Australian agencies win gold, five silver and four bronze at the 2010 International ECHO awards
Rapp Melbourne, BMFSydney, Clemenger Proximity Melbourne and Wunderman contributed to Australia picking up one gold, fivesilver and four bronze awards at the 2010 International ECHO Awards handed out inSan Francisco on Tuesday night. Furthermore, the Echo Green Marketing Award went to WundermanSydney for WWF’s ‘Plant Spike’, which honors the single most innovative campaign employing environmentally responsible and sustainable marketing strategies and techniques.
Gold went to Rapp Melbourne forParkinson’s Victoria ‘Skill Tester’, with the agency also winning silver for AustralianPensioners Insurance Agency’s New Car Owner’s Manual. Wunderman Sydney pickedup two silvers, one for Microsoft Australia’s ‘TenGrandisBuriedHere.com’ andthe other for WWF’s ‘Plant Spike’
BMF won a silver Echo for an agency promotion called ‘Find Your Perfect Match’ and three bronze. The bronze were for BPAY’s ‘The World’s Biggest
Most Awesome Waste of Time’, FOXTEL’s ‘Sorry you Missed Them’ and Lion Nathan’s ‘6 Beers of Separation’.
Clemenger Proximity Melbourne won silver for Guide Dogs’ ‘Support Scent’ and bronze for Four’n Twenty Meat Pies’ ‘Magic Salad Plate’.
New Zealand agencies were awarded two gold and two bronze Echos. Gold was awarded to 99 Enterprises Auckland for Air New Zealand’s ‘Nothing to Hide’ and RAPP New Zealand for Heinz Watties Gourmet Dog ‘Thank you notes’. The two bronze went to DraftFCB Auckland, one for APN’s ‘Hour Long Letter’ and the other for World Vision’s ‘Raising the stakes for the 40 Hour Famine’.
For ‘Plant Spike’ Wunderman used an existing logistics network with access to businesses Australia-wide in order to by pass gatekeepers and prevent contributing to emissions, thereby creating a new distribution channel. The use of office pot plants as the marketing mechanism created a new marketing channel. And in an effort to be better than carbon-neutral, they partnered with STi Lilyfield to invent a brand new printer’s ink containing natural plant fertiliser so the Plant Spike would actually feed office plants with nutrients as it biodegraded in the pot soil.
“When combined with carbon-offset schemes to cover the agency and client’s operating emissions, the overall campaign was actually carbon-negative. Which is positive for the environment,” says Wunderman CD, Matt Batten.
AUSTRALIAN AND NEW ZEALAND WINNERS
ECHO GREEN MARKETING AWARD
Business-to-Business
Not-for-Profit
Client:WWF ― Ultimo, Australia
Agency:Wunderman ― Sydney, Australia
Campaign:Plant Spike
GOLD ECHO Winners
AUSTRALIA
Consumer
Not-For-Profit
Client: Parkinson’s Victoria ― Melbourne,Australia
Agency: Rapp Melbourne ― Melbourne,Australia
Campaign:Parkinson’s Victoria ‘Skill Tester’
NEW ZEALAND
Consumer
Travel & Hospitality/Transportation
Client: Air New Zealand ― Auckland, NewZealand
Agency: 99 Enterprise ― Auckland, NewZealand
Campaign:Nothing to Hide
Consumer
Product Manufacturing and Distribution
Client: Heinz Wattie’s ― Auckland, NewZealand
Agency: RAPP New Zealand ― Auckland, NewZealand
Campaign:Gourmet Dog ‘Thank you notes’
SILVER ECHO Winners
AUSTRALIA
Consumer
Insurance
Client: Australian Pensioners InsuranceAgency (Apia) ― Melbourne, Australia
Agency: Rapp Melbourne ― Melbourne,Australia
Campaign:Apia New Car Owner’s Manual
Consumer
Business and Consumer Services
Client: BMF ― Sydney, Australia
Agency: BMF ― Pyrmont, Australia
Campaign:Find Your Perfect Match
Consumer
Not-For-Profit
Client: Guide Dogs ― Melbourne, Australia
Agency: Clemenger Proximity Melbourne ―Melbourne, Australia
Campaign:Support Scent
Consumer
Information Technologies
Client: Microsoft Australia ― North Ryde,Australia
Agency: Wunderman ― Sydney, Australia
Campaign:TenGrandisBuriedHere.com
Business-to-Business
Not-For-Profit
Client: WWF ― Ultimo, Australia
Agency: Wunderman ― Sydney, Australia
Campaign:Plant Spike
BRONZE ECHO Winners
AUSTRALIA
Consumer
Financial Products and Services
Client: BPAY Pty Ltd ― Rhodes, Australia
Agency: BMF ― Pyrmont, Australia
Campaign:The World’s Biggest Most Awesome Waste of Time
Consumer
Product Manufacturing and Distribution
Client: Four’n Twenty Meat Pies ―Mentone, Australia
Agency: Clemenger Proximity Melbourne ―Melbourne, Australia
Campaign:Magic Salad Plate
Consumer
Communications/Utilities
Client: FOXTEL ― Sydney, Australia
Agency: BMF ― Pyrmont, Australia
Campaign:Sorry you Missed Them
Consumer
Product Manufacturing and Distribution
Client: Lion Nathan ― Sy
dney, Australia
Agency: BMF ― Pyrmont, Australia
Campaign:6 Beers of Separation
NEW ZEALAND
Business-to-Business
Publishing/Entertainment
Client: APN New Zealand ― Auckland, NewZealand
Agency: DraftFCB ― Auckland, New Zealand
Campaign:APN Hour Long Letter
Consumer
Not-For-Profit
Client: World Vision ― Auckland, NewZealand
Agency: DraftFCB ― Auckland, New Zealand
Campaign:Raising the stakes for the 40 Hour Famine