Page 20 - Adnews Magazine January 2022

Agency of the Year
“Vegeknife: With 58% of Australians revealing frustration with butter-Vegemite cross-con- tamination, we launched the ‘Vegeknife’, a double ended knife specifically designed for butter at one end, Vegemite at the other.
“Adam Liaw Lockdown Series: An online cooking series with celebrity chef Adam Liaw. The main central ingredient to all his recipes — Vegemite.”
Haagen-Dazs: “We developed ‘Trojan Peas’, an incredible new anti- theft innovation to help loyal custom- ers hide their favourite ice cream from others in a fake bag of peas.” Finalists: Adhesive, Aruga, Eleven
Vegeknife via Thinkerbell. Jack Nimble for Tourism Australia.
Content Agency of the Year
Jack Nimble
Judges: “It’s all in the name — the way it works is nimble, a small agency with big impact.”
Jack Nimble, founded in July 2017, has carved a niche with a unique blend of social-first creative and production.
For Tourism Australia, Jack Nimble created a bushfire recovery video, which clocked up 4.8 million views. And during the hard lock- downs, the agency developed a YouTube strategy and created 25 videos entirely from archival footage.
Finalists: AnalogFolk, Daresay
Branding and Design Agency of the Year
Winner: The General Store
Judges: “The quality of the work is what really made this entry stand out. The judges loved the strong experiential examples in their work for Rebel and The Salvos.”
The General Store specialises in creating brand experiences for retail with a multidisciplinary team that spans strategy, advertising, archi- tecture, digital and design.
For The Salvos, the agency aimed at changing the way Australians view op-shops. The platform rolled out across every touchpoint, includ- ing: a fully integrated brand identity platform; a reimagined store design; a new ecommerce platform; an integrated launch campaign. Finalist: The Royals
Ad Campaign of the Year Presented by Sightline
Winner: The Monkeys, part of Accenture Interactive, ‘When will she be right?’, UN Women Australia
Judges: “Tapping Australian male vernacular and creating a cultural turning point on an Australian tragedy to change behaviour through emotional response and surprising facts, this brutally honest and brave campaign hit directly at the heart of the problem — men.”
The Monkeys: “Women keep being told ‘it’s getting better’. But the same thing was said to our mothers, our grandmothers, and to our great grandmothers.
“They’ve been telling us that forever, and now we knew the reality — every horrible thing that has happened to us or women we know,
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