Pacific Brands-owned pillow brand Tontine and Happy Soldiers are fast running out of shelf space after bagging yet another top award tonight, winning the Media Federation Awards’ Grand Prix.
The agency’s campaign for Tontine – “The first pillow with an expiry date” – was handed the top gong at the awards ceremony, held at the CarriageWorks in Sydney.
Happy Soldiers won four awards in total for its Tontine campaign, while Slingshot Media Ventures captured two awards.
Yet, the media agencies didn’t leave empty handed, with MediaCom, Initiative, MEC, Starcom, UM, Carat Sydney, Ikon Communications and OMD all winning awards. MediaCom’s Alex Ryan and Sam Geer picked up the NGen award.
Some of the awards on the night included Best Strategic Launch Campaign, which went to Slingshot Media Ventures for its work on Be MedicineWise, and Best Integrated Media Campaign, which was awarded to Happy Soldiers for its work on Tontine.
Ikon Communications won the Best Media Innovation Award for its work with Commonwealth Bank, while Happy Soldiers won the Best Demonstration of Results Award. Best Use of Strategic Insight went to OMD and Visa.
Overall, 800 guests attended the 13th annual Media Federation Awards.
Media Federation Awards chair Tracie Michael said: “Every year the communications landscape becomes more sophisticated and more complex, yet each year the industry steps up to showcase exceptional solutions that deliver hardcore results. This year is certainly no exception.”
The complete list of winners:
GRAND PRIX
Winner: Happy Soldiers
Campaign: The First Pillow With An Expiry Date
Client: Tontine
Collaborating Partners: MediaCom, Zarr Marketing
BEVERAGES
WINNER:
Agency: MediaCom
Campaign: Battle Of The Steaks
Client: Treasury wine Estates
Collaborating Partner: DDB
FINALISTS:
Agency: MediaCom
Campaign: VB “Interventions”
Client: Carlton & United Breweries
Collaborating Partner: Droga5
Agency: Team Coke – Naked Communications, Ikon Communications, The Conscience Organisation
Campaign: Claceau vitaminwater “Casting Call”
Client: Coca-Cola South Pacific
Collaborating Partners: Smart, Urban
AUTOMOTIVE
WINNER:
Agency: Initiative
Campaign: Get More Value
Client: Kia Motors Australia
Collaborating Partners: Austereo, Innocean Worldwide
FINALISTS:
Agency: MediaCom
Campaign: Audi A1: The Next Big Thing
Client: Audi
Collaborating Partners: Rapp Collins, Mass Media, The Projects
Agency: MEC
Campaign: A New Kind Of Company Car
Client: Mitsubishi Motors Australia
FINANCE/INSURANCE/GOVERNMENT/CORPORATE & REAL ESTATE
WINNER:
Agency: Slingshot Media Ventures
Campaign: Be MedicineWise
Client: NPS MedicineWise
Collaborating Partners: Folk, SMG Red
FINALISTS:
Agency: Mindshare
Campaign: Creating A New Weather Vernacular
Client: Nu Energy
Agency: ZenithOptimedia
Campaign: Break Up
Client: NAB
Collaborating Partner: Clemenger BBDO Melbourne
FOOD & GROCERY
WINNER:
Agency: Starcom
Campagin: Whiskas Pledge
Client: Mars Petcare
Collaborating Partner: BD Network
FINALISTS:
Agency: UM
Campaign: Chasing Magnum Gold
Client: Unilever
Collaborating partners: Lowe, Soap, Respublica, Eye Corp
Agency: Mindshare
Campaign: Huggies Pull-Ups: Champion Of Relaxed Learning
Client: Kimberly-Clark Australia
Collaborating partners: Ogilvy, Ignite Media Brands
CLOTHING/COSMETICS & RETAIL
WINNER:
Agency: UM
Campaign: Lynx Lodge
Client: Unilever
Collaborating Partners: Soap, Notorious, 5Senses, Zu Toronto
FINALIST:
Agency: OMD-Fuse
Campaign: Clinique Superfood Superskin
Client: Clinique
Collaborating Partners: M2M, Frank PR
IT & CONSUMER DURABLES
WINNER:
Agency: Happy Soldiers
Campaign: The First Pillow With An expiry Date
Client: Tontine
Collaborating Partners: MediaCom, Zarr Marketing
FINALISTS:
Agency: UM
Campaign: Australia Kinects
Client: Microsoft Australia
Collaborating Partners: Ensemble, PPR, Reprise, Rinsed
Agency: MEC
Campaign: Intelligence That Wins Wars
Client: Activision
Agency: Mindshare
Campaign: Australian Smart Business Series
Client: IBM
Collaborating Partners: The Australian, Ogilvy, Neo, News Digital Media
MEDIA/ENTERTAINMENT/TRAVEL & LEISURE
WINNER:
Agency: Carat Sydney
Campaign: There’s Nothing Like Australia
Client: Tourism Australia
Collaborating Partner: DDB
FINALIST:
Agency: Starcom
Campaign: Emirates: FIFA World Cup
Client: Emirates
BEST STRATEGIC LAUNCH CAMPAIGN
WINNER:
Agency: Slingshot Media Ventures
Campaign: Be MedicineWise
Client: NPS MedicineWise
Collaborating Partners: Folk, SMG Red
FINALISTS:
Agency: ZenithOptimedia
Campaign: Break Up
Client: NAB
Collaborating Partner: Clemenger BBDO Melbourne
Agency: MediaCom
Campaign: Audi A1: The Next Big Thing
Client: Audi
Collaborating Partners: Rapp Collins, Mass Media, The Projects
BEST INTEGRATED MEDIA CAMPAIGN
WINNER:
Agency: Happy Soldiers
Campaign: The First Pillow With An Expiry Date
Client: Tontine
Collaborating Partners: MediaCom, Zarr Marketing
FINALISTS:
Agency: ZenithOptimedia
Campaign: Break Up
Client: NAB
Collaborating Partner: Clemenger BBDO Melbourne
Agency: UM
Campaign: Chasing Magnum Gold
Client: Unilever
Collaborating Partners: Lowe, Soap, Res Publica, Eye Corp
Agency: Naked Communications
Campaign: Enabling An Active Lifestyle
Client: GSK
Collaborating Partners: JayGrey Sydney, Maxus Melbourne
Agency: Initiative
Campaign: Get More Value
Client: Kia Motors Australia
Collaborating Partners: Austereo, Innocean Worldwide
BEST MEDIA INNOVATION
WINNER:
Agency: Ikon Communications
Campaign: The Commonwealth Bank Property Guide iPhone Application
Client: Commonwealth Bank of Australia
Collaborating Partners: Vivant, The White Agency, RP Data
FINALISTS:
Agency: MEC
Campaign: Intelligence That Wins Wars
Client: Activision
Agency: Initiative
Campaign: The Optima Experience
Client: Kia Motors Australia
Collaborating Partner: SMG Red
Agency: Razor
Campaign: Nike Liveboard
Client: Nike Pacific
Collaborating Partner: US Sydney
BEST DEMONSTRATION OF RESULTS
WINNER:
Agency: Happy Soldiers
Campaign: The First Pillow With an Expiry Date
Client: Tontine
Collaborating Partners: MediaCom, Zarr Marketing
FINALISTS:
Agency: OMD
Campaign: Clean & Fresh
Client: SCA Hygiene Australasia
Agency: UM
Campaign: Chasing Magnum Gold
Client: Unilever
Collaborating Partners: Lowe, Soap, Respublica, Eye Corp
Agency: OMD
Campaign: Yellow Pages Hidden Pizza
Client: Yellow Pages – Sensis
Collaborating Partner: Clemenger Proximity
Agency: Match Media
Campaign: I Heart My Dog
Client: Pfizer Australia
Collaborating Partner: Orchard Marketing
BEST USE OF STRATEGIC INSIGHT
WINNER:
Agency: OMD
Campaign: The Travel Companion
Client: Visa
Collaborating Partner: Lonely Planet
FINALISTS:
Agency: Starcom
Campaign: Whiskas Pledge
Client: Mars Petcare
Collaborating Partner: BD Network
Agency: Naked Communications
Campaign: Telstra Youth
Client: Telstra
Collaborating Partners: OMD, DDB
Agency: Razor
Campaign: Humanising Diabetes For Roche
Client: Roche Diagnostics Australia
Collaborating Partners: Southern Star, MCN
BEST USE OF A SMALL BUDGET (UP TO $300,000)
WINNER:
Agency: MEC
Campaign: Intelligence That Wins Wars
Client: Activision
FINALISTS:
Agency: Naked Communications
Campaign: Harnessing People Power To Let People Know Speed Kills
Client: Transport Accident Commission
Collaborating Partner: Photoplay Films
Agency: OMD-Fuse
Campaign: Clinique Superfood Superskin
Client: Clinique
Collaborating Partners: M2M, Frank PR
PARTNERSHIP AWARD
WINNER:
Agency: Ten Connect
Campaign: Coles MasterChef Partnership
Client: Coles
Collaborating Partners: UM, Fremantle Enterprises
FINALISTS:
Company: Powered By Nine
Campaign: Transforming Lamb Through Fashion
Client: Meat and Livestock Australia
Collaborating Partners: BMF, UM, Hausmann
Company: SMG Red
Campaign: Our Baristas Have Talent
Client: Gloria Jean’s Coffees
PRO BONO/CAUSE MARKETING INCENTIVE
WINNER:
Agency: NGen Charity Committee
Campaign: Media Agencies Live Below The Line
Client: The Oaktree Foundation
NGEN AWARD
WINNER:
Entrants: Alex Ryan & Sam Geer
Agency: MediaCom
Campaign: Lessons Learned
CLIENT COMMENDATION:
Entrant: Gema Lasenby
Agency: UM
Campaign: Blue for A Day
FINALISTS:
Entrants: Patrick McDonald & Geoff Carbet
Agency: PHD
Campaign: At Home And Away – Be Proud To Be Gay
Entrants: Dean Challis & Paul Den
Agency: MediaCom
Campaign: Frenemies
Entrant: Jessica Krimuldens
Agency: MediaCom
Campaign: Actin’ Up Your Way To Summer Bay
Entrants: Angus McLean & Edwin Onggo
Agency: Mindshare
Campaign: Schoolville
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