Gold
Pie Bag
Agency: DDB Group Melbourne
Client: Australian Centre for the Moving Image (ACMI)
The challenge here was to drive attendance to ACMI’s Tim Burton exhibition on a very limited budget without using any characters from Burton’s films. This team’s solution played on the narrative of Sweeney Todd, The Demon Barber of Fleet Street in which the title character kills his enemies and uses their bodies to bake meat pies. The piece included a standard brown paper pie bag with the message “100% Human Meat Pies.” “The strategy of cannibalism immediately got my attention and was ironically strategically sound,” said one judge. “The art direction and copywriting was perfect.” “This campaign is the result of creativity, bravery, great copy and art direction — all handled so well and carefully,” noted another judge. The exhibit drew 23,150 attendees opening week, making it ACMI’s most successful opening week ever. Daily traffic records were also broken with the 4,227
attending in one day. Additional judges called the campaign “clever and relevant,” “simple, shocking and eye-grabbing,” and “spot on.”
Creative Directors
Glen Dickson, Ruben Cirugeda
Art Director
Jake Barrow
Copywriter
Crystal Fong
Silver
Yellow Chocolate
Agency: Colenso BBDO
Client: Yellow Pages
Looking for a way to promote the Yellow Pages, this New Zealand campaign enlisted an average citizen named Josh to create and launch a yellow-tasting chocolate bar using only the Yellow Pages. Consumers followed Josh’s progress via TV spots, a website and social media outlets. The bar became the fastest selling chocolate bar in 10 years and yielded an open rate near 100%. “Brilliant way of proving the power of the Yellow Pages,” said one judge.
Executive Creative Director
Nick Worthington
Creative Director
Steve Cochran
Digital Creative Director
Aaron Turk
Animal Business Cards
Agency: Leo Burnett/Arc Worldwide
Client: Sunway Lagoon
To highlight the unique interactive experience at Sunway Wildlife Park in Malaysia, this team created a series of “animal business cards” that featured friendly, self-promotional style messages from the animals and a 25% entrance fee discount. They were handed out by the animals themselves (accompanied by rangers) and at a nearby mall and hotel. Park visits increased 12% in the first week. “Charming, personal and creative,” said one judge. “So well-executed,” noted another judge.
Executive Creative Director
Tan Kien Eng
Creative Director/Art Director
Theresa Tsang
Creative Director/Copywriter
Valerie Chen
Real Stories – The Wall
Agency: Colenso BBDO
Client: TVNZ (TV One)
A 20-meter wall in central Auckland featuring hundreds of copies of realistic repliacs of letters handwritten to loved ones from soliders who fought in Japan helped promote The Pacific, Steven Spielberg’s World War II series. While only 1% of people in the UK and the US watched the show, the campaign helped draw 974,430 viewers to the first episode and delivered $443,484 worth of media coverage on $141,000.
Executive Creative Director
Nick Worthington
Art Directors/Copywriters
Rebecca Johnson-Pond, Kimberley Ragan
Finalists
The Great Christmas Wrapping Swindle
Client: Football Federation Australia
Agency: Lowe Sydney
CD: Simon Cox
Lifestyle Wraps
Agency: Draftfcb Cape Town
Client: Santam
ECD: Glynn Venter
X1 Dessert
Agency: Draftfcb New Zealand
Client: BMW New Zealand
CD: Tony Clewett
Badly Parked
Client: Mercedes-Benz Portugal
Agency: Proximity Portugal
CD: Nuno Duarte
