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SILVER

Whale song/Single consumer

Agency: Optus
Client: M&C Saatchi/Mark

Optus, Australia's second largest telecommunications company, wanted to establish itself in the increasingly saturated telecom industry. The company decided to use an inspirational and positive message to convey its position. Agency M&C Saatchi/Mark created a microsite, drawing on research from the University of Queensland that concludes whales sing complex love songs to one another. The microsite featured an orchestra and a multidimensional whale and the tagline “When it comes to communication, anything is possible.” The site exceeded 135,000 visits, against a target of 72,000. Visitors spent an average of three minutes on the site, and 83% interacted with the whale.

Creative Director
Gavin McLeod

Copywriter
Mitch Alison

Creative Group Head
Josh Rowe

Art Director
Michael Glass, Josh Rowe

Developer
Punya Huxter, Boffswana

Client Service
Hally Starr

Production
Jacquie Ford

Growth/Business campaign

Agency: Proximity London
Client: Company: Royal Mail

Royal Mail wanted to show UK small businesses that direct mail is highly effective when used as part of an integrated campaign. Proximity London initiated a strategy to prove the channel's efficacy by positioning Royal Mail as a potential business partner for small business, rather than just a means of transporting materials from one location to another. The “Growth” campaign had at its core a microsite consisting of 14 questions for small-business owners regarding growth strategies. Proximity's database generated helpful advice, products and case studies customized to each respondent's answers, and each respondent was sent a tailored direct mail package. Since October 2008, 270,000 visits to the site have resulted in a 50% conversion rate and a 25% referral rate.

Art Director/Executive Creative Director
Duncan Gray

Copywriter
Marcus Iles, Chris Monk

Digital
Jonas Lembke, Pete Petrella

Copywriter
Chris Monk

BRONZE

Speak in thumbs/Single consumer

Agency: AT&T
Client: Atmosphere BBDO

In November, AT&T wanted to promote how easy it is to text on the Samsung Propel and Pantech Matrix phones to 16- to 24-year-olds. Atmosphere BBDO created a site allowing users to add their favorite text abbreviations and definitions to the Web. More than 720,000 unique visitors came to the site between November 3 and December 31. More than 28,000 definitions were added.

Senior Creative Director
Arturo Aranda

Associate Creative Directors
Ron Lent, Mark Radcliffe

Art Director
Jake Blumenau

Senior Copywriter
Kim Mok

Senior Designer
Kathy Choi

Senior Producer
Carrie Sampson

Group Account Director
Will Townsend

Account Director
Brett Barash

Senior Account Executive
Anne Hwang

Technical Director
Josh Dreier

Pi Planets/Single consumer

Agency: Commonwealth Bank
Client: BMF

Commonwealth Bank partnered with agency BMF and Playstation 3, which was launching the LittleBigPlanet video game, to connect with teens and encourage more account deposits. Users who made a $10 deposit into their accounts during an eight-week period could create their own planet online. Users then voted on the best, and winners walked away with Playstation loot. The site was visited 76,515 times.

Creative Director, Direct
Dylan Taylor

Art Director
Luke Hawkins

Copywriter
Damon Porter

Associate Creative Director
Brad Waggoner

The yellow treehouse/Business campaign

Agency: AIM Proximity
Client: The Yellow Pages Group

In New Zealand, the Yellow Pages was seen as an old fashioned book that was no longer the best place for people to find businesses. Because of this, Yellow was finding it increasingly difficult to sell listings in its books and to get people to use its books and site. AIM Proximity wanted to show that consumers could do any job using only Yellow. The agency set up Tracey Collins, a young, pleasant New Zealander with restaurant experience, with the mission to build a restaurant in a Redwood tree using only Yellow to find the myriad suppliers she needed. Each business that helped was featured and linked on YellowTreehouse.co.nz. DRTV, radio, print, billboards, mail and Web ads showed the progress of the restaurant, which, once completed, allowed people to register for a meal. Two thousand people visited the restaurant before it was taken over by Redwood Park, where it was constructed. Yellow itself reaped treetop-high results: Sales of its directories increased 6.7%, with online usage rising 11%, year-over-year.

Also placed Gold in the Integrated and Interactive categories.

Executive Creative Director
Nick Worthington

Creative Directors
Steve Cochrane, Dave King

Head of Interactive Art
Aaron Goldring

Group Account Director
Matt Pickering

Art Director
Maria Lishman

Copywriter
Anne Boothroyd

Art Director
Tony Clewett

Digital Producer
Amanda Theobald

Senior Digital Designer
Shanan Goldring

Planner
James Hurman

The best job in the world/Single consumer

Agency: SapientNitro
Client: Tourism Queensland

Tourism Queensland was in a bind. Consumers booking island vacations were often looking beyond the Great Barrier Reef to locations such as Greece, the Maldives and Hawaii. Agency SapientNitro decided to draw attention to the area by offering the best job in the world — “island caretaker.” The contest launched in January 2009, offering a paid ($150,000 AUS) position for six months. Applicants from around the world — nearly 35,000 of them from 20 countries — entered by sending 60-second video applications. Because applicants needed to demonstrate knowledge of the area, they were forced to learn more about the Reef region, thus raising awareness of the destination. The winner was Ben Southall, a diving and sailing enthusiast from the United Kingdom. Southall reported on his experience through blogs, photos and video diaries celebrating the islands. The campaign garnered plenty of worldwide attention, and news articles covering it are still searchable on Google. Not bad for a budget of less than $2 million.

Also placed Gold in Social Media and Silver in Integrated and Interactive

Art Directors
Cristian Staal, Ralph Barnett

Creative Directors
Nancy Hartley, James Burchill

Account Directors
Anne-Maree Wilson, Adam Form, Edwina Gilmour

National Strategy Planning Director
Darren McColl

Senior Digital Producer
Jason Kibsgaard

FINALISTS

 

Dodge Ram challenge
Agency
BBDO, New York / BBDO, Detroit

Client
DaimlerChrysler Services North America LLC
CCO: David Lubars, Bill Bruce

Corryvreckan - The Sea-quel: A Tale With a Twist
Agency
Story

Client
The Glenmorangie Company
CD: Dave Mullen

KDW shotgun challenge
Agency
The Martin Agency

Client
BFGoodrich
CD: Cliff Sorah

prescribethenation.com
Agency
Ogilvy & Mather, New York

Client
Unilever
CD: David Korchin

Where Ronaldo will be 3 years from now
Agency
Proximity, Portugal

Client
Banco Espirito Santo
CCO: Pedro Bidarra

Grader.com
Client
HubSpot
CTO: Dharmesh Shah

3-D Web special for the Polo launch
Agency
DDB Germany, Hamburg

Client
Volkswagen AG
CD: Andreas Kant

Gillette gamer
Agency
Proximity BBDO, France

Client
Gillette
CD: Rémy Guilbert

I am unique
Agency
Lowe Sydney

Client
Foxtel
CD: Tom Markham

Out-trade Trevor
Agency
Lavender*

Client
Westpac Banking Corporation
CD: Simon Lee

Mida
Agency
Proximity, London

Client
Royal Mail
AD: Jason Fletcher

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