Page 54 - AdNews Magazine Nov-Dec 2020

Feature
“This year has been difficult for so many, and to receive the Employer of the Year award is tes- tament to the passion and hard- work of our people and provides the energy and enthusiasm to con- tinue driving our agency to be at the forefront in care, culture and our role within the community.” Finalists: Havas Australia, Leo Burnett Australia, Ogilvy Australia.
Production Company
of the Year
Winner: Finch
Finch took home the Production Company of the Year award after
a year of working with some of the biggest brands and producing docu- mentaries. The agency executed just over 194 campaigns for brands such as AFL, Jemena, Myer and Suzuki. It also worked on long-form content pieces, such as the feature documen- tary, Machine, released in cinemas across Australia last December, as well as the Losing Lena documentary released exclusively on Facebook Watch last November.
The team at Finch also showed their interest in environmental sustainability and wildlife conser- vation via their initiative, Lion’s Share, in partnership with the United Nations. This initiative, a way for brands to contribute to the fund every time they use an animal in their advertising, got 50 brand signatures and raised US$16 million in funding with Sir David Attenborough as a special
ambassador for the fund.
As well as this, Finch’s crea- tive technology curriculum, Creatable, with more than 400 students completing their classes covering ideation, design and
creative technology.
Finalists: Revolver/Will O’Rourke.
Innovation
in Media Award
Winner: Adgile Media, Intelligent Content Recognition
Adgile Media won the Innovation in Media Award for its Intelligent Content Recognition (ICR) tool. The agency embarked on developing ICR in 2015 when it recognised that TV advertising lacked the control, accountability and transparency needed in a digital world. Over four
years of development, ICR produces real-time TV spot data of coverage and detail, which is helping to boost TV services into the mainstream, while also unearthing new opportunities to improve TV analytics and optimisation.
ICR is a self-learning content recognition technology that “watches” TV broadcasts and video streams 24/7. The technology then employs patented content recognition and machine learning to identify and catalogue all advertising and brand content in real-time, commercials and in-program.
ICR is active in nine countries across four continents.
The judges: “Adgile Media’s Intelligent Content Recognition tool not only demonstrates results and how it optimises campaigns for the local industry but has also been internationally recognised and used across the globe.” Finalists: Finecast.
Brand Partnership Award and Social Responsibility/ Pro Bono Award
Winner: CHE Proximity, Sydney Children’s Hospitals Foundation, Curing Homesickness
CHE Proximity was tasked with finding a way to unite Australians behind the Sydney Children’s Hospitals Foundation to drive up chari- table donations. However, the agency wanted to go beyond this. It wanted to find a cause that every Australian could relate to, and some- thing that was relevant to every child regardless of the illness they were facing. The agency learnt that 50% of kids in hospital suffer severe homesickness, which has real and profound effects that can lead to social and behavioral problems, anxiety and copying issues and feelings of helplessness. So the agency’s single cause would be to cure home- sickness — something everyone has experienced.
For the campaign, CHEP united 47 partners, from Coles, Disney, Assembly Label and Pasta Pantry to tell the story of a girl that missed her mum’s pasta sauce, creating the Mum’s Sause product stocked at Coles. The results: 100% of SCHF’s yearly fundraising target was met within three months of launch. Mum’s Sause become the number-one selling pasta sauce at Coles, beating established brands. The campaign also earned 162 million free media impressions. The Curing Homesickness product range continues to raise over $200,00 every month for children’s hospitals around Australia.
The judges: “Compelling creative execution and ongoing results,