Page 24 - Adnews Magazine January 2022

Agency of the Year
Finalists:
MediaCom, ‘Mask Breath’, MARS. Ogilvy Sydney, ‘No Home Address’, Whitelion.
The Royals, ‘Know Me’, Wild Secrets.
Social Media Campaign
of the Year
Winner: HERO, #DeliveryDance, Menulog Judges: “Powerful gains in market share against a formidable rival achieved through a True Social Media ‘Takeover’ as a highly share- able and inspiring campaign that shifted youth perceptions and gar- nered new affinity and loyalty.”
The TikTok #DeliveryDance Challenge: A competition encour- aging people to unleash their excitement when their Menulog was delivered by dancing for joy. Finalists:
Special, ‘TIBE For Love’, Uber Eats
TBWA\Sydney and Mindshare, ‘Play NZ’, Tourism New Zealand. The Monkeys part of Accenture Interactive, ‘When Will She Be Right?, UN Women Australia.
Best Use of Data in Campaign Planning Presented by Captify Winner: OMD Australia, ‘Macca’s Monopoly — Playing to WIN!’, McDonald’s
Judges: “This campaign demon- strated the most sophisticated use of multiple data points to
continually optimise and develop. To take a mature product that is problematic, and turn it around by specifically using data. It was agile, nimble and ultimately drove a phenomenal outcome.”
Finalists:
Clemenger BBDO Melbourne and PHD Melbourne, ‘GNBC InstaRadio’, Carlton & United Breweries.
Havas Sports & Entertainment (a division of Havas Media), ‘The King. C Barbershop’, Gillette.
Best Use of Content
Winner: TBWA\Sydney, ‘Play NZ’, Tourism New Zealand
Judges: “Setting the scene for visitation growth, ‘Play NZ’ is a rich example of content in a contemporary video game format and all its earned extensions.”
TBWA\Sydney: “Our content strategy was simple; behave like a real new game release by showing up in gaming channels and platforms, before encouraging people to PLAY NZ online on our website, and even- tually to travel in real life when countries’ borders reopen. This allowed us to target a super-engaged gaming audience and the adventure-deprived travel audience at the same time. The media strategy sought to engage audiences in an active way, rather than the passive ‘dream now, travel later’ approach our competitors were taking. This allowed us to pull consumers into our world and show them a whole new side to New Zealand. To achieve this we partnered with Twitch, and Australian gam- ing heavyweight Loserfruit. She teased the content on her social platforms pre launch, then ‘played’ the country live to her 4.7 million-strong audience.”
Finalists:
CHEP, ‘Sloways’, NRMA Insurance.
Clemenger BBDO, ‘Losing Lena’, Code Like A Girl and Creatable. The Monkeys part of Accenture Interactive, ‘When Will She Be Right?, UN Women Australia.
Brand Partnership Award
Winner: Clemenger BBDO, ‘Pitvertising’, Unilever
Judges: “This partnership was a standout for being contextually relevant, with demonstrable results delivered in a competitive and saturated space.” Clemenger BBDO: “We developed a whole new form of media:
Pitveritising. With a sports sponsorship like the Big Bash League where advertisers were willing to outspend each other to be present, out- smarting the competition was the only way we were likely to gain