UM and Ogilvy & Mather have won a Silver Lion in the media category this year for the Colour Your Summer campaign which saw Coke’s iconic cans turned into a rainbow of colours to woo back teenagers to the brand.
M&C Saatchi and Bang PR's Play with Yourself campaign for the Blue Balls Foundation won a Bronze Lion, as did Leo Burnett's Shine campagin for Canon, and GPY&R Brisbane's Melanoma Likes Me campaign which has also won Silver and Bronze Lions in Promo and Activations.
M&C Saatchi/Bang PR in conjunction with The Blue Ball Foundation and adult film house Digital Playground, hijacked a porn film to get young aussie males to keep playing with themselves but for a good cause.
The film was launched on the same day as season five of Game of Thrones, and was aptly named Game of Balls.
Play with Yourself campaign:
The Grand Prix went to Y&R Team Red Istanbul for its work on Vodafone’s Red Light App – that provides an assistance service for women too afraid to ask for help in situations of domestic violence, and promoted it in obscure places that only women would see.
Nick Emery, president of the media jury, said that controversy that has surrounded the media category in previous years didn’t surface this time around as the judges spent six days deliberating over the entries. 260 were shortlisted with 80 Lions handed out. Just 10 were Gold Lions which Emery said is “stingy” compared with the number handed out in recent years.
Emery said the jury had three objectives: “It should be about the work not the politics and we stuck to that. It should celebrate the media craft; thirdly it should be about the ideas and the results.”
As reported by AdNews in March, Coke smashed its summer sales forecast on the back of its #colouryoursummer campaign – an attempt to reconnect with the ever-increasing distanced teen audience with the introduction of a series of coloured cans.
The #colouryoursummer campaign paid dividends for the soft drinks giant, resulting in a 27% sales uplift above the national forecast.
Coke issued a series of coloured cans at the start of the summer, backed by an unconventional strategy - #colouryoursummer, which for the first time in Aus/NZ saw the iconic brand entirely dispense with a summer TV campaign.
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