UM’s Colour your Summer cleans up, but misses out on MFA Grand Prix to Mindshare

Rosie Baker
By Rosie Baker | 15 October 2015
Colour Your Summer

UM’s Colour Your Summer campaign for Coca-Cola took home three awards at the MFA Awards. It was the most awarded work, but missed out on the Grand Prix.

The Grand Prix went to Mindshare for its #laceitup small budget campaign for charity venture Youth Off The Streets. The agency also won three other awards. The campaign, which also won in the small budget category for work under $300,000, blew judges away and gave them “goosebumps”, showing that even with a small budget, a campaign can have real impact and deliver results.

UM's campaign for Coke, which made waves last year when it replaced the iconic red cans with five coloured cans as a way to connect with teens, won Best Demonstration Of Results, Best Media Innovation, and took out the beverages category. Judges were impressed by the bravery of the campaign, which stepped away from Coca-Cola’s traditional summer TV ad burst. UM also won in the NGEN category.

The campaign had been shortlisted for five gongs. It was described as “ground-breaking work” which delivered “powerful” results.

OMD won two awards for its Paper Planes: Helping a Little Aussie Film Fly campaign for Roadshow; Best Strategic Launch Campaign and Best Integrated Campaign.

The work impressed judges with the way it “took real risks, and yet was so simple” and “transcended the challenging landscape”.

MCN took out the award for Media Owner of the Year while Henry Tajer, global CEO of IPG Mediabrands and former chairman of the Australian business, was recognised in the Hall of Fame.

Meat and Livestock Australia was named as the Marketing Team of the Year, following its success at the Effies where it was named the inaugural Advertiser of the Year. You can read a profile interview with MLA’s lead marketer, Andrew Howie, in the next issue of AdNews (30 October).

The full list of winners is below, and you can also find the full run-down of the winning campaigns, their results and what the judges thought, in the 32 page lift-out in the centre of the October 16 issue of AdNews in print. 

Automotive
Ranger: Brains Over Brawn, Mindshare, Ford Australia

Beverages
#colouryoursummer, UM, Coca-Cola South Pacific

Finance/Insurance/Government/Corporate & Real Estate 

Federal Budget Hub, Mindshare, National Australia Bank

Clothing/Cosmetics & Retail

Looking Fly With A Winged Eye, Carat, L'Oreal Paris

Food & Grocery

Dynamo: Mums, Mud And A Million Different Messages, MEC, Colgate Palmolive

IT & Consumer Durables

ROI Facebook, Starcom MediaVest Group, Optus

Media/Entertainment/Travel & Leisure

The Wonderful World Of Wotifia, Match Media, Wotif

Partnership Award

Australia's Largest Digital Partnership - taste.com.au & Coles NewsLifeMedia Coles

Pro Bono/Cause Marketing Incentive - In recognition of Pam Lane

Small Agency. Big Heart. And the $100,000 Challenge, Foundation, Good Beginnings Guide Dogs NSW/ACT

Best Strategic Launch Campaign

Paper Planes: Helping A Little Aussie Film Fly, OMD, Roadshow

Best Integrated Media Campaign

Paper Planes: Helping a Little Aussie Film Fly, OMD, Roadshow

Best Use Of A Small Budget (Up to $300,000)

#laceitup, Mindshare, Youth Off The Streets

Best Media Innovation

#colouryoursummer, UM, Sydney Coca-Cola South Pacific

Best Demonstration Of Results

#colouryoursummer, UM, Coca-Cola South Pacific

Best Use Of Data

Diving Into Data Makes A Big Splash For Narellan Pools, Affinity, Narellan Pools

Media Owner Of The Year

MCN - Media owner of the year Multi Channel Network N/A

Marketing Team Of The Year

The Breeding Ground For Australia's Best Marketers, Meat & Livestock Australia

NGEN

365 Candles, UM, Declan Peach & Jacqueline Osborne

MFA 5+

Earning C-Suite Attention, Starcom Mediavest Group, Caitlin Schuch, Alex Concannon & Lisa Rakowski

GrandPrix

#laceitup Mindshare Youth Off The Streets

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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