BEST IN SHOW: Non-charity

Life Zone

CLIENT: Crumpler

DIRECTOR: PHC

ENTRANT COMPANY: good oil

JURY comments

“This is just so far above any other film work that's out there at the moment. This is just so bold and doesn't look like anything else.”

Best in Show: Non-charity

Shift 20 Initiative

CLIENT: Dylan Alcott Foundation

AGENCY: Special Melbourne

PRODUCTION: revolver

JURY comments

“That's the ability of great advertising - to go beyond their remit and to drive real change.”

EMERGING CREATIVE OF THE YEAR

Charlotte Smith & Will Fox

JURY comments

“Both the quality of their thinking and craft in execution is incredible for the amount of time in the industry. Their folios already are taking great shape with award winning work. We couldn't split them. Congrats to both of you.”

Film: non-charity

A Bit Precarious

client: MACPAC

agency: The Monkeys Melbourne

production: The Sweetshop melbourne

JURY comments

So Funny. Funny without trying to be funny. It's a demonstration in such an unusual way, and the little thumb stroking the fabric is just genius.”

Film: non-charity

Hello Christmas

client: Telstra

agency: The Monkeys melbourne

production: Exit films

JURY comments

“This film actually made me look forward to Christmas. It was done with a lot of restraint, it could have been cheesy but instead it was quite quiet and beautiful.”

Film: non-charity

Long Live the Keg

client: Carlton & United Breweries

agency: CLEMENGER BBDO MElbourne

production: 3 & 7

JURY comments

“It's just great. It goes huge and ridiculous but keeps such a basic insight at the heart of it. It's nice that they still stay true to people we can recognise and what happens every day in bars and pubs.”

Film: non-charity

Hilux in the Middle

client: The toyota motor corporation

agency: saatchi & saatchi

production: scoundrel

JURY comments

“They've woven a really cool narrative around the traditional outdoor shots of cars driving. They could have just had the cars driving through the mud, but they've put a really creative spin on it, which is slightly naughty.”

CRAFT: non-charity

Leave Early

client: Victorian Government, Department of Justice and Community Service

production: AIRBAG VFX

JURY comments

“The effects from the tiny embers to the giant clouds of smoke. The fear of a bushfire is ultimately real. Awesome.”

craft: non-charity

See The Bigger Picture

Client: HOYTS

Direction: Nick Kelly

Production: MOFA

JURY comments

“A really strong idea and it's the detail and effort in every single picture the elevates it. An epic campaign to encourage you to go and see a film at the big screen.”

CRAFT: non-charity

This Is Footy Country

client: Telstra

Music: Level two Music

JURY comments

“You go elsewhere for a music search and you get what you asked for. Whereas, you know, Melbourne is gonna give you a wildcard like this!”

CRAFT: NON-charity

Cowboys Doing Laundry

direction: curtis hill

production: good oil

JURY comments

“I've never thought about what cowboys do other than ride horses and draw their guns so it's really nice to see the monotony of life. I'm so glad that the director did, and in such an artistic way.”

Craft: non-charity

Life Zone

Client: crumpler

DIRECTION: PHC

Entrant Company: good oil

jury comments

“This is just so far above any other film work that's out there at the moment. It's a real testament to what we can do by approaching productions differently. It's not even close to anything we've seen from a craft POV.”

Craft: non-charity

Prahran Summer Jam

Client: Nike

editing: Dom Lawson

production: magnetizer

jury comments

“Move over Brooklyn Prahran is now on the map. Simply great editing!”

Craft: charity

The Brain Cancer Centre

client: the brain cancer centre

editing: Delaney Murphy

jury comments

“Such a creative way to reimagine a story that could be told so clumsily. It was like walking through a memory and the edit brought the vignettes together in a way that was just emotionally transfixing.”

AUDIO: non-charity

Porsche Pong

client: porsche cars australia

agency: ddb group melbourne

production: airbag

JURY comments

“Great interplay between music and sound collectively and an incredibly impressive mix.”

DIGITAL & SOCIAL: non-charity

Through Their Eyes

CLIENT: maybelline new york

AGENCY: hero

PRODUCTION: truce films

JURY comments

“Maybelline is a massively important work brought to life in a really compelling format. That speaks to the right audience and the parents of the audience as well. Hats off to everybody involved.”

DIGITAL & SOCIAL: non-charity

Alfa AI

CLIENT: stellantis australia

AGENCY: cummins&partners

JURY comments

“A truly social idea. it's a smart way to activate a really a niche audience with a new sort of tech.”

DIGITAL & SOCIAL: charity

We Are The Warning

client: minderoo foundation

agency: m&C saatchi

production: revolver

JURY comments

“Kids don't listen to adults, they don't listen to government. Kids listen to kids. It's peer to peer. And it's real. It's gritty. And it's terrifying.”

DESIGN & PHOTOGRAPHY CRAFT: non-charity

Winnie-The-Pooh: The Deforested Edition

CLIENT: who gives a crap

AGENCY: TBWA\Melbourne

head of art: pat sofra

Designer: Gavin O'Brien, Tom Schultz, Joshua Leeman

JURY comments

“From the materials to the storytelling. The craft of the piece is a timeless story reimagined for the landscape of today.”

DESIGN & PHOTOGRAPHY CRAFT: non-charity

Hi Vis Humanity

CLIENT: Department of transport and planning

AGENCY: Clemenger BBDO

DESIGN: ant yee

art: Sharon Peoples, Kait James, Ruth De VosVest, Susie Vickery

JURY comments

“This is a fantastic way to use a channel that's never been used before and reimagine it to tell human stories to humanise Public Transport Workers and keep them safe. Really lateral problem solving idea.”

DESIGN & PHOTOGRAPHY CRAFT: non-charity

We, The Ready

CLIENT: aflw

AGENCY: Special Melbourne

DESIGN: bella plush & sarah ristevski

photography: Michelle Tran

JURY comments

“This design feels much more progressive than the traditional male code, and inspires me more than the chest beating masculine advertising we've seen for decades.”

DESIGN & PHOTOGRAPHY CRAFT: charity

Decriminalise Suicide Worldwide

CLIENT: Lifeline International

jury comments

“The best type of design is when it's incredibly simple. You can say this idea in one line and it's amazing the fact that the design actually disappears with the success of the campaign, decriminalizing suicide is beautifully simple.”  

Brand experience & technology: Non-Charity

England Bitter

client: Carlton & United Breweries

agency: the monkeys

JURY comments

“Simple ideas are the best ideas. And this is just so simple. It's really hard to do topical reactive ideas well and this does that perfectly. With only the tongue in cheek that an Australian brand could get away with.”

Brand experience & technology: Non-Charity

Hello Christmas

client: telstra

agency: the monkeys

PRODUCTION: exit films

JURY comments

“Educating children of today on how to use the old phone box in case of emergency is genius. 100%”

Brand experience & technology: Non-charity

Climate Doctor’s Certificate

client: school strike 4 climate

agency: chep network

Production: chep network

JURY comments

“Powerful and needed, it casts a fresh eye over the need for this kind of action in such a simple and accessible way. Strikingly rigorous thinking that arrived at this solution. Robust and tongue in cheek and the government hates it, so we love it.”

Brand experience & technology: charity

The Plastic Forecast

client: minderoo foundation

agency: M&C Saatchi

production: collider studios

JURY comments

“Using plastic itself throughout the creative is such a great visual cue and a nod to the problem and solution.”

Brand experience & technology: Charity

Shift 20 Initiative

CLIENT: dylan alcott foundation

AGENCY: special melbourne

PRODUCTION: revolver

jury comments

“There's a big difference between thinking 'what if we do this' and actually doing this idea, this would have been a herculean effort to pull off. The amount of energy and dedication from so many people to pull off such an amazing idea is actually startling to think about. So yeah, kudos.”

Deference for difference: NON-CHARITy

The Not-So-Fancy Offer

CLIENT: HCf

AGENCY: CLemenger bbdo

production: scoundrel

JURY comments

“Can't remember the last time a piece of work in this category is worthy of winning an award. It's such a tough category. So it's great. insurance companies don't do anything good like that, someone in marketing had to sign it off.”

Deference for difference: NON-CHARITY

Fitchix

CLIENT: honest eggs co.

AGENCY: VML

PRODUCTION: airbag

JURY comments

“Someone sat down and tried to figure out what little device would work best on the back of a chicken? That's it for me, it's so charming. Such a unique disrupter that's actually going to make me go out and seek this product, and being aware of it on that level.”

Deference for difference: NON-CHARITY

This is Going to be Big

PRODUCTION: Truce films

JURY comments

“It shows such charm and brings the community to the people. It's such a different shaped piece of creative and so much love and resilience has gone into bringing it to life. It's the kind of work that you feel could only happen or come out of somewhere like Melbourne, with access to both the people needed to produce this but also the kind of characters needed to tell this amazing story.”

Deference for difference: NON-CHARITY

Metalmorphosis

CLIENT: toyota

AGENCY: hero

PRODUCTION: scoundrel

JURY comments

“When you conceive an in camera effect this insane and film it in real time. Congratulations. Brilliant.”

Deference for difference: CHARITY

Mancestry

CLIENT: movember

AGENCY: ddb australia

production: collider

JURY comments

“This is weird. And it's innovative. And it's provocative. And we love it for those reasons, but it also has this amazing functionality that engages people in a tough category to dig deeper into their health profile. So it's like a quadruple threat.”