Just when you thought its time in the sun was over, George Patterson Y&R's 'Mobile Medic' campaign for Defence Force Recruiting has won another Best in Show gong. This time it was at the IAB Awards.
The Y&R campaign also picked up shiny metal in the Mobile Platform or App category. Y&R Melbourne also won the Brand Destination Site category for Schweppes 'Cocktail Revolution HQ'.
Google Australia's head of marketing, Lucinda Barlow, was named the Digital Marketer of the Year for her showing bravery in her work and consistently delivering tangible results for the digital giant. NRMA's head of marketing and digital Jason Stidworthy got a Highly Commended.
Leo Burnett's Seek 'Volunteer to Promote Volunteering' work won in three categories: Brand Awareness and Positioning, Not-for-Profit/Public Service and Direct Response and Lead Generation.
The Monkeys took home the trophy three times for Parmalat, twice for Oak 'Reverse Robberies' in Brand Loyalty and Retention and Social Media Marketing and once for Ice Break 'Drag Race 'Em' in Branded Content.
AnalogFolk's 'The Perfect Lager Project' for Casella Family Brewers won in the Cross-Platform Integration and Product Launch categories.
Soap Creative was victorious in the Rich Media and Digital Video category for Roadshow Films' 'Expendables 2: Deploy & Destroy' game. The Search Marketing awards went to Reprise Media's Australian Government 'MoneySmart' work for Organic Search and Agency M's Foxtel 'Foxtel Call Tracking' for Paid Search.
Reactive's Save our Sons & Duchenne Foundation 'The Most Powerful Arm' claimed the Grand Prix in the IAB Creative Showcase competition.
Reactive and Y&R's winning campaigns will be entered into the US MIXX Awards.
IAB acting chief executive Samantha Yorke said: “GPY&R Melbourne is to be applauded for its brave and polished mobile campaign executive. Its use of augmented reality for education purposes was truly innovative but most importantly it delivered clear and tangible results for Defence Force Recruiting – and that is what interactive advertising is all about.”
The IAB Awards were held in Sydney at The Star.
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