The Hallway has taken out the top gong at the ADMA AC&E Awards last night, picking up the Grand Prix for its Ask the Google App for Google.
The Sydney-based agency also picked up the Innovation Award and the Out of Home Awards for the work, which aims to build micro-moments to change the way Aussies search on their mobile.
M&C Saatchi and Bang PR picked up the most awards of the evening with their controversial health campaign for the Blue Ball Foundation which encouraged men to check for testicular cancer by embedding a self-check guide into a porn film.
McCann Melbourne was another big winner on the night with its Infrequent Flyers club campaign for Tigerair, picking up four awards in Customer Experience, Copywriting, Customer Retention/Loyalty campaign and Integrated campaign.
In addition, McCann Melbourne executive creative director Pat Baron was the first winner of a new award for Creative of the Year.
ADMA CEO Jodie Sangster said the AC&E Awards are the only awards in Australia that recognise exceptional creativity and solid business results in “equal proportion, not as separate specialisations”.
“Together they have the power to transform a business as the winners have demonstrated,” Sangster said.
In total, 34 winning and 35 highly commended trophies were awarded. Trophies were not awarded in three categories – The Ambient/Experiential, Email Marketing and Print: Adverts, Posters, Inserts, Sales Materials and Collateral – with judges noting entries didn't strike a balance between creativity and effectiveness.
“This is controversial, I know, and some people will not be happy about it,” Sangster said.
“But we will not give a category award if we think there aren’t any worthy campaigns that meet the creativity and effectiveness brief,
The AC&E Awards are a new format for the awards which were rebranded last year.
See the full list of winners below:
The full list of 2015 AC&E Award winners by category comprises:
Apps
Sydney Royal Easter Show 2015 for Royal Agricultural Society of NSW by Mobbidiction
Art Direction
Mini the Muttaburrasaurus for Medibank by Whybin\TBWA Group Melbourne
Best Use of Search
That’s the beauty of automated search price lines for Priceline by Resolution @PHD
Branded Content
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Broadcast: TV, Cinema, Radio
Break the Barrier for St John Ambulance WA by The Brand Agency Perth
Copywriting
Infrequent Flyers Club for Tigerair by McCann Melbourne
Customer Acquisition Campaign
No Wallet? No Worries for Commonwealth Bank by M&C Saatchi
Customer Retention\Loyalty Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Data Strategy
Telstra Smarter Building Better Businesses for Telstra by CHE Proximity
Data Visualisation
The Sound of Azure for Microsoft Australia by Wunderman Australia
Data-Driven Mail
Google Fast Growth for Google for Work by Apparent
Digital & Social Advertising
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
E-commerce Website & Marketing
How Krispy Kreme’s new website drove 19% sales increase and kept visitors coming back for more for Krispy Kreme by Whybin\TBWA Group Sydney
Integrated Campaign
Infrequent Flyers Club for Tigerair by McCann Melbourne
Integrated Campaign – small budget
The Ninth Watch for The University of Queensland by Clemenger BBDO Brisbane
Media Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Mobile Marketing
Whiskas Catstacam for Mars Petcare Australia by Clemenger BBDO Sydney
Most Effective Use of Content
#MyFamilyCan for SPC Ardmona by Leo Burnett Melbourne
Not-For-Profit Campaign
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
Out-Of-Home
Ask the Google app for Google Australia by The Hallway
PR Campaign
Reverse Reviews for Art Series Hotel Group by Cummins & Partners
Social Commerce
Honda Odyssey-Be Our Best Critic for Honda by Leo Burnett Melbourne
Social Media Campaign
Only GayTM in the Village for ANZ by Whybin\TBWA Group Melbourne
Use of New Technologies
Tourism New Zealand-#NZDronie for Tourism New Zealand by Whybin\TBWA Group Sydney
UX, Interface & Navigation Design
Website redesign for Blackmores by Holler
Pinnacle Awards
Grand Prix Award
Ask the Google app for Google Australia by The Hallway
Overall Customer Experience Award
Infrequent Flyers Club for Tigerair by McCann Melbourne
Courageous Client Award
Game of Balls for Blue Ball Foundation by M&C Saatchi & Bang PR
The Innovation Award
Ask the Google app for Google Australia by The Hallway
Excellence Awards
ADMA Marketer of the Year
Sam Viney, Marketing Director, ALDI
ADMA Creative of the Year
Pat Baron, Executive Creative Director at McCann Melbourne
The Jon Clark Award for Outstanding Contribution
Doug Campbell, Director of Decision Science and Analytics, Deloitte (and former Chair of IAPA 2008-2015)
ADMA Young Marketer of the Year
Tim Kenward, Senior Brand Manager, McDonalds
ADMA Young Creative of the Year
Alex Little, Copywriter and Karsten Jurkschat, Art Director, Ogilvy Melbourne
ADMA Hall of Fame
Tony Davis, Quantium
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