Page 46 - AdNews Magazine Nov-Dec 2020

Feature
Russell Crowe, Jacinda Ardern, two airlines and Tourism New Zealand all got behind the campaign, achieving $330 million-plus earned media impressions in a country of 24 million people.
NRMA Insurance “Home Insurance for Koalas”
“For an insurance brand synony- mous with helping Australians, it made sense when we landed on the idea of home insurance for koalas — a campaign dedicated to protecting the homes of our furry friends. Like all Australians, we were shocked to learn the koalas’ natural habitat is under threat, making them functionally extinct. This idea is a commitment from NRMA Insurance that for every new home insurance policy, they will plant a tree through their part- nership with Conservation Volunteers Australia. As part of the campaign, NRMA Insurance was also the first Australian brand to sign up to Lion’s Share, commit- ting 0.5% of the campaign media budget to animal conservation.”
Asahi “Enter Ashai”
To Enter Asahi is to enter the unknown. We avoided a tradi- tional narrative, and took a more surreal, music-video inspired approach. The loose story leads to a mysterious Japanese character who collects giant squid and owns a secret research facility dedicated to pruning the perfect Bonsai tree. The idea being that this kind of perfectionist would favour precision-brewed Asahi.
Mountain Goat Beer “13-GOAT”
After dealing with faceless call centres, you’ll find one operated by goats a pleasant surprise. A launch promo, wrapped inside a choose-your-own-adventure audio experience, wrapped inside a call centre. During the course of the campaign, people who called 13GOAT were connected to an immersive, branded experience. Every choice leading them deeper into a series of intertwining sto- ries, characters and a tonne of goat-related sound effects, and all for their chance to win a year’s supply of new GOAT beer.
Berlei “UnderState”
The idea acknowledges a problem that women know all too well. Loud bras can be fun, but when a bra doesn’t fit right, or it’s not the best match for what you’re wearing, it can draw unwanted attention to itself. Sometimes you just need a bra that shuts up and does its job, so you can get on with yours.
Telstra “You don’t need Australia’s best network... until you do”
Whether it’s sharing big news, changing plans in a hurry, or quickly looking up something important, it’s reassuring to know Australia’s best network is there for you when you need it.
BCF “Camp Pain”
On the surface, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF.
Finalists: CHE Proximity, DDB Sydney, M&C Saatchi, Special Group Australia.
Independent Agency of the Year, presented by NOVA Entertainment, Best Use of Content, Innovative Use of Media and Ad Campaign of the Year
Winner: Special Group Australia
Special Group took home a total of four awards at this year’s AdNews Agency of the Year Awards, including Independent Agency of the Year, presented by Nova Entertainment. Judges said the agency, which has a team of about 60, ran a broad creative platform with a consistent global standard.
The judges: “Disruptive work backed up by strong employee proposition means they produce a consistently high standard of work for a diverse group of clients. Outstanding.”
The agency said it managed to win a piece of new business every