Australian agencies’ mobile work was hailed as “exceptional” by judges as local work claimed eight Lions in the category. DDB Melbourne took the only Australian Gold for its RSL Australia Anzac Day Appeal. Rip Curl and OPSM took Silver Lions.
Rip Curl’s search GPS work by VML Sydney took both bronze and silver and OPSM’s kid’s eye screening tool Penny the Pirate by Saatchi & Saatchi Sydney took silver.
Clemenger BBDO Melbourne’s Australia Post video stamp, McCann Melbourne’s Dumb Ways to Die, Samsung’s S-Drive safe driving and Havas Worldwide Sydney’s Game of Phones for Virgin Mobile all took bronze.
Alasdair Scott, interaction director at UK agency Images & Co said Australia and Brazil stood out amongst the entries, for their "exceptional" mobile work and should be praised.
The Grand Prix was awarded to Nivea for its Protection Ad activity, developed by FCB Brasil Sao Paulo.
Australian judge Jay Morgan, Havas creative director said mobile work like Rip Curl’s location based search tool show how brands are not just looking to develop apps, but offer a simple service or utility that can have a profound impact on people’s lives.
He added that it was a tough year to judge because the standard of mobile work entered was so high.
The judges said all the Gold Lion winners in the category were "really close" including DDB’s RSL campaign but that the winning campaign was one that the judges all "fell in love with”.
The jury said it needed to "eliminate gimmicks" in mobile and award those that provided both utility and great user experience.
Nine Australian campaigns made the shortlist for the Mobile Lions.
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