Page 50 - AdNews Magazine Nov-Dec 2020

Feature
Automobile Club of Victoria); Curing Homesickness (CHE Proximity/Sydney Children’s Hospitals Foundation); The Earnbassadors (CHE Proximity/ Velocity Frequent Flyer); Good Morning World (Special Group/ Tourism New Zealand); Signs of Love (TBWA\Melbourne/ANZ).
Social Media Campaign
of the Year
Winner: Leo Burnett & Publicis Media, Samsung Electronics Australia, #SubtlySponsoredPost
The Social Media Campaign of the Year award went to Leo Burnett and Publicis Media for the #SubtlySponsoredPost campaign released last year for Samsung Electronics Australia. The cam- paign featured four influencers, Lily Brown, Kayne Lawton, Rahnee Bransby and Johnathon Sauer, as well as comedy group Aunty Donna. The work was developed to promote the release of Samsung’s Galaxy A Series smartphone range.
#SubtlySponsoredPost poked fun at “organic” posts from
influencers that are clearly sponsored by a brand by showcasing the features of the Galaxy A in a deliberately over-the-top manner.
The judges: “True innovation in social media with expansive use of all platforms — leveraging influencers to marry media and creative for strong target market results. Great work.”
“We’re thrilled to be recognised in the social media category for our successful #SubtlySponsoredPost campaign for Samsung,” says Melinda Geertz, CEO at Leo Burnett Australia.
“It’s work we’re very proud of — for its intelligence, creativity and impact.” Finalists: Citizen Reef (LADbible Australia/Initiative Australia); The Best of Your Ability (ntegrity agency/WISE Employment); Michelin Impossible (Ogilvy Sydney/KFC).
Content Agency of the Year
Winner: Daresay
Daresay took home the Content Agency of the Year award just two years after transforming its business. In 2016, Daresay was called Fifty Patricks, an internal content production arm for The Works before launching as Daresay in 2018 as a standalone branded content agency, offering content strategy, brand journalism and end-to-end social media services.
The agency has worked with brands such as Westpac Business, Optus, Destination NSW and NSW Department of Education.
“We could not be prouder to take the top award two years in a row,” says Ruth Haffenden, managing partner at Daresay.
“It’s a real testament to the ambition and tenacity that sits within this incredible bunch of people, alongside the agency’s ability to pivot and scale at pace.”
The judges: “Reinventing itself from production to content agency, showing solid financials, impressive new business wins through word of mouth and a clear investment in its culture and people — Daresay has proven itself as the clear winner.”
Finalists: 3rdspace, Leo Burnett Australia.