'Work is only ever as brave as the client' - ACES winner revealed

Daisy Doctor
By Daisy Doctor | 10 February 2017

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

Finch

Anthem – Samsung

Leo Burnett Sydney & Chicago

Meet The Tinkletons – Aldi Australia

BMF

The Lucky Ones – Parkinson's NSW

J. Walter Thompson

V Skills – Frucor

TKT Sydney

Operation Boomerang – Meat & Livestock Australia

The Monkeys

Roll Home With a Chiko – Simplo

Cummins&Partners

All the ads here:

ACES 2016 Finalists Reel

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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.

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