

WINNER

AGENCY: Starcom
CAMPAIGN: 'Shannons Supercar Showdown'
CLIENT: Shannons
COLLABORATING PARTNER: The Media Mix

HIGHLY COMMENDED

AGENCY: Slingshot Media Ventures
CAMPAIGN: ‘Medicine Brand Choices’
CLIENT: NPS MedicineWise
COLLABORATING PARTNERS: NPS (Marketing & Corporate Affairs), Rodd Martin (Creative Strategy), SMG Red (Content Distribution Partner), Folk (Account Service & Production)

FINALIST

AGENCY: Starcom
CAMPAIGN: ‘Suncorp Flood’
CLIENT: Suncorp

FOOD & GROCERY

WINNER

AGENCY: MEC
CAMPAIGN: 'Vita-Weat – Top That'
CLIENT: Campbell Arnott's

FINALISTS

AGENCY: Mindshare
CAMPAIGN: ‘U by Kotex Channel U’
CLIENT: Kimberly-Clark
COLLABORATING PARTNER: Shift

AGENCY: Mindshare
CAMPAIGN: ‘Dove Pink Real Beauty’
CLIENT: Unilever
COLLABORATING PARTNER: Holler

AGENCY: UM
CAMPAIGN: ‘Awaken Your Beeflex’
CLIENT: Meat & Livestock Australia
COLLABORATING PARTNERS: BMF, Hausmann Communications

MEDIA/ENTERTAINMENT/TRAVEL & LEISURE

WINNER

AGENCY: Naked Communications
CAMPAIGN: 'Steal Banksy'
CLIENT: Art Series Hotels

FINALIST

AGENCY: Starcom
CAMPAIGN: ‘Million Kilo Challenge’
CLIENT: Channel Ten
COLLABORATING PARTNER: Abundant Media

CLOTHING/COSMETICS & RETAIL

WINNER

AGENCY: UM
CAMPAIGN: 'Maybelline - Baby Lips'
CLIENT: L'Oreal
COLLABORATING PARTNERS: McCann, Ninemsn

FINALISTS

AGENCY: Mindshare
CAMPAIGN: 'Dove Pink Real Beauty'
CLIENT: Unilever
COLLABORATING PARTNER: Holler

AGENCY: Razor
CAMPAIGN: 'Nike She Runs'
CLIENT: Nike
COLLABORATING PARTNERS: Us Sydney, Limelight, IE

BEST USE OF A SMALL BUDGET (UP TO $300,000)

WINNER

AGENCY: Naked Communications
CAMPAIGN: 'Steal Banksy'
CLIENT: Art Series Hotels

FINALIST

AGENCY: UM & Ensemble
CAMPAIGN: ‘Australian Air Force – The Search for Australia’s Next Top Gun’
CLIENT: Defence Force Recruiting
COLLABORATING PARTNERS: Ensemble, Reprise, George Patterson Y&R

AGENCY: UM & Ensemble
CAMPAIGN: ‘Australian Navy – Game On’
CLIENT: Defence Force Recruiting
COLLABORATING PARTNERS: Ensemble, Reprise, George Patterson Y&R

BEST STRATEGIC LAUNCH CAMPAIGN

WINNER

AGENCY: OMD
CAMPAIGN: '5X Mutant Gum'
CLIENT: The Wrigley Company
COLLABORATING PARTNER: Soap Creative

FINALISTS

AGENCY: Ikon Communications
CAMPAIGN: ‘Share A Coke’
CLIENT: Coca-Cola South Pacific
COLLABORATING PARTNERS: Ogilvy, Naked Communications, Wunderman, Urban, One Green Bean

AGENCY: Mindshare
CAMPAIGN: ‘Dove Pink Real Beauty’
CLIENT: Unilever
COLLABORATING PARTNER: Holler

BEST INTEGRATED MEDIA CAMPAIGN

WINNER

AGENCY: Razor
CAMPAIGN: 'Nike She Runs'
CLIENT: Nike
COLLABORATING PARTNERS: US Sydney, Limelight, IE

FINALISTS

AGENCY: Ikon Communications
CAMPAIGN: ‘Share A Coke’
CLIENT: Coca-Cola South Pacific
COLLABORATING PARTNERS: Ogilvy, Naked Communications, Wunderman, Urban, One Green Bean

AGENCY: OMD
CAMPAIGN: ‘5X Mutant Gum’
CLIENT: The Wrigley Company
COLLABORATING PARTNER: Soap Creative

AGENCY: Starcom
CAMPAIGN: ‘Shannons Supercar Showdown’
CLIENT: Shannons Insurance
COLLABORATING PARTNER: The Media Mix

BEST MEDIA INNOVATION

WINNER

AGENCY: Naked Communications
CAMPAIGN: 'Steal Banksy'
CLIENT: Art Series Hotels

HIGHLY COMMENDED

AGENCY: OMD
CAMPAIGN: ‘5X Mutant Gum’
CLIENT: The Wrigley Company
COLLABORATING PARTNER: Soap Creative

FINALIST

AGENCY: OMD Melbourne
CAMPAIGN: ‘Yellow Pages – Renovision’
CLIENT: Sensis
COLLABORATING PARTNER: Clemenger Proximity

BEST DEMONSTRATION OF RESULTS

WINNER

AGENCY: OMD
CAMPAIGN: '5X Mutant Gum'
CLIENT: The Wrigley Company
COLLABORATING PARTNER: Soap Creative

FINALISTS

AGENCY: MediaCom
CAMPAIGN: ‘Alienware Area 52’
CLIENT: Dell Alienware
COLLABORATING PARTNER: Boffswana

AGENCY: Slingshot Media Ventures
CAMPAIGN: ‘Medicine Brand Choices’
CLIENT: NPS MedicineWise
COLLABORATING PARTNERS: NPS (Marketing & Corporate Affairs), Rodd Martin (Creative Strategy), SMG Red (Content Distribution Partner), Folk (Account Service & Production)

BEST APPLICATION OF RESEARCH

WINNER

AGENCY: Mindshare
CAMPAIGN: 'Jenny Craig'
CLIENT: Jenny Craig

FINALISTS

AGENCY: Naked Communications
CAMPAIGN: ‘Stress Test’
CLIENT: Renault
COLLABORATING PARTNERS: Mitchell & Partners, VI

AGENCY: ZenithOptimedia
CAMPAIGN: ‘Mr Popper’s Penguins’
CLIENT: 20th Century Fox

IT & CONSUMER DURABLES

WINNER

AGENCY: Mindshare
CAMPAIGN: 'LG Optimus Black'
CLIENT: LG
COLLABORATING PARTNER: Pedestrian.tv

FINALISTS

AGENCY: MediaCom
CAMPAIGN: ‘Alienware Area 52’
CLIENT: Dell Alienware
COLLABORATING PARTNER: Boffswana

AGENCY: Mindshare
CAMPAIGN: ‘LG Life’s Good Project’
CLIENT: LG
COLLABORATING PARTNERS: George Patterson Y&R, Publicis Digital, LG One

AGENCY: Slingshot Media Ventures
CAMPAIGN: ‘Greener Office Inspiration’
CLIENT: 3M
COLLABORATING PARTNERS: MCN (Media Partner), Captiv8 (Production)

PARTNERSHIP AWARD

WINNER

COMPANY: FremantleMedia Enterprises
CAMPAIGN: 'It's a Knockout'
CLIENT: OMD Fuse
COLLABORATING PARTNERS: McDonald's, OMD Fuse, Network Ten, Spring Australia

FINALISTS

COMPANY: Powered by Nine
CAMPAIGN: ‘Australia Day Lamb: Creating Chopular Culture’
CLIENT: UM
COLLABORATING PARTNERS: BMF, UM, Hausmann Communications

COMPANY: SMG Red
CAMPAIGN: ‘Priceline Makes Australian Women Feel Beautiful’
CLIENT: Media Merchants
COLLABORATING PARTNERS: Media Merchants, Res Publica

COMPANY: SMG Red
CAMPAIGN: ‘Schwarzkopf Under the Covers with Marie Claire’
CLIENT: Schwarzkopf & Henkel
COLLABORATING PARTNERS: OMD, OMD Fuse, Seven Network

PRO-BONO/CAUSE MARKETING INCENTIVE

WINNER

AGENCY: MediaCom
CAMPAIGN: 'Bringing a Smile to Seriously Ill Children for Over 10 Years'
CLIENT: Starlight Children's Foundation
COLLABORATING PARTNERS: The Sound Campaign, 9mm

FINALIST

AGENCY: Mindshare
CAMPAIGN: ‘One Water’
CLIENT: One Water

NGEN AWARD

WINNER

ENTRANT: Karlee Fancourt
AGENCY: OMD
CAMPAIGN: 'Doors For a Cause'
CLIENT: Youngcare

FINALISTS

ENTRANT: Rebecca Ho
AGENCY: Ikon Communications
CAMPAIGN: ‘YouRealm’

ENTRANT: Jez Clark, Sally Hickson
AGENCY: OMD Fuse
CAMPAIGN: ‘The be YOUNG and CARE race!’

ENTRANT: Mark Tzintzis, Camilla Wallace
AGENCY: Mindshare, OMD Melbourne
CAMPAIGN: ‘Bring a Dose of Reality to Television’

ENTRANT: Robert Bellamy
AGENCY: UM
CAMPAIGN: ‘30 Hour Friend Famine’

ENTRANT: Paul Den, Kristine Ballensky
AGENCY: UM
CAMPAIGN: ‘Friendless Summer’

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