What makes an awarding winning advertising campaign?
The advertising awards almanac captures the stories behind advertisings best work of the year.
We talk to judges, creatives, media and clients behind the work. Asking the questions, you don’t see on entries, awards videos or acceptance speeches. What happened during the pitch? What idea didn’t they go with? What impact this had in the boardroom, what would you have changed? What was the discussion in the judging room?
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Product Innovation or diversification is not a new concept, it taps into the distinctive assets and love of a brand and at times Brand Extensions can have massive, unexpected impact with customers. Victoria Bitter or VB is synonyms with the Australian Cricket team.
In 2019 To coincide with the upcoming Ashes cricket series, VB paired English (tea) with its beer to create VB Tea a combination of a non-alcoholic Ceylon black tea and Super Pride hops, the hop variety that gives VB its characteristic bitterness.
The campaign called upon Australians who are planning on staying up late to watch Australia face the England in The Ashes in the UK, to make the switch from a cold beer to a hot cup of tea.
It picked Gold at the Mumbrella CommsCon Awards for the best B2C campaign. Though let’s forget that the Ashes result, where Australia won the series 2-1
https://www.youtube.com/watch?v=5aSREP3ehAs (https://www.youtube.com/watch?v=5aSREP3ehAs)
In this episode Hugh Jellie, Marketing Manager - Carlton & United Breweries talks about how you combine a Beer & Tea together, the public reaction and how brands try to continually innovate through extensions
30 Mar 2021
Volvo Omtanke
In this episode we spoke to Brooke Thompson, Strategy Director at Mindshare Australia, about her highly awarded campaign Volvo, Omtanke
https://www.youtube.com/watch?v=HgU8ebyHblc (https://www.youtube.com/watch?v=HgU8ebyHblc)
A media planning approach originally conceived in 2019, it was an early Australian posterchild for Binet & Field’s Long and Short of it. They shifted to a brand-led approach, moving away from one-off model promotions and adapting existing offers into an always-on layer, to deliver a significant sales increase in a declining category.
Volvo Omtanke was recognised at following awards
AUSTRALIAN EFFIE AWARDS
Other Consumer Goods, Silver
Brand Value, Bronze
MFA AWARDS
Business Impact, Gold
Grand Prix
WARC Effective Innovation Grand Prix
https://www.youtube.com/watch?v=MbqA2fM6tqU (https://www.youtube.com/watch?v=MbqA2fM6tqU)
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17 Mar 2021
Uber Eats AO & Super Bowl with Special Group CCO's Tom Martin & Julian Schreiber
In this episode we spoke to creative agency Chief Creative Officers and partners Tom Martin & Julian Schreiber at Special group about their ever increasing list of accolades
Agency of the year wins: Campaign Brief Agency of the year and Spikes Asia Independent Agency of the year
Uber Eats Australian Open 20&21 campaigns: 2020 AO Ambush picked up Golds at AWARD for creative use of media, live broadcast and use of tv & Other screens
https://www.youtube.com/watch?v=bU8G 78Q33Z0 (https://www.youtube.com/watch?v=bU8G78Q33Z0)
and their most recent Wayne's World Super Bowl Ad.
https://www.youtube.com/watch?v=D-Q3HNp6dew
We even found out what they would be ordering tonight with Uber Eats
Big shout out to Abi Dawson for setting this up
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22 Feb 2021
Save Our Shirt: Paddy Power 'Unsponsor' Huddersfield Town with Head of PR & Mischief Lee Price
This week’s episode we spoke to Lee Price, Head of PR & Mischief at Paddy Power the UK and Ireland sports betting company.
Their Save Our Shirt campaign – was a big winner at last year’s PR European Sponsorship Association Awards taking home the treble for
Best Use of PR, Sport Sponsorship 400-1million euros and Game Changer categories.
Lee gives an off the field insight into the campaign from, how they planned for the PR fallout from the Football Association, what the Huddersfield Town players thought of it and even issues with the stitching of the shirts!
https://www.youtube.com/watch?v=LqzsswauJBY&t=6s
https://www.saveourshirt.co.uk
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15 Feb 2021
What Award Judges Want with John Sintras
As the new year brings in a new awards season, I thought it would be important to understand what is it that judges want to see when awarding work. So, for our first episode, I felt it was only right that I should interview John Sintras, who’s work, passion and eye for awards inspired me over the years. John began his advertising career in 1982 at Leo Burnet, moving on to Starcom Media Vest Group rising to Chairman and responsible globally for their product and awards becoming the most award network over multiple years. This experience led to John being a judge across a number of high-profile festival and a few years ago being Inducted into the Media Federation of Australia Hall Of Fame and moving to New York with IPG Mediabrands. Recently, John is Managing Partner at discidium and Chief Growth Officer at Alex and a Non-Executive Director for a number of disability charities. In this episode John talks about his experience as an awards judge, what he looks for in an entry and some of his favourite campaigns over the years.
Links to the campaigns John still loves
Prudential Day One
https://www.youtube.com/watch?v=V_zo_ETwaI0
Follow to Unfollow
https://www.slideshare.net/gregfromparis/2013s-best-digital-campaigns/4-1FOLLOW_TO_UNFOLLOWCOUNTRYBRANDTARGET_AUDIENCEOBJECTIVECHALLENGEPUERTO_RICOPUERTO
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15 Jan 2021
Advertising Awards Almanac - Trailer
Are you ready for the 2021 Advertising awards season?
Subscribe to this new channel to find out about the stories beyond the award winner work this year.
Contact Advertising Awards Almanac (AAA)
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