Page 41 - AdNews magazine Mar-Apr-May 2023

AD CAMPAIGN OF THE YEAR FINALISTS
Howatson+Company
Matilda Bay’s founder Phil Sexton has consistently pushed Australia’s drinking palettes forward, often against our will, but much to our [eventual] delight.
The launch of the Original Ale was another chapter in his trailblazer story.
Howatson+Company, for Matilda Bay Brewery, Rejected Ales: “Our task was to sell ‘The
Special Australia
Special Australia, for Uber Eats, Grey Wiggle - “Aussies love online food delivery, but in a maturing category, we looked to a new audience for a new source of growth: Aussie Families. Our campaign brought together a new member to The Wiggles - the Grey Wiggle. Across an integrated campaign led by OOH and film, the Grey Wiggle refuses to sing
Host/Havas
Host/Havas, for The Australian Federal Police, Crime Interrupted - “The Australian Federal Police repositioned themselves in
2021 as an organisation that ‘outsmarts serious crime with intelligent action’. To better reflect this positioning, we
were tasked with creating a recruitment campaign aimed
at more diverse and diversely-
The Monkeys
The Monkeys, part of Accenture Song, for Meat & Livestock Australia, The Lost Country of the Pacific - “Our idea was a satirical response, celebrating how Australians are better as
a warm, open and welcoming nation, reunited with the rest of the world by lamb. A three-minute film depicted an Australia in danger
of becoming a permanent hermit
Beer That No One Wanted’, a delicious, original ‘Golden Ale’,
at a time when the market was obsessing over Pale Ales and Hazy IPAs. The big idea: promoting the perfect beer by launching the almost perfect rejects that made it. We transformed each of the abandoned beers into a consumer facing product: ‘Rejected Ales’.
“The beer category landscape
the Uber Eats order and he will not share, all while the Wiggles explain to him that everything - including food - is better together.
“We uncovered a truth with our audience; while families ordered takeaway each week, they tended to order the same thing each week too. Digging a little deeper we uncovered why; more options meant more arguments . Families
skilled candidates. We turned
our recruitment messages into a six-part true crime podcast called Crime Interrupted – creating resonate entertainment in a compelling format, designed
to pull listeners in rather than pushing into their lives.
“Proof of the AFP’s progressive and impressive achievements lay in their success
island. However, the power of Australian Lamb inspires some restless Aussies to get us back on the map - by inviting the rest of the world to reunite over a Lamb BBQ.
“... the film acting as an ‘unofficial state of the nation’, with topical jokes and references to Australia’s social climate.
“Ironically ‘Fortress Australia’ reality imitated our idea in launch
has transformed astronomically, from 19 breweries in the ‘80s
to 600+ today. Dozens of new product lines are churned out each year, to keep up with everchanging fads and trends. This over-crowding effect has impacted both physical and mental drivers of growth, making it even harder to get beer on shelves let alone on consumer mental shortlists.”
told us they were perfectly happy with nuggets, so long as it meant everyone sat-down together.”
A strategic gear-shift from the feeling that comes with access to endless local options to easy access to shareable family favourites that will keep even the most difficult family members happy.
The Grey Wiggle learned to share.
stories: serious crimes that were stopped not by the run-and-gun actions of armed responders, but by the intelligent action of a more diversely-skilled broader team. From catching online predators targeting hundreds of children, to rescuing Australian citizens from international kidnapping groups, these stories were compelling and fascinating.”
week. As a rapid tactical response, Lamb extended a personal welcome to its highest-profile victim - Novak Djokovic.”
Invitations were sent to Joe Biden, Boris Johnson, Emmanuel Macron and Jacinda Ardern with OOH placements in New York, London, Paris and Auckland. Leader of the Republic of Western Australia Mark McGowan was invited to visit.
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