The AC&E awards were presented on October 27 with Clemenger BBDO Melbourne taking out the Grand Prix for Bonds’ The Boys.
Bonds – Pacific Underwear Group won Most Courageous Client and the campaign. Clemenger’s The Boys was also the winner in Branded Content and Out of Home, and was Highly Commended in Broadcast: TV, Cinema and Radio and Digital & Social Advertising. Clemenger was Highly Commended for Mercedes-Benz work in Customer Loyalty Campaign and Social Media Campaign.
The two TBWA agencies achieved 2 Wins and 6 Highly Commendeds between them. WiTH Collecitve achieved 1 Win and 2 Highly Commendeds with ECD, Steve Coll, named Creative of the Year.
No campaigns were awarded in Innovation Award or Mobile Marketing.
The winners are:
Pinnacle Awards
- Innovation Award
No campaign was awarded in this category.
- Most Courageous Client
Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brands Underwear Group
- Best Customer Experience
Isobar | Banker Desktop | ANZ
- Grand Prix
Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brands Underwear Group
Category Awards:
- Ambient or Experiential
Winner: Traffik (with Pulse Communications) | eBay Virtual Reality Department Store | eBay
Highly Commended: TBWA Melbourne | GAYNZ | ANZ Australia
- Apps
Winner: Mobiddiction | Wild About Whales | NSW National Parks & Wildlife Service
Highly Commended: CHE Proximity | Black Mirror | CHE Proximity
- Art Direction
Winner: Society | Stoneleigh No.50: The Instagrammable House | Pernod Ricard / Stoneleigh Wine
- Best Use of Search
Winner: Match | Always On Regional NSW Search Engine Marketing | Destination NSW
Highly Commended: Bohemia Group | Becoming Simple By Adding Complexity | Steadfast Insurance
Highly Commended: Sparro | Always On Search Engine Optimisation Program | Destination NSW
- Branded Content
Winner: Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brands Underwear Group
Highly Commended: TBWA\Sydney | Uncrushable | M.J. Bale
- Broadcast: TV, Cinema, Radio
Winner: TBWA Melbourne | ANZ’s Continued Push for an Equal Future | ANZ Australia
Highly Commended: Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brand Underwear Group
- Copywriting
Winner: WiTH Collective | Optus Olympics | Optus
Highly Commended: TKT Sydney | SoupTube | Campbell’s Soup Australia
- Customer Acquisition Campaign
Winner: TBWA\Sydney | RaboDirect Shonky Savers | RaboDirect
Highly Commended: MercerBell | Pirates of the High Fees | World First
- Customer Retention/Loyalty Campaign
Highly Commended: CHE Proximity | Telstra Business Check In | Telstra Business CRM
Highly Commended: Clemenger BBDO Melbourne | Repurchase Reminder Lucky Dip | Mercedes-Benz Australia (A Daimler Company)
- Data Analytics & Planning
Winner: Ogilvy Australia | 90 Ways to Say ‘$1 Chips’ | KFC Australia
Highly Commended: WiTH Collective & Fairfax Media | Fairfax Media Independent News for Independent Thinkers | Fairfax Media
- Data Strategy
Winner: CHE Proximity | Telstra Business Check In | Telstra Business CRM
- Data Visualisation
Winner: Wunderman-Bienalto | Interactive Buildings: Planning law, in 3D | NSW Planning & Environment
Highly Commended: Isobar | UMOOD | Uniqlo
- Data-Driven Mail
Winner: Clemenger BBDO Melbourne | GLC Hologram | Mercedez-Benz
- Digital & Social Advertising
Winner: TRACK – DDB GROUP (in collaboration with MediaCom and FB) | GET CASH | Westpac
Highly Commended: Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brands Underwear Group
- Digital: Website & Microsites
Highly Commended: Adrenalin | UNSW International Responsive Website | UNSW International
Highly Commended: Hard Hat Digital | Deakin Explore | Deakin University
- E-commerce Website & Marketing
Winner: AFFINITY | Sleep is Back | Love To Dream (LTD)
Highly Commended: Hard Hat Digital and Shopify Ninja | Deakin University Merchandise Website | Deakin University
- Email Marketing
Highly Commended: MercerBell | How Foxtel Turned Email into Entertainment | Foxtel
Highly Commended: MercerBell | How Data Turned Toyota from Car-Focused to Customer-First
- Integrated Campaign
Winner: BMF | Supermarket Switch Challenge | ALDI
Highly Commended: TBWA Melbourne | ANZ’s Continued Push for an Equal Future | ANZ Australia
Highly Commended: Lawrence Creative Strategy | Feels Like Home | Qantas Airways Limited
- Integrated Campaign – Small Budget
Winner: Havas Media Australia | Re-Pie-Cling | Goodman Fielder – Pampas
Highly Commended: WWF-Australia | Safe Passage for Sea Creatures | WWF-Australia
- Media Campaign
Winner: TKT Sydney | Soup Tube | Campbell’s Soup Australia
Highly Commended: TBWA Melbourne | GAYNZ | ANZ Australia
- Mobile Marketing
No campaigns were awarded in this category.
- Most Effective Use of Content
Winner: Showpony Advertising | Hands Off Our Ambos | SA Health
Highly Commended: Columbus Agency | A Campaign 65 Million Years in the Making – Jurassic World: The Exhibition | Museum Victoria
- Not-for-profit
Winner: BMF | Stop it at the Start | Australian Government – Department of Social Services
Highly Commended: The Works | The Fading Symphony | MND Australia
Highly Commended: Showpony Advertising | Hands Off Our Ambos | SA Health
Highly Commended: The Works | The Ultimate Death Scene | Sea Shepherd
- Out of home
Winner: Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brands Underwear Group
Highly Commended: WiTH Collective & Fairfax Media | Fairfax Media Independent News for Independent Thinkers | Fairfax Media
- PR Campaign
Winner: TBWA Melbourne | ANZ’s Continued Push for an Equal Future | ANZ Australia
Highly Commended: TBWA\Sydney | Uncrushable | M.J. Bale
Highly Commended: BMF | Stop it at the Start | Australian Government – Department of Social Services
- Social Media Campaign
Winner: Showpony Advertising | Hands Off Our Ambos | SA Health
Highly Commended: Clemenger BBDO Melbourne | The Boys | Bonds / Pacific Brands Underwear Group
Highly Commended: Leo Burnett Melbourne | Preserved Memories | SPC Ardmona
Highly Commended: SapientNitro | Three Seconds that Revolutionised Retail | Target Australia
- Use of New Technologies
Highly Commended: Isobar | UMOOD | Uniqlo
Highly Commended: Optus | Cash by Optus | Optus
- UX, Interface & Navigation Design
Winnner: Isobar | Banker Desktop | ANZ
Highly Commended: Yump | Thankyou Track Your Impact | Thankyou
Excellence Awards
- 30Below Young Marketer of the Year
Winner: Maureen Teague | HIF
- 30Below Young Creative of the Year
Winner: Melissa Hawkett | 303 MullenLowe
- Marketer of the Year
Winner: Brendon Cook | oOh! Media
- Creative of the Year
Winner: Steve Coll | WiTH Collective
- Jon Clark Award for most outstanding contribution to the industry
Winner: Luke Brown | AFFINITY
- Hall of Fame
Winner: Neil Lawrence
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