MFA launches awards with humourous mockumentary

Rachael Micallef
By Rachael Micallef | 24 May 2016
The MFA Awards in 2014

The Media Federation of Australia (MFA) has opened its 18th annual awards with the launch of a teaser video designed to compel the media industry to “show them what you do”.

The MFA's recognise and celebrate the most innovate and effective work being produced by the media industry.

The launch video, created with production company Filmgraphics, shows someone from a media agency futilely explaining to a date what it is he does for a job, with the aim of compelling the industry to “show them what you do” by winning an award.

Awards chairman Greg Graham says:“Only work that works is deemed worthy of winning an MFA Award. Work that works tends to be ground breaking and imaginative, underpinned by rigour and strong insights. It’s important to celebrate this work to keep raising the bar and to continue to inspire and push each other into new territory.”

This year, the MFA has made a number of changes including the addition of a new category B2B. In addition, the criteria has been broadened to allow data and tech parters to put in a submission together, and the entry deadlines have been revised to hep alleviate the amount of time spent crafting entries.

MFA CEO Sophie Madden says: “The MFA Awards exist for the benefit of our industry, they recognise great work, demonstrating the contribution agencies make to their clients’ businesses. Each year we review the program to ensure it keeps pace with our ever changing industry, one of the key changes this year is the inclusion of the growing data and tech partner sector.”

Finalists will be announced in late August with winners to be revealed at a ceremony at the Australian Technology Park in Sydney on 13 October 2016.

Film credits:
Client: The MFA Awards
Director: Steve Callen
Production Company: Filmgraphics
Awards Management: Two de Force

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