In a year that was fraught with conversation about race and diversity, one commercial in particular stood out as a beacon of inclusive advertising. Completely in tune with what contemporary media and ads should look like, The Monkey's 'You Never Lamb Alone' for Meat and Livestock Australia was unanimously voted 2016's The Australian Creative Excellence Showcases' (ACES) winner.
This was truly an ad like no other and even less like MLA's previous campaigns. It shifts the Australian lamb ads from a focus on the meat to one about the celebration and who’s invited, boldly initiating a conversation about multiculturalism.
Speaking at the event held at The Dendy, The Monkeys ECD Scott Nowell said the work is only ever as brave as the client, thanking MLA marketer Andrew Howie for backing the agency.
"As an organisation we built a platform that allows us to continue to push boundaries. Not everyone can do that but they can better the work they've made in the past," says Howie.
He also added, "It's lonely out in front", suggesting more brands need to bite the bullet and take risks with creative, adding, "Taking risks isn't always easy but it's always worth it."
The judges, including former Clemenger ECD Paul Nagy and Saatchi & Saatchi creative director Flavio da Fonseca, agreed the MLA ad ticked all the boxes and credited the campaign for going beyond just selling a product.
Judges comments on ACES 2016
You Never Lamb Alone - Meat and Livestock Australia
Production Company: The Monkeys
Submitted by: The Monkeys
Having established themselves as one of cinema's biggest annual events, the awards, held last night, saw 70 different entries and 12 ads in the running to nab the winning title. The ads were judged by Outgoing Clemenger BBDO Sydney ECD Paul Nagy, Cummins&Partners ECD Julian Schreiber, Saatchi & Saatchi associate CD, Flavio Fonseca, Rumble creative partner Nancy Hartley, Leo Burnett ECD, Vince Lagana and AdNews editor, Rosie Baker. As a celebration of Australian cinema and advertising in film, this year's ACES “really set the bar for creativity” the judging panel agreed.
It was a stiff competition for The Monkeys' ad, however with each finalist distinctively different from the next. The top three saw MLA placed and number one, with The Boys for Bonds by Clemenger BBDO Melbourne, and The Parkinson's Challenge for Parkinson's NSW by J. Walter Thompson Sydney tying second.
The Boys - Bonds
Production Company: Clemenger BBDO Melbourne
Submitted by: Clemenger
The Parkinson's Challenge - Parkinson's NSW
Production Company: J. Walter Thompson Sydney
Submitted by: J. Walter Thompson
Close behind the finalist were:
Think of the Fathers – Bonds Camry
Clemenger BBDO Melbourne
Camry Superheros – Toyota Motor Corporation Australia
Saatchi & Saatchi Sydney
Every Second Counts – St Kilda Film Festival
Anthem – Samsung
Leo Burnett Sydney & Chicago
Meet The Tinkletons – Aldi Australia
The Lucky Ones – Parkinson's NSW
J. Walter Thompson
V Skills – Frucor
Operation Boomerang – Meat & Livestock Australia
Roll Home With a Chiko – Simplo
All the ads here:
ACES 2016 Finalists Reel
Add AdNews on Snapchat for a behind-the-scenes look at the event
For more on the ACES Awards you can subscribe to the print edition here, or you can download a digital version you can access on desktop, mobile and tablet here. The full story won't appear online, it's exclusive to the magazine, so the only way to read it is to get a copy - don't miss it.
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 us a line at firstname.lastname@example.org