Silver
Food Lovers
Agency: Archibald Ingall Stretton
Client: WRAP
Given that one third of food bought in the UK is thrown away, this campaign aimed to educate and change behavior. Love poems, serving as odes to specific foods that included information about avoiding waste, drove listeners to a Love Food Hate Waste website for additional information. Results included a 39% increase in website visits. “This could have been preachy,” said one judge. “Instead, it’s an ode to the potato! A sonnet to bread! Smart and fun.”
Creative Directors
Matt Morley-Brown, Geoff Gower
Art Director
Mark Hanson
Copywriters
Kristian Foy, Rishi Dastidar
Poet
Matt Harvey
Bronze
Hidden Pizza Restaurant
Agency: Clemenger BBDO Proximity Melbourne
Client: Sensis Yellow Pages
To prove the value of the Yellow Pages to small businesses, this team built a hidden pizza restaurant (in the basement off an alley, through a roller door, down an elevator). Contact details were placed only in the Yellow Pages. With no reference to the Yellow Pages, a challenge and free pizza offer piqued audience interest. Phone and online leads increased 23.5% after the first week.
Executive Creative Director
Ant Keogh
Creative Director
Josh Robbins
Copywriter
Ant White
Sound
Dmitri
Post-Production
Iloura/Digital Pictures
No Fees – Foreigners
Agency: BMF
Client: Expedia.com.au
Expedia was relatively unknown in Australia until this campaign promised booking fees would be eliminated forever if 1 million people visited Expedia.com.au within six weeks. The site drew more than 1 million visits in 22 days (nearly 2,000 per hour). Flight bookings increased 23%; gross bookings in the region increased more than 60%; and spontaneous brand awareness skyrocketed 300%. Booking fees are history in Oz.
Art Director
Shane Bradnick
Executive Creative Director
Warren Brown
Creative Director
Simon Langley
Copywriter
Dustin Lane
Art Director
Shane Bradnick
Finalists
Christmas Appeal
Agency: Watson Phillips Norman
Client: The Salvation Army
Creative Partner: Maria Phillips
